RULES ON MONEY
‘Once you take someone else’s money, you have to consider their opinions’
Being self-funded has allowed me to be lean with my approach and build up a brand that’s really trusted, with loyal customers. After starting with one product, we now have a substantial offering now that’s well thought-out and we’re ready to move a bit more quickly. But I always want to launch products that people are waiting for, rather than over-launch because of numbers or other people’s expectations.
‘Finding the right manufacturing partner affects profitability’
We were profitable so quickly because we found a manufacturing partner that didn’t charge for the formulation process. Most companies will charge you a certain sum per three iterations, say, and we reformulated our first product about 39 times! That relationship has been really fortunate for us because it allowed me to focus on getting the formulation right.
RULES ON COMMUNICATION
‘When things go wrong, have an honest conversation with your customer’
I’m a Type A, high-achieving kind of person and I can get very anxious so I meditate twice a day to calm my nervous system. That means that when things do go wrong, I can settle the fight, flight or freeze response and go into logical thinking mode to make a plan for repairing the damage. I’ve learned that if you have an honest conversation with your customer, they are not only forgiving but they also appreciate the transparency. That’s why integrity is a core value for our brand – we don’t make ridiculous claims we can’t substantiate. We let the products do the talking.
RULES ON SELF
‘Don’t clutter your brain with what other people are doing’
I try not to worry too much about what competitors are doing with formulas. Instead I keep an eye on what people need based on interactions at my clinic and with our community, as well as my own prior experience working with brands. I’m inspired by other people’s content and Instagram accounts, for example, but as far as the products go I tend not to concern myself with anyone else’s opinion.
‘Learn to enjoy the day-to-day’
I love being able to access different facets of myself through my work – the content creator, the physician, the communicator. I have a genuine interest in which ingredients will work best together for maximum results and have also always been interested in fashion and design, so I knew I wanted to create a brand which was clean but not sterile, friendly but chic. I’m a very results-driven person but at the moment I’m focusing on enjoying the day-to-day process rather than getting too caught up in KPIs. I don’t want to look back in the future and wish I’d taken a moment at this early stage to breathe.