The skincare business is a multi-billion dollar one, and it shows no sign of slowing down. New anti-aging products are entering the market at a nearly exponential rate, and the competition for consumers' money is growing more and more.
The industry was valued at 130 billion USD in 2021 and will expand at an annual growth rate of 4.6% up to 2030. This is surely a type of business that you should not miss. You'll need to build your creativity on your products and make sure that it is all safe and useful in improving the skin of your customers.
Here are some real life success stories of starting a skin care product line:
1. Oh My Balm ($24K/year)
Meredith Moseley-Bennett & Yolanda Grbic (from Glen Ridge, New Jersey, USA) started Oh My Balm almost 6 years ago.
Oh My Balm was founded two years ago and we make kitchen-crafted all-natural body products. Our tagline is “Two Mom’s Making it Real.”
We promote them through our marketing, as they work on several different projects that create a life of prosperity for African women and their families. You can find more about them here. The other charity that is close to our hearts is Behind The Scenes, which provides financial support to entertainment technology industry professionals if they, or their immediate dependent family, are seriously ill or injured. We make a body butter, “Crew,” and we give a portion of the proceeds of every tin sold to BTS. This got us mention in several entertainment industry magazines.
2. ScrubzBody Skin Care Products ($195K/year)
Roberta Perry (from Farmingdale, New York, USA) started ScrubzBody Skin Care Products over 16 years ago.
My name is Roberta Perry and I am the founder of ScrubzBody Skin Care Products. I started the business in June of 2006 with my late sister Michelle after she insisted the scrub I was making for myself deserved to be used and sold to others.
Our business grew from my kitchen to 75 square feet in my garage for 5 years. Then we moved to an 800 sq. foot space and then 1380 sq ft in Bethpage and are now in 1427 sq. feet in Farmingdale which includes production and party space. Our growth each year has been slow and steady, but after being the finale episode on Sell it Like Serhant, a show that had one season on Bravo, our business is growing a little faster!
3. Tree To Tub ($6M/year)
Michael Koh (from San Francisco, California, USA) started Tree To Tub almost 7 years ago.
Hello, my name is Michael Koh and I am the founder of Tree To Tub. We are a natural skincare company that takes care of people with sensitive skin. Our signature products are shampoo, body wash, facial cleanser made from the Soapberry.
We’re happy that we’re solving a painful problem (literally sometimes) for people, and that has got us to $3M on our 3rd year.
4. Tribe Skincare ($1.56M/year)
Kayla Houlihan (from Torquay VIC, Australia) started Tribe Skincare about 5 years ago.
My name is Kayla and I am the founder of Tribe Skincare. After working in the beauty industry for 5+ years, I found a gigantic hole in the market for skincare for sensitive skin.
As a skincare range for sensitive skin, it is formulated around key anti-inflammatory ingredients like Aloe Vera, Zinc and Kaolin Clay, and works to rebuild the skin’s natural barrier to reduce redness, breakouts, and eczema. While we had a very niche target market, sensitive skin turned out to be a very common pain-point for consumers. The demand has grown so quickly and with a return customer rate of 75% (more than double the industry average) we have scaled into a multi-million dollar company in just 2 years! 95% of our sales in within Australia and we recently opened shipping to NZ and the USA which currently makes up the extra 5% of our sales.
5. Evolue Skincare ($2.4M/year)
Jean seo (from United States ) started Evolue Skincare over 7 years ago.
My name is Jean Seo and I am the creator of Evolue x Lue Skincare. I grew up in Korea and was always intrigued by formulating my multipurpose beauty products.
After 300k units of my spot treatment and 3 Instyle Beauty awards under my belt: I got contacted by Tmall in China to stock my skincare.
6. FATCO ($480K/year)
Cassy Burnvoth (from Chico, California, USA) started FATCO over 8 years ago.
My name is Cassy Burnvoth, and I am the Founder & CEO of FATCO, at FATCO, we specialize in making Natural & Organic personal care products using tallow (aka rendered beef fat) from grass-fed, pasture-raised, happy & healthy cows!
