In the ever-evolving world of skincare, new trends, and discoveries often emerge, captivating beauty enthusiasts and consumers alike. One such trend that has gained considerable attention is the use of anti-inflammatory skincare products. These formulations aim to address the underlying causes of various skin concerns by combating chronic inflammation. To delve deeper into this topic, we had the opportunity to speak with Julie, the co-founder of a luxury CBD beauty brand renowned for its anti-inflammatory skincare offerings. In this interview, Julie shares insights into the company's journey, their dedication to providing effective and simple solutions, the challenges they faced, and their plans for the future. Join us as we explore the fascinating realm of anti-inflammatory skincare and uncover the innovative strategies employed by this visionary brand.
Chris: Hi Julie. It’s a pleasure meeting you. How are you?
Julie: It’s a pleasure to meet you too. I’m great! Thank you.
Chris: Thank you for your time. I'm Chris, one of the editors of an Ecommerce-focused weekly newsletter with around 10,000 subscribers. I came across your company and what you're doing, and I also had the opportunity to read an interview on Go Solo. It was quite interesting. I have a few questions if you don't mind. Firstly, could you share a bit about the backstory of your brand, including its mission and values?
Julie: Absolutely. Thank you for giving me the opportunity to speak with you and your audience today. We actually just celebrated our fourth anniversary this month, so we're still a relatively new company and our brand story and mission is very unique.
Chris: Still a startup, right?
Julie: Yes, still a young startup. It has been quite a journey, especially with the challenges of going through a world pandemic. Looking back at these past four years it has been a real adventure. My business partner, Kathryn Weinberger, and I co-founded the company four years ago when the world was very different.
Both of us have extensive experience in the beauty industry, with over 25 years each. We met as executives working for an international luxury company in Manhattan. We've worked in various aspects of the industry, including consulting and distribution, and training executive positions for international luxury beauty companies. Kathryn had significant involvement in distribution, particularly with Saks Fifth Avenue. I developed Training programs and trained thousands of beauty consultants. We both have strong backgrounds in luxury skincare and makeup.
After leaving the corporate cosmetic world, we pursued other endeavors simultaneously. Kathryn is based in New York, and I'm in Pennsylvania. Despite the distance, we remained in touch and opened our own beauty boutiques. Owning small businesses and working as professional makeup artists, we wanted to keep a foot in the corporate world, so we continued consulting for startup companies, creating training programs, helping to obtain distribution opportunities, and writing website content. We shared like-mindedness and knew we wanted to embark on something impactful. We weren't sure what that would be, but we believed the universe would guide us.
We often discussed the challenges of our small businesses and working as professional makeup artists. Interestingly, we started noticing a change in many of our customers. Regular clients who had been with us for years began sharing unexpected skin issues, and diagnoses such as rosacea, psoriasis, and adult acne. We were even seeing signs of aging at an alarming rate. Kathryn and I both experienced this shift and wondered what was the cause of these dramatic changes. Especially in customers who had previously flawless skin. We knew it couldn't be just our geographical locations. There was something definitely going on.
Chris: You noticed a recurring pattern among your customers, right? It must have been concerning, especially since these were long-time clients. Can you elaborate on that?
Julie: Yes, it was quite alarming. These were clients we had known for a while, not just new customers. We knew they were committed to taking care of their skin, so it was puzzling to see these dramatic changes. Kathryn and I knew we needed to get to the bottom of it. We started researching, spending about two years diving into the issue. We formulated questions to profile our clients, understanding their lifestyles and skincare routines. What we discovered was a pattern of our customers suffering from chronic inflammation of the skin. Inflammation is known as the body’s attempt to protect itself by trying to remove foreign substances from the body and starting the healing process. Your body’s inflammatory response is triggered when tissues are injured by bacteria, trauma, toxins, heat, too much sun exposure, etc. We usually see this type of reaction in the form of skin rashes, sunburns, blisters, and breakouts. An acute inflammatory response is meant to flush out and heal the body. Acute inflammation begins fast and lasts for a few days to possibly a few weeks. Chronic inflammation lasts for several months to years. It is caused by chronic exposure to a low-intensity irritant or toxin. The body's immune system is permanently turned on and fighting against the inflammation. The chemicals that your body is sending to help repair the areas of inflammation begin breaking down healthy cells and tissues resulting in skin conditions such as adult acne, rosacea, psoriasis, eczema, and early signs of aging.
