Indie Beauty Profile

Emilie Davidson Hoyt, LATHER

By Deanna Utroske contact

- Last updated on GMT

Indie Beauty Profile Emilie Davidson Hoyt, LATHER
In her Indie Beauty Profile, Emilie Davidson Hoyt, founder of LATHER, shares an outline of her long-running indie brand: an unassuming masstige personal care line that’s meeting the expectations of today’s naturals consumer. She has sound advice for other startup leaders and an elegant no-frills approach to building a business.

LATHER is a carbon neutral brand, with a broad portfolio of so-called free-from products formulated with natural ingredients; and it’s cruelty free (with certifications from both PETA and the Leaping Bunny program). But the brand isn’t shouting about all that. Instead LATHER is calmly resetting what normal looks like in the personal care marketplace.

Here, Emilie Davidson Hoyt, the beauty entrepreneur behind the brand shares a profile of herself and of LATHER.

Name: ​Emilie Davidson Hoyt, Founder

Indie Beauty Company: ​LATHER

Launched: ​1999

Headquarters: ​Pasadena, California

Cash flow: ​LATHER is self-funded.  We are self-sufficient and focused on sustainable growth.  We have luckily been able to grow year over year while remaining true to our mission and while serving our customers.

Indie how? ​To me a brand is indie if it is independently owned and operated, possibly founder run.

Team work: ​Approximately 50 full-time employees, 0 part-time

Distribution: ​LATHER is distributed through our own brick and mortar stores (flagship in Pasadena), our ecommerce site​, at select retailers including partner spas and boutiques, and at 4/5-star boutique hotel properties and resorts across the US and internationally. 

Years in beauty: ​19

Years at LATHER: ​19

Entrepreneurial experience: ​This is my first company.

The business: ​As a pioneer in the clean beauty industry, LATHER offers unique skincare and wellness products made with the best natural ingredients sourced from around the world. We have simple, functional packaging and powerful, plant-based formulas. As we always say, it’s what’s inside that counts!

The wow-factor: ​Unique and effective skin, body, hair and wellness products for both women and men. Making wellness and education accessible to everyone.

The customer: ​Our target customer is someone who wants to use high quality natural products that really work. They are hungry for knowledge and education – they want to know that the products they use are made well, and with ingredients that are good for them.

Milestone moment: ​Hearing that Oprah chose us as one of her “Favorite Things” [in 2014].

Advice for fellow beauty entrepreneurs: ​Find a mentor and learn everything you can about the industry.  Also, focus on the customer.

Just one: ​Asked about her go-to beauty product, Davidson Hoyt replies, I would say the LATHER Chia Seed & Passion Fruit Cleansing Oil. It cleanses and works as a moisturizer!



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.


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