Trust is vital. If I go into a garage with a fault with my car, I’ve got to be confident the mechanic isn’t going to rip me off. It’s the same with the beauty industry – consumers have to build up trust with a brand whose attitude is only to make chemical-free or organic products. But it’s very easy to mislead the consumer: put an image of fruit, vegetables or trees on the front of a bottle and give the product a name that conjures up something natural in the consumer’s mind and they think that it’s a safe product.
At Essentially Yours, we research and develop products and formulations, and then either sell those formulations or the knowledge behind them to be mass produced. But, when we first started, there wasn’t a huge demand for natural products, so we created our own brands.
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