The Indie Experience
October 6, 2008
A Publication of The Indie Beauty Network
ISSN 1530-9630 | Volume 9, Issue 36
To subscribe, click here
-- Media Partner --
1. Meet IBN's New & Renewing Members
2. New At the Blog: Bail Your Own Self Out!
3. Today on Indie Business Radio: Blogging For Business
4. Indie Candy: Valerie Reed :: Valana Minerals ::
California
Indie Beauty Ritual: Pumpkin Face Mask and Peel
1. Meet IBN's New & Renewing Members
Welcome Renewing Members!
cerise | Mary Avery | California
* Member since November 2006; Cerise offers wholesale and
retail natural bath fizzies. Our unique 1-ounce golf ball sized versatile fizz
is available for spas, hotels, b&b's, fundraising, nail salons, gift shops,
gift giving, gift baskets, and fillers of all sorts. The possibilities are
endless. We offer a virgin line created with essential oils, a indulgence line
created with fragrance oils, a virgin virgin line created with avocado oil,
color free, and botanicals. Private label is available to create to your heart's
desire. We ship within 3 days.
Celtic Chairde Creations | Joanne Tartaglino | New
Jersey
* Member since July 2005; Celtic Chairde Creations brings
you masterful concotions and scent-sational creations that make you feel good
and smell good. When friends get together and create lotion bars, lip balms,
body butters and more... magic happens!
Earthwind Botanicals | Kristy May | Tennessee
* Member since September 2006; All natural, high quality
aromatherapy products for bath, body and home.
Moonmaid Botanicals | Cynthia Johnston | Tennessee
* Member since September 2007; MoonMaid Botanicals is an
herb company dedicated to providing safe herbal alternatives for the good health
of people and the planet. Since 1995, Cynthia Johnston has been creating a line
of products for women. We are currently expanding our line of to include
products for menopause, soap, bath and aromatherapy products. Raw materials are
organic, wildcrafted or grown in our garden.
Tilvee (formerly Body Botanicals) | Kristie McNamara |
Colorado
* Member since September 2007; Specializing in effective,
sophisticated, luxurious skin care products that are toxin free. Whether you
want to soften wrinkles, prevent sun damage, tone your pores, soothe dry skin or
treat your baby's diaper rash...we have it! A full line of face, body and baby
skin nourishing products. We have fused botanical ingredients with the science
of producing safe products.
By Monica | Monica Park | Utah
* Member since September 2007; All natural body care
products soaps, creams, balms and custom salt mixes. If you want all natural
skin care that works my products are for you. My most loyal customers are those
who have not found anything else that works for them. I am almost always
offering Free samples to new customers and almost always accepting new product
testers.
Spaoshi | James Smoot | Florida
* Member since September 2007; Promoting health care for
you and your pet with pure, natural products.
Gudonya Soap and Spa | Brian Huffman | Indiana
* Member since October 2007; Promoting health care for
you and your pet with pure, natural products.
Paradise City Herbal | Sheri Lee Pierce | Massachusetts
* Member since September 2006; You can feel good about my
handcrafted organic herbal bodycare, soaps, perfumes, and incense. I use herbs
fresh from my own garden and never any synthetics, chemical preservatives, or
petroleum products. All the ingredients are natural and are listed on the label.
Vegan blends available. And of course, there's never any animal testing.
Everything I make is tested by volunteer humans and is unconditionally
guaranteed. Packaging is reusable and / or recyclable. Also featuring bulk
herbal supplies you need to DIY!
Welcome New Members!
Peterman Brook Farms | Debra Doubek | Wisconsin
* Peterman Brook Farms is nestled in the Northwoods of Wisconsin on a 3rd
generation farm. We specialize in handcrafted soaps, lotions, gardener’s
salve, cuticle oil, and body scrubs. Our products are produced in small batches
and are made with natural ingredients, essential oils, fragrance oils, and herbs
from our very own herb gardens.
Michael Meiko | William Mansker | Arizona
* Michael Meiko provides products for sun damaged skin and skin damaged
as the result of trauma.
Soap Rehabilitation | Sara Addington | Michigan
* Member since September 2007; Beauty with a Cause
(b-cause) offers safe cosmetic options. Our products are either hand-crafted or
purchased from small independent businesses. Products include mineral makeup,
hair and face care,, and lotions. Products have never been tested on animals.
