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San Clemente woman, owner of Skin Care by Alana, creates new product line

A booming economy has helped Alana Mitchell, owner of Skin Care by Alana in Dana Point, create her own line of skin care products.

Alana Mitchell Skincare has been a long time coming for Mitchell, who has been selling other companies’ skincare products for years at her shop off Golden Lantern.

“It started at a time when the economy was shifting, the beauty industry was shifting and consumers need for skincare and advice was there,” Mitchell says of her new venture.

For Mitchell, a licensed esthetician, the company took shape as her customers asked for advice for skin care. As the economy picked up and her client base grew, Mitchell realized she could make products that were as good or better than those she was already selling.

“From there things really grew. We went from a few sales to competing with the big guys and we are a multi-million dollar business,” she says.

She invested $10,000 to start her own line. The company, with 13 employees, brings in $6 million in annual revenue, the part-time model and San Clemente resident says.

Mitchell launched the skincare line with the goal of making “things as easy and streamlined as possible.”

Among her most successful products are a 4-in-1 Cleansing Pod and a Quick Comeback Masque. A full kit with six products costs $79.

For Skin Care by Alana, Mitchell sells roughly 4,000 products. For her own line she has eight products with more on the way.

Variety, Mitchell says, is key to healthy skin.

Mitchell said it is necessary to use a variety of skin care items instead of having just one item that accomplishes everything.

“Skin care products are like the food that you eat,” Mitchell said. “To have a good, round healthy diet, or skincare regime, it’s best to use different products. Not all ingredients are combatible in each product. Most of us have our preferences in what feels good on our skin. That’s why skin care does have a few different necessary products.”

Mitchell says her…

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