I want to make a note here that when I originally launched the brand in 2014, we were called “FATFACE Skincare.” Around the middle of 2015, we had a trademark dispute and were contacted by another company of the same name. We tried to fight it for a while, but In the end, they were much bigger than us, and we decided to rebrand. We re-launched in 2015 as our new brand, FATCO! Typically, I always refer to the brand as FATCO, but it was in fact called something different for the first year and a half.
7. Volcanic Earth ($504K/year)
Linda Trenkner (from Port Vila, Shefa Province, Vanuatu) started Volcanic Earth over 19 years ago.
Hi, I’m Linda Trenkner and I am one of the principal founders and the CEO of a cosmetics manufacturing business called Volcanic Earth. We operate from our headquarters in Port Vila, Vanuatu and specialize in formulating natural skin care products for a wide variety of problem skin issues ranging from aging, acne, scar removal, skin blemishes, age spots, fine lines and wrinkles, skin pigmentation, etc through to very serious skin conditions such as psoriasis, eczema, dermatitis and more.
Volcanic Earth has and continues to make a positive contribution to the alleviation of poverty here in Vanuatu, especially for indigenous families and villages disadvantaged by remoteness and hardship. Paying for the collection of Tamanu Nuts, coconuts, and volcanic ash helps deliver much-needed cash income to these communities. This is a very important part of the measure of our success and it is thanks largely to our wonderful customers around the world who also believe in this philosophy.
8. Aura Sensory ($24K/year)
Danna Norek (from COPLEY) started Aura Sensory almost 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.
9. Annmarie ($12M/year)
Kevin Gianni (from Berkeley, California, USA) started Annmarie over 13 years ago.
I’m Kevin Gianni the CEO and founder of Annmarie Skin Care. Our business started ten years ago and I couldn’t imagine doing anything else. Annmarie Skin Care is a natural, organic skin care and beauty company that is dedicated to helping people make better decisions about their skin, beauty and overall health. Each product is made with hand-selected ingredients that are then crafted using additional plant extracts to make them effective as possible.
I experimented with many diets and medical protocols to differentiate myth from reality. I traveled around the world with my wife Annmarie searching for the best foods, medicines, and clinics to introduce them to the viewers of our popular YouTube videocast, The Renegade Health Show. We created over 900 videos, over 105k subscribers and a seven-figure business.
10. Mirai Clinical ($1.2M/year)
Koko Hayashi (from Spring Valley, CA, USA) started Mirai Clinical over 8 years ago.
Hello! My name is Koko and I’m a Japanese female serial entrepreneur. I started my eCommerce business of deodorizing body, hair, and home care products over a decade ago. We offer purifying and deodorizing secrets to help you feel fresh and clean at any age. It is clinically proven that body odor changes with age despite your hygiene (Nonenal body odor). The key ingredient to eliminating this body odor associated with aging is Persimmon from Japan.
Our monthly sales are $100,000 mostly from Shopify eCommerce and Amazon. We focus highly on baby boomers, so everything we do has to be senior-friendly. In addition to the fact that we are the only brand that offers solutions for body odor associated with aging in the USA, our customer outreach is aimed at creating an easy and enjoyable experience. We prioritize human customer service over chatbots; optimize our website for senior eyes; and, ensure our products are designed for safer, easier usage, etc.
11. Alitura Naturals ($1.8M/year)
Andy Hnilo (from Los Angeles, California, USA) started Alitura Naturals over 8 years ago.
Hey! My name is Andy Hnilo. I am the Founder and CEO of Alitura Naturals, a Los Angeles based all natural skincare line.
Today, Alitura has a full line of products with a mission to provide the highest quality, most nutrient-dense skincare that we can. Through my most tragic experience, I was able to overcome despair and create a business out of pure passion. With well over 1000 reviews at an average 4.9/5.0 rating, our products are currently offered in 76 countries and counting.
12. LoLo Body Care ($1.1M/year)
Kismet Andrews (from Vancouver, British Columbia, Canada) started LoLo Body Care about 16 years ago.
