Please introduce yourself and your business to our readers:
I’m Jamie O’Neill, founder of Skull Sugar Cosmetics. I created this brand out of my passion for bold, creative self-expression and my love for the Day of the Dead, which celebrates the beauty of life and death through vibrant, intricate art. Skull Sugar is more than just makeup—it’s a reflection of my dedication to offering high-quality, talc- and paraben-free products that are as safe as they are unique. Our mission is to empower individuals to express themselves fearlessly, with colors and formulas that are designed to make a statement. Since launching, Skull Sugar has gained international recognition and has been featured in prestigious publications like Forbes, British Vogue, Cosmopolitan, and more. I’ve had the incredible opportunity to showcase our products backstage at FashioNXT & Portland Fashion Week. Whether you’re going for a subtle look or something that truly stands out, Skull Sugar has you covered!
- How are your current efforts helping to propel women forward?
At Skull Sugar Cosmetics, my goal has always been to create more than just makeup—I want to offer tools for self-expression and empowerment. I believe that when a woman feels confident in her skin, she is unstoppable. By offering high-quality, safe products that help women embrace their individuality, we’re encouraging them to break free from traditional beauty standards and define beauty on their own terms.
Beyond the products themselves, I’m also deeply invested in uplifting women through education and collaboration. Whether it’s teaching women how to use makeup to highlight their best features or sharing my journey as a female entrepreneur, I aim to inspire others to pursue their dreams, regardless of the obstacles. Skull Sugar’s message is one of boldness, resilience, and the power of being unapologetically yourself—qualities that I hope propel women forward in all aspects of their lives.
Through partnerships, community initiatives, and supporting other women in business, I’m committed to contributing to a world where women can rise, thrive, and take control of their own narratives.
- What tips would you share for building a recognizable brand in a saturated market?
As the founder of Skull Sugar Cosmetics, my advice for building a recognizable brand in a saturated market comes from a few key principles that helped me bring Skull Sugar to life:
- Authenticity is Key: In a crowded market, being authentic to your story and values is what sets you apart. Skull Sugar was born out of my love for Day of the Dead and Sugar Skulls, which represented transformation and embracing both the light and dark parts of life. When you infuse your brand with meaning and stay true to what you believe in, it resonates with people on a deeper level.
- Know Your Audience: Understanding your target audience is crucial. Who are they? What do they need, and how can your brand fulfill that? With Skull Sugar, I knew I wanted to empower people to express themselves, embracing beauty both inside and out. Knowing who you’re speaking to will help guide every decision, from product development to marketing.
- Stand for Something: In today’s world, consumers connect with brands that take a stand. Skull Sugar prioritized clean, cruelty-free formulas because I wanted my customers to feel good about what they were putting on their skin. If your brand has a cause or value that resonates with people, they’ll be more likely to remember and support it.
- Consistency and Visual Identity: Building a brand that’s easily recognizable requires consistency across all platforms. From your packaging to your social media presence, your brand should have a cohesive look and feel that reflects its personality. With Skull Sugar, the sugar skull imagery is present in everything we do—it’s bold, beautiful, and instantly recognizable.
- Engage with Your Community: People want to feel connected to the brands they love. Engage with your audience on social media, respond to feedback, and create a community around your brand. The more you build relationships with your customers, the more loyal they’ll become.
Finally, don’t be afraid to evolve. The market is always changing, and brands need to grow with it while staying grounded in their core values.
- How do you stay motivated during uncertain seasons?
I stay motivated during uncertain seasons by staying connected to my core purpose—remembering why I started Skull Sugar in the first place. That sense of purpose helps keep me grounded when things feel unpredictable. I’ve learned to see uncertainty as an opportunity for growth and creativity, rather than something to fear. It pushes me to think outside the box and come up with new ideas.
I also take things one step at a time. Focusing on small, manageable goals helps prevent feeling overwhelmed, and each small success builds momentum to keep me moving forward. Having a strong support system—whether it’s my team, family, or close friends—makes a huge difference. Their encouragement helps lift me up during tough times.
