• The Formerly

Money Talks with Shiri Sarfati from 23 Skin


It’s Money Talks Monday, and we are so excited! This week we get to meet Shiri Sarfati, our clean beauty guru and founder of 23 Skin. Shiri Sarfati, a licensed esthetician and a beauty industry expert created a skin care line with high quality ingredients that we can actually afford (yay!).


23 Skin’s clean, and might I add, amazing products provide a spa-like experience right at home. We are talking a matcha clay powder (just add water!). Now we know clean beauty is quite the buzzy topic right now but there’s no fooling us this time. These DIY masks are free of preservatives, animal products, fragrances, GMOs, artificial colors or flavors, fillers, AND are vegan. We can’t wait to try the seaweed powder mask that’s actually made of… you guessed it 100% seaweed right off the coast of Maine. How cool is that?!


Now before the pro let’s into all her beauty AND entrepreneurial secrets be sure to check her out at any of the below. And to achieve that beautiful, glowy skin?? We of course linked where to find the masks:


Instagram: www.instagram.com/23_skin

Website: www.23skin.com





What’s one of the biggest lessons you’ve learned as an entrepreneur?


I grew up in a family of entrepreneurs so being an entrepreneur is truly part of my DNA.

As an entrepreneur, you never really “leave” work – it is literally on 24/7. It is a part of your everyday life whether you are physically in your office or not.


Running your own business, the days, hours and minutes can escape you. That’s why it is even more important to schedule time for yourself and your family. Growing up, my mother lived by her day-planner and would schedule her business trips and meetings alongside family time and vacations. Being highly organized is a necessity as an entrepreneur, because if you don’t schedule it, you will never get to it. This is one of the biggest lessons I learned and live by today.


What’s your best advice for someone wanting to start his or her own business that might be hesitant or scared?


Starting your own business is an investment and a commitment. Do your research, be an expert in the field you are going into and understand the market. With knowledge comes confidence. If you know what you are getting into eyes wide open you will never be afraid.


What is your favorite thing about working for yourself? What is your least favorite?


From a creative perspective, working for yourself is the ultimate as you do not need to prove to management why you want to move in a certain creative direction. You are free to create and be as creative as you want to be.


Stress and pressure exists in any environment. As an entrepreneur, I place a lot of pressure on myself to perform better and do more everyday.


What is one accomplishment from being an entrepreneur that you are most proud of?

Creating 23 SKIN and having it resonate with so many people organically has been the best accomplishment thus far. When you set out to create a product you can only hope that it will break through.


My 23 SKIN products have been embraced by people looking for a cleaner beauty routine. With every purchase, I truly feel like I’m able to touch someone, to share an experience and to help design a new way to take care of her skin.


What is your best piece of “money advice” to your younger self?


Understand the value of money and start investing in real-estate sooner.


If you were to track your expenses for the week, what would we see as one of your biggest guilty pleasures?


Food is absolutely something I splurge on. I just bought the most amazing Sumo Oranges for $7.00 per 3 oranges – I had to second-guess my purchase as I was checking out but they are just that good.


I truly believe that eating better, choosing higher quality, more nutrient-rich food is worth it. Not only do I feel better but I also believe in better farming and supporting local producers.

This philosophy is a major part of my 23 SKIN line of products, because when you source higher quality ingredients the results are tremendous.


What’s one money habit you are wanting to break?


Eating out. I honestly prefer eating at home and making a home-cooked meal but some days it doesn’t feel possible and I end up grabbing food to go. It is an expensive habit and I usually know that it doesn’t take that much longer to cook at home.


How did you learn about finances in relation to your business? What about your personal life?


The more involved you are in your personal and business finances the better you get at it. Becoming financially independent is important especially for women. I always believe in having your own bank account that you manage no matter if you are single or married. I have always had my own bank account. My parents taught me from a young age to pay my own bills and be responsible. It is a great lesson that I hope to pass on to my own children.


Rapid Fire:


Favorite day of the week?


Monday – start your week motivated and with a plan of action


Favorite restaurant in NYC?


Café Luxemburg this neighborhood gem serves French comfort food. It was our go-to place when we lived on the Upper West Side for a glass of wine at the bar, Sunday brunch or weekday dinner after work.


Favorite restaurant in Miami?


Michael’s Genuine Food & Wine – American comfort food in the heart of the design district. I love taking out-of-town guests here and then take a walk around the area afterwards.


The one thing you can’t live without?


My family


Favorite place you’ve ever travelled?


Tokyo. I loved it so much I ended up studying the language and living there.


Currently binging or reading?


Schitt’s Creek – because laughing is so healthy at the end of the day.