Story & Lesson Highlights with Petra Santana of Gilbert

We recently had the chance to connect with Petra Santana and have shared our conversation below.

Hi Petra, 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: What’s the most surprising thing you’ve learned about your customers?
The most surprising thing I’ve learned is how much confidence a great pair of lashes can give someone. Our customers share that they don’t just wear Fixation Beauty lashes for special occasions they wear them to feel put together and empowered every day. I love hearing that something as small as lashes can make such a big impact on someone’s mood and self-esteem.

Can you briefly introduce yourself and share what makes you or your brand unique?
Hi BOLD readers! I’m Petra Santana, founder of Fixation Beauty, an online beauty brand specializing in reusable strip lashes and DIY lash clusters for those who want salon-quality results at home without the salon time or price tag.
Fixation Beauty was born from my personal journey as a BRCA1 and BRCA2 gene carrier who underwent a preventative double mastectomy, beauty became my way of staying optimistic and feeling confident in my own skin.

I wanted to create a brand that allows women to feel beautiful and empowered no matter what life throws at them.
This year, we’re especially excited about our new Lash Ease Pre-Glued Clusters collection a total game changer for the busy woman who still wants a luxury look. Our styles, Euphoria and Eternal Luxe, Glam Intentions make lash application faster, easier, and completely mess-free. They’ve quickly become bestsellers and we can’t wait to keep innovating and creating products that simplify beauty routines without sacrificing quality.

Okay, so here’s a deep one: What’s a moment that really shaped how you see the world?
My preventative double mastectomy completely shifted my perspective. It taught me the importance of embracing confidence and joy every day. It also reminded me how powerful it is to create something that helps other women feel beautiful even during their hardest moments. That experience gave me the courage to start Fixation Beauty and turn my passion into a brand that uplifts others.

If you could say one kind thing to your younger self, what would it be?
I’d tell her: You’re stronger than you think, and you don’t have to have it all figured out right now. Trust the process the challenges you face will shape your resilience and lead you exactly where you need to be.

Alright, so if you are open to it, let’s explore some philosophical questions that touch on your values and worldview. What would your closest friends say really matters to you?
They’d say I care deeply about empowering women and helping them feel confident. Whether it’s through Fixation Beauty or in my personal life, I’m passionate about creating a safe space for women to show up as their best selves and look good while doing it!

Thank you so much for all of your openness so far. Maybe we can close with a future oriented question. If you retired tomorrow, what would your customers miss most?
I think they would miss the personal connection I have with our community. I’ve built Fixation Beauty with so much intention from curating each lash style to personally answering DMs and cheering on our customers’ lash transformations. Our brand is more than products, it’s a relationship with the women who wear them.

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