May 14, 2019
It is hard to imagine today with organic-certified beauty products readily available a time when launching a high-performance organic skincare brand would have required the founder to make the market, educating customers to the benefits of organic beauty.
Now, barely a week passes without us hearing of a big brand in the personal care industry buying up clean, green, organic beauty brands as well as creating their own ranges on the naturals' spectrum. However, we might not know just how difficult it was for organic brands entering the market a couple of decades ago when their voices and valid claims would fall on deaf ears.
Our guest in this episode, serial wellness entrepreneur Karen Behnke, took a leap of faith back in 2004 to start a high-performance organic skincare brand under the name 'Juice Beauty'. Now a highly-acclaimed international beauty brand, Juice Beauty offers award-winning skincare and make-up products that meet rigorous USA organic regulations.
Karen's declared mission at the outset was to create high-performance organic skincare with scientifically-proven efficacy that was also backed by solid eco values. She found herself in the early noughties pitching Juice Beauty against an industry largely sceptical of natural and organic products' ability to match, let alone exceed the benefits of traditional personal care products whose formulas were composed largely of synthetic ingredients.
As an exemplar for emerging, organic beauty brands, Karen talks us through the secrets of success in building and growing a truly high-performance organic skincare brand. She explains that it is as important as ever, if not more so, to stay true to your declared, transparent mission and ensure you create truly high-performance organic skincare products that do deliver on promise.
You might like to see some of our other podcasts and articles on aspects of sourcing and formulating with high-performance organic skincare ingredients, including:
Sourcing sustainable organic skincare ingredients (podcast with
Jem Skelding of Naissance)
How to research cosmetic ingredients for organic skincare
How to make a high-performance vitamin E serum
The benefits of vitamin C in high-performance skincare
Thank you for joining us for this episode of the Formula Botanica: Green Beauty Conversations podcast. If you enjoyed this episode, please share, subscribe and review on iTunes or Stitcher so that more people can enjoy the show. Don’t forget to follow and connect with us on Facebook, Twitter and Instagram.