How Juice Beauty Was Built

Speaker 1: [Music] I've never really separated my businesses in my life so really living your passion and sometimes people say wow you work a lot I'm like I'm really having fun when I go to all these events and I meet all these wonderful people inventing these products but really living your passion and hopefully you combine that with your career I'm Melanie bar welcome back to the Sheil it podcast your goto place to empower you to live the life and business that you crave I'm here to talk about everything from Having the courage to make life and career leaps to the details of how to lead effectively create successful teams Implement strategies for growth and Infuse Tech Innovation I'm here to celebrate your wins and navigate through your challenges I live in the city now but I grew up in a town of a thousand people I've navigated major life leaps a senior level corporate career worked in professional sports and now as a successful entrepreneur who loves business technology family and making meaningful connection with you and the Sheil it Community I also love a good workout and dose of selfcare magic happens when we focus on the part of ourselves and our business that brings us joy so turn up the audio open your favorite Notes app grab your favorite drink and here we go welcome back to the sheepel tip podcast thank you for joining us Karen you are a beauty and wellness industry multi-time entrepreneur and the founder of juice Beauty share with us what inspired you to create your own clean skincare and make makeup brand thank you Melanie my path to juice Beauty was really environmentalism and health and wellness and love of skincare coming together but the path was being a Serial Wellness entrepreneur and I started one of the first corporate Wellness companies in the country I helped Pioneer that industry sold it to United Healthcare and after that I was having babies at that time met my husband a little bit later and I became obsessed with skin care and while I was pregnant I despite being a triathlete and into nutrition and fitness I never read a beauty products label I never turned one over became obsessed with what was in them and what went from horror to oh my God all these ingredients that we don't need and that have been banned from our food and potential carcinogens Etc went to I can do this better as an entrepreneur fast forward bought the name ju Beauty and started it from scratch and I started on the foundation of environmentalism wellness and organic living it didn't occur to me to do it any other way but with efficacy always first and everything else being the foundation so it's really a lifetime of my loves coming together it's so great that you're doing this because we think about the food that we put in our bodies and I always say to my daughter if you can't pronounce the word it's probably not great to put in your body but also what we put on our skin is equally as important and you mentioned being an athlete doing triathlons you start to think more about how you are treating your body when you're going through that well you do and once you learn that food is fuel and what you're putting all over your skin it drinks it in and it's funny some people still say really does it really matter I just I point him to UC see Berkeley studies there's a great study called the Arosa study which shows on pre-teen girls girls a little bit older than your twins to pre-teen and mid- teens how fast within 5 days these Pilates and Peep passs and all of these chemicals are absorbed it's quite amazing and that study was drying their blood and looking at their urine everything on day one and then doing it again on day five but removing them from all their traditional products and letting them only use natural organic products and it was a blind study of course and it was amazing that the values Dro 40% so your skin absorbs what is placed on it as validated by multiple major university studies and that's interesting and in California we think about sunscreen too sunscreen is so important we only use zinc and we use non- Nano but now we have sheer zinc which is so exciting when we started formulating 19 years ago the zinc was so heavy and would turn blue but now it's pretty sheer but the FDA has only approved two sunscreens for use since there's really no regulations much in the United States aval Benzene oxy Benzene all those things are always used all the chemical sunscreens but only zinc and titanium have actually been approved by the FDA and we use mineral sink which literally blocks the sun it's like putting a rock between you and the sun chemical sunscreens work by absorbing into your body and then reflecting off and that's why they always say put them on 15 minutes in advance but you can put a mineral sunscreen on and go out in the sun right away we have beautiful stem cellular CC creams that are tinted with plant pigments and that are zinc and organic ingredients and minerals and plant pigments you can have the results without worrying about what's being absorbed looking back what were some of the biggest challenges you faced during launching your clean Beauty brand being a seral entrepreneur with juice Beauty I started it later it was my third company aerobics and corporate wellness and then juice Beauty it being one of the first it's still one of the only organic ingredients Beauty companies in the early days I didn't have the challenges that I did with my original companies of raising because I had already sold a company but I did have the challenges of convincing people of my idea I started out with the concept of putting juice and Juice So when people say why juice beus we start with Organic Botanical juices that are already filled with antioxidants and minerals and vitamins then we add the powerful peptides and hyaluronics and everything to it so every organic drop feeds your skin when I first started going around to labs and chemists to explain that concept most of them threw me out at that point I was like whatever I'll just keep bagging doors down I finally found a chemist that said oh if you buy me a