Looking back, I was so naive at the beginning. I literally began this whole thing by Googling “how to create a skincare product” and “how to find a manufacturer in Australia.”
Sian
This week’s Founder’s Friday features Sian Corrigan, the creator of Intention Skincare, a brand that marries high-performance ingredients with the grounding energy of crystals.
The idea was born from a personal battle: while working as a professional dancer, Sian struggled with severe acne. “No one will hire you with skin like this,” she recalls, a comment that consumed her and made her desperate to find a fix. “I devoured information about ingredients and treatments, desperately trying to ‘fix’ myself.”
That period sparked a realization. “What I came to realise was that stress had been one of the biggest contributors to my skin issues and ironically, the skincare industry often adds to that stress with fear-based messaging,” she says. “What should have been a calming self-care ritual started to feel clinical and anxiety-inducing.” Even after her skin improved, the emotional toll stuck with her. “Why does skincare have to feel so stressful? Why can’t it be relaxing, playful, and enjoyable?” She had long been drawn to crystals, whether for their calming, grounding, or energising qualities and wondered if their presence could transform skincare into something more intentional. “What if skincare could combine high-performance ingredients with the mindful magic of crystals? What if it could be a ritual, not a routine?”
That question became the foundation for Intention Skincare, a brand that promotes mindfulness and emotional well-being just as much as it does glowing skin. “We fully embrace the woo! We merge high-performance skincare with crystal energy to get both your skin AND soul glowing!”
Building a business from scratch
“The first email you send probably won’t result in a sale, but maybe the tenth will. The first ad might totally flop, but the twentieth one could take off.”
When building the business, Sian made it a point to learn from those who had done it before her. “I didn’t come from a background in business, so I made it my mission to soak up as much knowledge as possible from those who had successfully built brands.” She did this through podcasts, communities, courses, and asking questions, lots of them. At first, she wore every hat herself. “From building my website to running ads and writing email campaigns, I wear just about every hat in the business.” This hands-on approach helped her understand every part of the process and make smarter decisions when it was time to delegate.
Her strategy for growth has been straightforward: “Keep iterating. Keep testing. Keep improving.” She’s tried everything from Meta and Google ads to email marketing, influencer outreach, and SEO. “The first email you send probably won’t result in a sale, but maybe the tenth will. The first ad might totally flop, but the twentieth one could take off.” For her, consistency is more powerful than perfection. “Growth doesn’t come from getting it perfect the first time, it comes from committing to get a little bit better every time.”
What makes Intention Skincare stand out, she says, is its refusal to play by industry rules. “We believe skincare doesn’t have to be so clinical, rigid, or serious all the time.” That mindset influences everything, from their product design to how they engage with customers. “That’s why we infuse our masks with crystals, pair them with intentions, and encourage our community to treat skincare as a ritual of self-love, not a chore.” The brand’s innovation comes from listening deeply to what customers want and value. “I don’t focus necessarily on ‘staying ahead,’ but rather staying across what our customers love and what could bring them joy or get them excited.”
From Google searches to glowing skin
Of course, it hasn’t always been smooth sailing. “The biggest challenge I faced was having absolutely no idea what I was doing when I started!” she laughs. “I was so naive at the beginning.” She started by Googling “how to create a skincare product” and “how to find a manufacturer in Australia,” which launched her into a world she knew nothing about. Finding the right manufacturer was especially tough, she wanted someone who wouldn’t dismiss the role of energy and emotion in skincare.
“I wanted to work with someone who saw the value in blending science and self-care.” Eventually, she connected with a female-led manufacturer who understood her vision, which was a game-changer. The first product took nearly two years to formulate. “The process of actually formulating the first product was incredibly involved and long,” she says. But she refused to settle. “I’m glad I didn’t settle for anything less than perfect.”
Without a big budget, she had to be resourceful. “I had to be scrappy and incredibly resourceful,” she says. YouTube tutorials, trial and error, and the support of her partner, friends, and family, all of whom became unofficial product testers, carried her through. She’s learned that you don’t need to have all the answers before you begin. “In fact, you probably won’t. But if you’re willing to keep going, take action, and quickly pivot from mistakes, things begin to fall into place.” For Sian, progress is about small, consistent steps: “The small, consistent steps you take every day; those late nights spent watching tutorials, the 99th TikTok you make, the 200 creators you’ve messaged they add up. And eventually, you look back and realise just how much progress you’ve made.”
A brand built on belief
Her advice to other aspiring founders? “Just start!” Don’t wait to have it all figured out. “If you think you have a good idea, stop planning, stop overthinking it and just give it a go. Things usually become much clearer once you take action.”
Above all, she urges people to trust their instincts. “Lean into your intuition!” she says. “If you’re following your instincts it’s pretty hard to go wrong.”
ALSO READ: St. Basil’s first female CEO Diana Horvatovic’s heartfelt leadership lessons
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