Before starting The Clean Hub to help clean beauty founders grow their business through business information and retail partnerships, I was just a girl that really liked clean beauty products. One of the first companies I started following and fan-girling was Beauty Heroes. Beauty Heroes is an online beauty store and monthly beauty discovery service that delivers one hero product at a time. What I liked about them was that they were very informative about healthier beauty options and held a very high ingredient standard – ultimately helping me to transition easily to clean beauty products.
As Beauty Heroes is a leader within the clean beauty space, we were quite lucky enough to sit down with its founder, Jeannie Jarnot, to hear her story as well as learn what she looks for from the brands she works with. She also had some very exciting news about the future of Beauty Heroes and the launch of their FREE master class series. This awesome master class allows natural beauty enthusiasts to learn valuable insights about sustainability, ingredients, traditional and innovative wellness techniques and more. So go and check out the series on their website now! Just click here for more info.
As a quick sneak peak into our chat about working with retailers, Jeannie was quite helpful and spoke in-depth about what she looks for from brands. As Beauty Heroes is one of the most popular platforms to buy clean beauty products from, it gets approached by new clean beauty brands daily so they are sure to start by asking brands for their why. She mentions that, “starting a skincare brand in this day and age takes a lot of courage and there has to be a real reason why…Why did you bring this product to market, because there are other products like it?” Jeannie’s candid and helpful chat is definitely a good one for all brands to listen to.
Here are also a few other key pointers from Jeannie for brands looking to work with retailers:
- Make genuine connections with your customers
- You need a strong why
- Have beautiful packaging
- Nurture relationships with retailers. It can sometimes take a couple years to work with a retailer.
Check out our podcast to learn more. Now on to the show!
Raquel: Hi there and welcome to clean chat. I’m the host Raquel Wing, Founder of The Clean Hub. Every Thursday we help to grow the clean and natural beauty industry by interviewing key experts, founders and influencers so that people can make informed decisions. Check us out at thecleanhub.com to learn more. Now onto The Clean Chat podcast.
Well hello everyone and thanks for tuning into Clean Chat. Today we are so excited to have on the amazing and inspirational Jeannie Jardot from Beauty Heroes. So Beauty Heroes is a leader in the clean and natural beauty industry. Their online shop sells top and carefully curated clean beauty products and today we are going to have a chat with Jeannie to learn a bit more about Beauty Heroes and how they source their products. But first, Jeannie thank you so much for coming on the show today.
Jeannie: Oh it’s great, I love what you’re doing with this podcast series.
Raquel: Awesome, thank you. Could you tell us a little bit about yourself to get us started?
Jeannie: Yeah well we’re based in northern California. I started Beauty Heroes almost 4 years ago but this September we will have been delivering healthy beauty, 1 hero product at a time to customers around the world via our discover service. I call it a service, not a subscription box because I come from the hospitality industry and when I conceived of the idea of really introducing one brand in a focused and intentional way, of healthy beauty I really looked at it as a service. I wanted to have a conversation with people, I wanted them to kind of have an experience when they received these really special artisan green beauty products. Back when I actually came up with this idea, I don’t know twelve years ago or so, subscription boxes didn’t really exist so for me it was very organic the way that Beauty Heroes came to life. I kind of had the idea and there wasn’t really any model out there like it and then beauty subscription boxes started to emerge and thought, wow that’s kind of the idea that I had. Mine was different, you know really focusing on one brand with one product and really educating but the model really inspired me to move forward and start Beauty Heroes.
So that’s what we do and really started to learn what our customers love and have started to do discoveries in makeup, wellness and we just did our first men’s discovery, men’s green beauty discovery. It’s really a great way to connect with people and showcase the best of the best in healthy beauty and educate on it, so that’s what we’re really all about.
Raquel: Awesome, so speaking of that. Could you tell us what is the best of the best or what is your view on beauty and wellness?
