We recently connected with Sandro Costa and have shared our conversation below.
Sandro, thanks for taking the time to share your lessons with our community today. So, let’s jump right in – one of the most essential skills for unlocking our potential is self-discipline. Where does your self-discipline come from?
Best if you have overcome significant adversity in the past.
“My self-discipline comes from a place of resilience. I’ve navigated seasons in my life where things didn’t go according to plan, and I learned quickly that the only variable I could control was my own effort.
Those experiences taught me that you can’t always control the market or the circumstances, but you can control your consistency. I developed discipline as a survival mechanism, and now I use it as a growth mechanism. I show up every day because I know the value of persistence when the odds are stacked against you.” As a serial entrepreneur: timing, planning, curve balls and those who just don’t understand entrepreneurship (haters). With a lifetime of experiences, persistence and resiliency are the defining character traits of success.
Great, so let’s take a few minutes and cover your story. What should folks know about you and what you do?
The Mission: Inner Balance & Outer Radiance At Allure Global, we operate at the intersection of advanced symptom based solutions and holistic wellness. We are a health and wellness brand dedicated to creating premium, plant-based products that support both how you feel on the inside and how you look on the outside.
Our portfolio is split into two complementary pillars:
Wellness: Our product categories , like Allure Sleep and Allure Tranquility, are designed to combat the stress of modern living and promote restorative rest along with pain management, intimacy, digestion and senior health and wellness.
Skincare: Our beauty line, featuring products like the Allure Radiance Intensive Daily Serum and Allure Revive (our anti-aging retinol and ferulic acid moisturizer), focuses on clean, high-performance ingredients that deliver visible results without compromising on safety.
What Makes Us Special: Trust & Standards What I find most exciting—and what truly differentiates us in a crowded market—is our obsession with regulatory excellence and quality assurance. In an industry that can sometimes feel like the “Wild West,” we have taken the harder road to ensure consumer trust.
We are incredibly proud to be an ANVISA-approved supplier. This is a rigorous authorization that validates our commitment to safety and international standards, allowing us to operate with a level of credibility that many competitors don’t have. We don’t just say our products are “clean” and “effective”; we do the regulatory heavy lifting to prove it.
What’s New & What’s Next It is a very exciting time for Allure Global. We have some major momentum heading into the next quarter:
Industry Recognition: We were recently selected as a RangeMe Top 50 Emerging Brand, a distinction that highlights our readiness for major retail and the quality of our product presentation.
New Partnerships: We are thrilled to announce a newest retail partnership with Posh Pantry. This collaboration aligns perfectly with our goal of making premium wellness accessible to a discerning community that values health and sustainability.
Ultimately, Allure Global is about empowering people to take ownership of their health through the power of science-backed symptom solutions. We are currently in a growth phase, actively expanding our footprint and continuing to innovate in the women’s health market.
Looking back, what do you think were the three qualities, skills, or areas of knowledge that were most impactful in your journey? What advice do you have for folks who are early in their journey in terms of how they can best develop or improve on these?
Looking back at the trajectory of Allure Global, the three areas that have been most impactful are Regulatory Fluency, Strategic Resilience, and Relationship Building.
1. Regulatory Fluency & Attention to Detail In the health, wellness, and beauty sectors—especially when dealing with active ingredients like CBD or skincare formulations—details aren’t just important; they are the business. Understanding the regulatory landscape (like our work securing ANVISA supplier approval) was not just about compliance; it was about building a defensive moat around the brand.
Advice: Don’t shy away from the boring stuff. Many entrepreneurs want to focus solely on branding and marketing, but the longevity of your brand depends on your supply chain, your safety data, and your compliance. Master the rules of your industry better than anyone else.
2. Strategic Resilience There is a difference between stubbornness and resilience. Strategic resilience is the ability to stick to the vision while being flexible on the execution. Whether it was navigating supply chain disruptions or adjusting our pitch for capital markets, the ability to absorb a “no” and pivot quickly without losing sight of the end goal has been vital.
Advice: Build your emotional stamina. You will face setbacks that feel personal, but they are usually structural. Learn to separate your self-worth from the daily highs and lows of the business. Treat challenges as data points to help you iterate, not as signals to quit.
3. The Power of Networking & Partnerships No brand scales in a vacuum. Our recent successes, like being named a RangeMe Top emerging Brand or partnering with the likes of Rehabmart, Walmart MarketPlace and Vitamin Shoppe didn’t happen by accident. They happened because we invested time in building relationships with buyers, platforms, and other founders.
Advice: Start networking before you need something. Build genuine relationships with people in your industry when you have nothing to ask for. Be helpful to others first. When you eventually do need an introduction to a retailer or an investor, those relationships will be your strongest assets.
Okay, so before we go, is there anyone you’d like to shoutout for the role they’ve played in helping you develop the essential skills or overcome challenges along the way?
“Honestly, the most essential support has come from two sources. My wife and partner and my step-father Domenic Fiordimondo. Building a brand like Allure Global requires a level of obsessive focus that can be draining, and they have been my anchor.
They didn’t just support the ‘idea’ of the business; they supported the reality of the entrepreneur. whether it was listening to me pitch the same deck for the 100th time or reminding me to rest so I didn’t burn out, their belief in me often exceeded my own belief in myself. You need that one person or persons in your corner who sees the vision even when the results aren’t there yet.”
Contact Info:
- Website: allure-global.com
- Instagram: @allureglobalinc
Image Credits
Daytime Beauty Awards, John Sally 4 time NBA Champion