Wherever possible, b-cause recycles, purchases sustainable products, buys from
fair trade companies, and minimizes packaging and printed matter. B-cause is
also committed to helping women heal. A portion of the profits from sales goes
to support the Susan B. Komen Breast Cancer Foundation, Laura's Lucky Stars
(Ovarian Cancer Foundation) and the National Scleroderma Foundation. Fundraising
campaigns available.
Practical Plants | Marcia Damewood | Arizona
* Lotions and creams.
Ithaca Skin Care Company | Desiree Snyder | New York
* Ithaca Skin Care Company purchases quality ingredients from reputable
suppliers, mixes and blends so that our customers don't have to! Since we buy in
bulk, we are able to pass on the savings to our customers. Our skin care
products are 100% natural, made from simple ingredients.
Om Aroma | Angela Kim | New York
* Beauty products and new "sexy green" line or healthful
skincare.
Fleegal Farms | Elly Flegeal | Texas
* Fleegal Farms is a small family owned and operated business located in
Austin, Texas. We specialize in creating healthy natural soap and skin care. All
of our products are created with out the use of synthetic scents or additives.
Being purists in thought and practice, you can always feel safe using our
products!
Home Apothecary | Christine Geraghty | Missouri
* Boutique soy candles, diffusers, body scrubs and other fine quality
products for the bath and the body.
Urban Hardware Mfg | Christopher Rapp | Colorado
* Manufacture cosmetics, soaps, candles etc for sale and resale. Also a
supplier of quality bulk products.
Dr. Maples' emotion Potions | Marueen Maples | North
Carolina
* Dr. Maples Emotion Potions is an all-natural, organic personal care
line based on Dr Maples background in Chinese Medicine, Chakra Balancing &
Energy Psychology. Each formula is designed to bring energetic harmony to the
chakras & raise the body's overall vibrational tone. Most customers report
feeling more calmness, clarity, motivation & less stress, brainfog, apathy
& tension. Our goal is to bring awareness to many of how to replace toxic
habits with healing habits.
Learn more about Indie members and their exciting products, services and activities by visiting their websites through our Online Member Directory. You can search for your favorite Indie by state/country, business name, keyword or alphabetical listings.
2. New At the Blog: Bail Your Own Self Out!
Here
are some current new and popular blog posts, and because of the flurry of
activity in the economic world over the past few weeks, I have a lot to share
with you. Cozy up with your favorite hot beverage and enjoy! And remember, if
you have something to say, weigh in! Post a comment and join the discussion!
You Have to Touch Home Plate: Getting Dirty Means Nothing if You Don't Touch Home Plate
Bail Your Own Self Out! The Economic Message of the Century
How To Lead: 9 Amazingly Simple Things Every Effective Business Leader Does
I'm in miSPA's Blog: I love little surprises and this was a wonderful one!
Indie Beauties for October 2008: a collage of member beauty!
Enter to be StartupNation's Home-Based Business of the Year!
Want more great information to help you grow your business? Then click here to get my blog posts automatically delivered directly to you through our RSS feed. If you prefer email, provide your email address at the blog, upper right corner.
3. Indie Business Radio: Blogging For Business
Today's
Show: Blogging For Business
Not only am I celebrating the start of my fourth season as host of the Indie Business Radio show, but I am doing it with a great group of upcoming guests. Today, my guest was Debbie Weil, blogging and social media consultant and the author of the Corporate blogging Book. Due to some technical difficulties, we had to abbreviate the show and the audio will be edited in a few days. In the meantime, enjoy Debbie on my show from a few years ago here, where she offers great tips for blogging to expand your business!
-- Media Partner --
4. Indie Candy: Valerie Reed :: Valana Minerals :: California
After
running a few home-based businesses that she described as "nothing
passionate or inspiring, 41-year
old Valerie Reed decided it was time for a chance. Spurred on in part
because she could not find natural and vegan color cosmetics for people with tan
and brown skin, Valerie decided to take matters into her own hands and launch Valana Minerals.
Today, she runs Valana, a name she created by combining her name with those of
her goddaughters, from her home in San Marcos, California. She took some time to
share a bit of her Indie Business story with me.