Hello! I’m Kismet Andrews, Founder/Formulator of LoLo Body Care. LoLo Body Care makes all types of head-to-toe eco luscious moisturizers.
Sales last month reached $96,000 and our goal is to increase sales this year by 50%.
13. Battle Balm ($120K/year)
Dylan Jawahir (from San Diego, California, USA) started Battle Balm almost 10 years ago.
I’m Dylan Jawahir, founder, and CEO of Battle Balm, “The Pain Reliever with Knockout Power!” We create clean, natural health & performance products utilizing the latest in plant technology.
We have doubled business year over year since we began and are now being courted by private investment firms.
14. AMPERNA ($600K/year)
Kiri Yanchenko (from Sydney, New South Wales, Australia) started AMPERNA almost 7 years ago.
I am Kiri Yanchenko, the founder of AMPERNA® - we are an Australian Active Probiotic Skincare brand committed to creating active products specifically formulated for even the most sensitive skin, so they can be used by everybody.
15. AlmondClear ($180K/year)
Leslie Eisen (from Portland, Oregon, USA) started AlmondClear almost 5 years ago.
Hi there! I’m Leslie, the founder of Almond Clear, a line of skin care products that are formulated with mandelic (almond) acid (MA).
Though revenue dropped a bit at the end of 2018, Almond Clear still finished the first year or sales averaging around $15,000 per month in revenue, and all signs point towards a lot of growth in 2019.
16. Natural Skin Science ($90K/year)
Shawn Bo and Leon Eugene (from Los Angeles, California, USA) started Natural Skin Science almost 6 years ago.
Hello, we are Leon Eugene and Shawn Bo and we are the founders and formulators of L. Eugene Natural Skin Science. Natural Skin Science is a 100% unique, spa-quality skincare collection created out of necessity for Leon Eugene, who had embarrassing acne, skin issues, and very sensitive skin.
Prior to any sort of business plan or even ideas to take our homemade products to market, we began diving into the research and testing of various raw ingredients to take our skin to the next level. With our proprietary hand-mixed formulas, we started seeing fantastic results for ourselves so we HAD to share with friends. After collecting an overwhelming amount of positive feedback we knew that we had effectively created a brand that caters to people in all spectrums, from the skincare novice to the beauty guru. Today L. Eugene Natural Skin Science is a premier choice for effective natural skincare products, made with ingredients you can pronounce!
17. Emu Joy ($396K/year)
Carole Rains (from New Jersey, USA) started Emu Joy over 8 years ago.
Hi, I’m Carole Rains, the founder of Emu Joy. My product line features 100% natural products for skin, hair, muscles, and joints based on a unique ingredient: emu oil.
The result: I created Emu Joy as a source for reliable information and safe, natural products. I’ve now shipped more than 50,000 bottles, jars, and tubes of emu oil products, and the customer feedback makes me know starting this business was a good decision. Hearing from a mom who said “I got my little boy back” after the rash cream banished his eczema is what keeps me working hard to grow the business.
18. w.o.d.welder ($420K/year)
Keegan Pafford (from Greenland, New Hampshire, USA) started w.o.d.welder about 9 years ago.
My name is Keegan Pafford and I am a co-founder of w.o.d.welder, LLC - a 4-year-old business operating in the health and wellness space with a specific regard to skin care. I’m 27 years old and live with my lovely wife, slobbery dog, and two cuddly cats in the seacoast of New Hampshire.
We spend months honing in on what our customer base needs and wants in regards to their own personal care. Then, we do our best to act on it and bring a product to market that outperforms, outlasts, and outshines our competition.
19. The Laughing Tree Organics ($64.8K/year)
Bonnie Giangrande (from Boston, Massachusetts, USA) started The Laughing Tree Organics about 9 years ago.
Hello! My name is Bonnie Giangrande and I am the creator and founder of The Laughing Tree Organics. A line of healthy, plant-based skincare products that are good for our health and our planet.