Jeannie: Yeah I think, there are so many different wonderful brands and founders who have a unique perspective on beauty and skincare formulation and who are also creative. I mean I don’t think you can say something is the best, it’s just like art right? Or something else you appreciate music. It’s like people ask my what’s your favourite song, I can’t tell you my favourite song I have a lot of favourite songs you know? There’s a lot of really beauty brands out there but I think the best to me really inspired to make something that are made with really good ingredients, it really serves a purpose that has in many cases a beautiful experience when you use the products and generally they have a point of view. I think for us it’s kind of a no brainer and kind of a baseline, they have to meet our ingredient standard and we have a really strict ingredient standard. But beyond that the best is really subjective and Beauty Heroes, people get to experience what my best of the best is and get to decide for themselves if it’s the best for them.
Raquel: Awesome, I really like that idea because I think that, like you mentioned everyone is different, it’s a very personal experience as far as beauty goes and you’re slowly helping them transition to clean beauty as well if that’s something they’re looking to do. I mean they have to kind of educate themselves along the process, so it’s kind of creating an educational process for them. So could you tell us why you transitioned to clean beauty products?
Jeannie: Yeah so my initial inspiration to really look into clean beauty started when I was a spa director. I remember starting really be interested in it a little in 1998, 1999. but really starting to take a strong interest in it in 2001. And it wasn’t for my own health, it was really I sort of felt I had a responsibility as a spa director. I had customers coming into our spa and if I heard, you know the internet didn’t have almost anything on it back then on this subject, there weren’t books, there weren’t classes. You know now you can find so much information but there was very little information at the time but I’d heard there might not be ingredients that were good for you in some products. You know we had our hands immersed in products, our staff had their hands immersed in products 8 hours a day working on clients. So I felt a responsibility to customers and what we would put on their skin and I felt a responsibility to our staff. Later on in 2007, 8 and 9 I was struggling with infertility and I was diagnosed with PCOS. I started to understand that I had a hormone disorder and kind of the last thing I did in working through infertility naturally was comb all of my cabinets. Not just my beauty cabinets but my cleaning products and everything in our home for hormone disrupting ingredients because I was desperate at the time, I really wanted to get pregnant and it was amazing when I did that full clean, like I really went deep, I was like that’s it I don’t want anything that’s hormone disrupting in my home, within six months I got pregnant.
Raquel: That is amazing.
Jeannie: Yeah it was pretty, you know I was doing a lot of things. I was seeing a naturopath and I was taking some herbs and naturopathic remedies and had been working on this for a long time but I think it made me wonder how sensitive we are to hormone disrupting ingredients in our bodies that we don’t even know, we don’t even truly know and I don’t know that that was the final thing that made the difference for me but I did get pregnant and have a son now.
Raquel: Yeah that’s an awesome story. I know that is a really big problem and I know quite a few people and they’re trying to do the same thing is start slowly transitioning products that they think are potentially creating them to not have children. So it sounds like this whole experience built the foundation for your ethos behind Beauty Heroes and curating the brands you work with. Can you tell us a little bit about your ingredients standards and the brands you work with?
Jeannie: Yeah so we have a very strict ingredient standard, it’s right on our website. When I started the company I came up with a list, we actually started out with 14 what we called villain ingredients, then we expanded that to 16 and then now it’s 20 which are the 20 most prevalent and most toxic ingredients. We sort of cross reference that and my rule of thumb if you want to simplify this whole process is to look at that villain ingredient list and if your products don’t have any of those 20 ingredients on them chances are it’s a pretty clean products and a pretty clean brand because it covers what you would have if you weren’t even trying to be clean, it casts a pretty wide net, the bare minimum. We don’t work with any ingredients that were banned in the EU, Canada and Japan, so we look at their ingredients standards. We also went so far to look at othoxylated ingredients and really wanted to not use any ingredients that were othoxylated because they could potentially be contaminated with 1,4 dioxane so that is another thing that we look at.
