The Biggest Mistake I Made Starting My Skincare Business

If I could go back to the day I started my business and change just one thing, it wouldn't be choosing different ingredients, different packaging or even different products.

It would be protecting my business name before I built my brand.

When I first started making natural skincare, I traded under the name Skinb. Like many new business owners, I assumed that because I'd registered my business name, I owned it.

I couldn't have been more wrong.

The Moment I Realised I Had a Problem

A few years into my business, a friend who owned a natural deodorant brand told me they'd received a cease and desist letter over their business name.

That conversation stopped me in my tracks.

I'd already built a loyal customer base, created a website, invested in packaging and labels, and was beginning to build a following on Instagram under the Skinb name. It suddenly occurred to me that I should make sure my own brand was properly protected.

When I looked into trademarking Skinb, I discovered there were existing rights associated with a very similar brand.

Rather than continue investing years into a name that might create problems in the future, I made the difficult decision to stop growing the Skinb brand and rethink everything.

Instead of pushing ahead with marketing, I immediately pulled back and began brainstorming a completely new name.

Why This Was Such a Big Decision

For me, branding wasn't just about choosing a pretty logo.

Before starting Skindiy, I completed a degree in Visual Communication at the University of Ulster. My career began in graphic design, working with some of the leading advertising agencies in Belfast, London and Sydney.

From there, I progressed into Art Direction and Production Design, becoming part of the film crews that produced television commercials for many of Australia's and the world's best-known brands. It was a career that taught me the importance of strong branding, visual storytelling and the countless details that go into creating a memorable brand.

Those skills were also what made it financially possible for me to start my skincare business in the first place.

Because I could design my own branding, product labels, website, photography, signage and marketing material, I was able to build a professional-looking business on a very modest budget. Every dollar I saved on design could instead be invested into sourcing better ingredients, developing new products and improving the customer experience.

Although the products I work on today are very different from the advertising campaigns I once worked on, I still approach every label, photograph and webpage with the same attention to detail I learned in advertising and film production.

That made the decision to rebrand even harder.

I wasn't simply changing a name.

I was walking away from years of creative work.

Starting Again... Without Really Starting Again

Finding a new name was honestly the hardest part of the entire business.

Creating products felt easy compared to naming the business.

As anyone who's started a business knows, you don't just need a name you love—you need one that's available.

For every idea I came up with, I had to check:

• Could it be trademarked?
• Was the domain name available?
• Were the social media handles available?
• Did it reflect what my business stood for?
• Would I still love it ten years from now?

I spent countless hours brainstorming names, only to discover many were already taken.

Eventually I found the one.

Skindiy®.

The name perfectly reflects what the business has become—not just beautiful natural skincare, but also DIY skincare kits that encourage people to understand the ingredients they're putting on their skin and to care for their own skin.

Looking back now, I honestly believe it's a far stronger name than my original one.

The Rebrand Took Over a Year

The rebrand certainly didn't happen overnight.

Like many small business owners, I was fitting my skincare business around another career. I continued working as a freelance Art Director and Production Designer while rebuilding my brand in every spare evening and weekend.

What I thought might take a few months ended up taking well over a year.

During that time I redesigned:

• Every product label
• My entire website
• Market signage
• Business cards
• Packaging
• Photography
• Social media graphics
• Marketing material

I also updated my social media accounts, purchased new signage, and explained to existing customers that although the name had changed, the products they loved hadn't.

It was a huge amount of work.

Business Is Really Just Solving Problems

People often ask me what the hardest part of running a skincare business has been.

Most assume it's learning to formulate products or sourcing ingredients.

Ironically, neither has been the biggest challenge.

Business is really just a series of problems waiting to be solved.

When cocoa butter became difficult to source because of droughts affecting cocoa-growing regions in West Africa, I researched alternatives and adapted.

When I couldn't find the style of jars, bamboo lids and droppers that matched the premium look I wanted, I worked with manufacturers to develop custom packaging because the products I was looking for simply didn't exist.

When ingredients become unavailable, suppliers change or shipping delays happen, you learn to pivot and find another solution.

There's usually a way forward.

Finding the right business name, however, was different.

It's the one decision that everything else is built upon.

My Advice to Anyone Starting a Business

Before you spend thousands of dollars on logos, labels, websites, signage or advertising, spend a little time making sure the name you've fallen in love with is actually available.

Here's a simple checklist:

✓ Search Australian Trade Marks through IP Australia.

✓ Search the ASIC Business Names Register.

✓ Check whether your domain name is available.

✓ Check Instagram, Facebook, TikTok, Pinterest and YouTube for available usernames.

Doing this at the beginning could save you months—or even years—of work later.

Looking Back

Was it frustrating?

Absolutely.

Would I make the same decision again?

Without hesitation.

Today I genuinely believe my business is stronger because of it.

I love the name Skindiy® far more than my original name.

It says exactly what my business is about, it's memorable, and it gives me a brand I'm proud to build for many years to come.

Sometimes the hardest decisions turn out to be the best ones.

If sharing my experience helps even one person avoid making the same mistake, then writing this article has been worthwhile.

After all, businesses evolve.

Sometimes names should too.

And although the name on my labels has changed, the reason I started this business never has.

To create beautiful, natural skincare that helps people care for their own skin.

Helpful Links

IP Australia – Australian Trade Mark Search
https://search.ipaustralia.gov.au/

IP Australia – TM Checker
https://www.ipaustralia.gov.au/trade-marks/search-existing-trade-marks/tm-checker

ASIC Business Names Register
https://asic.gov.au/online-services/search-asic-registers/business-names-register/

This article is based on my personal experience as a small business owner and is intended for general information only. It isn't legal advice. If you're unsure how to protect your brand, consider speaking with an intellectual property professional before investing heavily in your business name.