WHEWWWWW. December already?! And yep, I’m months behind on writing my monthly ÂN-UPDATES with Aly. Honestly, this season has been pure chaos in the best way possible. Q4 is like the Olympics for e-commerce— an all-out sprint where you cross the finish line with whiplash every year. But THIS year?🤪 It’s felt next-level chaotic, haha.
Why? Oh, maybe because we quite literally ran out of space.😅 Our office was bursting at the seams this entire year, and when I say we used every single square inch, I mean it. We finally found a new office, but naturally, it would happen in the middle of Black Friday, muahahaha. Honestly, though, I thrive in chaos; I need that adrenaline rush.
The plan is now to split into two spaces: R&D, manufacturing, packaging, and shipping in one, and content creation, social, and admin in another. Since we do all our content in-house, we definitely needed a proper office— not a warehouse. And guys, when I say I’m pinching myself, I’m not kidding. This new office is an absolute dream. We’re on one of the main streets, right in the heart of downtown Spokane, and it feels so surreal to come to work in such a gorgeous space every day. If you missed my reel about it on my personal IG, you can watch it here.
Here’s the crazy part: this office was a sublease takeover, and the previous tenants literally left EVERYTHING except their computers. So we moved right into a fully furnished space. Slowly but surely, we’re making it our own. And for the first time ever, I get my own office! WHAT. Right now, it’s basically a sad little closet, but if you know me, you know I’m about to turn it into something gorg, hehe. Because vibes, guys, vibes are everything. You know what they say, “You’re a product of your environment,” and you best believe I’m taking this opportunity to make my tiny office feel like magic. Stay tuned, haha!
Speaking of Black Friday, you may have noticed that we don’t offer traditional discounts or sales on ANFISA Skin products. That’s because we’re unwavering in our commitment to sourcing only the highest-quality ingredients—no compromises, ever. Take our ÂN-DEW 10% Azelaic Acid + PHA Serum, for example. We utilize advanced micronized azelaic acid, which we source from Europe. This specialized form features ultra-fine particles that enhance skin penetration and efficacy. While it is SIGNIFICANTLY more costly than the standard azelaic acid used by almost every other azelaic acid product on the market, its superior bioavailability means it works more effectively within the skin. This meticulous attention to quality ingredients is what makes our products deliver the exceptional results you’ve come to love, know, and trust.
The results truly speak for themselves— this formula is a GAME-changer. It works wonders (yes, wonders) for so many skin concerns; it’s honestly mind-blowing. Don’t just take my word for it— check out these incredible before-and-afters. Also, for compliance purposes, I literally cannot list off the plethora of skin ailments that azelaic acid helps with, but I will leave that for you guys to Google on your own, hehe. And tell me what sells you on it!
Instead of discounts, we celebrate with a gift with purchase every November, all month long, and this year’s GWP was ÂN-GLOSS for every $90+ order. And WOW— you all showed up big time. I’m always blown away by the love and support for ANFISA Skin. Scrolling through socials and seeing people I don’t even know using our products? Mind. Blowing. I could never have imagined this little dream growing into what it is today. That’s all thanks to YOU—our loyal community, our amazing retail partners, our incredible team, and, of course, God. You all are truly the heartbeat of ANFISA Skin, and not a day goes by that I don’t feel immense gratitude for being able to do what I love with passion every single day.
On top of everything else, the end of January marks ANFISA Skin’s 7th birthday!!! It feels surreal— like we just launched last year, but also like I’ve been doing this my entire life (since I was in the womb, muahahaha). The past six years were all about working in the business, but 2024 marks a shift. I’ve shifted my focus to working on the business (a concept Michael Gerber talks about in The E-Myth) delegating everything outside my vital functions and bringing the right people into the right roles to help build this brand, brick by brick. No literally. We are a boot-strapped brand, so inch by inch really makes that yard.
Gerber teaches that to think like an entrepreneur, not just an employee; you have to create systems + processes and build a team that allows areas of the business to run without you. When no single aspect of the business relies solely on one single human, it becomes truly scalable and sustainable, freeing you to focus on your vital functions, your working geniuses. And let me tell you about the concept of vital functions—it’s been a game-changer for me. I first came across it in Darren Hardy’s book, The Entrepreneur Rollercoaster, which completely shifted how we run ANFISA Skin. Vital functions are the few things that ONLY you can do—YOUR working geniuses, YOUR unique skills, talents, and contributions that truly move the needle forward. Everything else? Delegate IT. As Richard Branson said, "The art of delegation is one of the key skills any entrepreneur must master."
Here’s the thing: trying to do it all is a one-way ticket to burnout—and trust me, I’d know. I quite literally worked myself into the hospital at the end of 2022. Our culture glorifies the hustle, but let’s be real—that’s not success. It’s failure wrapped up in the illusion of productivity. When you try to do everything, you’re not scaling—you’re stalling. And wow, did I learn that the hard way. This year alone, we hired an additional seven team members, and the impact has been transformative. We’ve grown the brand in so many ways, and the numbers speak for themselves. Check out the screenshot below comparing Q4 2023 to Q4 2024 to date. It’s true what they say—you’ve got to pay to play.💸 And let me tell you, the investment has been worth every single penny. It's honestly been an honor and privilege to work alongside such brilliant minds every single day. Oh, and I hired my first personal assistant—life-changing doesn’t even begin to describe it. For the first time in forever, I feel like a sane human being, haha.
My job as a leader is to focus on my vital functions—the big moves, the vision, and the strategy that no one else can replicate. You have to think of yourself as the head coach of your business. You’re not meant to play every single position; you’re here to draft the game plan, build the dream team, and trust them to execute. If you’re blocking, tackling, and catching the ball yourself, the entire game slows down—you’ll find yourself spinning in place like a hamster on a wheel.
Last but certainly not least (haha), we’re in full-on holiday mode here at ANFISA Skin! This season, we’re gifting a beautiful branded box with every order over $90. And can we talk about our holiday campaign? It was such fun to shoot, hehe.
So, how’s this holiday season treating you? What’s been bringing you joy? What’s been a struggle? I’d love to hear from you—drop me an email or DM me on IG @alykorchemniy. Connecting with you guys is always the highlight of my day.
Xx, Aly