After much research, we found that many of our clients were suffering from chronic inflammation of the skin. The Chronic inflammation they were experiencing was caused by many different factors. Many had been using too many products at once over a long period of time which resulted in conflicting ingredients and product overload on the skin. Others were experiencing chronic inflammation caused by long-term exposure to toxins, stress, diet, and environmental factors. We spoke to makeup artists across the industry and found that they were witnessing similar issues with their clients. That's when we realized we needed to get to work and find a solution. We researched and focused on finding the most powerful anti-inflammatory ingredients in the world to formulate anti-inflammatory formulas and “Beauty Releaf” was born.
Our philosophy focuses on the condition of the skin rather than just skin type or age. No one is immune and can suffer from skin inflammation. We've been on a mission to educate people about chronic inflammation and its damaging effects on the skin. By using products that prevent, protect, and reduce inflammation of the skin, the skin, the largest living organ can function at a more optimal level resulting in healthy, glowing skin. All Beauty Releaf products are all natural and contain the most powerful anti-inflammatory, anti-aging ingredients in the world. They are also all multipurpose, provide multiple benefits and simplify beauty routines.
Chris: That makes a lot of sense, and it's fascinating to learn about this reality. You've truly identified a niche with a broad market potential, as anyone can be affected by inflammation. Thank you for sharing the story behind your brand. I appreciate it. I have one more question: What were the main challenges you faced when launching the brand, and how did you overcome them?
Julie: One of the challenges we encountered revolved around the key ingredient in all our products—full-spectrum CBD. When we began researching CBD and decided to use full-spectrum CBD, which offers the most benefits for combating inflammation, it was still relatively new. Many people were unfamiliar with it, and there were questions about its legality. Some concerns arose, such as whether it would induce a "high" or show up in drug tests. Educating people about CBD, especially when used topically, became an ongoing endeavor.
Another significant challenge was linking our website with payment processors. Payment companies and banks were hesitant to work with CBD-related products. PayPal rejected us, and some banks were reluctant due to the novelty of CBD. Finding the right payment processor and open-minded banking institutions proved to be common hurdles for CBD-based companies.
On a different note, some people perceived our choice to incorporate luxury into our packaging as a challenge. In the CBD world, products often have plain, medicinal-looking packaging. However, with our background in luxury skincare, we wanted to bring elegance to eco-friendly and recyclable packaging. Our aim was to create a luxurious experience without sacrificing sustainability.
Chris: I can understand the difficulties you faced, particularly regarding payment processors and packaging perceptions. It's a common challenge for CBD-related products.
Chris: Wow, it looks impressive.
Julie: Yes! What is and isn't in our products is just as important to us as how they are presented. We want our customers to feel special with each use.
Working with retailers has been also interesting. When we first launched, some of them were very cautious and hesitant about the CBD space, but it seems like they're becoming more open-minded now. They realize the incredible benefits that CBD truly provides. It's both challenging and exciting to be pioneers in this field.
Chris: Absolutely. I believe it's a matter of timing. Sales and awareness are gradually increasing, and even though we're still in the early stages, I anticipate a moment when CBD products, especially the good ones, will experience a significant surge in sales and brand awareness. People are becoming more receptive to it these days.
Julie: That's a great point. It's encouraging to see that consumers are becoming more educated about the products they use. We notice the difference in reactions to our social media posts, particularly when we focus on ingredients. We love seeing this change and receiving testimonials. It's fascinating how consumers have evolved over the years. In the past, if a celebrity-endorsed a product or was seen using it, people would rush to buy it. But now, they want to know the benefits, the ingredients, and what's in and not in the product. We work very hard on our formulations and really appreciate the educated consumer.
Chris: That's fantastic. One more question: Have you had to pivot your business strategy or products during the company's lifespan?
Julie: Yes, we have in several ways.
Chris: Okay. How do you manage such transitions?
Julie: As a small company, we had to adapt. Interestingly, we were planning to launch lipsticks just before the pandemic hit. It turned out that the world didn't need lipsticks when everyone was wearing masks.
Chris: Exactly, it makes sense.
Julie: So that's when we decided to pivot and focus on launching a body product instead. So we launched the GLO-Tasker, an all-over hydrating body treatment. It contains a light shimmer, softens the skin, and helps the skin hold moisture longer. The shift to self-care became stronger than ever. Another factor during the pandemic is so many people were suffering from “maskne” Acne caused by wearing masks for long periods of time. All of our products not only help to prevent these skin issues, but they also help to soothe and heal the skin. Many of our ingredients provide antibacterial benefits. We found out that many nurses were purchasing our products because it was protecting their skin, preventing breakouts, and keeping it hydrated after long days of mask-wearing.
We love being hands-on in every aspect of our business. We work closely with the formulators and chemists and carefully select ingredients after doing extensive research. We globally and sustainably source all of our ingredients.
