Green Entrepreneur Interview: Lisa Hernandez of Modern Green Beauty

Green Entrepreneur Lisa HernandezLisa Hernandez is a green entrepreneur hoping to show consumers how they can choose natural, organic cosmetics and skin care products that are affordable and better for body and planet. Modern Green Beauty is her platform – find out how she’s making it profitable and fun.

Can you tell us about Modern Green Beauty? What’s your site all about and how is it working to make the world greener?

Modern Green Beauty is about green beauty & style with product reviews, tips, contests, deals, news and discoveries. I love finding new companies out there to introduce to the world, connecting business to consumer! My goal is get consumers to at least try organic/natural products as many of the companies that care enough to make non-toxic products usually have a passion/desire for green, ethical business practices as well, like green offices, eco-friendly packaging and charity contributions.

What’s your business model? How do you monetize your work?

I also own The Green Beauty Pages and earn from memberships on there. I started that last year and it’s doing nicely! On Modern Green Beauty I am solely earning on advertising (through LinkShare, ShareASale and Commission Junction).

Green Business - Modern Green BeautyWhat metrics do you use to evaluate the success of your program?

I track my traffic with Google Analytics and my hosting company has an internal overview as well that updates every 10 minutes. I also use Alexa to track my global and US rankings.

What marketing methods do you use to reach eco-conscious consumers?

Twitter, Facebook, Blog Frog and I ensure I am listed in directories that are relevant.

What are the biggest challenges in educating consumers about healthy, sustainable purchasing decisions, especially if they are more expensive?

There’s a ton of misconceptions about green living in general. For example, many believe organic and natural beauty products are more expensive and not effective so I highlight the brands that are just as affordable as many others, and how many have actually improved their skin with natural and organic products. In addition, there’s some very trendy, sexy, hot cosmetic brands now that are natural and organic too – we just have to get consumers to find them and try them out. Once you switch, you won’t go back. Buy trial sets before committing to full-size products.

As far as other green purchases, yes, some are more expensive so I encourage consumers to cut-down in other ways, i.e. Do you really need 800 TV channels? Is your cell phone use in line with your rate plan? If you’re using 500 minutes a month on a 1500/minute plan ask your provider for a lower plan.

Become educated on other ways to save and just like any other products we purchase, look for deals, bargains and coupons! Many organic foods cost just the same as others when on sale. A lot of “junk” foods can simply be skipped. Those impulsive purchases can add up! Shop wisely, paying attention to what you’re actually putting in your grocery cart.

What mistakes have you made that you would advise other starting social entrepreneurs to avoid?

Expecting instant results. You have to be patient and consistent. Don’t take on a topic you’re unfamiliar with or not passionate about. It will show through.

How do you find and identify the best green beauty companies and products?

Some approach me to try their products. Others I’ve personally bought and love! I read other blogs to discover others I may not know of, and check out online boutiques to see what lines they carry.

Are there any mistakes that you made on this entrepreneurial journey that you would like to share with other green entrepreneurs?

Changing my domain name and blogging platforms too many times! Think long and hard about your name, your brand, your image and stick to it.  I was too impulsive and didn’t think it through enough. Try every free blogging platform and choose the one you absolutely love before publishing anything. Now I’m finally happy with my logo, site, name, etc. and it shows.

Don’t pay for advertising right away. Use free venues in the beginning like Twitter and Facebook. I lost a lot of money paying for advertising when I didn’t have a solid image or product to display yet. Develop a beautiful, professional website and image (logo, etc.)  before you start paying for advertising. Look for opportunities to guest blog. Write quality content that demonstrates you’re professional and trust-worthy.

What advice would you have for other aspiring green and social entrepreneurs?

  1. Connect with other like-minded folks on Twitter and Facebook. I made most of my connections via Twitter but follow the rules and focus on quality over quantity.
  2. Be kind, professional, ethical and communicate with integrity. Follow-up promptly and engage with your followers and fans in a positive manner – even if it’s responding to anything negative or resolving an issue, misunderstanding, etc. You will gain respect and probably turn the situation around in the end. Never respond with negativity, attitude or unprofessional language or behavior.
  3. Be genuine, passionate, knowledgeable and sincere. It will shine through naturally and will lend you and your company, business, etc. with invaluable credibility.
This post was written by:

Maryruth Belsey Priebe

Maryruth has been seeking the keys to environmental justice - both at home and at work - for over a decade. Growing up adjacent to wild spaces, Maryruth developed a healthy respect (and whimsical appreciation) for things non-human, but her practical mind constantly draws her down to earth to ponder tangible solutions to complex eco-problems.

With interests that range from green living to green business, sustainable building designs to organic gardening practices, ecosystem restoration to environmental health, Maryruth has been exploring and writing about earth-matters for most of her life. Of special interest is the subject of ecopsychology and the role the natural world plays in the long-term health and well-being of humanity. You can learn more about Maryruth's work at

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  1. Hello Maryruth and Lisa,

    Sounds like Lisa has got a great business going here – or stall I say businesses. I agree that one of the mistakes entrepreneurs make is to expect instant results. Working consistently on something you are passionate about will eventually be successful! Just as long as you are building positive relationships with your customers and followers.

    I would be honoured if Lisa had a look at my blog and product line. I am an independent rep for miessence (has she heard of these products? they are Australian). Cheers!

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