I began The Laughing Tree Organics because the more I read about the dangers of chemicals that go into our personal and beauty care products, the more I knew something had to be done! I was simply horrified to learn that some of the most common chemicals found in our shampoos and skincare products today, such as Cocomide DEA, Lauamide DEA, Sodium Lauryl/Laureth Sulfate (SLS/SLES) and Parabens, which create that rich foamy lather, are absorbed through the skin where they have been found to form cancer-causing nitrates and impair the normal function of the brain and nervous system.
20. Soak Society ($216K/year)
Natalie Thorogood (from Coolum Beach, Queensland, Australia) started Soak Society almost 9 years ago.
I’m Natalie, I founded my bath products brand Soak Society four years ago when I lived in Brisbane and was a student with not much money. At the time, I had just returned from six months living in Guadalajara, Mexico, and was full of business ideas.
This financial year we are on track to turn over $200,000 and have tripled our profit from last financial year.
21. Beach Gladiator ($102K/year)
Michael Vahey (from Virginia, USA) started Beach Gladiator over 7 years ago.
We are Beach Gladiator, and our names are George and Mike. We developed a solution for chafing (you know, chub rub?) that is targeted for the beachgoers and the beach market. What we started a few years ago as a small regional business has now grown into a national brand.
We continue to keep our kids as our main focus and bring them with us to events and even on sales calls. Thankfully, most of our “business” trips are to a beach somewhere. We often are asked, “does this stuff really work?” Well, you are talking to the creators, and we made it for our own kids. It better work!
22. TerraCure ($12K/year)
Dena Gottlieb (from Modi'in Illit, Judea and Samaria, Palestinian Territory) started TerraCure over 5 years ago.
Hi. My name is Dena Gottlieb. I am an American ex-pat living in Israel. My husband, Elazar is an Israeli. We founded TerraCure about a year and a half ago to bring quality, natural, Dead Sea based creams for pain relief to the international market.
We have been privileged to help thousands of people with their pain, both here in Israel through our brick and mortar business and overseas (mostly in the U.S.), via our website. Much of our business is made up of returning customers. This is very exciting and gratifying for us.
23. Lewa Botanics ($3.6K/year)
Harley Valneus (from Brooklyn,New York ) started Lewa Botanics over 4 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.
24. Heliotrope San Francisco ($180K/year)
Jonathan Plotzker-Kelly (from San Francisco, California, USA) started Heliotrope San Francisco almost 13 years ago.
I’m Jonathan Plotzker-Kelly, and I’m the founder of Heliotrope San Francisco. We’ve been making our all-natural skincare line here in the Bay Area for over ten years. Our line has expanded to include an extensive body care offering, face care, shaving & beard care, aromatherapy & massage, and hair care.
Here I am, in our first store on Church St in SF, with my VP of Customer Service, Laika.
25. Spinster Sisters Co. ($1.5M/year)
Kelly Perkins (from Golden, CO, USA) started Spinster Sisters Co. over 10 years ago.
Hi, I am Kelly Perkins, Founder, and CEO of Spinster Sisters Co. We are a natural skin and personal care company that manufactures premium quality products that are better for people and better for the planet.
We recently hired a marketing agency to help us continue to grow this channel as well. Last week we had the biggest sales week in company history, and I am so excited about the growth potential that is active in our sales funnel right now.
26. Taproot Organics ($48K/year)
Taproot Organics owners Zaida and Daniel Grunes combined their restaurant background and their branding skills to create the ultimate soap maker brand.
Zaida and Daniel (from Jersey City, NJ, USA) started Taproot Organics almost 9 years ago.
- 4 years ago, Zaida was diagnosed with vitiligo and her skin started turning white. That is when Daniel made soap for her - which resulted in a business idea.
- They used Twitter and Facebook as their main marketing channels to advertise and sell their products.
- Currently, they have two operating stores in two different cities and a 24/7 running website.
Read the full story on modernsoapmaking.com ➜
Hey! 👋 I'm Pat Walls, the founder of Starter Story.
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