The Alfred Collective | MĀSK
Now more than ever, we all are recognizing the importance of self care and loving the skin you’re in, there’s no better brand than MĀSK to teach us a thing or two.
For this installation to The Alfred Collective, we asked founder and ultimate wellness guru, Sarah Mirsini some questions about her, the brand, and all things skincare.
If you could give your younger entrepreneur self one piece of advice, what would it be?
Don’t try to be like everyone else. There is no such thing as competition and whoever likes your brand will be a loyal customer. The lesson I learned was to stop trying to follow all the trends and instead be true to myself and my company. I noticed a huge shift with this.
Being the founder of such an amazing wellness brand, we need to know how you recharge, unwind and take care of yourself.
I am a certified Holistic Wellness Coach, and worked with meditation and breathwork as a specialty for years before founding MĀSK. I am a true believer in grounding yourself, and take a step aside once uncomfortable feelings show up. Sitting in discomfort brings a lot of clarity, and we are a continuous work in progress. Also taking days OFF is a must, we are living in a time where overworking yourself is looked upon as great. But it’s the opposite.
I am such a homebody so I truly enjoy my time in my house. Taking a long shower followed by a face mask and a glass of wine is one of my favorite things. I usually do this every Sunday night to get ready for the week ahead.
What did you do before founding MĀSK?
I have a graduate degree in Marketing so I worked for a couple of beauty brands as their social media manager before making a 180 and stepping out of the corporate world. I had a bit of a changing moment in my life when I turned 28 and I completely switched to a holistic lifestyle and got my coaching certification. I also spent 6 month training in movement, breathwork and reiki and this completely changed my perspective on things. I started using CBD oil for my clients with anxiety as it worked so well for me, and long story short, this is where MĀSK came about.
What’s your walk out song/pump up music?
I am a BIG hip hop girl. I listen to Migos, Future, Kanye and Rick Ross before when I need a mental “pep talk”. I was so obsessed with Y7 Yoga when I lived in New York city, so before I had anything major work or personal wise I always used to do a class there and it made me feel so much better.
How do you stay organized managing personal life and MĀSK?
Accepting that some days you’re going to be a mess. I try to be as organized as I can. but sometimes life throws curveballs at you and you just have to go with the flow. The moment I stopped controlling what I couldn’t, my life became easier. There is a lot of perfection in the imperfect. I also try to put my phone away at night and not check my email or company social media. And I NEVER bring my phone when we walk our dog, that is our time.
What was the inspiration for creating MĀSK?
I struggled with acne from my early teens. From changing my diet, to trying countless of skincare brands I was just so fed up with spending money on products that were not worth the hype. When I discovered CBD and what it did for me topically I knew this was my calling. MĀSK was then founded to help support the journey to self-acceptance through the act of self-care. Real products that seek to nourish the skin and soothe the spirit with products created to comfort, nurture and encourage the look of healthy skin — in its most pure, authentic state.
Where do you see your brand going?
I have learned one thing: Don’t rush things. We have been in business for two years, with three skus, and done incredibly well with it! We’re also working on more multi-cannabinoid-focused products as a professional line for the esthetician industry. But simplicity is key, so we will never be a brand with a bunch of products. We want to perfect the ones we come out with.
What challenges have you faced as a female founder?
I think women in general, despite the industry, should be seen and heard more. I read an article that most female workers don’t even get heard in meetings where the majority are men. This pisses me off. We have to drop the whole “stronger sex” mentality, because yes, men are genetically born stronger physically. But this has nothing to do with business and mindset. I also think women in general need to raise their voices more so they can be heard. The generation after me will not have this issue, and I believe we are doing much better than just 10 years ago. For me, it was about getting over the fear of not being enough and just go for it. Some people might say “easier said than done” but you always have a choice. You either make an excuse or you execute.
Favorite Podcast or Book? Why?
The Untethered Soul by Michael Singer. It taught me a lot about the ego and how to change your mindset in difficult situations. I highly recommend this book to anyone at a turning point in their lives.
Do you have a female leader who you look up to?
My mother. She was a single mom with two kids, and one has special needs. My brother is autistic, and it took years before he was properly diagnosed. We never lacked anything and my mom went above and beyond for us, always. She is one of the strongest and most positive women I know. I would not be where I am today if I didn’t have her.