Astrida Naturals: est. 2008

Creator: Maia Singletary

What's your company philosophy?
"My philosophy is to keep it simple and make it effective. I create fresh, handcrafted body care, skin care, and fragrances with simple, natural ingredients."

What's the most challenging aspect of running your own business?
"Wearing every hat in my business is the most challenging aspect. As a solopreneur, you have to be involved with everything and take the time to understand all the details. Having a great community to support you is important. If you aren't careful, it can be lonely. Strong community support has helped me to stay on top of the details and provides a valuable learning resource."

What product do we need to try right now?
"You have to try the Oatmeal & Banana Face Mask! This mask is ultra-moisturizing and made with oatmeal and pure banana fruit extract. After using it, your skin will feel soft and smooth. I create masks in powder form. They transport easily, are super convenient, and are all natural. No preservatives. No synthetics."

Anything new on the horizon?
"I'm constantly experimenting, but right now I'm most interested in designing individually customizable face masks and body lotions."

In your own words, describe the Chicago woman beauty consumer.
"I see the Chicago woman as a strong, independent, conscious beauty consumer. She enjoys a simple, no-nonsense skin-care routine that works."

Astrida Naturals Oatmeal & Banana Mask, $12, available at Astrida Naturals.