top of page

37 Oaks' Small Business Spotlight! Meet Tori Prince

Shining a light on the amazing small business owners that power the communities we live, work, and play in.

37 Oaks has the opportunity to work with some of the most amazing small business owners around the country. They start off with a passion or a hobby, then we guide them towards growth. Let's take a moment to shine a light on the rock stars!

Victoria Prince of Tori Prince Beauty

| 1. Tell Us About Your Business

Tori Prince Beauty is dedicated to providing luxury integrative skincare products and services that cater specifically to melanated skin. Our product line includes a wide range of transformative skincare solutions, carefully formulated to address the unique needs and concerns of individuals with melanated skin tones. From our signature corrective skincare collection, Skin 2.0, designed to deliver remarkable results for various skin concerns, to our Pep-Tired Eye Booster, targeting the delicate eye area with powerful ingredients, our products are thoughtfully crafted to promote radiant, hydrated, and nourished skin.

In addition to our premium products, Tori Prince Beauty offers a comprehensive range of transformative skincare services. Our licensed estheticians are dedicated to providing personalized skincare treatments that cater specifically to melanated skin. From customized corrective skincare treatments to rejuvenating facials, we tailor each service to address your unique skin concerns and deliver exceptional results. Our transformative skincare services go beyond surface-level treatments, focusing on nourishing and rejuvenating your skin from the inside out. With a deep understanding of melanated skin's distinct needs, we provide specialized care to promote a radiant, even-toned, and youthful complexion.

At Tori Prince Beauty, we believe that everyone deserves to feel beautiful and empowered in their skin. With our transformative skincare services and luxury integrative products, we're committed to helping you achieve the healthy, glowing complexion you deserve. Embrace the journey of self-discovery and self-care with Tori Prince Beauty, and unlock the true potential of your melanated skin. Experience the power of expert estheticians and premium skincare products working in harmony to transform your skin and boost your confidence.

Tori Prince Beauty, Chicago, IL
Tori Prince Beauty, Chicago, IL

| 2. What Makes Your Business Unique?

Tori Prince Beauty is uniquely distinguished by its focus on luxury integrative skincare products and services exclusively designed for melanated skin. Our commitment to providing transformative solutions sets us apart, addressing a wide range of skin concerns, including hyperpigmentation and dehydration, with our carefully curated products like the Skin 2.0 corrective skincare collection.

What truly sets us apart is our comprehensive approach, offering both premium products and transformative skincare services delivered by licensed estheticians. With an in-depth understanding of melanated skin's specific needs, our experts provide personalized treatments that rejuvenate the skin from within, promoting a radiant and even-toned complexion.

In addition to our skincare expertise, our commitment to ethical practices shines through. We proudly hold the Leaping Bunny Certification, ensuring cruelty-free formulas and the use of clean ingredients. Moreover, our brand's mission revolves around empowering women of color in the beauty industry and promoting better representation.

With Tori Prince Beauty, you embrace not only transformative skincare but also a holistic self-care journey, celebrating the unique beauty of your melanated skin. Our dedication to quality products, expert services, and ethical values makes us a standout choice for those seeking to elevate their skincare routine and unleash the true radiance of their melanated skin.

Tori Prince Beauty, Chicago, IL

| 3. What Inspired You to Start Your Business?

Tori Prince Beauty was inspired by my personal experiences as a woman of color. I understood the pressures and expectations that often lead women to put their self-care aside while striving to accomplish everything for everyone. I recognized how low confidence, low self-esteem, trauma, and health issues can significantly impact the skin and overall well-being.

With a deep understanding of these challenges, I embarked on a mission to create a skincare and wellness brand that catered to the unique needs of all skin types and melanin levels. Tori Prince Beauty was born with the vision of providing intimate and corrective skincare, flawless makeup, and wellness solutions from the inside out.

My passion lies in encouraging, empowering, and enriching the lives of women worldwide. Through my exclusive products, confidence-boosting services, and carefully curated courses and coaching programs, Tori Prince Beauty aims to spread beauty and confidence to women of all backgrounds and lifestyles. With my brand, I seek to enable women to incorporate luxurious self-care into their daily routines, no matter how busy their schedules may be.

My dedication to uplifting women and promoting self-confidence is at the core of Tori Prince Beauty's ethos. My ultimate goal is to make a positive impact on as many women as possible, inspiring them to embrace their true beauty and feel empowered in their skin.

| 4. Describe The Challenges Faced In Taking Your Business From A Hobby Into the Early Growth Stage.

Taking Tori Prince Beauty from a hobby to the early growth stage has been quite a journey for me. One of the most significant challenges I faced was the lack of access to capital. It made scaling the business and investing in crucial areas like marketing, production, and talent acquisition quite a struggle.

Balancing my entrepreneurial journey with a full-time job, motherhood, and being a wife added another layer of complexity to the process. Managing my time and priorities became essential as I juggled multiple responsibilities, making it difficult to dedicate as much time as I wanted to the growth of Tori Prince Beauty.

Tori Prince Beauty, Chicago, IL

Moreover, the lack of proper guidance and support also posed a challenge. Navigating the intricacies of business development without a mentor or support network led to uncertainties and decision-making challenges.

However, my determination, passion, and vision kept me going. I embraced the challenges with tenacity and resourcefulness, seeking creative solutions to overcome financial constraints and make progress.

