This month’s Indie Insights explores how founder-led engagement can translate into product innovation, brand advocacy, and long-term growth, and Cristal Hernandez, founder of Cristal Cosmetics, exemplifies this approach.
With transparency at the core of her brand, Hernandez has invited her customers into nearly every stage of the process, from product development to packaging decisions. What began as a startup launched with only $700 in seed money has grown into a community-driven business with a passionate customer base that not only follows the brand but also helps shape it.
We spoke to Hernandez at NYSCC Suppliers’ Day 2025, where she not only exhibited her brand in the Indie 360° Pavilion but was also a featured panelist on “The Power of Heritage: How Latina Founders are Transforming Beauty with Culture and Ingredients.” In our conversation, she shared how Cristal Cosmetics continues to prioritize connection over conversion, and why meaningful community engagement can outperform traditional marketing.
CDU: Your brand has seen incredible growth fueled by your community — can you walk us through how you first started building and engaging that community from the ground up?
CH: When I first started, I had no money for traditional marketing, just $700, an MBA, and a dream. I leaned heavily on social media, showing my audience every step of my journey: the wins, the struggles, even the tears.
I didn’t try to “sell” them something, I invited them to be part of the process. They saw me packing orders in my mom’s garage, formulating products, and learning as I went.
I like to think that that transparency built trust and made them feel like they weren’t just buying a product, they were investing in a story they were part of.
CDU: What are some of the unique or unexpected ways you’re leveraging your community for product feedback and innovation?
CH: I involve my community before a product even hits the market. I’ll ask for their opinions on packaging, let them test formulas early, and even name products after them. Sometimes I’ll hop on live videos to show prototypes and get their real-time reactions.
It’s not just feedback, it’s co-creation. They feel like they’re helping build the brand because they are.
CDU: How do you balance listening to your community’s input while still staying true to your brand’s vision and long-term strategy?
CH: It’s a balance of respect and leadership. I deeply value what my community wants, but I also have a clear long-term vision for where Cristal Cosmetics is going.
I listen carefully, even to feedback that’s hard to hear, but I filter it through the lens of my brand’s mission: affordable luxury that builds confidence. Not every trend or request makes sense for us, and that’s okay.
I always want my customers to feel heard, but it’s my job to guide the brand forward thoughtfully.
CDU: Community engagement can take a lot of time and energy — what practices or platforms have been most effective for you in creating meaningful, scalable interactions?
CH: Showing up consistently, especially as the founder, has been the most effective practice for building real, lasting community.
It’s not just about showing up to sell, it’s about showing up to connect. I talk to my audience about their day, their life, because community isn’t built on transactions, it’s built on relationships. Even if I’m only live once a week, I make it count by being present and making it about them.
We’ve been using social media since the start, Facebook, Instagram, and now TikTok, and all of them still play a major role in our growth. TikTok Shop has made the sales process seamless, but the real value comes from the engagement.
And because I can’t be live 24/7, my team steps in as an extension of me. Whether they’re packing orders live, or giving a tour of the warehouse, they’re helping pull back the curtain so our customers feel included in the journey.
When people see the heart behind the brand and feel like they’re part of the story, that’s when true community, and loyalty, is built.
CDU: In what ways has your community-driven approach helped foster brand loyalty and repeat business compared to more traditional marketing methods?
CH: Our customers aren’t just buying products, they’re rooting for the brand like it’s theirs, because it is. That emotional connection goes deeper than any ad campaign.
When people feel personally invested, they come back, they tell their friends, and they grow with you. Traditional marketing talks at customers. Our community-driven approach talks with them and that’s why our retention and repeat customer rates are so strong.
CDU: For indie beauty founders just starting to build their own communities, what are some key lessons or strategies you would recommend based on your experience?
CH: Don’t try to be perfect, be real. People connect to the journey more than the polished final product. Document everything, show up consistently, and make your audience feel like they’re part of your growth.
Also, build a brand with a clear why behind it, something people can believe in. And remember: community-building is slow at first. But if you nurture it, it becomes the most powerful marketing engine you’ll ever have.not only follows the brand but also
