A product of the Aloha State, entrepreneur Leana Hosken did more than just launch her own business five years ago. She made a lifestyle choice rooted in an island-style upbringing that celebrates all things natural.
The 37-year-old left a successful career in public relations and marketing to become a certified and registered contract yoga instructor. And now she’s taking her livelihood one step further with LeiAna Pure Skin Care, a 100 percent natural product line launched in December.
“I had a job that demanded a lot of me and yoga really helped me to feel grounded and to stay focused,” Hosken said.
Yoga also helped Hosken with back pain.
“I knew the deep and far-reaching effect yoga has had on my life, and I wanted to share it with others,” Hosken said. “There are not words enough to express what a pleasure it is to teach yoga, and to see people’s lives transform.”
Hosken was introduced to yoga as a young child by an aunt and began to seriously study the practice in her early 20s. The more she learned, the more she began to share her passion with co-workers, demonstrating positions in the office.
“I thought about becoming a yoga instructor but never really took it seriously,” Hosken said. “For several years, I just thought, ‘Well, maybe someday when I retire.’ ”
Hosken teaches eight yoga classes and four private sessions a week, in addition to tending to her new skin care line.
She contracts with the Del Mar and Lomas Santa Fe country clubs, and works with local seniors.
“I started the line of skin care products because I wanted to find an additional way to help people to be healthy while engaging other parts of my skill set,” Hosken said.
Hosken sells LeiAna Pure Skin Care online and directly to her clients. She is in the process of contacting retail outlets about carrying the line.
VITALS
Name: Leana Hosken.
Titles: Founder/chief executive officer.
Company: LeiAna Pure Skin Care.
Company address: 2658 Del Mar Heights Road, Del Mar 92014.
Company phone: (858) 384-3343.
Year founded: 2001.
Prior business experience: Public relations and marketing in the public and nonprofit sectors.
Average hours worked weekly: 60-75.
Source of startup capital: Personal loan.
2005 revenue: Less than $40,000.
2004 revenue: Less than $40,000.
Number of employees: One.
Web site: www.pureleiana.com.
BACKGROUND
Birthplace: Born in Nebraska but raised almost entirely in Kailua, Oahu, Hawaii.
Education: Bachelor’s degree in management and communications, Bradford College, 1991. Completed local Yoga for Life teacher training program, 2001.
Age: 37.
Current residence: San Diego.
Family: Single.
Hobbies: Walking, running and yoga on the beach.
JUDGMENT CALLS
Reason for getting into business: I wanted to spend my days doing something I believe in. I love helping people and want to do what I can to encourage people to live a healthy lifestyle in every way.
How I plan to grow the business: Slowly and deliberately.
Biggest plus of business ownership: I enjoy having control over my time.
Biggest drawback: I miss working with a team, though I now have a different kind of team. I also miss the perceived security of working for a larger company, such as a 401(k) plan and better health insurance options.
Biggest business strength: LeiAna products are made of the highest quality ingredients. They are exceptionally gentle, effective and nourishing, and the packaging is crisp and elegant.
Biggest business weakness: Being a small operation means I need to be exceptionally effective with time. I am a busy woman.
Biggest risk: Finances. I need the company’s income to support my plans for growth.
Smartest business decision: To leave traditional employment back in 2001 and become an entrepreneur. It was a difficult decision but I am very happy I did it. I love my days, even when they are long and crazy.
Toughest career decision: See “Smartest business decision.”
Biggest ongoing challenge: Keeping track of all of my finances.
The most important part of my business: Offering pure, nutrient-rich skin care products with exceptional results; and fun, engaging, comprehensive yoga instruction. Enjoying what I do while offering the best that is on the market.
My business works best when: I am fully engaged in where the company currently is, while moving toward future goals.
Best way to stay competitive: Offer the best product and service at a competitive price. I want my customers and clients to be more than happy with what they receive and to feel they have paid a reasonable price. I like to under-promise and over-deliver.
How I measure success: Being able to make a living while helping others find joy and improved health.
GOALS
Goals yet to be achieved: To expand my product line and to reach more people, educating them of the benefits of yoga.
I would sell my business only if: I was offered enough money and the person or company is interested in perpetuating my vision of 100 percent natural products.
Guiding principles I will continue to follow: Working and living with integrity and supporting others to live a healthy lifestyle.
