From working in the fashion industry to launching her skincare brands, Linda Wang opens up about her career journey

Linda Wang, Founder & CEO of Karuna Skin (Photo Courtesy of Linda Wang)

As Linda Wang put on a sheet mask and looked at herself in the mirror, she suddenly had the “aha” moment she had been waiting for. After going through hundreds of business ideas, from a sweater collection to designing makeup foundation jars, it was at this moment that Wang realized she had finally thought of the perfect project. With her cellphone in one hand and eager to share the business project with her sister, Wang knew she was ready to embark on the journey of launching her own skincare company. 

It is often said the best ideas come at the most unexpected moments. This was the case for Linda Wang, the Founder, and CEO of the Los Angeles-based start-up skincare companies Karuna Skin and Avatara (sister brand of Karuna Skin). 12 years later, Karuna Skin has continued to evolve and expand its sheet mask collection. Most recently, it launched the Balancing Collection at Whole Foods Market. 

Karuna Skin’s Balancing Collection (Photo Courtesy of Linda Wang)

Karuna Skin was founded in 2009 and launched with only six sheet masks. Since then, Wang has expanded Karuna’s product range which now includes facial cleansers, moisturizers, an eye cream, toners, and other sheet masks. Launching a collection at a well-recognized retailer like Whole Foods Market has been an exciting and revolutionary move that took over three years to come to life. However, Wang admits the road to creating and launching a skincare company is far from a smooth one. 

Karuna’s first sheet mask collection (Photo Courtesy of Linda Wang)

Wang’s journey before launching Karuna Skin

Prior to launching Karuna Skin, Wang worked in the fashion industry as a buyer and Merchandising Consultant for 10 years. From working with Bebe to Guess by Marciano, Wang always knew she wanted to create her own business but was not sure how or where to begin. Wang admits that every time she thought of an idea, she “freaked” out and felt discouraged.  

After traveling to Taiwan, Wang’s birth country, she noticed the popularity of sheet masks. It was after one of these trips that it all suddenly clicked. Having suffered from eczema as a child and her lifelong love for skincare and makeup, creating her skincare products only made sense. 

With no prior experience owning or running a business, Wang was ready to embark on the journey of launching her company. She read several books and utilized the internet to gain relevant knowledge about the skincare industry. She came across useful resources and began talking and networking with people in the beauty and skincare industries. 

“The great thing to know is if you need help in this world, and if you open up yourself there are always so many people who are willing to help you,” says Wang.

Soon after, Wang began ideating and formulating how she wanted her products to look based on the knowledge she had of skincare. She then moved on to conducting consumer research. It was important for her to learn what consumers wanted and needed. 

After some time, Wang had what she calls an “epiphany” and realized she needed the expertise of a product developer who could help her formulate appropriately.

While browsing on LinkedIn, she connected with Karen Quimby, former Vice President of Product Development at Smashbox Cosmetics. Wang says she learned a lot from working with Quimby who introduced her to other professionals in the industry. 

Wang recalls feeling eager to learn everything. When meeting and working with people, Wang’s goal was to take on as much knowledge as possible but not as a founder. Wang believes it is fundamental to learn every aspect of the business. 

“You have to know how to do the job if you want to be a boss,” says Wang. 

Wang’s highs and lows of owning a company

Since starting her own company, Wang says she has experienced many highs but also a lot of lows. As a founder, she says it is important to persevere even when things do not go as expected. Wang recalls one of the most difficult experiences she had at the beginning of Karuna Skin. The supplier she was working with had been bought out by another company. The new company had failed to “clear the record to work with the FDA.” This meant that Wang’s shipment was not allowed to come into the United States. She then had to go through a tedious process to get her shipment cleared. 

“You’re never prepared to deal with challenges, because you’ve never dealt with them before. At that point it was detrimental,” explains Wang. 

Even when experiencing the day-to-day challenges that come with running a company, Wang stays focused on her team. She is committed to hiring a great team and providing a healthy work environment where everyone feels happy and fulfilled. 

“It’s not about you anymore. It’s about the company and everyone,” explains Wang. 

More than a decade later, Wang and her skincare companies continue to stay on top of the ever-changing and evolving trends. While Wang believes it is important to stay current with skincare trends and reinvent her brands constantly, she knows that every “trend” isn’t necessarily a perfect fit for Karuna Skin or Avatara. For her, it is more important to stay true to who they are; as an easy-to-use, accessible, and affordable skincare brands. 

What’s next for Karuna Skin and Avatara?

So, what is next for Karuna Skin and Avatara? Wang is looking forward to continuing to grow the Balancing Collection with Whole Foods Market. As for Avatara, which is currently sold at Target, she is excited to develop new products and expand distribution.