How Gratitude Became the Core Ingredient of My Skincare Business

By Jenna Prieto

Founder & CEO, Mossy Turtle Skincare

My goal when I started Mossy Turtle Skincare was not just to make products, but to birth a new way of living and using skincare. The founding principle of my brand was gratitude- for nature-given ingredients, for the pure water of the ocean that inspired my mission of reef-safe products, and for the beautiful people in my life like my family who motivate me to see that living slow and sustainable is strong.

When I became a mother and an entrepreneur at the same time, I soon figured out that the real measurement of success was not in money or number of followers but in the significance of love and connection. Loving what you are doing, loving the journey, loving showing up for others. And the source of the significance? Gratitude became the connecting thread in the whole picture- from sourcing natural ingredients to delivering great customer service- I started practicing gratitude and watched how it transformed my business into something that I look forward to pursuing.

The very first thing I think of before any business decision is: "How can this give back more than it takes?" The entire structure of Mossy Turtle Skincare is based on this question. This is why I chose to use ingredients that benefit both our skin and the environment, coral reefs, and of course, sea turtles and marine life.

When I first started designing our labels, I had no idea where to begin. I turned to my friend Anayaih, a talented artist whose creativity I deeply admire, and she offered to help. What she created completely captured the heart of Mossy Turtle Skincare. Seeing her artistry come to life on our packaging reminded me how powerful gratitude and collaboration can be. That moment marked a turning point- once I stopped trying to do everything alone and leaned into the support around me, everything began to flow effortlessly.

Gratitude has now become the compass that keeps Mossy Turtle Skincare focused and thriving. It transforms competition into collaboration and pressure into purpose. I’ve learned that when you lead with gratitude, people feel it- from the team behind the brand to the customers using our products. It fosters innovation and connection because it opens the door to ideas, empathy, and trust.

Through Mossy Turtle Skincare, I’ve also discovered that gratitude is contagious. It is not uncommon for people to mention that their self-care rituals transform into daily moments of gratitude. They pause, take a breath, and realize that skin care is a form of self-care. And self care while also caring for the environment? It's a win-win.

The experience of being a woman and an entrepreneur has opened my eyes to the fact that sometimes quiet leadership can be just as strong as the loud kind. Gratitude is what gives the quietest leadership a stable voice. It brings to my mind the importance of celebrating small victories, of leading with empathy and compassion, and of staying in my own lane. Gratitude keeps me centered when business feels hectic, and it reminds me to enjoy the ride.

I also believe that thanking our customers is important- from our environmentally friendly products to the personal messages that I write. Appreciation is not only my philosophy but also my practice, as it leads everything I do.

I am very optimistic about the new generation of leaders in the beauty and wellness industries, as our future is very much heart-centered and conscious. Thankfulness is not just a warm, fuzzy feeling- rather it is a powerful tool that builds trust, fosters creativity, and moves people to act. For me, managing Mossy Turtle Skincare has been a journey of discovery, and leading with appreciation makes growth not just a goal but also a gift. Our skincare is a thank-you, to you!

Connect With Jenna

www.mossyturtleskincare.com

Instagram: @mossyturtleskincare

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