From Personal Struggle to Entrepreneurial Success
Susannah Nation’s journey into skincare wasn’t part of some master plan — it was born out of personal struggle. "I suffered from terrible cystic acne from a really young age," Susannah shared. "I went to dermatologists for years, tried antibiotics, and all sorts of topical treatments, but nothing worked."
Growing up with persistent skin issues took a toll on her confidence. "It really affected how I felt about myself," she said. "It was just this chip on my shoulder that I always carried." Even into her mid-30s, she was still wrestling with scars, bumps, and dips in her skin.
Then, almost by accident, everything changed. "I kind of stumbled into learning how to make soap," Susannah recalled. "Once I learned that, I realized that making lotions, cleansers, and serums wasn’t all that different." What started as a personal quest to heal her own skin transformed, after extensive education, into a business opportunity.
In 2014, Susannah launched her own skincare brand, Real Kind, in Novato. The business quickly gained local traction, supported by a strong website and loyal customer base. But her best-selling product wasn’t a cleanser or moisturizer — it was an all-natural bug spray. "Of all things, my mosquito repellent became my most popular product — I sold it about 20 times more than anything else!"

A New Chapter with Moonstone Skincare
After seven successful years, life threw Susannah a curveball. In 2021, she became the primary caregiver for her disabled father in the middle of the pandemic. "It was a lot," she admitted. "But the business had run its course, and it felt like the right time to close that chapter."
Then, an unexpected opportunity knocked. "About a year ago, my friend and neighbor, Janie Escamilla — the founder of Moonstone Skincare — was moving back to Texas to care for her parents. Moonstone had been around for about 15 years and had a terrific following."
The timing couldn’t have been more perfect. "It was the right thing at the right time for both of us," Susannah said. "About a month ago, we finalized the sale, and now I’m the proud owner of an established, high-end skincare studio."
Moonstone Skincare was already a local favorite, known for providing extraordinary customer experiences. But Susannah saw even more potential. "I’ve already doubled the staff, added new services like massage, lash lifts, and brow laminations, and I’m actively scouting for a larger space."

Overcoming Challenges and Building Confidence
For Susannah, stepping into the role of business owner and public figure hasn’t always been easy. "My own confidence has always been a big challenge," she admitted. "Even something as simple as being on a Zoom call makes me uncomfortable."
But running Moonstone has helped her grow. "I think it speaks to the quality of our team’s expertise and the services we offer that even in the last couple of months, my own skin has improved from using our advanced treatments."
Her biggest lesson? Confidence comes with action. "Putting yourself out there is scary, but you have to do it anyway. When you believe in what you’re offering, it gets easier."
Innovative Practices and Employee Care
Susannah isn’t just focused on growing the business — she’s committed to supporting her team. "I’m so excited about starting to offer health coverage to our part-time employees," she said. "I’m not required to do it, but I believe everyone deserves healthcare."
It’s a bold move for a small business, but it reflects Susannah’s values. "We’re currently an all-women team — and most of us are moms. Making sure my team feels secure and supported is really important to me."
Her focus on employee care extends to building a positive work environment. "When your team feels valued, they show up differently for clients. That creates a ripple effect that benefits the whole business."

Future Vision: Creating Novato’s First Full-Service Spa
Susannah isn’t stopping at incremental improvements — she has big plans for Moonstone Skincare. "Right now, we have two treatment rooms. In a year, I’d love to have at least four," she said. "I want to open seven days a week and offer evening appointments for clients who work during the day."
And her five-year vision? "Ideally, I’d love to create Novato’s — maybe even Marin’s — first full-service day spa. Saunas, steam rooms, cold plunges, multiple massage rooms — the whole nine yards," she said, comparing it to the upscale experience at Osmosis.
It’s an ambitious goal, but Susannah is ready. "Moonstone is already a local treasure — now we’re making it even better."
Advice for Aspiring Entrepreneurs
Susannah’s journey offers valuable lessons for others considering entrepreneurship:
Follow your curiosity: "I never thought soap-making would lead me here, but it opened up a whole new world."
Be willing to pivot: "Life circumstances change — don’t be afraid to adapt your business to fit where you are."
Take care of your people: "Investing in your team creates a stronger, more resilient business."
Step into the spotlight: "Confidence isn’t something you wake up with — you build it by showing up, even when it’s uncomfortable."
Where to Find Moonstone Skincare
Moonstone Skincare is located at 1129 First Street in Novato, between Vallejo and Olive. You can book appointments through their website at moonstoneskincare.com or follow them on Facebook and Instagram for updates and promotions.
Whether you’re looking for a relaxing facial or exploring their new massage and body waxing services, Moonstone Skincare offers an experience that goes beyond skin deep — it’s about confidence, care, and community.
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