Would You Remove Your Name From Your Own Brand? 🤯
Hello Friends, Customers & Bomb Squad Family!
After 10 years, I'm rebranding from Sonia Roselli Beauty to simply “Roselli Beauty”.
This shift allows me to concentrate my expertise where it matters most: being in the lab focusing on product development and solving the unique challenges of sensitive, aging skin.
I need your honest feedback:
Does this rebrand resonate with you?
Will you still feel connected if I'm less visible?
How would you prefer I engage? (Podcast? Email? Legacy Social?)
Also, help me choose our new look created by Kumika from Alubia Designs. Isn’t she ridiculously talented? LOVE HER!
Share your thoughts in comments, I am getting ready to move forward with changing packaging and new products! Thank you so much! I love you all!
Help Us Choose The New Look 👀
Color Palette:
Concept 1
Concept 2
Concept 3
Concept 4
Concept 5
“Rose” Petal
Why the Change?
It’s simple. I want to spend more time doing what I love most—helping you navigate the skincare industry when it feels like no one is speaking to you.
Because let’s be honest—women over 40, especially those of us with sensitive skin, are practically invisible in the beauty industry.
Our skin is changing.
Hormonal shifts. Dryness. Rosacea. Sensitivity. Loss of elasticity. And what does the industry do?
They throw the same harsh actives at us, as if what worked at 25 will magically work for us now.
It doesn’t.
Instead of celebrating aging skin and supporting it, the beauty world keeps treating it like a problem that needs to be "fixed."
And if you have sensitive skin on top of it? Forget it.
We try the buzzy, high-powered skincare products, and suddenly our skin is screaming—red, irritated, breaking out, or just looking dull and exhausted.
I know because I’ve been there. And I know because so many of you tell me the same thing every day.
That’s why I do this.
Why I Started This Brand in the First Place
I never got into beauty to be the center of attention. If I wanted to be famous, I would have packed my bags in the ‘80s and gone all-in on Hollywood.
But that’s never been me.
I became a makeup artist because I wanted to help other people shine. I loved being behind the scenes—fixing lipstick, smoothing flyaways, making sure someone felt their absolute best before stepping in front of a camera.
And honestly? That’s why I started this brand.
Not to be a skincare guru. Not to be an influencer. But because I know what it’s like to feel like your skin is working against you.
From the very beginning, my mission has been simple: to help people who feel like the beauty industry has overlooked them.
Women over 40 who don’t want “anti-aging,” they just want skincare that actually supports their skin.
People with sensitive, reactive skin who are sick of products that burn, sting, or make things worse.
People who feel like they’ve tried everything, only to be disappointed over and over again.
That’s why I started this. That’s why I’ve spent years obsessing over formulas, ingredient safety, and making sure that every single product we create actually works—without compromising your skin’s health.
Somewhere along the way, though, social media became part of the job. And listen, I love talking to you, but I also found myself playing a role that never really fit me.
I didn’t start this to be an influencer—I started it to solve problems.
That’s what lights me up, and that’s what I’ll always show up for.
What’s Changing? (Spoiler: Not Much!)
So what’s actually changing? Not much, honestly.
I’ll still be here. Still involved. Still checking in.
But I don’t want Sonia Roselli Beauty to be all about me. I want it to be about you.
I want this brand to stand on its own—not just tied to my face.
I want to spend more time formulating, problem-solving, and creating skincare that actually helps.
I want to show up in a way that feels real and meaningful. Maybe that means podcasting (because I could talk about skin all day). Maybe it means writing more. Maybe it means popping up less often, but with more intention.
I’m still figuring that part out.
But Here’s What Keeps Me Up at Night…
I know so much of this brand’s success is built on trust.
Your trust in me.
And that? That is the greatest honor of my life.
If you’ve ever bought a product because you believed in me—because you knew I would never sell you something I didn’t 1000% stand behind—I see you. I appreciate you.
I don’t take that for granted, not for a single second.
So, yeah… I worry.
I worry that if I shift my role a little, you might feel less connected. And that thought? That keeps me up at night.
Thank you for being on this journey with me.
Your trust, your loyalty, your belief in what we do—it means everything. And I’ll never stop being grateful for that.
Until next time, take care of that gorgeous face.
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