Name: Patricia Reinders
Brand: SULA NYC
Established: 2009
Hometown: Forest Hills, New York

What motivated you to start SULA NYC?

In 2009, the hospital system I worked for was forced to close its doors, and it was at that point, that my entrepreneurial spirit kicked in. Inspired by the healing powers of nature found in the Suriname rainforest.

What would you consider your hero product from your brand?

For face: argan prickly pear face oil serum and for the body: our scented body argan oil and dry body oil products formulated with our proprietary fragrances produced in Switzerland.

What standards/non-negotiables do you take into consideration when thinking about enhancing or developing new products?

Non-harmful ingredients and non animal testing.

What do you think are some of the biggest challenges for "beauty / wellness" brands today?

Capital (definitely for smaller brands) for marketing in today’s super crowded competitive field and creating “buzz” on social media.

What has been one of your proudest moments since creating SULA NYC?

Opening of 3 spa’s in Japan & partnerships in Brazil, Switzerland and The Netherlands.

What can we expect in the future from SULA NYC?

Expanding partnerships with indigenous and/or small women communities in Suriname, Morocco and Malawi, to help facilitate sourcing and therefore making a difference in their day to day lives.

What advice would you give customers who want to make the most out of your brand?

Consistency is the key. If you don’t know our products and don’t know where to start: for face, with exfoliating olive soap, mask, pure argan and if you have sensitive skin, our rose gel cream. For body, exfoliating soap, our body mitt and one of the scented body oils (or pure) for baby soft skin.

How do you start your day?

Literally with gratitude, prayer and affirmations.

Do you have a morning / evening ritual?

My evening ritual: cleanse my face, shower, massage my skin, glass of water and a book.

What is your daily skincare routine?

Cleanse (exfoliate 2/3 X a week and mask 1x week) toner, serum (at night often followed by either moisturizer or face oil) and during the day always sunscreen. For the body one of our scented oils or pure argan oil.

Do you have a daily wellness routine?

Lots of water, affirmation, gratitude, glass of oatmilk mixed with Japanese green veggie powder, spend some time on my terrace even if it’s just for 5 minutes, finding joy in even the smallest things during the day and I try to get some exercise at night.

What is a beauty product or tool you can’t live without?

Exfoliating Olive Soap, sunscreen, Shiseido Facial cottons.

What do you do for R&R when you need to reboot?

Sitting on my terrace, with Rooibos tea in a beautiful cup, overlooking the greenery. Either with a book or just my thoughts.

What are your must haves when traveling?

My special boudoir travel pillow with the softest pillow case from Sferra, my playlist, a book, moisturizer, silk hair tie, pure argan oil and disinfecting wipes.

What selfcare advice would you have given yourself 5 years ago?

Incorporate Culinary Argan oil in my daily diet.

Do you have any beauty/wellness advice for our followers?

Love yourself, always cleanse, always moisturize, always sunscreen and enjoy the small things.