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Rio Vera-Newton has offered tips on skincare in her writing work for years. "The beauty market, and specifically, the skin care industry is saturated, it's insanely confusing for consumers who don't have a lot of experience in this field to sort through," she states. "I have always been awed by how satisfying it was to help inform people about products and to find ones which make sense to them."

In 2017, a viral moment took that advice in front of a larger public than ever. The actress shared the details of her daily routine in terms of skincare after an unfortunate flare-up with her acne, which passed through friends and friends, before eventually getting to New York Magazine. Since since then, Rio has gone to an esthetician's school, started a skincare consultancy as well as published a book about the subject.

Read on to learn what she did to start her business, how helps her keep the business running efficiently and the reasons authenticity is crucial to the way she speaks about skincare.

From viral article to a business strategy

Rio's beauty routine that went viral was a start, but making that moment an opportunity was a more and more nervous journey.

"When I finished my an esthetician's school, I knew I wanted to start an enterprise that was more personal and individual," Rio says. "I was absolutely terrified, as I think many people are when they start new ventures."

"When I started my business my journey, I was keen to make sure that I'd structured my consulting to be as helpful possible, so I did about 20 or so free consultations to people in my circle before launching the business and then asked them to give me some suggestions," she adds. "Because of this I was able to eliminate the issues once I had my first few paid customers. This was extremely important since it ensured that at the point I went live the business, I was able to get a lot of training and was able to launch my company with plenty of faith."