The Honest Co (Jessica Alba’s Billion-with-a-B baby care line) worked because they chose one adjective to describe a real problem – do you know what chemicals are in your baby’s products? It hit the cultural zeitgeist right at the time when people started to pay attention to BPA in baby bottles and right on the downswing of the Organic movement of the mid-00s. I hate to say it, but the Ethical/Vegan movement as a culturally relevant movement is over, and adjectives describing either of those sound too preachy or clinical to a potential shopper. Many products are vegan now. Candles, soaps, handbags, cars(!) – you name it, it’s almost *expected* to have a vegan option (like a wedding with more than 10 guests).
I’ve been a startup consultant for over ten years, so when people present ideas to me, I do some market research and then get back to them like the above.
One idea that a dear friend brought to my attention over a year ago was a vegan product line for both your skin and your home. Clearly, it covers a lot of ground.
While I’m not personally vegan, I understand why some are, and in front of me was paperwork with formulations and ways to build a whole new company from the ground up.
I was excited at the prospect but it got lost in the shuffle with me. Life, moves, distractions, and so on.
They’d asked for help and, not knowing how to help, I just kind of sat on my hands.
By mid-September they shared some of their progress with me. They smelled great, and had good marketing, and just needed development space. I was still skeptical of how I could help, but it seemed like the idea was going in the right direction.
Here we are in October, and the team is in my air-conditioned garage 3 days a week, measuring essential oils, working on formulations with a chemist I found, and divvying up some delicious samples to try.
I learned to not be afraid to try even if you don’t know everything. I started from the position of “hell, what do I know about skincare other than I use it?” Then I realized it’s actually a hell of a lot.
I guess it’s a residual overachiever effect – if I can’t be perfect at it, why try?
For things I don’t know, I ask. For things I have hunches on, I suggest. Areas where I can help, I do.
And I’m proud to work with a team who is motivated, curious, and energetic.
We’re hoping to have a sampler pack of four items ready: a morning serum, evening serum, countertop cleaner, and room spray available for sale before the holidays.
I learned that it’s okay to not know everything, and at least give things a shot. Surround yourself with people who are doing things, and slowly you’ll do things too.
It’s the honest company you keep.