freezer and put it in my lab and I will try to make this crazy juice stuff because at that time they were only working with petroleum which can be LA with dioxine and we didn't want to scaven the Earth for our products and or water which is great but it dilutes the second challenge over the years has just been really finding the right people that can work in a smaller business and Mission and values driven business we've found so many but it's hard break down the terms clean and organic for us many vow to go clean but what does that really mean and what should we look for the term clean can mean anything to anybody and there's no regulation with that so it's interesting because when I started juice Beauty 19 years ago it was all about green or natural and then those words dissolved and that at that time there's a lot of green washing or natural washing and now the word clean has popped up and it can mean a lot of things it can mean something like juice Beauty which hopefully we help set the standard or can mean one of the big Brands is using a drop of something natural or they've moved to remove parabens methylal propyl parabon preservatives from their long-term bestselling products so it can really mean anything at gpy we go beyond that we follow the USDA National organic program organic laws that all products are 70% or greater total certified organic content ingredients and why we do that are two simple reasons but I could do five podcast on organic alone

Speaker 1: believe in farm to Beauty I can't wait to hear more about this and purchasing an organic farm was a significant step for your brand tell us more about this decision and how it impacted your product formulation Farm to Beauty yes it's my love you should have seen my husband who's a cardiologist and he had just retired you should have seen his face when he was just retiring I said I've got a great idea let's buy a farm convert it to organic lease it back to juice Beauty but we found this beautiful property it's a 20 acre beautiful Vineyard in Northern Sonoma County which is the coolest town called Hillsburg and pretty close to our corporate headquarters in southern Sonoma County it's really become a center for sustainability a Center for Innovation A Center for Science we have we were lucky we have other grapes on the property but we're growing a rare sagrantino grape on our property which we're probably the only grower of that for beauty and definitely one of the few growers in North America and the reason that grape is so cool is that it has one of the highest antioxidant levels of all grapes but we worked with the UC researcher to help us just on the farming techniques and we have farmed it and fermented to have an even higher antioxidant level And So It originally went in our stem cellular superg grape serum to fight all the free radical damage that happens every minute and now it's being infused across our entire stem cellular collection now just to boost an already active collection so farma Beauty us is all about science and Innovation but it's also fun it's a center for our influencer friends our media friends our podcast friends to come and visit enjoy it and feel like they really are drinking in our brand I love it I love all the thought and detail that you have put into this it's really great for all people thank you it really is and our skincare products we're about 80% skincare and 20% makeup but even our makeup is really skincare infused makeup but it really is targeted skincare Solutions Through the Ages pretty soon your kids will be using our blemish clearing oil control collection and then it takes you all the way through prebiotics and microbiome balancing to our Green Apple getting into more age defying and prevention but our green apple brightening and then our stem cellular anti- wrinkle and then all the way to our signal peptides firming so really skincare Through the Ages we have a great beautiful bell curve of customers and age groups so it's really nice and it's so smart that you have that with the skin care craze among the teens I guess it happened because of Tik Tok but they really only need sunscreen and maybe some lip to if their lips are dry and that could just be lip balm and they don't need really sunscreen the beauty industry is constantly evolving how have you managed to keep juice Beauty relevant and appealing to new generations of consumers speaking of the younger generation yeah I think our sunscreens have really evolved which is so nice and into more sheer and we have our preact SPF 45 now that is great for really all ages because it's not tinted so if someone doesn't want a tint but you just get this beautiful glow it's also can be used as a primer or can be used alone to Glow we've always tried to be on The Cutting Edge of innovation and I dream up a lot of crazy ideas and we have three Chemists in house and they're amazing and so we try to stay on The Cutting Edge of innovation for instance like our stem cellular collection our stem cellular moisturizer we sell one moisturizer every 4.5 minutes we just pulled that data in the last six months which is fun it's just a fun application to it smells great it feels great it's clinically validated and I might add to appeal to the younger generation and full transparency of how we process the ingredients what the ingredients are now if it's glass it's sustainable of course if it's plastic all of our plastic comes from an ocean and land waste recycling group so they're helping to clean up the ocean and the land we put it back into our products and then you can recycle again for the younger Generations is driving authenticity and transparency which I love knowing a lot about the company and the values and the mission also we published our I Les on our website to show the before and after so trying to appeal to all and a lot of people know it's a female founded company and in Northern California and it's been a labor of love so hopefully they're supportive of that also I love how transparent you are and I'm going to have to look at the sunscreen for my daughter she plays soccer so she's in the