From Concept to Market with Covey Co-Founder and Chief Creative Officer Emily DiDonato

Do you dream of being an entrepreneur? Starting your own business or brand starts with finding your niche, researching your market, and believing that your service or your product can do better.

Today's guest shares the behind-the-scenes of how she turned her idea into a successful beauty brand. I am thrilled to introduce you to today's guest Emily DiDonato. Her community of 2.2M Instagram followers may know her first as a model, but in today's conversation, and as she takes her next steps in her newest venture, she is the Co-Founder and Chief Creative Officer of Covey. Say so long to your 12-step skincare routine (guilty!) and hello to a simple and stress free regimen with three go-to products you can use both day and night.

In today's conversation, Emily shares with us what led her to launch Covey Skin, the value proposition of the brand that keeps customers coming back, her advice on how to change your career and try something new, and much more!

SHOW NOTES:

As a model Emily has always found taking care of her skin was an important priority. She realized there is a lot of varying information on the internet when it came to “how”. Through her own research, Emily discovered what products you actually need in a routine and in what order you really need to use them (0:55.)

Emily found her solution by creating her own 3-step effective routine, Covey Skin (2:19.) 

She found the key to success was finding high-quality ingredients that were compatible with each other and with all skin types (2:53.)

The brand name “Covey” means “a small flock of birds”. Emily chose this as her brand name because she sees her community and products as a “covey” (3:50.)

“Birds fly in flocks to protect and support each other and that is what Covey represents - your skin’s most trusted covey in itself.”

— Emily DiDonato

Creating a product and starting a business has been an exciting venture for Emily! She finds there are many hats she has to wear and even with all the excitement she occasionally will find herself dealing with imposter syndrome (6:17.)

Emily finds through her years modeling that she has developed the ability to take direction and do as she was told; but now as an entrepreneur, it is her job to direct and lead others (7:38.)

“Social listening” differentiates Covey from other brands by actively listening to the internet's questions across platforms. By doing so, Emily and her team were able to develop a product that met the public's needs (8:45.)

“Remember that no one really knows what they are doing at the beginning of a new venture or career. Even experts are figuring it out!”

— Emily DiDonato

When things become overwhelming Emily likes to keep in mind, “this too shall pass” (12:45.)

Emily’s big skin secret is finding a bedtime routine by going to bed and waking up at the same time every night. By doing so, Emily has found that puffiness and bags under the eyes will disappear (13:45.)

Interested in learning more and continuing to follow Emily’s journey? Follow her here! Want to follow Covey Skin? Follow here and use code “BRAVA” for 10% off the Covey Routine!

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Thank you readers, to tuning into the Brava Podcast. If you like the show please leave a review on iTunes! 

What from our conversation inspired you today? What do you hope to hear next? Tweet or message us on Instagram @BravaPodcast to tell us what you want to hear, even if it’s your own story!