When did you start your business and what was the inspiration for it?
Officially, I started my business a year and a half ago. Before that I made cosmetic products for myself and family members but didn’t sell anything to the public. Before starting Valana Minerals I had other home-based businesses but nothing that I was passionate about or that was inspiring. There were a few things that inspired me to start my business. Several years ago I suffered an illness and the symptoms were worsened when I ended up with abnormally high levels of a chemical commonly found in shampoo and all of my hair fell out. That’s when I started researching natural alternatives in cosmetics. Another aspect of my inspiration stems from my frustration with horrible customer service and the lack of choices for natural and vegan color cosmetics for people with tan and brown skin. When I was able to find color cosmetics in appropriate shades they caused breakouts. I learned to formulate for myself and haven’t had a breakout since. Eventually, I figured I couldn’t be the only one with these frustrations so I started Valana Minerals. Valana Minerals has become a full time job, but even so, I still work as a sociology professor and department chair. My business has grown so much that I recently hired a part-time helper.
How did you learn to make mineral makeup?
I discovered mineral makeup in my search for natural makeup for myself. I found several companies that advertised shades for women of color. However, I was unable to find one that had a shade/undertone that worked for me. When I called these companies for assistance, they suggested that I mix several of their shades to create one for me. I figured that if I had to mix it, I’ll do it for my own company, not theirs!!
The process of creating and running my company has been an exciting adventure in a number of ways. I’m excited to have a unique product offering. I know of no other company offering such a deep rich color selection that is both all natural and vegan. Building a company from scratch is also exciting, exhausting but exciting. I also feel good about our products. It’s an honored to know that I’m offering products that help people live more healthfully. The unexpected ego boost is also exciting. The first time I saw someone in public, pull lip gloss out of their purse to use it and I realized it was my brand, I was simply giddy, which was defiantly exciting.
Why is there a need for a makeup company for women of color?
Yes, there is a definite need. Many companies ignore people of color or they have a rather limited perspective of what “people of color” means. My approach is atypical because of my sociological background. My customer base is very diverse and includes Asians, Africans, African Americans, Latino/Hispanics, Middle Eastern, Caucasian, Pacific Islanders and Native Americans.
When I formulate new shades and products I take into consideration various skin tones and undertones. I consider the gaps in the mass market and work to fill those gaps while maintaining my mission to create natural and vegan products. For example, one of the central complaints about mineral makeup is that shades for tan and brown skin tend to look ashen. I offer a variety of undertones and shades formulated so that even those with deep brown skin can find a shade with an appropriate undertone and avoid the gray ashen look. Our burgundy shades don’t turn orange, our browns actually show up and our pinks and blues are sheer enough to look great on any skin tone. Our vegan lipstick, eye colors and cheek colors are all formulated with the same considerations in mind.
My customers remind me everyday of the need for our products. One of my customers first came to a booth I’d set up at an event. She has deep brown skin with red undertones and she was certain that I wouldn’t have a foundation shade for her. She told me she was 60 years old and had never had foundation that matched. Once I found a match and finished her makeover she was so thrilled that she walked around the event the rest of the day telling people to stop by my
business.
Several months ago, a customer called me to thank me for the products she’d just received. She told me that she has severe chemical and fragrance allergies and had given up on finding makeup that would work for her. She could hardly get her words out because she was so happy she was crying. I have customers with Lupus who tell me that they are amazed at the fact that my foundation can be used as concealer, it matches their skin tone and it doesn’t make their symptoms worse.
Do you make mineral makeup for non-colored women?
Yes, unless someone has a pink undertone or a very light porcelain tone. I
probably have a shade in my line that would work for them. Other than that
limited range or pink undertones and light porcelain, my customers come from a wide variety of ethnic and racial groups, including Caucasians. Because of my sociological background, I have unusual perspective on race, ethnicity and skin color. I honestly don’t believe that cultural stereotypes about race/ethnicity are an effective way of choosing foundation.
I have some shades that are used by a number of different ethnic/racial groups. For example, Golden Honey is used by African Americans, Latinas, Asians, Caucasians and Mediterraneans. I have a number of Asian customers who have red undertones but are shocked when foundation with a red undertone matches. Typically this is because they are convinced that the racial stereotype that “Asians are yellow” is always true when it’s actually a cultural stereotype.
