YOU are why we do what we do

Each person offers their own unique beauty as a delightful contribution to our diverse world. 

At Awaken Joy, our goal is to make sure you realize just how beautiful you are.  Pampering your skin will help your natural beauty to really shine. Be you–no one else can.  If you are new here, head on over to our skincare page to get started! And if you have questions, please reach out here.

-Amy Alicia, CEO

Before I created AmyAlicia.com, and Awaken Joy skincare, I was a stay-at-home mom who felt like she was becoming lost.

In the confusion of caring for our foster kids, adopted kids, birth kids and all their needs, I realized I had put my own  on the back burner. Pony-tails, no make-up and sweats…what had become of me? (not to say those are bad if you like that…but that has never been who I am)

One morning I was talking with God about life and asking Him about how I could contribute to the family budget from home and express the creative side of myself while drawing on my past experiences. After all, I am a licensed cosmetologist and worked in a Day Spa and salons for years.  The beauty and skincare industry had been a passion of mine! What happened? Who had I become?

Soooo…

I decided to set out to create the most unique, natural, toxin-free skincare products in the world. After all, my research for how to best help my kiddos had led me to discover just how many toxins our skin is exposed to on a daily basis. So I started making soaps and serums for my family and some friends. Could this really be something??

It turns out, the road was more difficult than I imagined.

First, I had to figure out what would set me apart from everyone else while still implementing my belief that natural beauty was worth it. Then I had to create the first prototypes.  Formulating brought back memories of high school chemistry class. Ugh.

After researching ingredients and trying several recipes I decided to enroll in a natural skincare course in the UK.  Wow!  I really didn’t know what I didn’t know!

Once the first products were produced, I had to figure out a way to sell them.  How would I get people to actually try my products. I mean, I couldn’t give them away for free to everyone.  I had invested thousands of dollars to try top-of-the-line ingredients.

Nevertheless….I pressed on.

I decided to use two primary platforms: social media and my own website. After many tears and frustrated grunts…walking away from the computer that I may have temporarily despised while I figured out how to build a website,  I sat back and realized that I was about to really “put myself out there.”

Through it all, I released my first products and the response has been far more than I could have imagined.

So many of YOU have offered encouraging comments that have helped me to realize that I was indeed made for this.  I love being who I am made to be in this world.

Thank you, and may you truly know just how beautiful YOU are.  And may all your dreams come true.

Amy Alicia