Indie Beauty Profile
Claire Mitchell, ECO. Modern essentials
The term ‘natural’ remains officially undefined in the cosmetics and personal care business. But that’s not stopping brands like ECO. Modern essentials from forging ahead and claiming space in this uncharted territory.
Name: Claire Mitchell, Founder & Director
Indie Beauty Company: ECO. Modern essentials
Headquarters: Robina, Queensland, Australia
Cash flow: ECO. Modern essentials ships in excess of 50,000 units per month to more than 5 countries worldwide.
Teamwork: 10 – 5 full-time employees and 5 part-time
Distribution: ECO. Modern essentials retails globally through our own ecommerce site and in select pharmacy, grocery, and health food stores around the globe. We currently export to the US, Canada, UK, Denmark, Sweden, New Zealand, China, Japan, and the United Arab Emirates city of Dubai.
Years in beauty: 7 years
Years at ECO. Modern essentials: 7 years
Entrepreneurial experience: I founded ECO. Modern essentials in 2009 on the Gold Coast in Australia and with a passion for growing businesses internationally have launched ECO. globally into the US, UK, Sweden, Denmark, Canada, Singapore, Japan, New Zealand, the Middle East, and China.
I’m currently a director of Imarda Group, a fast growing technology company with its major operations in Australia, New Zealand, and the US. I have previously held CFO and Finance Director roles for Endace Ltd, being part of the cornerstone team with Selwyn Pellett, to successfully taking the company to listing on Aim, London stock exchange. I am supported by a strong board of directors with a wealth of international business experience across many sectors.
The business: ECO. Modern essentials are the specialists in natural and organic oil formulations for face, body, and wellbeing….Our products range from healing face serums to nourishing body oils, to pure essential oils to a certified organic baby range. We are constantly innovating and always looking for what else we can bring to our customers and to the industry.
The wow-factor: ECO. offers organic and natural solutions not just to skincare but to overall wellbeing, it’s that entire healthy lifestyle we’re embodying. Our products are the essential tools for feeling great and for feeling confident.
The consumer: The ECO. woman is active, healthy and loves to lead a vibrant life with a big focus on health and wellbeing.
Milestone moment: Seeing the presentation of ECO. merchandised in Dubai and having the entire pharmacy staff wanting to tell me how much they love ECO. and how much their customers love ECO. It also made it more of a proud moment as I had my 17 old daughter with me who was so amazed to see ECO. so loved on other side of the world.
Advice for fellow indie beauty entrepreneurs: Be brave, believe in yourself and your team. If you love and believe in your brand with your team there are no limits to what you can do.
Just one: ECO C Serum- I don’t go anywhere without it. I travel all over the world and it is my secret weapon to keep my skin glowing!