Are your products available to retailers at wholesale prices?
I have a very solid and broad online retail customer base. I’m now starting to branch out and develop wholesale accounts. I have two new wholesale accounts for our cosmetics and accessories. I’m currently seeking wholesale reps who can work independently to offer Valana products in more retail stores.
What's special about your products?
Our products are unique in that we offer a deep rich color palate that is both all natural and vegan.
My niche market is somewhat specific but from a global perspective it’s quite diverse. This is because my vision of “people of color” is very broad. I also market my products to those interested in natural and vegan products and accessories.
Our wholesale vegan lipstick and cake eyeliner is made to order. However, I don’t do custom formulations for retail sales anymore because I don’t have time. I do formulate new shades and consistently add them to the line based on customer demand.
What's new at Valana these days?
I’m thrilled to announce that we have two new wholesale accounts. Madison Market in Seattle, Washington carries our cosmetics and vegan cosmetic brushes. Where the World Meets in San Diego, California carries our accessories.
I recently introduced a new line of vegan lipstick. The response has been great. and we sold out at a recent event in Los Angeles. We are now offering Sample Starter Kits that make finding your foundation shade easy and make great gifts. I’ve recently launched our Affiliate Program which has allowed us to further expand our customer outreach.
I’m always coming up with new colors, formulations and accessories. The whole process, from start to revision, is exciting for me.
In time for the holiday shopping season I plan to introduce the following
products:
- New line of Faux Cosmetic Brushes (different styles that our current stock)
- Refill compacts and refill brushes
- New foundation shade for combination golden/red undertones with just a hint of blue
- Island Rhythm eye shadow collection
Who helps your business be successful?
My brother is central to my business success. He owns a web development company and he is my web manager. He gave me “credit” so I could get my webstore started without starting out broke.
My parents help me with ‘day to day’ things like packaging, deliveries or anything else I don’t have time for. I also have great friends who help me with events, shipping, sales and moral support. They also remind me to have a social life, eat regularly and take breaks.
How do you market your products?
My products are primarily sold and marketed online, and also a shows like the
one depicted in this photo at an Earth Day celebration earlier this year. My marketing plan includes upgrading our
webstore, expanding into new language markets and developing a new blog. However, my customers have been the best marketing vehicle imaginable.
Blog product reviews and word of mouth recommendations have been an amazing marketing tool. I have booth events which helps with community outreach.
I’ve also had great press,
another wonderful marketing tool. Yes, it brings customers but it also adds an aspect of legitimacy to
my products when people can see that the media has acknowledged your products.
What's a typical day like for you?
In addition to running my business, I work as a full time sociology professor. I also chair our department which means I have two full time jobs. I’ve had to learn how to prioritize and to accept help. Ultimately I manage to juggle a number of responsibilities.
I usually wake up at 4 or 4:30am then get ready for class. I print out all my orders for the day, fill them and drop them off at the post office on my way to campus. If I don’t have time my parents make those deliveries for me. I leave campus between 4 and 6pm, head to the office and work on my business. My weekends, holidays and school vacations allow more time to work on my business.
I have a great housekeeper (two or three times a month) and I also have a helper who works 10 to 30 hours a week with my business. My friends, family and mentors help me keep it all together.
What is a good business or professional book you have used lately and how has it been helpful you in your
business?
I love The Girls' Guide to Building a Million-Dollar Business by Susan Wilson Solovic,
and also
How to Run Your Business Like a Girl: Successful Strategies from Entrepreneurial Women Who Made It Happen by Elizabeth Cogswell Baskin.
Reading these books has helped me to better understand my potential and the potential of my business. They both are great sources of inspiration but they also offer practical ‘down to earth’ wisdom that helped me decide whether I wanted a small
home-based business to bring in a little extra cash or to build an empire and what to expect either way.
(Editor's
note: you can stream or download my interview with Susan Wilson Solovic on Indie
Business Radio here.)
What tips can you offer others who are thinking about starting a business?
