Clean beauty (ambiguous as the term may be) has become quite fashionable. Skin care masks and patch treatments continue gaining popularity. And, luxury has been redefined as time—time to rest, time to feel refreshed, time for self-care. It is in a moment such as this that a niche brand like Honest Hazel has risen to some prominence.
Here, the indie beauty entrepreneur behind it shares a profile of herself and the brand.
Name: Catherine Scott, Creator and Founder
Indie Beauty Company: Honest Hazel
Launched: June 2014
Headquarters: Wake Forest, North Carolina
Cash flow: Distribution deals have really helped Honest Hazel grow, as Scott explains: Launching at Anthropologie was a big milestone – as they discovered us! Now being in over 120+ of their stores across the USA and Canada is huge, so much easy access for customers to shop Honest Hazel.
Those stores have allowed HH to get in more customers’ hands. The on-going re-orders, make me proud!
Getting into some niche stores like Credo and Aillea, and having some of the ‘wishlist’ retailers reach out to me makes me even more proud.
Team work: 1
Distribution: In the US, Honest Hazel is sold online at honesthazel.com and in stores including, Anthropologie, Free People, Credo, Aillea, Roots Beauty, BeautyHabit, Terrain, and BellaVerite.
Internationally, Honest Hazel is available from select retailers including Anthropologie.com, FreePeople.com, and BeautyHabit.
Years in beauty: Over the last 10 years I’ve worked for social selling ecommerce companies, with product categories primarily in jewelry and beauty.
Years at Honest Hazel: 3 years!
Entrepreneurial experience: Prior to launching Honest Hazel, I helped launch and grow social selling companies, everything from marketing and training to product development and buying trips. I helped 1000s of women (and a few good men) build independent business with multiple companies.
I was ready to build something of my own.
The business: Honest Hazel is a fresh new beauty brand, living beautifully honest in all we do. Our single product, Eye Gels, are under-eye gel treatment for tired eyes. Hydrating, brightening, soothing, firming and smoothing the delicate under eye skin.
The wow-factor: We’ve created a product packed with natural plant-based ingredients that works! The beautifully bold packaging and approachable price point get customers hooked from the moment they spot us!
The customer: Clean beauty fans, wanderlust travelers, self-care gurus. And of course, tired mommies (like me) who need a pick me up!
Milestone moment: The unexpected coverage is exciting, [in January] I was watching the TODAY show…and Honest Hazel was featured! I had no idea, it was in a clean beauty segment hosted by Bobbie Thomas and Hoda Kotb! I was literally screaming at the TV!
Advice for fellow indie beauty entrepreneurs: Build your brand and community – don’t forget to surround yourself with other entrepreneurs, it takes a village.
I am so grateful for my boss babe friends who have had the answers, connections and belief in me and HH when I needed it most.
Just one: Asked about her go-to product, Scott says, Well, HH Eye Gels of course! Packed in my purse, at my desk, at my nightstand and a constant supply in the fridge.
Deanna Utroske, CosmeticsDesign.com Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.