To address the lack of guidance and support, I actively sought out industry peers, networking opportunities, or mentors who could

offer valuable insights and advice. Collaborating with like-minded individuals and participating in business workshops or coaching programs helped me gain invaluable knowledge and build a strong support system.

Despite the obstacles, my dedication to Tori Prince Beauty and my belief in its transformative potential kept me motivated. Through perseverance and determination, I strive to turn my passion into a successful venture, empowering women and making a positive impact on their lives. As I navigate the early growth stage, I remain resilient and committed to fulfilling my mission, overcoming challenges one step at a time.

| 5. How Did 37 Oaks Help You Overcome These Challenges?

37 Oaks has been a valuable partner in helping me overcome the challenges I faced while growing Tori Prince Beauty. Their guidance and expertise have been instrumental in addressing the obstacles I encountered.

One of the key ways 37 Oaks supported me was by teaching me not to be afraid to test, evaluate, and repeat when it comes to product selection and marketing strategies. This valuable lesson allowed me to fine-tune my product offerings and marketing campaigns, ensuring that I deliver the best possible experience to my customers.

Their insights and advice on market trends and consumer behavior have been invaluable in making data-driven decisions and maximizing the impact of my efforts. Through their mentorship, I gained the confidence to take calculated risks, pivot when necessary, and continuously improve my business strategies.

Moreover, 37 Oaks provided me with a supportive community of like-minded entrepreneurs and industry experts. This network has been a source of inspiration, motivation, and collaboration. Being part of this community has allowed me to learn from others' experiences, share my own insights, and receive constructive feedback, further enhancing my growth as an entrepreneur.

Overall, the guidance and support from 37 Oaks have been instrumental in helping me navigate the challenges of scaling Tori Prince Beauty. Their expertise, encouragement, and focus on data-driven decision-making have empowered me to make informed choices and drive my business forward successfully. With their help, I have gained the knowledge and confidence to overcome obstacles and continue pursuing my mission to empower women through transformative skincare solutions.

| 6. What Is Your Greatest Win So Far As A Small Business Owner?

As a small business owner, one of my greatest wins has been achieving three trademarks and successfully launching my signature skincare line, Skin 2.0, internationally in Finland. Obtaining trademarks not only protected my brand identity but also provided a sense of validation for the hard work and dedication I put into creating Tori Prince Beauty.

Tori Prince Beauty, Chicago, IL

The launch of Skin 2.0 in Finland was a milestone that represented a significant step towards global expansion. It was an incredible experience to see my products reaching new markets and gaining recognition in different parts of the world. The opportunity to visit Europe for the first time and introduce my skincare line to a diverse audience was truly fulfilling.

These accomplishments have affirmed my belief in the transformative potential of Tori Prince Beauty and have motivated me to continue pushing boundaries and seeking new opportunities for growth. Through these wins, I have realized the impact my brand can have on empowering women of color and promoting inclusivity in the beauty industry. It has been an exciting journey so far, and I am eager to keep building on these successes and reaching even greater heights as an entrepreneur.

| 7. What Advice Would You Give An Early-Stage Entrepreneur Working To Grow Their Business?

To an early-stage entrepreneur, my advice for growing their business would be:

1. Write the vision, and make it plain: Clearly define your business goals and create a detailed roadmap for achieving them. Put your vision in writing and break it down into actionable steps. This will provide clarity and direction, helping you stay focused and motivated throughout your entrepreneurial journey.

2. Collaborate over competing: Instead of viewing other businesses as competitors, seek collaboration opportunities. Building a strong network of like-minded entrepreneurs and industry experts can open doors to valuable partnerships, shared resources, and new ideas. Collaboration fosters growth and can lead to mutually beneficial outcomes.

3. Always remember your "WHY": Connect with the deeper purpose behind your business. Your "WHY" is the driving force that motivates you to pursue your entrepreneurial dreams. Keep it at the forefront of your mind during challenging times, and it will fuel your determination to overcome obstacles and stay committed to your mission.

By following these pieces of advice, you can navigate the early stages of entrepreneurship with greater clarity, resilience, and a sense of purpose. Remember that every step you take, every decision you make, and every collaboration you engage in contributes to the growth and success of your business. Stay true to your vision, embrace collaboration, and never lose sight of your "WHY" as you build a thriving venture.

| 8. What's Next For Your Business?

Looking ahead, Tori Prince Beauty is entering an exciting phase of growth and expansion. Our first major step is relocating our Skincare Studio to downtown Chicago, which will allow us to reach a broader audience and serve more clients with our transformative skincare services.

In tandem with the relocation, we are focused on refining our brand to better resonate with our target audience and convey the unique value we offer. This brand refinement will strengthen our identity and messaging, ensuring a more meaningful connection with our customers.

Another significant milestone is the launch of our retail storefront, scheduled for the first quarter of 2024. This move will make our luxury integrative products easily accessible to a wider market, providing an enriched shopping experience for our valued customers.

Throughout this journey, our unwavering commitment to empowering women of color, promoting inclusivity, and delivering exceptional skincare solutions remains steadfast. We are determined to make a positive impact in the beauty industry and enrich the lives of our clients. With passion and dedication, we look forward to this exciting phase and the limitless possibilities that lie ahead for Tori Prince Beauty.

Support and connect with this small business at


Who's Next?

If you or a small business owner you know would like to be featured in our Small Business Spotlight, apply at



bottom of page