Today we’d like to introduce you to Lynn Jenkins.
Hi Lynn , we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
When people see Sydoni today, they often see the brand first—but my journey into beauty started long before I ever created the company. It really began behind the makeup counter, working directly with clients every day. That’s where I learned skin, undertones, product performance, and how much confidence beauty can give someone when it’s done the right way. I loved the artistry, but I also loved the connection with people and helping them feel like the best version of themselves.
Over the years, my career evolved in so many different directions within the beauty industry. I led retail teams, worked with major beauty brands, trained artists, and built relationships with professionals all across the country. One of the most impactful parts of my journey was working as a clinical skincare representative supporting and educating dermatologists, plastic surgeons, med spas, and aesthetic professionals throughout Texas and neighboring states. That experience gave me a much deeper understanding of skincare ingredients, skin health, and the science behind what actually works—not just what sounds good in marketing.
At the same time, I was also working as a professional makeup artist and educator, and I kept running into the same issue: there were so many products being promoted that simply didn’t perform consistently, especially across different skin tones or under real working conditions. Whether I was working with clients, teaching, or on set, I needed products that looked beautiful, respected the skin, and actually held up throughout the day.
That’s really what inspired me to create Sydoni Skincare and Beauty I wanted to build something intentional—something that combined skincare and makeup in a way that made sense professionally and personally. The brand is named after my daughters, Sydni and Soni, so it’s incredibly personal to me. Everything about it reflects what I believe beauty should be: inclusive, high-performing, thoughtful, and rooted in integrity.
My work in the film industry as a Key Makeup Artist has continued to challenge and expand my creativity in new ways. Working under studio lights and high-definition cameras teaches you very quickly whether a product truly performs or not. There’s no hiding under those conditions. That experience constantly pushes me to think beyond trends and focus on quality, compatibility, and long-term wear.
Today, Sydoni continues to grow, but at the core of everything I do is still the same belief I had from the very beginning: when skin is properly cared for and products are created with purpose, beauty becomes effortless.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
It definitely hasn’t been a perfect or easy journey—and honestly, I think that’s part of building something you truly care about. When you’re creating a brand with intention, there are a lot of moments that test you behind the scenes that people never really see.
One of the biggest challenges for me was navigating product development and manufacturing. At one point, the lab I had been working with unexpectedly closed, which impacted production in a major way. I had a choice to make: rush to replace products and keep things moving quickly, or slow down and protect the integrity of the brand. I chose to slow down. That moment really reinforced what Sydoni stands for to me. I never wanted to put products out just to fill shelves—I wanted to make sure everything aligned with the quality and standards I believe in, even if that meant taking the harder route.
Another huge part of the journey has been building Sydoni completely self-funded. Every product launch, campaign, and business decision has come from reinvesting back into the brand and being very intentional about growth. There’s definitely pressure that comes with that, because every decision matters, but it’s also something I’m proud of. It’s taught me patience, resilience, and how to build strategically rather than just quickly.
I’ve also had to stay true to my vision in an industry that can sometimes prioritize trends over performance. As a makeup artist and educator, I’ve always looked at beauty through the lens of results—how products actually perform on real people, across different skin tones, and in real-life conditions. Staying committed to that standard hasn’t always been the easiest path, but it’s important to me.
And like most founders, I’ve had to wear a lot of hats along the way. There are days where I’m focused on product development, other days I’m creating content, educating customers, planning campaigns, or solving operational issues behind the scenes. It’s a constant learning process, and I’m still evolving with the business every day.
But honestly, every challenge has strengthened my connection to why I started Sydoni in the first place. It’s made me more intentional, more grounded in my standards, and even more committed to building a brand that people can genuinely trust.
Alright, so let’s switch gears a bit and talk business. What should we know about your work?
At the core of what I do, I’m a makeup artist, beauty educator, and the founder of [Sydoni Skincare and Beauty](https://www.sydoniskin.com?utm_source=chatgpt.com). My background in beauty has taken me through many different areas of the industry—from working directly with clients behind the makeup counter, to leading retail teams, educating professionals, and supporting dermatologists, plastic surgeons, and aesthetic providers throughout Texas and neighboring states as a clinical skincare representative.
What I specialize in most is skin-first beauty. I’ve always believed makeup should enhance the skin, not cover it up. A lot of my focus is on skin preparation, tone accuracy, texture, and helping people achieve a polished look that still feels natural and wearable. Because of my experience in both skincare and makeup artistry, I tend to approach beauty from a more practical and performance-based perspective rather than just following trends.
I think what I’ve become most known for is my ability to blend artistry with education. I genuinely enjoy helping people understand not only what products to use, but why they work and how to use them in a way that complements their skin. That’s something that naturally carried over into building Sydoni. Every product and collection is curated with intention and based on real experiences working with different skin tones, skin types, and environments over the years.
What I’m most proud of is simply starting the brand and continuing to build it despite all of the challenges—both expected and unexpected—that come with entrepreneurship. There were so many moments where things could have easily discouraged me, especially building a self-funded brand, but I stayed committed to the vision. Seeing Sydoni continue to grow while staying true to its values has probably been the most rewarding part of the journey for me.
I think what sets me apart is that my approach has always been rooted in real-world experience. I’ve worked with everyday clients, medical aesthetic professionals, beauty teams, and on-camera environments, so I understand beauty from multiple perspectives. For me, it’s never just about creating something that looks good in a photo—it’s about creating an experience and products that people genuinely feel confident using in real life.
Can you talk to us about how you think about risk?
I don’t think of myself as someone who takes reckless risks. I’m actually very thoughtful when it comes to decision-making. For me, risk has to have purpose behind it. If something aligns with my values, my standards, and the long-term vision I have for the brand, then I’m willing to take the chance—even if it feels uncomfortable.
One of the biggest risks I’ve taken was starting Sydoni Skincare and Beauty as a completely self-funded brand. Building something from the ground up without outside funding requires a lot of faith, discipline, and resilience because every business decision matters. There’s a different level of responsibility that comes with that, but it’s also allowed me to grow the brand in a way that feels intentional and true to my vision.
I’m also constantly learning and growing—not just in business, but personally as well. Entrepreneurship teaches you a lot about yourself. I’ve definitely made mistakes along the journey, but I’ve learned to see those moments as part of the process rather than failures. Every challenge and every lesson has added value and helped shape the way I lead, create, and move forward today.
I’ve also learned that sometimes the biggest risk is choosing not to move forward at all. Growth usually requires stepping into uncertainty at some point. I think the key is making informed decisions, staying adaptable, and being willing to trust yourself even when the path isn’t completely clear.
For me, every meaningful step in my career has involved some level of risk, but those moments are also what have shaped my confidence, resilience, and the foundation of the brand today.
Pricing:
- Skincare products typically range from approximately $28 to $68, depending on formulation and function.
- Makeup products generally range from $16 to $48, including complexion, lip, and eye essentials.
- Curated sets and “edits” are available at value-driven pricing, allowing customers to experience multiple products at a bundled rate.
- Limited-time promotions and seasonal offers are occasionally available, along with complimentary gifts on select purchases.
- The brand is available direct-to-consumer at sydoniskin.com, with secure checkout options including Shop Pay.
Contact Info:
- Website: https://www.sydoniskin.com
- Instagram: https://www.instagram.com/sydoni_skin
- Facebook: https://www.facebook.com/sydoniskin
