Happy Monday, y’all! Hi friends! Back with a new installment of our Working Women We Adore series! And today I’m excited to introduce you to clean beauty guru and founder of Houston-based Switch2Pure clean beauty wellery. Meet Estela, founder of Switch2Pure.
We’ve said this before, but the Working Women We Adore series has become near and dear to our hearts here at ABA. If you missed our first few installments of the series, read them here, here, and here. We love providing an outlet for women to share their stories, advice and the hard work they’ve put in as female business owners and entrepreneurs. Plus, now more than ever, highlighting local businesses and how you can support them is of utmost importance!
Today we introduce you to Estela Cockrell, Houston entrepreneur and founder of Switch2Pure, a line of clean beauty products + a newly opened brick and mortar store and spa. A former lawyer, Estela’s journey to clean beauty is one that’s extremely personal. Diagnosed with Lyme’s disease and celiac disease for over 20 years. Due to this, Estela began pouring over medical studies and other trusted sources to figure out what ingredients and products were harmful to her health.
By 2017, Switch2Pure came to market in the form of a website and pop-ups for women also looking for high-quality clean beauty products and skincare. In tandem with professors from the University of Texas, Switch2Pure created ‘the Purist List’ – a list of potentially harmful ingredients, all of which cannot be included in an ingredient list on any of the products Switch2Pure carries. Read more about the brand’s standards here.
I’ve long been on the hunt for cleaner beauty and skincare products, see my latest post discussing how I switched to non-toxic deodorant here. Discovering Switch2Pure’s in-house product line and other offerings, all of which can be tried in-store, is truly a step above other beauty and skincare stores.
When Estela isn’t at her new store or creating informative social media content for the brand’s Instagram, she loves to travel and spend time with her family. She’s also a fashionista at heart and a philanthropist who supports a variety of causes in the Houston-area. Read on to learn more about Estela and Switch2Pure.
From attorney to entrepreneur, where did your inspiration come from to start your own business?
Estela Cockrell: Born out of my own personal health journey, my passion for clean living and ultimately a business found me. I took a closer look at the everyday products my family used and discovered the ugly truth: health-harming parabens, gluten and phthalates (just the tip of the toxic iceberg). From that challenge, our one-stop shop (online and in person) was born! An on-the-GLOW clean beauty and wellness destination where purists are able to immerse themselves in a pure and perfect way.
Switch2Pure started as pop-ups and this year evolved into a permanent location. How did you come to the decision to make this move? As you continue to grow, where do you see Switch2pure in the next five years?
EC: At Switch2Pure, we believe that clean beauty doesn’t need to be complicated, and PURE performance-based skincare should be more than a good idea. You shouldn’t have to trade luxury in the name of natural! As a true health and wellness warrior, I felt like there wasn’t one location where one could continue their wellness journey from access to quality nutritionists, medical grade facial treatments (at a fraction of the cost), body treatments and sauna therapies.
Switch2Pure will continue to evolve and follow our purists wherever they take us. That may be in the form of other locations or popups around the country, but we will continue to serve our purists as best as possible. Switch2Pure product line launches late 2020, early 2021, cbd body oil, body wash, lip balm…
Tell us a bit more about your mission. Clean beauty is gaining notoriety, but there is still a lot to be done within the industry… what is your biggest struggle when it comes to convincing clients to ditch their go-to products filled with toxic chemicals and ingredients, or is it simply that they weren’t aware and needed education?
EC: We desired to be the trusted source for pure + clean + natural + nontoxic-yet effective beauty, skincare, home and wellness solutions. All we wanted was products free from harmful chemicals that may burden our immune systems and make us sick.
I don’t find that we work with clients who need convincing. We work with a really wide variety of purists who care about health, wellness and clean beauty in different forms. Maybe they have had their own autoimmune struggle or have cancer history in their family. Everyone’s reasons are different, I’m just glad people recognize the fact that using quality nutraceuticals and clean skincare are so important.
Your spa offers a mixology bar and a glow bar. Can you tell us a little more about these?
EC: We designed this bar, especially keeping in mind besties and teens. It’s a fun activity, plus you get the quality of a pampering professional grade products all for only $25. It’s fun, experiential and important for general maintenance. Plus, you get to try different products specifically for your skin type! We will station you (and your besties up to 6 at a time) at our glow bar. You will remove any makeup or sunscreen, followed by nano-steam, then a light exfoliation based on your skin type, a wet or sheet mask, and lastly moisture. You will leave feeling plumped and perfect. Oh, and don’t forget the photobooth on your way out. Hello, GLOW! Set up a makeup appointment afterwards for those special events.
What is the most common challenge people have with skin care and what suggestions do you offer them?
EC: Acne and blemish control. From teens to mature skin, our purists often face this issue. Luckily we’ve got blog posts and IGTV videos with our treatment recommendations! Pigmentation and sun damage are another top concern, we highly recommend our WELL & GLOW for both of these concerns. Loaded with 150mg full-spectrum cannabidiol (from hemp extract), and natural Vitamin A, which renews and regenerates. This citrus-scented blend is infused with powerful antioxidant making WELL & GLOW an anti-aging go-to. Pomegranate, squalane, kukui, and avocado moisturize and nourish while delivering vitamins deep below the surface. This non-irritating and light-weight oil works day and night to reclaim your radiance.
What is your favorite beauty and/or skincare product?
EC: That’s like asking a mom that has eight children which one is their favorite! It’s a strong tie between Be Glowy and Well + Glow, with Collagen being a close third.
If a client has decided to switch to purer, safer ingredients, what are the steps or products that offer good stepping stones toward a healthier lifestyle?
EC: We recommend starting out with our Glow-on-the-Go Trio kit for anyone making the switch. This jam-packed powerhouse trio will have you glowing on the go! Contains 20 ml each of our coveted facial line in the same transparent and environmentally safe packaging you’ve all come to love!
Bright + Shine Gel Cleanser – Lux, effervescent, and rejuvenating, this cleanser is pure, yet totally effective! Perfect for use both AM and PM and great for all skin types.
Be Glowy Hyaluronic Spray Serum – Get glowing with our easy-apply spray serum to plump fine lines and rejuvenate dry, tired skin.
Well + Glow Rejuvenating Facial Oil – use our retinoid replacement nightly for fading spots and wrinkles. Psst… the subtle citrus scent smells amazing too!
Our prebiotic deodorant is also a great stepping stone. Natural that actually works! Free of all of those cancer causing and endocrine disruptor ingredients, including baking soda, aluminum and paraben free!
What has been your biggest challenge as a business owner?
EC: Opening up a business a week before COVID affected the United States.
As a business owner, I know it often feels like a 24/7 job. How do you relax and unwind? Do you have some favorite hobbies or guilty pleasures?
EC: Is this a rhetorical question? 😊 Generally I do a lot of international travel. I hike, play tennis and obsessively read academic papers and scientific journals, always expanding my education.
What is your favorite go-to career gal outfit?
EC: Def Veronica Beard blazer with Dickies! I love fun phrased type t-shirts and everything #powerpink!
What is your advice to any young woman, starting down the path of their own business?
EC: Stay true yourself and be prepared for a wild ride. Hope you have thick skin, and you’re going to need more money, trust me. Make sure it’s a true passion because there’s nothing else that can get you through the grueling nature of owning your own business.