sun all the time and she's going to love that it's sunscreen that's affiliated with the beauty brand and our SPF sport is perfect for kids it's 1950 for three some ounce tube and it's zinc and organic ingredients and it's 80 minute water resistant believe it or not so it's amazing and of course it's not the sheer spray on but just rub it in a little bit it just melts right in what advice would you give entrepreneurs who are looking to start a clean Beauty brand it's crowded on the other hand it's pretty easy to start a beauty brand you can go to Asia go to a factory put stuff in a bottle that you really don't know what's in there and then Market it online and that's what we're always trying to educate consumers on is that you have to know your company because you don't know what's in those products or those ingredients my advice for anybody wanting to start a company is really examine whether this is you or not if it is go for it do you have the passion for this that everything that's going to get you through all the ups and downs do you have resilience because it's like a redwood tree falling down in front of you particularly in the early days pretty much every day and you have to have the perseverance and the resilience to hop over that and the resourcefulness you have to have all that and ask yourself I actually have some ERS that have come to me in the past and go I think I'm ready to start my own business I Want To Be My Own Boss I don't want to work as hard and blah blah blah and I'm like oh okay stop if you don't want to work as hard do not start your own business trust me you will work twice as hard as you've ever worked in your life but I think examining your personality and then for financing are you willing to put up you might have a th000 extra dollars or you might have a million extra dollars whatever is are you willing to put that money on the line as I've done for every one of my companies first because then your investors are comfortable coming in after you if you believe in yourself enough that you're willing to put some money up and as well as time and energy that's important too so true and when you talk about someone starting a business it's 247 you have to make the time not for the work but for yourself for sure what is next for juice Beauty more Innovation on our juice Beauty organic farm and stay tuned we're just always working on more and more Innovation we literally are just announcing this month that we're infusing our sagrantino antioxidant Rich grape across our stem cellular collection so that was a big deal for us and we're always refining our existing products but we're always coming out with new products right before our super grape we moved last year to a lot of refined Zink and so our spfs are so much more luxurious and nice to use and we're working on a plant science was signaling your DNA so stay tuned for a lot of that plant technology it's where our Pharmaceuticals come from plants have powerful properties and organically farmed ingredients have such high antioxidants stay tuned but we want our customers to keep that glow and that's the one thing we always hear from our customers is wow my Skin's now glowing that gets me excited I love that yeah exactly magic happens when we focus on the part of our business and ourself brings us joy speaking of taking time away from the business what is one thing that you do to find and live your joy so family for sure my husband is amazing I married the right guy and had my children with my husband and we've been married for a very long time so marrying the right person and wanting to be with your spouse my kids are amazing they're in their 20s and I'm so proud of them both wellness and fitness has given me joy and I mesh that all in with my lifestyle and my business I never really separated my businesses in my life because it's always been Wellness or organic beauty and we're at the farm half the time so really living your passion and sometimes people say wow you work a lot and I'm like I'm really having fun I go to all these events and I meet all these wonderful people inventing these products but really living your passion and hopefully you can combine that with your career that's what I do but I tell you what if I can't run bike or swim or do yoga an hour a day oh my God I'm a disaster I love that and that's the dream to marry your passions with your work because you don't really feel like working and I completely agree with you on the working out it's lifechanging it is you feel good and I remember way back when we were raising our children in two careers we would have to rotate I'll do 6:00 a.m. you do 7 a.m. you know the whole thing and then when they got a little bit older we could both work out at 600 a.m. it was so exciting and then now it's obviously more flexible cuz they're in their 20s but you feel so good the rest of the day and then healthfully and trying to live a real Wellness life which gives you more energy and more vitality and you look better thank you so much for joining us today and telling us all about Juiced Beauty and how we can keep organic and health and wellness top of mind please share with us how our listeners can find you and Juice Beauty yes thank you Melanie and I'm so honored to be here Ulta beauty Nationwide almost every store I think they have 1,400 stores we're in almost every store Nationwide and on ulta.com and then juice beauty.com those are the two easiest ways and then in some countries like Canada we're at Sephora we're in major retailers and then if you can't find us juice beauty.com of course juice beauty is also LinkedIn juice Beauty Instagram juice Beauty Tik Tock juice Beauty pretty easy to find thank you for spreading the Beyond clean to organic ingredients and high efficacy Beauty a word thank you from everyone at juice Beauty thank you for joining us today I'd love to hear from you reach out to me at hello Sheil it.com on our Sheed website or at Sheed on social thank you to my editor Rich draino who always makes us sound good until next time let nothing stop you from experiencing the life and business that you crave