Iris Cherng of Honey Belle: Hustle Never Sleeps, Disrupting the Natural Beauty Industry

October 26, 2020
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Tell us about your business/company or hustle. What do you do, what do you specialize in, what are you known for, etc. What are you most proud of as a company? What sets you apart from others?

Honey Belle Inc. is a natural beauty brand that started in a home kitchen. With a wide range of cruelty-free products catering to diverse needs, Honey Belle is THE expert in quality natural skincare featuring the finest of effective organic ingredients. I am most proud that Honey Belle truly gives back. From donating products to frontline workers during the pandemic to donating soaps in third world countries to putting money where our mouth is and supporting BLM, we are always looking to support our communities and really use our platform to make a difference.

What sets us apart is we keep our ingredient lists short, effective, and constantly look to our customers to create products for them.

Can you briefly walk us through your story – how you got started and how you got to where you are today. You can include as little or as much detail as you’d like.

In the midst of developing adult onset psoriasis and losing confidence in my skin, I was a frustrated consumer who unexpectedly took on natural beauty as a passion project. With the help of my mother’s holistic medicine background—who at the same time developed her own skin irritations from beauty products she had trusted for ages – I found myself formulating an entire clean skincare product line! Started in a kitchen now we’re here (aka found in many major retailers across the United States and even in other countries!).

What specific obstacles or challenges have you faced while on your journey? What were they and how have you overcome them?

A specific obstacle or challenge I’ve faced recently is how do I continue to uphold and grow a business during a pandemic? The 2020 year was originally intended to be a huge growth year for us. With retailers closing, major accounts scaling their orders back, and suppliers shutting down, we overcame this obstacle by treating the business like it was a living entity and answering the questions, “What does the business REALLY need?” and “How can we pivot our strategies and investments to have our business not just survive but thrive?”

What quality or characteristic of yours do you feel is most important to you as an entrepreneur? Why?

I believe that willingness is most important to me as an entrepreneur. My willingness to do any task – whether big or small OR if I know it or not is really what has pushed the company forward and brought us to new heights. As an entrepreneur, I believe this quality is NEEDED to lead a team and execute your vision. Constantly challenging yourself to learn and confront the things you don’t head on.

How has AHN contributed to your journey? Who have you met along the way? What problems has AHN helped solve for you?

AHN is an amazing (and much needed) community! Entrepreneurship is not a traditional “asian” career choice and just being a part of the community inspires me to keep getting it done and hopefully inspire others to do the same along the way.

To keep up and follow along with Iris and Honey Belle!