Brand profile

Beauty Kitchen part 2: Achieving 100% natural by removing barriers

By Natasha Spencer

- Last updated on GMT

Beauty Kitchen part 2: Achieving 100% natural by removing barriers
Speaking with Jo Chidley, Founder, Beauty Kitchen, we continued our conversation on the importance of making natural products 100% just that, and how new entrepreneurs can make the leap into the cosmetics realm.

1. What has been the company's standout moment to date?

We have so many key moments; from our first meeting with Holland & Barrett through to winning 'best new brand' in our first international launch market.

Probably the standout moment was the launch of our in-store Mini-Beauty Kitchen in Holland & Barrett, where customers can make their own products, in store.

2. What key markets in Asia-Pacific does this appeal to and you are seeing traction from? 

We haven’t actively sought out partners in Asia-Pacific yet, but we are seeing interest from consumers and major retail chains in South Korea, Hong Kong, Malaysia, Singapore and Thailand already.

3. What are the differences between the natural fragrance and aromatherapy segments in APAC compared with Europe?

The key difference revolves around which scents consumers in different parts of the world like the best.

Of course, everyone is different but we’ve already seen a massive preference for citrus and mint in Asia-Pacific whilst European consumers love spicy floral notes.

4. What advice would you have for other entrepreneurs looking to enter the beauty sector?

If anyone is starting a new business, particularly in the beauty industry, the key word is ‘action’.

Don’t focus on perfection or put up barriers – many entrepreneurs are perfectionists and are held back worrying that they don’t have their advertising or marketing spot on. This delays taking action and making an impact.

Even if you just launch one product, the process will teach you everything you need to know and make launching subsequent products easier. Start small (yes, even with just one product) and – by building your brand and story via social media – you will gain a cult following.

5. How can start up and indie brands leverage this space? 

Our advice is to spend the time and money getting the essential oil blends right. Pick the oils for their benefit and scent and don’t be put off by the cost per kilo of the essential oil blend. It can be expensive but it makes your products work.

6. Where do you see the future of natural fragrances and aromatherapy heading? 

Increasing consumer awareness of aromatherapy and the benefits of essential oils on the skin will force the market to change. We envisage it becoming mainstream in beauty products, as well as 100% natural becoming the only acceptable standard.

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