From Kyle: In 2009, my 3 brothers and I started concocting organic skincare products in our parents kitchen. Sounds pretty normal for four brothers, right? This idea of formulating our own botanically-based skincare came to us when we realized the health hazards in everyday consumer products. My brother sketched the logo while sitting on the floor and I started shopping ingredients online. We didn’t have a clue about operating a business and I could barely spell the word entrepreneur! We highlighted key ingredients that focused on pure hydration and total skin-rejuvenation. Our first sale took place at a local farmers market and we picked the brain of consumers to truly find what they were looking for. After a few years of treading water, barley staying afloat... I sold my car with the last bit of money to our name. This was enough capital for one last batch and we sent a sample to the television show, "Shark Tank." The producers immediately called and were shocked that four brothers were able to whip up such an incredible formula. A year later we struck a deal on the show with Barbara Corcoran! Today we distribute world-wide and provide the same great products that were once developed in Mom & Dad's kitchen!
What were the biggest initial hurdles to building your business and how did you overcome them?
A big obstacle in the early stages was identifying our demographic. As four men making skincare, the common question was, “Is this for men or women?” We decided to remove the darker brown & green branding colors and move into a lighter teal/aqua theme. The darker colors were perceived to be more masculine and we knew the new color scheme would be more inviting to women. Our line is unisex, but the majority of customers are women.
Did you ever deal with contention from your family and friends concerning your entrepreneurial pursuits? How did you handle it? What would you do differently in hindsight?
Early on, our parents did not love the idea of owning our own business. We just graduated college and were supposed to go the corporate route. I knew my brothers and I could make something happen if we stuck together. We are best friends and have always been very close. Sometimes there are difficult days as an entrepreneur, and having a brother’s shoulder to lean on is very helpful.
What advice would you give to an upcoming entrepreneur locally and internationally?
The Shark Tank experience was a pivotal moment in our business. We have heard success & failure stories from this experience and we wanted to approach it from the best angle. When I agreed to the terms and gave Barbara Corcoran a hug, I was on cloud nine. My brothers and I never thought we were going to walk out of ‘the tank’ with a deal. From this moment on, I learned it’s about passion and commitment as an entrepreneur. If you truly love what you’re doing, you will not stop, and you will find some way to push forward. Barbara saw this spark in us and I will never let that fire go out.