Rubén Rubiales Vázquez of Lesielle tells us about providing customers real personalized, affordable, and effective skincare adapted to the changing skin needs.
First of all, how are you and your family doing?
Rubén Rubiales Vázquez: Thanks for asking. We are safe and well, plus the pandemic caused us all to spend much more time together, so we become stronger as a family during these times.
Tell us about you, your career, and how you founded Lesielle.
Rubén Rubiales Vázquez: My career started thanks to my parents. They transmitted to us their entrepreneurial spirit. During our lunches at home, I recall our conversations about the family business and the different situations, so we learned every single aspect of managing a company.
However, my career started when I decided to study pharmacy in Seville, Spain. After finishing my studies, I decided to move to France to specialize in management, production, and formulation. Thanks to that specialization, I had the opportunity to discover the French industry.
Due to family circumstances, I had to temporarily come back to Spain to work in the family business, where I completed my education in Digital Marketing. Once the situation allowed me to continue developing my pharmaceutical career, I moved to Switzerland.
And it was there when during breakfast in March 2016 when the idea turned up. I was telling Sophie, my partner, that I could not find any skincare that really fit my needs. My first thought was, how is it possible that each skin was so unique? Most users had no other option but to accept what the laboratories decided to bring to the market with a one fits all approach. And that’s the reason why we decided to create Lesielle so everyone can enjoy real personalized, affordable, and effective skincare adapted to the changing skin needs.
How does Lesielle market its product/services online?
Rubén Rubiales Vázquez: We are mainly focused on selling our products and services online. However, we are lucky to announce that we are currently working in East Europe and Asia countries, and we are about to land in the US market.
In addition to this, we are always assessing new markets and new opportunities for Lesielle.
How the coronavirus pandemic affects your business, and how did you get through it?
Rubén Rubiales Vázquez: Coronavirus restrictions affected everyone. However, the advantage of being a start-up is to be more agile than larger and more established companies.
For example, our primary distribution channel closed due to the COVID situation, so we turned our strategy into boosting the e-commerce channel over the physical one, developing new business models and digital tools.
What specific tools, software, and management skills are you using to manage your online marketing?
Rubén Rubiales Vázquez: In marketing, we are making important efforts to bring personalization to our skincare and our communication with consumers.
SEO is key for us, so we are used to working with tools such as Semrush or Trueranker for Keyword tracking.
Who are your competitors? And how do you plan to stay in the game?
Rubén Rubiales Vázquez: Any personalized skincare brand, but in reality, our segment is different because we target the mass market.
More than brands themselves, our real competitors are the consumption habits. Our skincare approach means a radical change in the way of understanding skincare. Going from having a generic formula to creating one that really fits your needs. However, we strongly believe that educating consumers to use different formulas depending on their skin changes or at least recognizing those changes so they can contact us to help them adjust their treatment.
Your final thoughts?
Rubén Rubiales Vázquez: Despite the crisis we all are currently living through, we are extremely happy with Lesielle’s momentum. We are building important partnerships around the world, and we strongly believe that the best is yet to come.