Karen's Body Beautiful started out in your kitchen before you and your husband decided to turn it into a full time business. What were some of the first steps you took to make that leap?
When I started my company, I was becoming more health conscious and making significant changes in my diet and exercise routine. I began researching and testing natural ingredients during every waking moment for my bath, body and hair care collections. My husband had also encouraged me to stop perming my hair, and when I first went natural there weren’t many hair care choices. So, I continued to buy the brands I used when I had a perm, and they weren’t quite working on my natural texture. It was difficult to find products specifically for my texture. In trying to figure out why these products weren’t working, I discovered a lot of brands were using ingredients that didn’t effectively moisturize and nourish textured hair. I had a team of friends and family and we tried ingredients and formulations over and over until they were perfect. Consequently, Karen’s Body Beautiful was born. Ingredients really matter — that’s my mantra — so I've built KBB around products that contain natural ingredients.
We've noticed that with a lot of natural brands, building a loyal following — a community — is key. Do you agree, and if so what methods do you use to build that community?
I agree wholeheartedly. It’s all about being customer-oriented and listening to your audience. I love spending time with our consumers at shows and meetups, as well as visiting Target stores to chat with women in the aisles about their hair care concerns. I think those conversations help people feel even more confident about the brand because they understand I’m passionate and knowledgeable about textured hair. I also love interacting with women on our social media platforms. There’s so much fun and inspiration online from naturalistas!
With all the emerging all natural brands, what keeps Karen’s Body Beautiful customers coming back again and again?
Karen’s Body Beautiful products appeal to many women because we meticulously research the best natural ingredients for skin and hair. This research has also helped me dispense advice to our consumers when I met them face-to-face, and guide them to excellent results. I’m all about helping women feel good about themselves, while being healthy and beautiful.
Tell us about your Beauty Ambassador Program.
The idea for the Beauty Ambassador Program was born when various customers who loved Karen’s Body Beautiful products referred their friends and family to us, and asked us to create an opportunity for them to sell our products to earn money. Our Beauty Ambassadors have parties and share their code with attendees and friends and earn money based on the sales they make. Their customers enter the Beauty Ambassador’s code when they checkout at KarensBodyBeautiful.com. There’s a link at our website that gives more details on applying for the program and the potential earnings. It’s been a wildly successful program and we have amazing Brand Ambassadors all over the country.
Are you releasing any new products for spring or summer that consumers can look forward to?
A recent launch is my new Delicate ‘Do No Poo, a nourishing and moisturizing conditioning co-wash that gently cleanses without lather, formulated with Amla and Shikaiki Herbs and Aritha Soapnut. There's been a wonderful response to it and I'm excited that it’s now available in Target stores and online at Target.com. Stayed tuned for an ultra-moisturizing, sulfate-free shampoo that I've been working on for over a year. This formulation is so luxurious and hydrating, and leaves hair silky and detangled.
Want to know more about Karen’s Body Beautiful? Find them on the web and on Facebook, Twitter and YouTube.