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Rio Newton has given skincare advice in her writing work for years. "The beauty industry--but particularly the industry of skincare is so saturated, it's overwhelming for people that aren't experts on the subject to sift through the maze of options," she declares. "I have always been awed by how satisfying it was to help inform people about products and to find ones which make sense to them."

In 2017, a viral moment brought that message to a wider crowd than it had ever been before. She shared a rundown of her daily routine in terms of skincare after an unfortunate flare-up with her acne, which passed between friends and friends of friends until eventually making it into New York Magazine. Since since then, Rio has gone to an esthetician's school, started the company of a skincare consultant and has published a work on the topic.

Find out what she did to start her business, how helps her keep it running smoothly, and why authenticity is the most important thing when she talks about skincare.

Going from viral article to business plan

Rio's viral skincare routine was one thing, but turning that moment into an opportunity was a more and more nerve-wracking process.

"When I finished my an esthetician's school, I knew I wanted to start an enterprise that was more personal and individual," Rio says. "I was terrified to death and I'm sure that many people are when they start a new business venture."

"When I started my business, I wanted to make sure I was structuring my meetings in the most helpful way possible, so I did about 20 or so free consultations with people in my circle before I launched and asked them to provide me with some suggestions," she adds. "Because of this, I was able to iron out the kinks once I began to get my first few paid customers. This was crucial, since it ensured that at the point I started my business my business, I'd had plenty of training and was able to launch my venture with a lot of trust."