Lastly, I make sure to practice self-care, whether through meditation, journaling, or simply taking time to rest. Reflection helps me stay resilient, recharge, and face challenges with a fresh perspective.
Any advice for women who may be in a challenging season?
My advice for women going through a challenging season is to first remember that difficult times are temporary, and even in the hardest moments, there’s always a way forward. Give yourself permission to feel what you’re going through without judgment, but don’t lose sight of your strength. You are much more resilient than you might realize.
Reconnect with what makes you feel empowered, whether it’s through a hobby, creative expression, or simply taking time to rest and reflect. Surround yourself with people who believe in you and support your growth. It’s okay to lean on others when you need it—asking for help is a sign of strength, not weakness.
Lastly, trust that every challenge has something to teach you. Even in times of struggle, you are growing, learning, and becoming the person you’re meant to be. As you work through the tough moments, remember that this season doesn’t define you—it’s just part of your journey. Keep moving forward, one step at a time.
- What has been your most proud accomplishment to date?
My proudest accomplishment to date is the creation and revival of Skull Sugar Cosmetics, which represents more than just a business—it’s a reflection of my personal journey from addiction to empowerment. Skull Sugar was born from my deep connection to the symbolism of the Day of the Dead and sugar skulls, representing transformation and embracing both light and darkness. Reviving the brand after battling my own demons was a pivotal step in reclaiming my life and purpose.
What truly fills me with pride is seeing how Skull Sugar resonates with others. It’s become a symbol of self-expression and empowerment and knowing that my story has inspired others to embrace their beauty and strength, both inside and out, is incredibly rewarding. Along the way, I’ve had the honor of being featured on magazine covers and in interviews, sharing my journey with publications such as Forbes NY, Forbes England, and many others. These moments have given me the platform to connect with a larger audience, allowing me to share my message of empowerment and transformation on a global scale.
Discuss what work/life balance means to you and how you achieve it?
Work/life balance, for me, means creating harmony between pursuing my passions and taking care of myself, my family, and my personal well-being. It’s about honoring both my professional goals and the other important aspects of my life without sacrificing one for the other. Running Skull Sugar Cosmetics and my spiritual healing practice is deeply fulfilling, but I’ve learned that I can’t pour from an empty cup, so balance is essential.
Achieving this balance has required me to set clear boundaries. I make sure to schedule time for self-care, rest, and spending quality time with my family, no matter how busy things get. Meditation, journaling, and energy work are essential parts of my daily routine—they help me stay grounded and keep my energy aligned. I also delegate when needed, knowing I can’t do everything myself. Trusting my team has been crucial in maintaining my well-being.
I’ve also learned to be flexible. Balance isn’t always about equal time spent on work and personal life—it’s about adjusting to what each moment requires. Some days, work demands more of my attention, and other times, my personal life takes priority. Being adaptable while staying aligned with my values helps me maintain a sense of balance in the long run.
Ultimately, work/life balance means being present in whatever I’m doing, whether it’s in my business, with my family, or taking time for myself. It’s about honoring the different aspects of my life that make me whole.
Tell us about your 2025 plans and how to connect with you online.
In 2025, my focus for Skull Sugar Cosmetics is to continue expanding the brand and reaching more people who connect with its message of empowerment and transformation. We’ll be launching new product lines that remain true to our clean, cruelty-free values, while also offering bold and expressive options that celebrate individuality.
I’m also planning to engage with our community more through special events, collaborations, and social media, where we’ll be sharing makeup tips, tutorials, and behind-the-scenes looks at what’s coming next for Skull Sugar.
To stay connected with Skull Sugar Cosmetics, you can follow us on Instagram @SkullSugarCosmetics, where we post updates on new launches, promotions, and events. You can also visit our website www.skullsugarcosmetics.com for exclusive content and to shop the latest products. I’m excited for what’s ahead, and I can’t wait to continue sharing this journey with all of you!