Interested in starting your own entrepreneurial journey in personal care but unsure what to expect? Then read up on our interview with Austin Wiberg, Founder of Standard Self Care, located in Los Angeles, CA, USA.

What's your business, and who are your customers?

Standard Self Care is a wellness company in Los Angeles, CA. Our customers are conscious consumers looking for more out of the products they purchase. They are looking for ingredients they have confidence in and long-lasting results. We create clean & results-driven remedies at the highest standard of self-care.

Our products are always vegan, non-toxic, non-GMO, paraben-free, and cruelty-free. They contain no silicones, no artificial fragrances, no fillers, no synthetic chemicals, no artificial colors, and no sulfates. Our primary target market consists of health-conscious humans who thrive by pushing themselves beyond the normal expectations of daily life, whether in their personal fitness goals or career paths.

Tell us about yourself.

Our team is motivated by improving those around us. We have all personally experienced how important it is to find friends and co-workers who will push you to do better in every aspect of your life.

Standard Self-Care was born from the premise that you need to take care of yourself to focus on caring for those around you. Our remedies are formulated and produced to help you keep your personal care routines simple and effective so that you can help others do the same!

What's your biggest accomplishment as a business owner?

With Standard Self-Care, the most significant accomplishment is our team and building a wellness brand that transforms the traditional marketing aspects from "profit-focused" strategies into transparency and result-driven products that become a daily ritual.

Each of our products has uncompromising quality and science-backed results. We recognized that today's marketing labels and terms could be deceptive, so we wanted to change that for the better. Our "List of NOs" is dedicated to displaying our commitment to holistic well-being to health-conscious consumers.

What's one of the hardest things that come with being a business owner?

It's our best accomplishment and the most challenging part—our team. Managing people and relationships is complex, as is identifying strengths and weaknesses and growing a lean team lead a team that can fail fast and fail forward. As seasoned entrepreneurs and investors ourselves, our team understands that failure is always the most challenging thing that comes with being the owner of any business.

Through trials and tribulations, we are aware that failure is often the harshest and most influential teacher. Perseverance and curiosity are characteristics that all entrepreneurs should look to attain, not to be consumed by failure but rather to learn from it and create success from the knowledge obtained during those tough times. Ultimate success without any failures, commonly known as "perfection," is a myth!

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. Find a mentor in your industry that can help you accelerate your growth.
  2. Look to learn from your customers, not yourself.
  3. Develop a thick skin. You will always be told "no" more than "yes" until you are recognized as successful.

Where can people find you and your business?


If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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