Victoria Flores is a former Wall Street executive turned entrepreneur. She and her business partner, Leslie, founded Lux Beauty Club —a beauty and wellness brand specializing in hemp and botanical products.
What started as a side hustle soon became a successful venture with a mission to always provide a high-quality product at affordable prices, while building a brand that people love and trust.
Originally started as a hair extension business in 2016, the female founded, Hispanic owned brand eventually pivoted into the wellness space and now focuses on creating simple ingredient supplements for women’s health, offering a range of CBD/hemp and botanical products researched and formulated by a team of registered nurses to nourish, heal, and strengthen women’s bodies.
“The supply chain for the hair extensions was a nightmare so I wanted to sell something different to our customer-base that was Made in the USA,” says Lux Beauty Club co-founder Victoria Flores.
With the existing customer base from her hair extension business, Victoria was able to make a seamless pivot into selling CBD beauty products and tinctures formulated to support sleep, fight anxiety, and enhance overall well-being—and she found an audience that wasn’t being served by existing CBD products that were already on the market.
“We wanted to create accessible, cruelty-free, gluten-free, clean and transparent formulas that truly work for your body. Our hemp and botanical elevate your mood and nourish your skin. Hemp is a lifestyle that when taken daily gives you the best results. At Lux Beauty Club we guarantee farm to home, organic ingredients from our FDA certified farms. Only clean, nothing funky. Science from the plant.”
And while their focus is women’s health, many men enjoy their CBD products too! Their popular line of gummies can be found across the country in spas, hotels, pharmacies, independents and retailers.
“The best thing we did was pivot into the wellness space because our business exploded at that point and it was more fun to manage and customers are just happier,” Victoria shares. “I love our reviews from happy customers.”
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Victoria recently participated as a panelist at the Latinas in Business 2022 Women Entrepreneur Empowerment Summit where she spoke on Latina success and what it takes to achieve the American Dream today.
For her, financial success equals freedom and she is always working to innovate her brand. Now, as a successful Latina entrepreneur, she has learned lessons and overcome obstacles to get to where she is today with her business.
“I would say fundraising has always been a challenge for Latinas. Our business has to be so proven out and already generating revenue in order to get someone to invest in you,” she says.
“It’s a numbers game so you have to be very comfortable with hearing NO. I eat NO for lunch. It’s basically my middle name. I had to pitch 100 angels to get my first check. Can you imagine?”
In a blog post on Lux Beauty Club’s site, Victoria shared her thoughts on the cannabis industry and how it has been a welcoming space full of opportunity especially women entrepreneurs and entrepreneurs of color.
“I also love the cannabis space because it’s not tech, it’s not fintech, it’s not travel, it’s not SAAS, it’s plain ole grass. Don’t get me wrong, there is plenty of VC money going into the opportunity but it’s not the usual suspects of founders and investors,” Victoria writes. “The people flocking to it are mostly scrappy folks with no VC connections or family money, they’re simple folks with good ideas and making them work. We are people that don’t fit the mold by any means. We didn’t go to the fancy schools, we didn’t do the VC rounds, we simply got to work, put our heads down and created incredible products that work and that people want.”
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To other aspiring Latina entrepreneurs, Victoria says you have to count the little wins as building blocks to get you to where you are going.
“Be a doer! Visualizing is great but you have to execute that vision no matter what. Start it as a side hustle, don’t give up your paycheck or healthcare until you know you can live on what your business generates. Don’t be crazy and don’t use your 401K!”
Additionally she urges women entrepreneurs to never give up and always keep working toward your goals and dreams.
“I would never pack up my toys because something got difficult or I didn’t get the answer I wanted. A NO now will eventually become a YES later. Your time is coming, keep at it. People want to see results and that you are growing in a meaningful way.”
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