Arielle Mahugu, Class of 2027, is turning her interest in science and wellness into something tangible through Arima Skincare. A Biological Sciences major with a Social Innovation and Entrepreneurship minor, Arielle is building a skincare brand while balancing academics, leadership roles, and hands-on entrepreneurial experiences through Horn. From Pitch Party and VentureOn to Hen Hatch and E-Club, Arielle has been steadily growing as both a founder and a student leader.
What inspired your startup idea?
Skincare has always fascinated me, which led me to try a wide range of products on the market. Over time, as I began researching ingredients more closely, I realized that many products contained harsh or unnecessary additives that could do more harm than good. That realization was my “aha” moment. I wanted to create products that people could feel confident using, formulated with natural, botanical ingredients that still deliver real benefits while being gentle on the skin. That’s what inspired me to start my brand and focus on creating skincare that feels both gentle and beneficial for the skin without the harm of overly processed ingredients.
What problem are you solving, and who is your venture for?
My venture addresses the problem of skincare products containing harsh or unnecessary ingredients that can irritate the skin or do not truly support long-term skin and body health. Arima Skincare is designed for individuals who want simple and clean products, especially those looking to be more mindful about what they put on their skin.
Tell us about your startup journey so far — the highs, pivots, and learning curves.
My startup journey has been a mix of exciting wins, necessary pivots, and continuous learning. One of the biggest highs has been seeing people genuinely interested in and purchasing my products, especially during vending events. It’s rewarding to watch something I created resonate with others in real time.
At the same time, I’ve had to make intentional pivots, such as deciding not to move forward with certain products if they didn’t meet my personal standards. I’ve learned that it’s important to only release products that I am fully confident in, even if that means taking more time or starting over.
The biggest learning curve has been figuring out how to market my products in a way that actually converts interest into sales, understanding what resonates with customers, and how to communicate the value of my brand effectively. Overall, this journey has taught me patience, attention to detail, and the importance of staying true to my standards while continuing to grow.
What has been your proudest moment as a founder so far?
One of my proudest moments as a founder was vending at a farmers' market a few years ago in Philadelphia, which was my first time ever selling my products in person. Going into it, I wasn’t sure what to expect. I had spent time developing and refining my products, but I hadn’t yet tested how they would be received in a real, in-person setting.
During that event, I achieved my highest in-person vending sales to date, which made the experience even more meaningful. Throughout the day, I had the opportunity to interact directly with customers, explain my products, and hear their reactions in real time. Seeing people not only show interest but actually choose to purchase my products was incredibly rewarding.
That moment felt very reassuring because it validated my business idea and confirmed that there is a real demand for what I’m creating. It also gave me a sense of confidence in my ability to connect with customers and present my brand effectively. Overall, that experience shifted my mindset from simply building a product to truly believing in the potential of my business and its ability to grow.
What has it been like building a company while also being a student?
Building a company while being a full-time student has been both challenging and rewarding. It requires strong time management and discipline, especially when balancing classes, studying, and running a business. There are times when it can feel overwhelming, but it has pushed me to become more organized and intentional with how I use my time.
At the same time, being a college student with a business has been incredibly motivating. I’ve had access to so many opportunities to get involved and gain experiences that have helped me grow both as an entrepreneur and as a person through my business. Being in this environment has encouraged me to continuously learn, take initiative, and make the most of the resources around me. What keeps me going is knowing that I’m building something of my own and making a positive difference. Seeing progress, whether it’s improving a product, gaining customers, or growing my brand, makes all of the effort worthwhile.
Overall, it has taught me resilience, discipline, and how to balance multiple responsibilities while staying committed to something I’m passionate about.
How have UD and Horn Entrepreneurship shaped your path?
UD and Horn Entrepreneurship have played a major role in shaping my path as an entrepreneur. I got involved starting my first semester through the Entrepreneurship Club (E-Club), where I now serve as Director of Communications. Through this role, I’ve developed strong leadership, communication, and organizational skills while helping connect students to opportunities within Horn.
My journey has also been shaped by hands-on experiences through Horn programs and competitions. I participated in Pitch Party, where I placed second, and have been part of VentureOn for three semesters, gaining mentorship and guidance that have helped me refine my business and goals. I was also honored to receive the VentureOn Pfeil Family Award. More recently, I competed in Hen Hatch as a semifinalist and received the Audience Choice Award.
Overall, these experiences have strengthened my confidence, resilience, and ability to grow as both a leader and entrepreneur, and have been incredibly impactful in shaping my journey. I am incredibly grateful for the opportunities Horn Entrepreneurship has provided, as they have truly been transformative in my personal, academic, and professional journey. This support is also reflected through receiving the David J. Freschman Scholarship Award this year and the Shawn and Sheryl McCall Award this year, highlighting Horn’s continued investment in my academic journey.
What are you working on right now, or what’s next for your venture?
In the short term, I’m working on strengthening my brand presence through more intentional marketing and better understanding how to convert interest into consistent sales. I also want to continue building connections and gaining feedback to improve both my products and overall business strategy.
Long term, I hope to scale Arima Skincare into a well-recognized brand, expand my product offerings, and continue combining my passion for science and skincare to create products that genuinely benefit people’s skin.
What advice would you give to other students who are thinking about starting something?
My biggest advice would be to just start. There’s never going to be a perfect moment, and if you keep waiting for everything to feel completely ready or ideal, you may end up holding yourself back from something that could grow into a great opportunity. Starting is what allows you to learn, make mistakes, and improve over time.
I would also encourage students to follow what genuinely interests them. When you’re building something based on your own passions, it becomes easier to stay motivated even when things get challenging. It’s normal to feel uncertain or doubt yourself in the beginning, but those feelings shouldn’t stop you from taking that first step.
Another important lesson is not to be afraid of figuring things out as you go. You don’t need to have everything planned out from the start. Growth comes from experience, feedback, and consistency. Every step forward, no matter how small, builds confidence and clarity.
Overall, don’t hold yourself back. Take advantage of the resources and opportunities around you, stay open to learning, and trust that you will develop the skills you need along the way.
For Arielle, entrepreneurship is about more than launching products. It is about creating something thoughtful, useful, and rooted in care. As she continues growing Arima Skincare, she is also growing as a founder, leader, and student, proving that curiosity, persistence, and a willingness to start can go a long way.
About Horn Entrepreneurship
Horn Entrepreneurship serves as the creative engine for entrepreneurship education and advancement at the University of Delaware. Currently ranked among the best entrepreneurship programs in the US, Horn Entrepreneurship was built and is actively supported by successful entrepreneurs, empowering aspiring innovators as they pursue new ideas for a better world.
