Would You Remove Your Name From Your Own Brand? 🤯

I'm taking the scariest leap of my decade-long journey—removing my name from the brand to spend more time in the lab creating innovations for people with sensitive skin.

Rebranding from "Sonia Roselli Beauty" to simply "Roselli Beauty" terrifies me.

Will my customers still feel connected?

Will they understand this isn't me walking away, but diving deeper into what matters most?

Some nights I lie awake wondering if I'm making a mistake.

But my heart belongs in product development, not in front of cameras. Not in the way social media wants me to be. Substack yes, legacy social? No.

Have you ever made a similar choice? Did stepping back actually propel you forward?