Interview with Jenny Duranski | Founder of Lena Rose
Meet green beauty pioneer Jenny Duranski, founder of Lena Rose, a natural spa and beauty store in Chicago, IL. We admire Jenny's ability to think outside the box, break boundaries and her mission to stand up for what is right!
"In 2013, I opened Noktivo, which is still Chicago's first and only non-toxic nail salon, followed by Lena Rose in 2017. Between openings, I traveled to Washington D.C. to share my personal story with legislators and lobby the Personal Care Products Safety Act in March 2016."
Hi Jenny! Can you tell us a little bit about your background?
A certified nail technician, and a spa industry veteran with over 15 years experience. After only four years into my career as a nail technician, I became sick from a lot of the products I was using. When I went out to find healthier alternatives to these products, they didn't exist. Suddenly, I found myself forced to choose between my health or my career. I dove head first into researching ingredients and chemicals to create safe products, and spent years trying to figure out how to develop a truly non-toxic nail service.
In 2013, I opened Noktivo, which is still Chicago's first and only non-toxic nail salon, followed by Lena Rose in 2017. Between openings, I traveled to Washington D.C. to share my personal story with legislators and lobby the Personal Care Products Safety Act in March 2016.
What drove you to launch Lena Rose?
I wanted to create an environment where customers can shop worry free and know that the products they are buying are natural, non-toxic and safe from synthetics.
Can you describe Lena Rose so that those who don't yet have the pleasure of knowing you can better understand your business?
Our Skincare Garden at Lena Rose features plants, flowers and herbs grown specifically for each artisan Apothecary facial. Each facial is 100% customized for each client by our esthetician Gabi! All of the brands we stock we use in our facial room along with essential oils and natural botanicals. We also offer a membership program called The Lena Life, where our clients can receive a monthly facial.
I wish I lived in Chicago so I could be a Lena Life member! Sounds heavenly. Can you tell us why you focus on natural beauty?
Natural Beauty takes the guess work out of skincare. You feel better knowing that all ingredients are safe and effective.
What is your favorite beauty tip?
Eyebrow tinting is a game changer! It is perfect for achieving the “no makeup” makeup look.
What does your personal skincare ritual mean to you?
Being a business owner, female entrepreneur, wife and mother life can get a little crazy! Taking the time at the end of the day to treat myself to a mask or on special occasions a hot bath, is completely sacred to me. It is my time to come back to myself, reset and recharge.
You once mentioned to me that a lot of your customers are new to green beauty. How do you help them navigate natural skincare?
At Lena Rose we focus a lot on education! We always want to be arming our clients with knowledge about ingredients, policies and the beauty industry as a whole. We get a lot of questions about what natural beauty even is? We don’t think any question is irrelevant or not worth answering. We have done the hours of research and have tested hundreds of products. We are the experts! We always start from the very beginning and with baby steps. We never want to force our clients to see it our way. We really want to figure out what brought them into our shop in the first place.
Why did you choose Apoterra Skincare for your business?
Apoterra is 100% in alignment with our ethos at Lena Rose. We love that Apoterra is small batch, woman owned and thoughtfully crafted. Apoterra is power packed with incredible ingredients that our clients swear by!
What is your favorite Apoterra product and why?
Rose Serum! It works for every skin type and smells divine! Our esthetician Gabi can easily incorporate into our services. The price point is perfect, and while most people feel guilty about splurging on self-care they keep coming back to the rose serum because it works!
What is the best way for people to connect with you?
Hit us up at @lenarosebeauty on Facebook, Instagram and Twitter. You can also head to our site www.shoplenarose.com to read more from our blog and about the Lena Rose crew. If you are local to Chicago we would love to meet you!