We’re looking forward to introducing you to Jen Sugermeyer. Check out our conversation below.
Hi Jen, thank you so much for joining us today. We’re thrilled to learn more about your journey, values and what you are currently working on. Let’s start with an ice breaker: Have you stood up for someone when it cost you something?
Yes! I stood up for myself and it cost me my job! It was the best decision I could have made. Being true to yourself is the most empowering and biggest power move you can make. I would do it again in a heartbeat! Remember, you always have a say in your career path. Just because your company changes your role, or wants to put you in one, doesn’t mean you have to take it. Being let go allowed me to flourish in so many unexpected ways. You give your power away when you aren’t true to yourself, so own it! You’re worth it!
Can you briefly introduce yourself and share what makes you or your brand unique?
I’m Jen Sugermeyer, founder and CEO of ATA Cosmetics, a Dallas-based, woman-owned brand built on a simple belief: how you apply skincare and makeup changes everything. After years in corporate IT and my own journey through stress, sobriety, and reclaiming my confidence, I first set out to fix a problem with my own skin. What started as a personal solution became a bigger mission. ATA, which stands for Attitude, Thoughts, and Actions, was born from the idea that the things we can control, both in life and in our routines, can change how we feel and show up every day.
Today, ATA is a brand of tangible, patented products paired with an intangible message of confidence and self-ownership. We focus on application rituals using our hero tool, The Applicator®, and our full-coverage biocellulose masks, turning everyday skincare and makeup into results-driven moments that stimulate collagen, boost circulation, and elevate often-neglected areas like the neck and chest where aging shows first. What makes ATA unique is that we are not just about what you use, but how and where you use it, empowering women to feel confident in their own skin and take control of their aging journey.
Great, so let’s dive into your journey a bit more. What did you believe about yourself as a child that you no longer believe?
When I was younger, I believed I was too tall. At 6’1″, I stood out in a world built for average. People pointed it out, made jokes, and finding pants long enough felt impossible. I learned early to see my height as something to manage or hide, as if being different was a problem to solve.
What I know now is that standing out is your greatest asset. If you are exactly like everyone else, why would you get the promotion, earn the raise, or be the one people choose to do business with? My height is no longer something I shrink from. It is something I own. Today, I proudly wear four-inch heels and love being the tallest woman in the room, because it reminds me that what once made me feel out of place is exactly what sets me apart.
What did suffering teach you that success never could?
Suffering taught me to go deeper within myself in a way success never could. When you are hit with failure and rejection, it can knock the wind out of you and make you question everything you thought you knew. In those moments, you really have two choices: stay beat down, or choose to rise. Suffering forced me to dig deep, reframe my mindset, and find strength that I did not know I had.
It also taught me that every setback carries a lesson and often a kind of protection, steering you away from paths or alignments that were not meant for you, at least not then. You can choose to see the world through that lens. At the end of the day, the one constant in every situation is you, so learning to love and respect yourself becomes the anchor. That self-trust cushions the fall, fuels resilience, and is what ultimately propels you forward.
Sure, so let’s go deeper into your values and how you think. What are the biggest lies your industry tells itself?
One of the biggest lies in the beauty industry is that skincare products equal better results. We are taught to layer, stack, and chase the next miracle formula, as if transformation comes from what is in the bottle alone. Another lie is that aging is something to fear or fix, instead of a natural process we can support with smarter habits and realistic expectations.
The truth is, results are not just about what you apply, but how and where you apply it. Application, consistency, massage, and focusing on often-neglected areas like the neck and chest can be just as powerful as any ingredient. The industry also sells perfection, when what people really want is confidence in their own skin. Real beauty is not about looking younger. It is about feeling strong, empowered, and in control of your journey.
Thank you so much for all of your openness so far. Maybe we can close with a future oriented question. What is the story you hope people tell about you when you’re gone?
I hope people say that through ATA, it helped them realize how much power they really have, that it reminded them they can always choose their Attitude, Thoughts, and Actions, even when life feels out of control. If someone says ATA made them feel stronger, more confident in their own skin, and more willing to own their journey, that would mean everything to me.
I also hope they say I disrupted an industry. That I made people stop and question why they were still using brushes, sponges, and fingers, and helped change the way the world applies skincare and makeup. If ATA becomes known as the brand that shifted habits, sparked smarter rituals, and proved that how you apply changes everything, then I will know I did what I was here to do.
Contact Info:
- Website: https://www.atacosmetics.com
- Instagram: https://www.instagram.com/ata.cosmetics/
- Youtube: https://www.youtube.com/@atacosmetics
Image Credits
Carmine LiDestri