Although we had beautiful packaging prepared for our lipsticks, we had to adjust our plans and pivot in a completely different direction. We always say that when we encounter a wall, we will always find a way to either dig under it or go over it. This was one of the significant challenges we had as a new company going through a world pandemic. Additionally, we embraced online selling and utilized various platforms like Instagram, YouTube, and TikTok during the lockdowns.
Chris: Cool. Now, let's dive a bit deeper into your marketing strategy. You've already touched on it, but could you provide more insight into how your marketing strategy is structured?
Julie: Our primary focus has been on social media marketing, but recently we've been exploring the idea of starting an email marketing campaign. The lessons we learned during the COVID-19 pandemic made us realize the importance of diversifying beyond brick-and-mortar and social media. We can't solely rely on those platforms. We've been actively sending out emails to our clients, offering them exclusive memberships where they have early access to product launches and invitations to see new products before anyone else. We also provide special promotions and discount codes for our loyal customers to use during checkout. Sometimes we even involve them in the product development process by asking for their input on product names or teasing them with sneak peeks.
We're striving for a more hands-on approach with our clients, making them feel special and engaged. Despite coming from the world of the corporate cosmetics business, we want to maintain a presence of luxury while also embracing the personal touch of a small business. We value our customers' opinions and feedback. For instance, one of our best-selling products, the Lip-Tasker collection is a treatment and highly pigmented lip gloss in one. We launched a Lip-Tasker that was actually inspired by many of our client's requests for a lip treatment only without color. They wanted it for wearing to bed or for days they wanted to be makeup free. It appears opalescent white but goes on sheer with a touch of sparkle and is a super-rich treatment for the lips. It’s called Candlelight. We actively involve our clients to stay connected and keep our finger on the pulse of their needs and preferences. As professional makeup artists, we even enjoy visiting department stores, and salons and speaking with other makeup artists. We believe in being hands-on. I hope that answers your question. Email marketing has proven to be a valuable addition to our strategy.
Chris: It would be beneficial to conduct some A/B testing with your products and gather customer feedback. Even for physical products, I believe that approach works well. Now, let's talk about the biggest risks you've taken since launching your brand. What would you consider the most significant risk so far?
Julie: It's been quite an adventure, and I wouldn't say that anything has been particularly risky. However, one of the biggest challenges was investing in makeup products during the lockdowns when we couldn't physically demonstrate them or reach out to salons for free demos, which is something we usually do. We took a risk by launching new colors based on the latest fashion trends without the ability to physically showcase them. Typically, customers like to touch, feel, and try on makeup, but surprisingly, we had almost no product returns. It was quite remarkable. Many retailers, small boutiques, and estheticians believed in our brand and story, even during the closures, and they brought our line into their stores as they continued to sell online. They adapted to doing online demos, similar to what I demonstrated earlier. We tried to make the experience as interactive as possible. Many people worked at home during the lockdowns and Zoom calls became the norm for doing business and looking good was still a priority as being on camera was the new way of working.
Chris: It seems like your experience in the market played a significant role in mitigating the risk. That's great to hear. Now, I have one more question, Julie. If you can share some key strategies that have contributed to your success? Specifically, could you highlight the top three strategies instrumental in driving your business forward?
Julie: Our ability to pivot and adapt has been a crucial factor in our success. Being a small company allows us to quickly change our packaging and handle our own press releases. Whenever there's something new, we immediately send out press releases. By leveraging social media and our active presence on Instagram, we have garnered attention from various media outlets. For instance, I recently had an interview with Wellness Magazine, whose website receives 30,000 plus daily hits. We were told they found us through the interest of their readers. In terms of growth, we are currently focused on the national market, with one client in the UK and ongoing discussions with another. We position ourselves in the luxury beauty space, targeting those who understand the value of clean beauty and CBD. Notably, a Dermatologist who tried our latest product, Youthglow Multi-Tasking Face Elixir, was highly impressed, opening up potential partnerships with doctors, and expanding our distribution channels. While our primary focus is the US market, we are open to international expansion with the right partners who understand CBD, and our philosophy and operate within favorable legal frameworks. We value loyalty and will remember the early supporters who took a risk on us. Overall, we have a strong vision for growth and are excited about the possibilities.
Chris: This is just my personal opinion, but working with physicians and dermatologists who can validate your products could offer a strong marketing angle as well, don't you think?
Julie: Yes absolutely! It's interesting because, during our conversation, the Dermatologist mentioned that she frequently receives requests from clients looking for more natural product options. She said there's enough demand that she wants to propose our product line to her colleagues. She appreciates what's in our products and what's not, and she loves the quality and efficacy. Quality and efficacy are crucial aspects for us as professional makeup artists. We want our products to provide excellent color payoff, meaning they are highly pigmented, contain the “best of the best” ingredients, and deliver results. In the past, we've encountered all-natural products that were too sheer, which doesn't work well for makeup artists. So targeting professional makeup artists who appreciate the quality of our clean beauty products has become another focus for us. We've received positive feedback from professional makeup artists who have discovered our products, expressing their surprise at the quality and the results our products provide.