But we also look at superpower ingredients and benefits they have on the skin. So we like to talk about that a lot and I think the main message we want people to know is that the transition, I think that some people think this is a hard transition and it shouldn’t be. First of all it’s getting easier and easier and there are so many good products out there right now, not only for your skincare but for makeup. You know makeup, there’s no reason not to use clean beauty for makeup. I can’t believe how much good products there is out there but also for your home and your laundry detergent and your shampoo and everything. There really are so many great options that it shouldn’t be a difficult transition, it should be something to really look forward to and that the products I think are clean are superior than the ones that are not that are full of sort of these cheap ingredients, lots of fillers and basically I think a lot of brands use these cheap ingredients because they cost less to make. So yeah I think we try to focus on the good and not there’s been really this shift of not wanting to scare people on toxicity and I would say yeah it’s important to pay attention to things. Obviously I struggled with fertility and hormone disruption so that’s something I think this has really affects on the body. I genuinely think the research is out there and we know that there are problems but I’d rather focus on the good stuff and that’s what we really try to do at Beauty Heroes is really try to showcase all the good and there’s plenty of it.
Raquel: So speaking of which, you obviously are one of the top platforms where brands want to get there products into and so you’re probably approached quite often by brands, what is your advice for brands that are trying to stock with you. What do you look for and what do you turn away?
Jeannie: It’s a great question, we do get approached a lot you know, I think everybody does right, that’s just the business. For me like I said earlier, we’re looking for brands with a specific point of view and I think that’s sort of, you know it has to bring something that we don’t currently have at this point. You know we have over 50 brands and I think we’re looking to fill a holes with products that we don’t have. I think there’s interesting innovation, also we look at packaging, like interesting packaging, sustainable packaging, that’s something I think is really interesting. Innovation I n formula.
Raquel: Is it getting so much harder now because at first when you first started this brands, they are innovative but now it’s like there are so many brands doing the same thing, how do they stand out to you? What is the biggest mistake they’re making?
Jeannie: I think one of the things that I tend to steer away form, just to be honest is where there is somebody who just started a brand and there isn’t a real reason why the brand came to life they just kind of wanted to do it and that they don’t really have a strong background in formulating. So that’s hard for me to really get over for me. I meet some really lovely people and they have some really nice products that they’ve crafted, they have nice branding and nice packaging but I’m not really understanding why did you bring this product to market because there’s other products like it. So I think that is my warning that I have to new brands or people that are thinking about bringing on a brand. I had an intern who worked for Beauty Heroes, she worked with us on our e-book and she was a designer and she wrote to me and she said you know Jeannie I’m so passionate about skincare and I really want to start a brand. I told her starting a skincare or beauty brand in this day in age takes a lot of courage and there has to be a real reason why and you should really have a background in formulating so if you really want to go down that path, really spend some time and understanding and getting clear about that and bringing something to the world that is unique and needed, otherwise it’s a big risk. I worry about clean beauty brands and how many of them are, we can only have so much of them in our store but that being said there are some really wonderful things coming to light. I meet wonderful new brands all the time.
Raquel: Oh that’s awesome, that’s great. Is one of your criteria for bring brands in traction, do they have to have shown that they’ve sold in others stores as well? Is that one of the things you look at as well?
Jeannie: It is, I think even if they’re not in other stores if they have their own traction sometimes I will feel like that is enough. Thinking of one brand in particular where I’ve seen this brand for about three years really working hard on her brand. She just did a prelaunch with beautiful packing, beautiful story, really thought it out. We’ve been in touch for a really long time and am finally working on a collaboration together and she’s an up-and -coming beauty brand and she doesn’t have a lot of traction in a lot of other retailers at all but I fell she’s gotten enough traction on her own because she’s been working on making genuine connections on social media, in the community and with others and sometimes you know there is no one perfect answer but I definitely need to feel like the brand is really ready.
Raquel: Yeah and so it sounds like a lot of brands come to you before they’re actually really ready to do that. So are there any, I know we’ve talked about it, is there any do’s and don’ts for working for a retailer. Is there a particular way you’d prefer people approached you as a retailer?
