Meet Anna Lundmark

We’re excited to introduce you to the always interesting and insightful Anna Lundmark. We hope you’ll enjoy our conversation with Anna below.

Anna, so good to have you with us today. We’ve always been impressed with folks who have a very clear sense of purpose and so maybe we can jump right in and talk about how you found your purpose?

For a long time, I felt that I wanted to make a difference in the world. However, I had no idea what that would be or how I would do it. I tried going into the medical field, but it wasn’t giving me that sense of fulfillment. I started working in marketing to develop my creative side and around the same time my Autistic sister in law came to live with my fiancé and I. She needed help and we supported her in overcoming some mental health challenges. On the other side, we saw that there were no paths for her and no jobs available. Yet here was another person who wanted to feel “purposeful.” So I said “Jenna, how about we do something together?” And we launched our company Beauty By Jenna. 11 months later and we have customers in 49 states and have been able to employ another adult with Autism. Our dream is to hire 100 disabled individuals with our company. And we know it’s only the beginning.

Great, so let’s take a few minutes and cover your story. What should folks know about you and what you do?

Beauty By Jenna is a natural lip care company dedicated to creating job opportunities for disabled adults. Co-founded by Anna and her soon-to-be sister-in-law Jenna, who is Autistic, the brand crafts USDA-certified organic lip products here in the USA. They offer fruity and tinted lip balms, plus a new Strawberry Peach Lip Scrub, now available in small shops nationwide. With features on Good Day LA and Spectrum News, Beauty By Jenna is making its mark in the beauty industry.

Our Story:

Four years ago, Jenna moved in with her brother and me. She didn’t speak until age five and still requires 24/7 support, but she’s always dreamed of having a job and more independence. After completing beauty school, we realized how few opportunities exist for Autistic adults—despite their talents, around 80% remain unemployed.

That’s when we decided to create Beauty By Jenna, not only for Jenna but as a space where others in the Autism community could find purpose and pride. Since launching in January 2024, we’ve reached customers in 49 states and gained over 5 million views on social media. Our goal is to become one of the largest employers of disabled adults in the U.S., giving this talented, often-overlooked community the chances they deserve.

Today, we’re proud to have an Autistic team, including a packager, photographer, and graphic artist. Together, we’re redefining beauty by making meaningful products and spreading joy. We’re excited to grow, expand our product line, and build a company where everyone’s talents are celebrated.

If you had to pick three qualities that are most important to develop, which three would you say matter most?

One of the most important skills in my life was learning how to know myself. I never used to ask myself what I really want. Once I started this practice, I realized constantly that I was pursuing things that weren’t worth the efforts. Even if I succeeded at whatever it was I was doing, I wouldn’t really be happy. That is how I found my path and my purpose. Once I decided I wanted to start my own company, the second most important skill was understanding marketing. Even if all you do is study content and social media by looking at what seems to capture audiences, that is a big win. Content loves storytelling, so learning how to craft a story through instagram videos was crucial. This took me a long time to learn, but I feel like after 11 months of posting almost daily, I’m starting to get the hang of it, to give you some perspective. Thirdly, the ability to take one step at a time has been the most important. I will never know everything I need to know before starting something. Therefore, one must be willing to take a step forward without knowing what comes next. Just keep going and be kind to yourself!

What do you do when you feel overwhelmed? Any advice or strategies?

I have a tendency to overdo it and then get burned out. So I frequently feel overwhelmed. However, I’ve learned that it’s ok to feel overwhelmed sometimes. That’s the first step in handling it. Knowing that it’s ok to feel this way. Second, I give myself time to rest and take my mind completely off work. I let myself sleep or listen to music and disconnect. If I’m still feeling overwhelmed, it’s probably because I’ve been avoiding some level of action that needs to be taken. Overwhelm either comes from too much action (which can be easy to handle because the action is positive) or it comes from not doing the right things. That’s the most difficult type of overwhelm. Have a talk with yourself about an area where you could take a quantum leap. Could you be blind messaging people? Could you go out into shops and chat with people? What aren’t you doing that needs to be done? And most importantly, celebrate yourself for going after something you want!

Contact Info:

Image Credits

Crystal McCord

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