Indie Beauty Profile

Janet Schriever, Crave Skincare

By Deanna Utroske

- Last updated on GMT

Indie Beauty Profile Janet Schriever Crave Skincare
In her Indie Beauty Profile, Janet Schriever, founder of Crave Skincare, emphasizes the value of a close relationship between an independent brand and the consumers who support it. And, she attests to the advantage that pitching (and otherwise publically proselytizing) your brand can have in the competitive world of beauty.

New products continually come to market in beauty and personal care. But, change is rare.

Earlier this year, Cosmetics Design acknowledged that “CBD will be the next truly market-disrupting personal care category​.” And, although many investor-led projects and government-funded growing studies are moving CBD ahead while regulatory matters are getting sorted out, forward-thinking startup ventures and retailers aren’t waiting around either. Janet Schriever and her one-woman-brand, Crave Skincare, are charting this new, lucrative territory one day at a time.

Here, the beauty entrepreneur shares a profile of herself and the brand.

Name: ​Janet Schriever, Founder

Indie Beauty Company: ​Crave Skincare

Launched: ​January, 2017

Headquarters: ​Los Angeles, California

Cash flow: ​At only 1.5 years old, Crave is taking small but steady steps toward success. We have created a loyal customer base of indie beauty enthusiasts, estheticians, and a consumer following that repurchases.  We are working toward expanding our presence into clean beauty retailers and brick and mortar stores in 2018.

Team work: ​0 employees

Distribution: ​Crave Skincare is available at and at select spas, med spas, and through estheticians.

Years in beauty: ​2

Years at Crave Skincare: ​2

Entrepreneurial experience: ​Before founding Crave Skincare, I was in the toy business, specifically girl’s toys. For 17+ years, I have been designing and inventing girl’s toy brands and worked with Mattel, Spin Master, Bandai, and many others. I invented two original doll brands: Cutie Pops dolls, licensed by Jada Toys, and Bottle Squad baby dolls, licensed by Jazwares. Both of the doll lines were sold into major retailers across the country.

The business: ​Crave Skincare is a clean and green beauty brand enhanced by hemp-derived CBD, or Cannabidiol. Crave products are formulated for performance, combining synergistic botanical extracts, antioxidants, vitamins, and proteins, with Co2-extracted CBD. Crave formulas promise to calm irritations and soothe sensitive skin while battling the visible signs of aging and strengthening the skin barrier.

The wow-factor: ​Crave Skincare is the first clean, plant-based indie beauty product line to feature this new ingredient – CBD, as a key ingredient in conjunction with highly efficacious botanical and cosmeceuticals ingredients. We believe that CBD works best when the formula is void of many of the conventional skincare ingredients used in the beauty industry. Therefore, Crave formulas do not contain synthetic emulsifiers, fragrances, or other commonly used ingredients that may be counter-productive for fickle skin.

The customer: ​Our customer is open-minded and values innovative products that support their lifestyle choices.

Milestone moment: ​In January 2018, Crave was the winner of the BeautyX Deskside Domination Competition. After listening to three brands pitch their product line, the judges - the beauty editors of Allure, Glamour, and the Fat Mascara podcast, all chose Crave Skincare as the brand to be featured in their publications and podcast. The actual magazine and podcast features are still in the works, but the competition created a buzz around the brand and was validation that good things are to come for Crave Skincare.

Advice for fellow indie beauty entrepreneurs:

Have integrity. Be real. Know your product and why you are asking people to pay for it. Pay attention to what your consumers want and be involved with them. Indie brands are not a big business or an entity that sells products. Indie brands are about being unique and are expected to be involved with their customer.  Allow your customer the chance to get to know the personality behind the brand and you will create trust within your consumer base. Besides, it is really fun and gratifying getting to know the people who use your product.

Just one: ​Asked about her go-to product, Schriever says, my favorite product will always be the Virgin Skin Youth Serum. This was the first product created in the Crave line. It will always be my go-to for so many reasons, but mainly because it keeps my rosacea in check and my skin texture
and elasticity looking smooth and plump. This product allows me to go without makeup and occasionally get carded at the grocery store when I buy wine!



Deanna Utroske, 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.

Related topics Brand Innovation Skin Care

Related news

Show more

Related products

show more

How Nutricosmetics Can Enhance Skin Beauty

How Nutricosmetics Can Enhance Skin Beauty

Content provided by Activ'Inside | 11-Dec-2023 | White Paper

In the ever-evolving realm of nutricosmetics, where inner wellness meets outer beauty, few natural ingredients have captured the spotlight quite like grapes.

Ultimate Antimicrobial Solution for BPC

Ultimate Antimicrobial Solution for BPC

Content provided by Acme-Hardesty Company | 11-Oct-2023 | White Paper

Sharomix™ EG10, a versatile broad-spectrum antimicrobial liquid blend for preserving personal care products, ensures safety at usage levels ranging from...

Acme-Hardesty Expands Product Line into Canada

Acme-Hardesty Expands Product Line into Canada

Content provided by Acme-Hardesty Company | 07-Jul-2023 | Product Brochure

Acme-Hardesty’s latest expansion into Canada includes Resplanta®, Botaneco®, and BYK from our partners Sharon Personal Care and Eckart Effect Pigments...

Create gentler, eco-friendly personal care

Create gentler, eco-friendly personal care

Content provided by Covation Bio™ PDO | 22-Jun-2023 | White Paper

Zemea® propanediol is a 100% plant-based humectant and solvent that’s easy on skin and the planet. This single, natural ingredient boosts moisturization...

Related suppliers