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CEO Sit Down: Sara Ferrer On Zoey Koko
Embark on Sara's inspiring journey from corporate analyst to founder of Zoey Koko, a brand dedicated to empowering young girls. Through dedication, resilience, and a passion for positive self-image, Sara's mission to spread joy and confidence shines bright. Discover how Zoey Koko is not only redefining self-care but also shaping the future of young girls with whimsical and empowering products.
By Shamik Dasgupta
Nearing graduation, Sara had encountered a fork in the road. She wanted to explore her entrepreneurial bug, but also needed real-world job experience. Sara decided to start a job at TJX as an analyst. The long days behind a computer screen, coupled with a lack of passion, made her realize that after 2 years, the corporate grind simply wasn’t for her.
Sara had always loved makeup, skincare, and beauty. She researched the spa industry and found a local 1200 hour esthetics program that would allow her to pursue her dream of becoming a medical esthetician. Sara’s day went from desk work at TJX to performing chemical peels, facials and waxing in a more social and dynamic atmosphere. When making the career change, Sara looked to her mom for inspiration. At 49 years old, her mom had transitioned from her 25 year corporate career to her dream job of becoming a high school Spanish teacher. Sara felt that her career change was a similar leap into the unknown and her mom’s journey was motivation to push forward.
As a medical esthetician, Sara felt that she had fully tapped into her desire to make people feel good with her treatments. However, as time progressed, Sara noticed an alarming trend in the industry. As beauty treatments promised faster and more dramatic results, women were fed media messages that created a “quick fix” beauty culture. This, in turn, created rampant negative self-talk amongst her female clients. Sara started to question her role in providing help for these women, asking herself questions like “am I creating more goodness or darkness in the world by doing these procedures?” and “where is the point at which women go from feeling unstoppable to being incredibly insecure?” More importantly, Sara noted that many of her clients were mothers to young girls who were also starting to experience self-doubt and insecurities. This vicious cycle worried Sara.
Sara was then thrust towards another fork in the road. She could either continue to develop professionally and expand her medical skin treatment offerings or she could venture into the unknown once again.
In thinking more about the root cause of the insecurities that she and her clients experienced, Sara realized that developing a positive self-image starts at a young age. During the tween years and younger, girls experience lighting fast social, emotional, mental, and physical changes. This can be a vulnerable time where self doubt starts to creep in. This is also a time when girls are introduced to the concept of self-care. Sara observed through her research that “For a girl, self-care is about social bonding, sleepovers with giggles, smelling lotions, and testing out nail colors- figuring out your own tastes, preferences, and uniqueness”. Sara noticed that there were exciting products for this age range on the market, but they had horrible, synthetic ingredients. She paired her knowledge of skincare chemistry with her passion for the healthy social and emotional development of girls and decided to start her own company, Zoey Koko. Her business would specialize in tween bath and body products that are made in the USA, formulated with clean ingredients for sensitive skin, fun to use and featured uplifting messaging on all of their packaging. Who wouldn’t want to buy a body lotion for their daughter that is “infused with girl power” or a bio-glitter sparkle gel that is “infused with imagination”, as the label states?
Sara tested her products with hundreds of girls, showing her products at gymnastics events and girl scout spa events. Wherever she could get a trusted girl’s or mother’s opinion, Sara found the opportunity to refine and perfect her products. With a tried and tested product line, Sara had the confidence to drive to 50 retail stores around the Boston area to pitch her products, bringing her best selling unicorn body butter and a positive attitude. Can’t believe it? Sara did all of this, while still working full-time at the spa.
From there, Sara continued to grow Zoey Koko by hosting mobile spa birthday parties for girls ages 6 to 12 year olds that centered around spa day activities, such as facials, manicures, pedicures and a DIY craft. Sara’s mission was to sell her products, but also to provide an opportunity for young girls to foster happy memories around beauty, self-care and bonding.
Although she has not been able to host any product parties due to the COVID-19 pandemic, Sara is optimistic in her business surviving great adversity, as she has surmounted great obstacles in every year of her business.
"My first year of business was all about figuring out what I was doing. My second year was about honing in on my pitch and getting my products into retail stores. This year, my third year has been all about expanding my e-commerce business,”
Sara FerrerTweet
Just this past year, Sara has hired a new website designer to streamline the ZoeyKoko.com user experience, continued to test the market for future product releases, and looked to expand her products into more retail stores with the help of a toy sales group. And all of this hard work has paid off, as Zoey Koko landed a new deal with luxury children’s boutique Maisonette, and tripled holiday sales projections. Add on to this the partnership opportunity Zoey Koko has with the e-commerce platform CityHome, as well as the cult following her shop has on Etsy and things are running full steam ahead. Her company has also made a significant impact in their contribution to the Big Sister Associate of Greater Boston, as a percentage of the company’s profits are donated to this charity that Sara is incredibly passionate about.
For Zoey Koko, the future looks glittery, whimsical and bright. And for the future of young girls? Things look optimistic, as Zoey Koko inspires imagination, confidence and positivity through the whimsical self-care products they provide. The brand’s mission of having girls everywhere “feel smiley in their skin” has only just begun.