Beauty from within has arrived as a viable category in recent years and indie brands have been instrumental in determining and delivering what consumers want. Last year, Hush & Hush joined the indie supplements movement with a product line developed for the luxury market. Here entrepreneurs Dr. Marc Ronert and Janna Ronert, share insight and information about the brand.
Name: Dr. Marc Ronert, CEO and Founding Partner; and Janna Ronert, Founding Partner
Indie Beauty Company: Hush & Hush
Launched: April 2018
Headquarters: Jupiter, Florida
Cash flow: Hush & Hush is privately funded.
We do not focus on financial milestones but rather on the quality of products we sell and the passion we put into it, says Dr. Marc Ronert. Hush & hush is just starting; and we expect to break even within two years. We are most proud of the enthusiasm about this new and innovative concept in the supplement space.
Indie how? To me, an indie beauty brand is one that creates a new kind of product or category, has a small yet nimble team and works together to execute almost every operation, says Dr. Marc Ronert.
Team work: 8 full-time employees and 1 part-time
Distribution: Right now, we are sold on our website (hushandhush.com), at plastic surgeons and dermatologists offices, medi-spas and high-end hair salons and spas. We have strong international distribution and are currently available in eight countries worldwide with many more on the horizon. Because this is such an exclusive and luxe brand, you won’t find it on the shelves of a vitamin shop.
Years in beauty: We have both been in the industry for 16 years.
Years at Hush & Hush: a little over 1 year
Entrepreneurial experience: This is my second venture as an entrepreneur, says Janna Ronert.
The first was founding image skincare in 2003, a global international skincare company. Now, I’m tackling the beauty industry from the inside out and it is very exciting. It all goes hand-in-hand with professional topical skin care and beauty supplements to help you live younger, longer.
I’m much more relaxed and have a greater confidence in building a global brand. One thing still remains: people are your greatest asset. Hire and treat them like family.
The business: Hush & Hush is the world’s first line of luxury nutraceuticals. My wife, Janna, and I created Hush & Hush to fill a void in the marketplace. When we looked at the environment of spas, medical spas and doctors’ offices where we sell image skincare, we could never find a decent nutraceutical counterpart for the body cells that compliments the topical effects of skincare.
We are not a vitamin company but rather a wellness brand that focuses on wellness and beauty that is designed to help the world live younger, longer. We know that if you want to look great and age later, you need to use topical products, but you also need to nourish your cells from the inside out and take a preventative approach.
The wow-factor: The difference between Hush & Hush every other supplement line out there is that we are a well-curated collection of luxury nutraceuticals (science and luxury are the core of the company) that work symbiotically to provide the body with everything it needs (patented ingredients, vitamins and time-tested botanicals) to combat the common signs of aging from an internal perspective, says Janna Ronert. Regardless of what you do to protect and prevent your body from aging on the outside, that same rule of thumb needs to be applied internally to the effects of intrinsic aging.
The consumer: Our target customer is the luxury consumer that is savvy, smart and recognizes that you need to follow a well-rounded regimen to really delay the signs of aging. They’re not afraid to spend money on anti-aging and beauty treatments and products and they also subscribe to an overall ideal of wellness.
Milestone moment: I am most proud that after just a few months in a global market our customers tell us that they see and feel a difference, says Janna Ronert. We are hearing great feedback like their skin is more glowy, their hair is growing, they are sleeping better, and they have more energy. This is a milestone that makes me very happy!
And Dr. Marc Ronert highlights, the fact that we have been able to sell our products in 10 countries within 6 months of launching. That gives us, unlike most supplement brands, a global presence and awareness. We have already received international media awards including “best hair growth product on the market” by Irish Tatler and we have been featured in German GQ. These types of achievements are, in my option, the most fun to watch.
Advice for fellow beauty entrepreneurs: Surround yourself with dedicated, loyal and hard-working people, advises Janna Ronert. A brand is only as good as the people behind it. If you want to be successful, empower those that are involved—make them feel appreciated and part of the team.
And Dr. Marc Rtonert says, Hire competent people to do their job and let them make decisions without interfering. Empower them but let them be accountable and responsible for their own work. This propels our team to always go the extra mile without me asking for it.
Just one: Asked about their go-to products, Janna Ronert says, I am a big fan of DeeplyRooted and have seen unbelievable results with it.
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.