Many small-to-medium businesses are facing new challenges with tariffs and international trade changes. This situation becomes even more complicated for women-led companies striving to grow globally and sustainably. One woman bravely tackling these hurdles is Ere Perez, the founder and CEO of Ere Perez Natural Cosmetics, a beauty brand built around her Mexican roots, eco-friendly products, and meaningful values.
We had the opportunity to chat with Ere, who shared openly about how new tariffs are affecting her company’s operations and product development. She speaks about sourcing ethical ingredients and sustainable packaging amid rising costs and offers real ideas on managing these price challenges without sacrificing quality. Ere also touches on why clear, upfront communication matters when explaining price changes to customers who care deeply about sustainability.
Ere’s approach offers valuable insights and genuine inspiration at this uncertain moment in international trade. She demonstrates how businesses can respond gracefully, holding onto their principles despite tough times.
Check out our full interview with her below.
What was the pivotal moment that inspired you to launch a natural cosmetics brand, and how has your vision evolved since founding the company?
Ere Perez: Over the years, I have seen firsthand how conventional cosmetics can be harsh and irritating. This is why I chose to develop the Natural Almond Mascara (our first-ever product) that is specifically formulated for sensitive eyes, just like mine.
Ere Perez was born from a deep passion for natural beauty and a desire to celebrate natural ingredients without compromising on performance. My vision has evolved to not only embrace these clean botanicals but also its long-term responsibility from packaging sustainability to ethical sourcing ingredients.
What beauty rituals or self-care practices from your cultural background do you personally maintain, and how have they influenced your product development?
Ere Perez: Growing up in Mexico, I was surrounded by the wisdom of traditional healing and plant-based remedies. My grandmother and mother used simple, plant-based remedies—like rubbing papaya skins to brighten their complexion or simply adding lemon skins to my water to support liver cleansing.
These rituals weren’t about excess; they were about using what the earth provides in a mindful and effective way. These traditions have shaped Ere Perez in every way. Our formulas are inspired by the power of botanicals because I believe in skincare and makeup that nourish while they perform.
What were some of the biggest challenges you faced as a woman of color breaking into the beauty industry, and how did you overcome them?
Ere Perez: When I started Ere Perez, clean beauty was not the thriving space it is today. People doubted whether a natural beauty brand could compete with mainstream cosmetics. Coming to Australia from Mexico, I brought a different perspective to beauty—one that celebrated simplicity, natural ingredients, and time-honored traditions.
Launching a business in a new country came with challenges, but it also opened doors. Australians were so welcoming to my culture, and it allowed me to blend my colorful heritage with innovation and bring a fresh perspective to beauty, blending traditional botanical wisdom with modern innovation.
As the founder of an international beauty brand with Mexican roots, how have recent tariff changes impacted your ability to source traditional botanical ingredients?
Ere Perez: Navigating international trade and tariff changes has always been part of running a global beauty brand. While they present challenges, they also push us to be more resourceful and intentional in how we source our ingredients. Rather than seeing these challenges as roadblocks, we use them as opportunities to strengthen our sustainability practices and research innovative ways to source responsibly and reduce our environmental footprint.
Your brand operates from Australia while sourcing materials globally. How are you navigating the complex web of international tariffs across these different regions?
Ere Perez: We work closely with our suppliers, maintaining strong relationships, committed to bringing high-quality, sustainable beauty products that celebrate nature. We work closely with trusted suppliers who share our values, and whenever possible, we prioritize local sourcing to reduce our environmental footprint.
With potential tariff increases on the horizon, what strategies are you implementing to maintain your commitment to affordable pricing without compromising product quality?
Ere Perez: We’ve had numerous discussions with distributors and suppliers, working to find common ground while prioritizing both people and the planet. This approach is essential to navigating socio-political shifts and rising costs. To ensure the health of our business and global commerce, we must eliminate anything that doesn’t add value, whether it’s products, practices, outdated ideas, wasted time, or ineffective resources.
Our goal is to streamline the supply chain, minimize waste, and drive innovation to keep Ere Perez affordable, accessible, and aligned with our mission of clean, conscious beauty.
What advice would you offer to other small-to-medium beauty entrepreneurs facing similar international trade challenges?
Ere Perez: Keep your brand focused and specialize in what you do best. Offer high-quality products that people are willing to pay for, and you ensure your business stays profitable without falling into the trap of greed. Focus on delivering value and maintaining strong, genuine connections with your customers, which will set you apart in a competitive market.
Has the uncertainty around international trade policies specifically affected your expansion plans into the U.S. market?
Ere Perez: I believe word-of-mouth can be more powerful than excessive marketing spend. My husband and I have built this business over the past 23 years, navigating challenges with patience and a focus on organic growth. We still love what we do, and we’re humbly working towards achieving long-term success. We couldn’t sleep at night if we compromised on quality for the sake of profit. Our brand has always been about putting people and the planet first.
Looking ahead five years, how do you envision the landscape of international beauty trade evolving, and how is Ere Perez positioning itself to thrive in that future?
Ere Perez: I believe the future belongs to heroes—hero products, hero people, hero businesses, and hero services. To succeed, you need to be solving a problem or fulfilling a need; otherwise, you won’t stay relevant.
At Ere Perez, we’re focused on being innovators in our space, carving our own path, and continually evolving to meet the changing demands of the market. We aim to stay ahead by offering meaningful, high-quality solutions that make a real difference.
Looking back on your career journey, what advice would you give to your younger self or to other aspiring entrepreneurs from underrepresented backgrounds?
Ere Perez: Trust in your vision and embrace the challenges. Stay true to your values, even when it feels difficult, and don’t be afraid to carve your own path. Surround yourself with like-minded people, be persistent, and remember that every setback is a learning opportunity. The world needs diverse voices, so be bold, take risks, and never underestimate the power of your unique perspective.
And learn to sleep. Switching off is as important as a mindful diet. And it’s so easy to forget when you’re are busy, and love what you do.
Lastly, is there a specific mantra, quote, or affirmation that you hold close to your heart?
Ere Perez: A smile is the best makeup you can wear.
Emily Sprinkle, also known as Emma Loggins, is a designer, marketer, blogger, and speaker. She is the Editor-In-Chief for Women's Business Daily where she pulls from her experience as the CEO and Director of Strategy for Excite Creative Studios, where she specializes in web development, UI/UX design, social media marketing, and overall strategy for her clients.
Emily has also written for CNN, Autotrader, The Guardian, and is also the Editor-In-Chief for the geek lifestyle site FanBolt.com
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