To address your question, we plan to expand our social media presence, conduct more online demos, and explore email marketing as part of our strategy. We've heard great things about the effectiveness of email marketing.
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Chris: That's cool to hear. Just two more questions. What do you love most about your job? What aspects of running your business keep you motivated and moving forward?
Julie: It's a loaded question because there are so many things I love about my job. The number one thing that excites and motivates us is the hundreds of testimonials we receive. If you visit our website or social media, you can see the impact our products have on people's skin. For example, we received emails from a mother and daughter in Florida who were amazed at how our products helped calm their rosacea without resorting to medical products. Testimonials like that are incredibly fulfilling. The first product we launched, the Multi-Tasker, a three-in-one face serum, has really developed a cult following. We love hearing the many stories of how much it has made a difference in their skin. Additionally, I enjoy researching and discovering cutting-edge ingredients. Take our eye cream, for instance, which includes Antarcticine, an ingredient sourced from Antarctica. This marine ingredient is derived from a bacterial strain that thrives in freezing cold temperatures and has remarkable skin-regenerating properties. Finding such unique ingredients and ensuring they are sustainably sourced is a thrilling aspect of our work. Lastly, I find joy in educating people about chronic inflammation and its effects. It's not a topic widely discussed in the beauty world, but it's important to raise awareness. Overall, there are so many aspects of my job that I love, from the hands-on involvement to the opportunity to educate others about our products and their benefits.
Chris: Thank you for letting me know, Julie. Can you share any upcoming projects or initiatives that your brand has in store? What are your main goals for the future?
Julie: We have an exciting product launching soon. It's called Lip-to-Cheek Tasker, and it's a versatile all-in-one product. You can use it on your lips, cheeks, and eyes. We understand that people want simple solutions, especially when it comes to their beauty routines. They don't want to spend hours getting ready. So this product addresses that need. We've tested it with a small group, and they loved the formula, pigment, and its uniqueness. We will also continue to expand our distribution.
Chris: That sounds pretty cool. And for my last question, what advice would you give to someone looking to start their own business or young entrepreneurs?
Julie: It's crucial not to hesitate to seek help when needed. Be aware of your strengths and weaknesses. Personally, I know I'm not tech-savvy, but I'm confident in other areas. So, surrounding yourself with highly skilled individuals in other areas is important. Don't be afraid to ask for assistance and align yourself with successful people. Offer a product or service that solves a solution to a problem. ( At “Beauty Releaf” we only create thoughtful and solution-based products where there is a niche in the market). Set goals and stay focused! Additionally, have belief in your product or service and passionately promote it. Dream big! If your dreams don’t scare you, they're not big enough!
Chris: That's great advice. From my experience interviewing various CEOs and exploring niche markets, marketing strategies have evolved. SEO is definitely valuable, but it can be a long-term investment. I spoke with a CEO in the e-bike industry who heavily relied on Facebook and Google ads, but when Google changed its algorithm, he experienced a sales downturn. However, his investment in SEO paid off as it became a significant competitive advantage, reducing his advertising costs. Micro-influencers, particularly those on platforms like TikTok, are becoming increasingly important for marketing. They have a stronger influence due to their networking capabilities. Consumers are becoming more educated and asking more questions about products, which presents challenges for celebrity endorsements. It's encouraging to see consumers becoming more knowledgeable.
Julie: I completely agree. Micro-influencers have a unique power as they build connections within their communities. Consumers today are smarter and more discerning, seeking in-depth knowledge about products. Celebrities now face the challenge of engaging consumers on a deeper level. It's no longer just about their fame; it's about the product's benefits and why consumers should choose it. I appreciate the fact that our clients are becoming more educated.
Chris: Thank you, Julie. It was a pleasure talking with you. Take care, and talk to you soon.
Julie: Thank you, Chris! I really appreciate the opportunity to speak with you.
Final Thoughts
In this interview, Julie, the co-founder of Beauty Releaf, a luxury CBD beauty brand, shares the backstory of their company and its mission to combat chronic inflammation of the skin. They discovered a growing trend of unexpected skin issues among their long-time clients and decided to focus on anti-inflammatory solutions. Despite challenges with CBD acceptance and payment processors, they embraced luxury packaging and diversified their marketing strategy. Their ability to pivot and adapt, along with an active social media presence, have contributed to their success. They are excited about upcoming product launches and future growth opportunities.
