Susan Posnick – Creator, Susan Posnick Cosmetics

By Danielle Jackson

Susan Posnick turned a frightening diagnosis it into a multimillion-dollar phenomenon. A celebrity makeup artist for more than 20 years, she worked with A-list actresses like Cindy Crawford, Rene Russo and Holly Hunter. But her career trajectory took a detour when she was diagnosed in 1999 with skin cancer. Now she’s a crusader for skin protection and creator of Susan Posnick Cosmetics, voted the No. 1 Beauty Necessities Company in England twice. Based in Texas, Posnick invested thousands to getting her product in the cosmetic market. Now ColorFlo, her popular mineral foundation, is sold at more than 750 outlets around the world.

Here, she talks to PINK about her success secrets – and pursuing her dreams.

PINK: How did your career as a freelance makeup artist prepare you to head your own business?
S.P.: Working and traveling as a makeup artist inspired me artistically to think about “missing pieces” in the marketplace – colors, better and more innovative packaging, and the way people think about beauty in general. We already made sun protection more travel accessible and effective. In the past, our distribution focus has been with spas, but the market has been affected by the economy and we have kept inventory as low as possible. Now our focus is on retail clothing stores to reach potential clients right at the registers.  We recently signed a contract with the Army & Air Force Exchange Service (AAFES), which is the second largest retailer in the world next to Wal-Mart.

PINK: What was your greatest business mistake?
S.P.: I started my company with really no business background, minimal help. As one of the forerunners to the mineral makeup boom, I wasn’t able to build brand awareness as quickly as I would have liked. Staying ahead of the trends with regard to color, technology and innovation is something that comes naturally to me, but I learned that having great products and ideas isn’t enough; you have to have the funding behind you to generate brand awareness, and build a successful business.

PINK: How have you funded your business?
S.P.: Over many years as a makeup artist, I was able to save and put away money.  When my mother passed away during my research period for my business, she left me an inheritance which was essential to funding the start-up. I was completely self-funded investing more than $100,000 in the business starting out with, in comparison to other cosmetic brands, very little money.

PINK: What are the keys to simple make-up application for a woman on-the-go?
S.P.: Use products that are multipurpose and travel friendly. Apply sunscreen to your face, neck, décolleté, hands and ears to avoid sun over exposure or damage. Also, show your left-side more love when driving, make sure to add a little extra sun protection. Your SPF protection for your body at locations like the beach should be at least SPF 40 – always wear a hat and keep an umbrella handy.

PINK: What’s your best advice for budding entrepreneurs?
S.P.: If you really believe in something, don’t let anything keep you from pursuing your dream.  Search out advisors and mentors in the areas you don’t have working knowledge or expertise in, Build a team that believes in you and your ideas, but that has the strength to challenge you and bring their own ideas to the table.  Be prepared to work harder than you ever have – especially because the rewards usually don’t come easily or quickly, but with enough sweat and hard work.

PINK: What have been your secrets to your professional success?
S.P: Innovative ideas, persistence, hard work and determination, good advisors and loyal staff, guardian angels and a strong personal support network of family and friends.

PINK: How do you manage your Life/Work balance?
S.P.: I have a 17-year-old daughter. As often as possible, I try to end my workday by 7pm and not work on the weekends.  I am usually pretty successful at separating my work and personal life, unless I have a specific deadline I absolutely have to meet, or if I am traveling and/or working an event.  Work is an important part of my life, but not my whole life and that is an important ideal I hold true.

PINK: What has been the most profound lesson you’ve shared with your daughter?
S.P.: When my daughter was little, as I tucked her in every night, I said, “Always remember you can be anything you want to be and do anything you want to do. You may have to work really hard, but you can make your dreams come true.” This is what I continually do in my life, and what I hope to keep accomplishing in my career as a example to her of how dreams can come true.