- Reserve your domains for your business name and your own personal name
- Trademark your business name (US and International)
- Copyright protect your website content
- Don’t promise what you can’t deliver (don’t over-promise and be realistic)
- Plan and give yourself permission to revise your plan
- Create an exit plan (sell, pass it on, close shop…)
- Clarify your goals and needs especially working with investors
- Find support (friends, family, mentors…)
- Give yourself permission to change your mind or fail and move on
- Ask for help before you need it
How did you find the Indie Beauty Network and what do you think of it so
far?
Andrea Kane of The Organic Beauty Expert recommended the Indie Beauty Network in one of her classes. I’d also found
the IBN site online in my search for suppliers.
The insurance policy makes wholesale accounts possible (most require it). It also gives me peace of mind.
I’ve found great suppliers, networking and PR opportunities through IBN. It's also a great source of knowledge and inspiration.
Also, I have to say that, I have learned quite a bit from dM, the Indie
Business Blog and Indie
Business Radio. A year ago, when I got my insurance
through IBN, I remember reading that this newsletter featured Indies as a way to
help promote their businesses. dM offered tips on how to get featured. Now, some
of it, I learned as a girl scout -- like "be prepared -- but dM also said
to have a story and good pictures. I had heard other PR folks say that too, and
IBN has been instrumental in my being "ready" when opportunity knocked.
What do you love about being Indie? The lifestyle? The money? Both?
I love using my creativity on my terms with unlimited potential. I’d say more than loving the money, I love what I’ve been able to do the money. Offering someone a job and offer charitable donations is a great responsibility and I’m happy to have the ability to make it happen. I need money to make those things a reality and that’s what I love.
What is the biggest challenge you face as an Indie and how do you overcome it?
Mainly money and time with the challenge of not having enough to carry out whatever plan I’ve got. Overall, it’s manageable though.
What types of social media outlets do you use in your business?
I have Facebook page and a Myspace page.
I’m still learning about how to use them more effectively. Facebook has been a good way to keep customers informed and both have helped with networking. I’m developing a Valana Minerals blog as well. Most of my sales are online retail so marketing online has been crucial. I use Facebook and Myspace to connect and several customers find me through these sites. I’m currently designing my own blog which I think will help me keep in touch with my customers.
When you're not working, what can we find you doing?
When I’m not working I enjoy cooking, painting, craft projects, interior design and traveling. When I can do all of these things at once, I’m in heaven.
What are your annual revenues?
If you would prefer not to provide a specific number, please share how much gross sales increased by percentage from 2006 to what is projected for 2007. This question serves to provide some insight into the financial aspects of the Indie beauty industry, and including it allows the feature to at least touch upon all aspects of business.
Our revenues have increased by an average of 15% every month since I started the business. I believe that maintaining the goals of our marketing plan means that revenues will continue to increase.
What do you think of the FDA Globalization Act of 2008?
I understand the need for regulation of the cosmetics industry. However, I think the legislation in its current form will do more harm than good. Small businesses or cottage industries are crucial to our economy. This legislation and the proposals to “strengthen” it would in effect destroy small businesses.
I also believe that any decisions about the “dangers” associated with cosmetic ingredients should be based in science not sensationalized hype or scare tactics.
This is Indie Candy, so if you were a brand of candy, what would you be and why?
Almond Joy. Joy is part of the name, and I've got that. Chocolate coats the
candy bar and how could I resist that? I love tropical flavors like coconut. And
my friends say I’m a little nutty in a good way. That would all add up to an
Almond Joy!
Best & Success!!
Donna Maria
Editor, The Indie Experience
The Indie Beauty Network | www.indiebeauty.com
Copyright (c) 2000 - 2008 by The Indie Beauty Network (IBN) and Donna Maria. All Rights Reserved. Unauthorized distribution or reproduction is prohibited. IBN does not necessarily endorse any product, event or ideology featured in this newsletter or on IBN's website. All information is provided on an "as is" basis and no express or implied warranties are given. Any use of the information contained in this newsletter or on IBN's web site, including recipes, is solely at your own risk. IBN and Donna Maria disclaim any liability in connection with the use of all recipes, products reviewed and other information. Except for sponsorships, this newesletter refuses compensation from companies to feature or mention their names or products. Opinions expressed in any Product Review are personally those of the reviewer and do not represent the views of IBN, Donna Maria (unless she is the reviewer) or any other person or company.
