She Creates Beauty
Inspiring Founder Stories
Our name EARTH figuratively encapsulates the mission of this brand: Essences Aromas Relaxation Therapy Healing® Inspired by ancient wisdom, EARTH brings together a powerful, performance-led botanical range and an enduring commitment to sustainability with our thoughtful collection of skincare, haircare and wellness formulations.
What’s your USP – what makes EARTH unique
We are entirely plant-based with herbs are the heart of our range.
Our range is completely free from water means our products purity, potency and thus the efficacy are all enhanced. Opting for waterless skincare allows for concentrated formulas devoid of emulsifiers, parabens, or preservatives.
Our ingredients are 100% natural, organic herbs and clays. We only use raw and unrefined cold-pressed plants oils and butters, and steam-distilled essential oils.
Each product we make works holistically to nurture and enhance overall wellbeing. It penetrates deep into the skin and hair to nourish and rejuvenate, but also works on a deeper level, meeting emotional as well as physical need states.
What sustainability challenges have you tried to overcome by bringing your brand to market and why are they important to you?
We believe in helping our planet by creating as little waste as possible. Our brand is 100% plastic free which includes all aspects of our packaging. We have chosen to use aluminium screw caps for our serums and only offer a pump for the first order. We ask our customers to re-use the pipette for future purchases.
Where we can, we harness powerful micronutrients that already exist within by-products, whilst still maintaining the quality and efficacy of our products as we believe that high quality products don’t have to come at the detriment of our environment.
Why was it important to you to focus on being sustainable and ethical?
And as we face increasing problems regarding food shortages, now more than ever upcycling ingredients is paramount for the protection of our environment and effective utilisation of resources. By implementing the upcycling of ingredients, we are not only able to reduce overall waste and food loss but increase resourcefulness and our environmental conscience.
What is your favourite or bestselling, hero product?
Signature Body Oil with Frankincense and Geranium Root
And what would you say is your hero ingredient and why?
Mango Butter: It is an upcycled ingredient derived and extracted from the seeds of mango. Mango butter contains vitamin A, an antioxidant that stimulates the skin’s natural renewal process. It encourages the skin to produce new, healthy skin cells, improves the skin’s texture and elasticity, and protects the skin against damage caused by UV radiation. Leading to fewer wrinkles, fewer fine lines, and firmer skin. We use mango butter in all our Skin Balms.
Can you share a top tip for getting the best out of your Signature Body Oil?
For an extra hydration boost apply our Signature Body Oil over damp skin straight after bath or shower and skin will also appear more radiant and healthier
As a female founder what are the biggest challenges you’ve faced, are are still facing. How are you dealing with them?
Budget for PR and marketing to get our products out there and known is a big challenge. As is being stocked in major retailers but we find our Pop Ups help drive online sales and brand recognition.
What other brands do you admire?
Aesop – This brand consistently teaches before they sell; taking an educational approach to their marketing, providing in-depth information about the benefits and uses of their products, along with tips for healthy living.
What is your dream for EARTH?
To have training centres that transfers the knowledge about herbs encouraging foraging and holistic approach to well-being.
To create a working environment for neuro-divergent individuals
Who or what inspires you?
I am inspired by my neuro diverse son for his “can do” attitude and resilience.
Finally what advice would you give to other female founders or women thinking of starting their own business?
Do your research and start with a minimum viable product so you are agile and can respond to what your customers want.
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