Indie Beauty Profile

Michelle Matthewman, Caim & Able

By Deanna Utroske

- Last updated on GMT

Indie Beauty Profile Michelle Matthewman Caim & Able
In her Indie Beauty Profile, Michelle Matthewman, managing director of Caim & Able (a personal care brand centered on the topical benefits of magnesium), has a realistic take on the time commitment required to run a personal care startup. And, she outlines the myriad ways that her brand endeavors to be a model of better business practices for the CPG industries.

Many beauty and body care consumers today shop for products and business that help them feel good physically, emotionally, socially, morally; the list goes on. To get it right, cosmetics and personal care brands need to deliver more than just a clever blend of product, packaging, and marketing. So, brands big and small are exploring and experimenting to find the right mix of private enterprise and public involvement. Michelle Matthewman, with her latest endeavor Caim & Able, offers one possible formula for success in the new global beauty marketplace.

Here, the beauty entrepreneur shares a profile of herself and the brand.

Name:​ Michelle Matthewman, managing director 

Indie Beauty Company: ​Inner Sanctum Health, trading as Caim & Able

Launched: ​March 2013

Headquarters: ​Sydney, Australia

Team work: ​1 full-time employee, 1 part-time

Distribution: ​Caim & Able is sold globally via my ecommerce store and at select retailers in Australia.

Years in beauty: ​I’ve worked in the personal care industry for 10 years, and in the wellness and health industry for 30 years.

Years at Caim & Able: ​4

Entrepreneurial experience: ​This is my fourth business. I have previously owned several natural clothing and food businesses, and my previous business was a global ‘raw food’ health educator role.

The business: ​We produce ‘functional’ skincare, beauty wellness products. The ingredient profile has been carefully chosen for [its] ability to have a positive impact on the body at a cellular level.

The purchase of our wellness, skincare and beauty products not only helps our customers to unleash the beauty within, but also to offer their support of important community causes. Each and every product is packed with the assistance of an Australian disability organization, by utilizing their packing services we can assist in providing job opportunities for community with special needs, helping them to achieve their goals with a sense of independence.

Our products are formulated with a mixture of Australian plants, therapeutic minerals and completely natural ingredients, our body and beauty products are hand-produced in Australia and locally owned. With ingredients such as virgin coffee beans [and] magnesium salts [work] in combination with organic plant oils to help one feel nourished, polished and protected inside and out, not to mention replenishing vital magnesium to optimum levels.

At Caim & Able we believe in truly giving back. We care a lot, it’s our ‘thing’, and so we have committed to supporting women and children escaping domestic violence. We donate 25% of our profits to organizations that are actively addressing the issue of a severe shortage of crisis accommodation, by establishing new women’s shelters across Australia. Organizations such as Women’s Community Shelters.

The wow-factor: ​We are 100% Australian made and owned, we are 100% ethical, we are 100% natural and therapeutic.

The customer: ​Mostly female, aged between 24 - 50, usually a professional and always a divine, caring soul

Milestone moment: ​To have survived 5 years in a very saturated, often shallow industry.

Advice for fellow indie beauty entrepreneurs: ​Have faith in yourself, do it only if you are prepared for very long days, not a lot of down time and never, ever compromise the quality of your product.

Just one: ​For me it would have to be one of our magnesium oil sprays, I always have one on hand in my car or handbag so I can just spritz away. The difference it has made to my long-term body pain and anxiety is extraordinary. An added bonus I discovered after using them for about 12 months, was the reversal of grey hair. 100% true.



Deanna Utroske, Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.

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