Jeannie: I think one of the tips I would give to up and coming brands that are really trying to break into specialty retailers, I don’t think there’s one path for everybody. Here’s two do’s, try to determine what you path is for distribution, like do you want to be in specialty retailers, do you want to be in department stores, do you want to be in a mass beauty retailers where I think some brands really need to try a lot of things to see where they really fit. They might see themselves one way but then they really are a great fit for a different channel but they didn’t even really know it. So I would say you got to try a lot of different things but when you sort of figure out where your brand fits in the landscape and really invest in that and go hard in that and be comfortable with that. You can’t be everywhere, I mean very few brands can be everywhere or some brands can but they’ve worked very hard at that and can be at a lot of different channels but I would say invest in that.
The other thing I would say is invest in relationships. A lot of brands I’ve worked with, we’ve started to talk and it might be a couple of years before we would bring them in. I can think of a few brands where I it’s like I want to bring them in but I haven’t found the right campaign of collaboration and timing to bring them in, so much is about timing. So keep nurturing relationships, I’ve really seen that happen where I’ve talked to people for a couple of years and then finally it just feels right.
Raquel: Yeah that’s awesome advise. Thank you so much for that. Could you tell us what are the next steps for Beauty Heroes? Where do you yourselves going in the next few years?
Jeannie: Yeah, well we just did our first master class in march and we’re launching that video series on June 15th. It’s a free video series and I loved this event because it really brought together a lot of people in the green beauty community to share their wisdom and the kind of deeper story behind green beauty which I think really needs to be continually told. As green beauty and clean beauty and natural beauty really starts to get more popular I think that those stories are going to become more and more important so I look forward to doing another master class and creating more content that goes deeper for our brand and deeper for our customers. So that’s one of the things I can see us doing more of and creating the connection. Once we launch the video series it’ll be free for everyone around the world so we definitely want to do that again and do that in different ways. We’re going to the UK for the Indie Beauty Expo and looking forward to meeting some more international brands although I think a lot of US brand are going to be attending that to meet UK buyers so that’s interesting. We are working with several international brands later this year and early next year, that’s something that we’re excited about. We’re looking at just different great different brands that just sort of fit in with clean beauty like lifestyle brands that we can introduce our community to and so we’re looking at different collaborations as well. we’ll see where that takes us, we kind of get to test something and see if everybody likes it and then if it works really well then we can replicate it.
Raquel: Awesome, and speaking of video series I’m going to watch that video series but I like what you did when you had people come on and read the dirty ingredients. that was such a good idea, you have to watch those definitely!
Jeannie: Yeah those are old videos, I think it says Spa Heroes on them because our company when we first launched was called Spa Heroes. That’s another thing, we’re looking at a brand evolution a refresh of our brand. That’s something we’re thinking about doing for next year so everybody can look out for that.
Raquel: Yeah watch those, definitely. Awesome and how can people get a hold of you or check our Beauty Heroes?
Jeannie: Well I definitely recommend getting on our newsletter and there’s several ways on our website and in fact if you join our newsletter you get 10% off your first purchase with beauty heroes. We have a free e-book, free pocket guide, those are all free resources so if you go onto our website you can sign up to get those as well as on June 15th free master class series. So it’s beauty-heroes.com and yeah we look forward to sharing all that with you.
Raquel: I’m excited for the master class, I will be in on that. Also check out their Instagram @BeautyHeroes and their website at beauty-heroes.com. Well thank you so much Jeannie for coming onto the show today.
Jeannie: Thank you, thanks for doing this series it’s great.
Raquel: Not a problem. Have a great day everyone on the Clean Hub Chat and viva clean beauty.
Thanks for listening to the Clean Chat today. If you’re a clean beauty founder don’t forget sign up to our newsletter at thecleanhub.com and have a fab day everyone and viva clean beauty.