Why did you start Face It Today?

"I have always known that I wanted to help motivate, inspire and empower girls that they can do anything they choose to do in life. I wasn’t sure exactly which form it would take, but I knew it would happen eventually. Personally, I have overcome adversity in my own life, and believe with every fiber of who I am, that WE can Face anything head on and come out on the other side even better than before.

Whether it’s a difficult, life altering challenge or a really bad day, life can be hard at times. Unfortunately, self-esteem and confidence issues start as young as 8 years old, once social interactions begin, and when puberty hits. While this is a serious issue, building and inspiring self-esteem should also be fun, as well as, a beneficial learning experience." - Amy LLoyd, CEO & Founder

What Does Face It Today do?

We empower girls through self-care and entrepreneurship using our own skin-care line, and curriculum to teach important business skills using the Face It Today mission and product. We are starting a necessary conversation that no matter what you look like, we want you to feel your best, be your best and allow what is on the inside to shine on the outside.

How did you come up with the name Face It Today?

Face It Today isn’t just about skin-care, Face It Today is about self-care for your total well being. It means facing anything you are confronted with on a daily basis, and letting your best face shine while doing it! #Letsfaceit We believe self-care is paramount, and using Face It Today product we teach girls to start self-care practices by taking care of their skin on a daily basis. We want them to feel good, so that they shine from the inside out.

What is your target demographic?

Girls 12-25. We will eventually have brand extensions that will serve the younger end, older end, boys and moms too.

Is Face It Today a non-profit?

Face It Today is proud to be a for-profit company. We want to teach girls and young women the importance of earning their own money while learning critical entrepreneurial and life skills like budgeting, savings, tax planning, marketing, etc.

A portion of the proceeds will go to non-profit organizations, as well as, creating our own charity to provide grants and scholarships to girls. This will serve as an important 501(c)(3) arm of Face It Today.

How does someone become a FIT brand leader?

We have an application process on our website. We look for girls who believe in the overall mission of Face It Today and believe in the importance of self-care and empowerment for themselves and others.

Who are you working with to develop your products?

We are grateful to be working with one of the best botanical labs around, they have been in business for 25+ years, work with professionals only and align with our brand mission, to bring only the best quality to our girls.

Why did you choose the products you did?

We wanted a simple, natural skin care routine for girls to start learning how to take care of their skin. Wash their face in the morning and apply SPF/moisturizer on every day, and do the same simple two-step process night; wash and moisturize. We also have specific products for acne prone skin. After many months of trials, we landed on the perfect products to best serve our mission and our girls!

Are the products organic?

Each product in our line is formulated from botanicals (plant-based) and botanical extracts and are as natural as you can get while still having a shelf life.

Have the products been tested on animals?

No way! You will see the no cruelty to animals symbol on all our products.

Are the products FDA approved?

The FDA must approve products that they consider “drug products”. The only product we have in our line that falls under this category is, our Face the Day, Paraben Free SPF 30, and it is FDA approved.

Are the products made in the USA?

100% USA.

Can boys use your product?

YES! As a matter of fact, we have ideas brewing for boys specifically.

What is the cost of becoming a brand leader?

Face It Today will launch with approximately (10) Brand Leaders in a roll out fashion. There is an application process to be a brand leader, followed by a fun curriculum in order to learn important business building and entrepreneurial skills. There will be no fee for our founding girls. As we move forward, we envision there being a small fee for the FIT starter kit.

What are the profit margins in building a FIT skin care business?

We will offer a percentage to each of our Brand Leaders for products they sell. Girls will not be allowed to hold inventory, as this will be a sell as they go model. Our goal is to empower by earning money and make the model as beneficial to the girls and their future as possible.

What is the expected time commitment of a brand leader?

Like any business, what you put into it, you get out of it. The time commitment will be different for everyone. We will have ongoing meetings, training, etc to find what works best.

What kind of training is available once you become a brand leader?

We are currently fleshing out our FIT curriculum that will embody approximately (3) sessions to build your business plan before you start selling. As a brand leader, you will get a welcome kit that includes your own line for your personal use, samples for you to share, product information and simple beginning steps in starting your business.

As far as ongoing training, we will have company meetings, additional session rollouts, and access to a FIT Brand Coach for any questions and or needs. We also foresee offering courses with guest experts, google hangouts and/or webinars to those interested in deeper training in entrepreneurship and deeper business building.

How long is the commitment if I am selected to be a brand leader?

As long as it works for your life style, makes you happy, helps you grow and feel empowered.

What will the role of the parents be?

To believe in the FIT brand mission and support self-care and empowerment of girls.

Is this national or only in California?


Do the products have to be purchased from a brand leader or can they be purchased separately online?

Currently all products need to be purchased from one of our FIT Brand Leaders.

What makes you different from other companies?

Face It Today is a modern business model, and we only want our brand leaders ordering products once they make a sale. This is about learning skills not about spending money and going into debt. We need to inspire girls to grow, learn, and build so that you can truly be empowered.