Natural beauty products include aloe vera, honey, or cocoa butter. They contain no chemical or synthetic elements.
The global natural skin care products market size was valued at $6.7 billion in 2021.
Thinking about launching a beauty product line? What’s holding you back? Check out our case studies below to see how others have done it!
Here are some real life success stories of starting a natural beauty product business:
1. Flowerdale Valley ($60K/year)
Mel young (from Hazeldene, Victoria, Australia) started Flowerdale Valley over 6 years ago.
Hello, my name is Mel. I run a skincare business called Flowerdale Valley. I named the business Flowerdale valley because that's where I live, in a small town called Flowerdale in country Victoria, Australia.
2. Raganaturals LLC ($120K/year)
Dr. Garima Jain (from Boston, MA, USA) started Raganaturals LLC over 6 years ago.
Hi guys, My name is Dr. Garima Jain and I am the founder of RaGaNaturals. Our skincare brand is focused on back to basics. We figured out that not everyone needs personal care products full of fancy names. Most of us actually look for lotions and creams that just moisturize and give our skin a nutritional boost from natural ingredients. We formulate and craft personal care products such as lotions, creams, lip balms, and soaps, etc., in a way that they are free from unnecessary chemicals, very natural, for the whole family, and very effective.
To my surprise, people were very critical of fragrances and I figured out a huge demand for fragrance-free skincare. Those surveys helped me narrow down my ideal customer which was parents with young kids and young professionals. However, soon after launch, we have observed a good customer base in other age groups as well.
Learn more about starting a natural beauty product business:
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4. Doppeltree ($840K/year)
Tony & Faye Ouyang (from San Francisco, California, USA) started Doppeltree almost 6 years ago.
Hey everyone, we’re Tony and Faye, a husband-wife duo at Doppeltree, an all-natural self-care product company in SF that helps people take a moment out of their day to look and feel better. A little over 6 months ago we started making enough profits that Tony decided to leave his full-time marketing exec position at a fintech startup to focus on the business.
We started earning revenue in December 2017 (the month we launched), but it wasn’t until July 2018 (two months after we launched our eye masks) before we started consistently selling $1,000+ per week. We became cash flow positive (total net income > total costs) around October 2018. We currently average around $40,000 in revenue per month, with 40-50% net profit, depending on how much we spend on paid ads.
5. POP COSMETICS LLC ($48K/year)
Kristie Chee (from Hana) started POP COSMETICS LLC almost 3 years ago.
Aloha, my name is Kristie Chee and I am the founder of Olakino skincare products. We are 100% plant, fruit, vegetable, and earth-based, with the preservative systems also from natural sources, in all of our formulations. We cater to all skin types and ages. We have created the Skin Resurrection range directed towards Normal, Dry, and Mature skin and the Oil & Pore Control range, aimed at oily/ combination skin types. These are high-quality, high-performance products that are healthy for the body.
We are also creating a 100% non-toxic makeup line and have recently released Pop Cosmetics Radiant Skin foundation, a unique, non-greasy, high performing formula for all skin types.
6. Lewa Botanics ($3.6K/year)
Harley Valneus (from Brooklyn,New York ) started Lewa Botanics about 5 years ago.
Hi, my name is Harley Valneus. I am the founder of Lewa Botanics. Lewa Botanics was founded in September 2019 but officially launched on March 7, 2020.
7. Healing Harbors ($216K/year)
Stacy Moore (from Brunswick) started Healing Harbors over 7 years ago.
My name is Stacy Moore. I am one of the founders of Healing Harbors with my business partner Ashley Lenz. We specialize in personal care and pet products made with CBD (cannabidiol) from hemp.
8. Blue Nectar Ayurved Products ($360K/year)
Kapil Dhameja (from Gurgaon) started Blue Nectar Ayurved Products over 5 years ago.
Hi! We are Kapil Dhameja and Sanyog Jain and this is our story of how we got inspired to start a Contemporary Ayurved Beauty and Wellness brand backed by research and processed by modern technology, for the generation which is always on the move.
Currently, we do revenue of $150K/month with 15,000 units. Our repeat repeats are as high as 50%-60% for some of the products like Kumkumadi Face Serum and Face Creams.
9. American Provenance ($960K/year)
Kyle LaFond (from Blue Mounds, WI, USA) started American Provenance over 8 years ago.
My name is Kyle LaFond, and I’m the founder of a natural products manufacturing company called American Provenance. Specifically, we make deodorants, body washes, and grooming products primarily intended for men. Unlike the vast majority of our competitors, we actually make our own products, in our own facility, with our own people. We’re proud to be part of the resurgence of American manufacturing.
We launched American Provenance from a renovated machine shed on my 4th generation family farm in mid-2015 and have now eclipsed $3M in lifetime revenue. Today, you can find our products on over 4,000 shelves nationwide, with more to come.
10. Aura Sensory ($24K/year)
Danna Norek (from COPLEY) started Aura Sensory over 11 years ago.
Hello, my name is Danna Norek and I am the founder of Aura Sensory. I am a company of one, supported enthusiastically by my husband who lends the occasional genius business idea. My company offers a growing line of safer, high-quality, effective skin, and hair care products that are universally affordable.
Aura Sensory has a solid customer base of roughly 350 returning customers and is growing this list every day. Based on upcoming product and enhancement ideas, projections are to add at least another 200 returning customers by this time next year as new avenues of customer acquisition and new product ideas are explored.
11. ELLIE Cosmetics ($9K/year)
Dr. KeShawn L. Haynes (from Atlanta, GA, USA) started ELLIE Cosmetics over 14 years ago.
I’m Dr. KeShawn Haynes, a chemist, and I am the CEO and founder of KLH Industries, LLC, a small manufacturing company in the Atlanta area. We manufacture the cosmetics brand ELLIE Cosmetics.
12. ClearForMe ($3.9M/year)
I would have thought the product today’s guest created would be a nice-to-have. I was wrong. Sabrina Noorani is the founder of ClearForMe, which is changing how the world consumes ingredient information.
Sabrina Noorani is the founder of ClearForMe, which is changing how the world consumes ingredie…
Sabrina Noorani (from New York, NY, USA) started ClearForMe about 6 years ago.
ClearForMe is an ingredient SaaS solution for brands and retailers' D2C and In-store services, founded by Sabrina Noorani in 2017.
It offers user-friendly ingredient education, filter, and search capabilities based on transparency and customization.
Their partners use ClearForMe to provide user-friendly ingredient education, filter, and search capabilities rooted in transparency and personalization, with over 1.6 million ingredients.
ClearForMe collaborates with more than 300 companies, including Credo Beauty and Ulta Beauty, the most significant clean beauty retailer and the most prominent beauty retailer in the US.
Listen to the full podcast on podcasts.apple.com ➜
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Hey! 👋 I'm Pat Walls, the founder of Starter Story.
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