Many adorableness startups advancement packaging, redesign branding, change retail action afterwards a abbreviate assignment in the business. But, Kenna Whitnell didn’t artlessly abuse her absolute bark affliction adventure to barrage what is Altilis Beauty; she shuttered a cast and started from scratch—new ingredients, new formulas, new manufacturing, new everything—after researching bioactive compounds begin in breadfruit and their bark affliction benefits.
Here, the adorableness administrator shares a contour of herself and the brand.
Name: Kenna Whitnell, Founder and CEO
Indie Adorableness Company: Altilis Beauty
Launched: November 2017
Headquarters: Guelph, Ontario, Canada
Cash flow: I am blessed to accept fabricated my break-even point! Our sales are accoutrement our aerial and COGS and that is a abundant feeling.
I own 100% of the business. Altilis Adorableness has been adjourned through several [non-repayable] admission programs including the Hub Incubator affairs offered by the College of Business and Student Enterprise at the University of Guelph, The Fuel Injection affairs with Innovation Guelph (FedDev funding). It has additionally been adjourned through claimed and ancestors investment.
Indie how? I’ve never advised the exact definition of an indie adorableness brand. I would ascertain abundance as one, seeing as it is apart endemic and operated. We accomplish our own articles and accomplish our own atypical ingredients.
If I anticipate about indie music it aloof agency you’re beneath a characterization that isn’t a accumulated giant, or you don’t alike accept a characterization active at all. The aforementioned applies to beauty, so I would accede a cast indie if they are not beneath the ascendancy of a ample association with several added adorableness brands.
Team work: We currently accept 2 full-time advisers and 2-part time employees. We appoint full-time address acceptance in the summer and coact with the masters of biotechnologoy affairs acceptance at the University of Guelph for their analysis projects.
Distribution: Our articles are accessible globally through our own ecommerce armpit altilisbeauty.com and at baddest retailers in southern Ontario including, The Truth Adorableness Company, Gilded Cage Boutique, and the Guelph Art Gallery Gift Shop.
Years in beauty: I accept formed in the adorableness industry for four years back I started my company, Soleluna Cosmetics Inc.
Years at Altilis Beauty: 1 year
Entrepreneurial experience: I accept been authoritative skincare articles for myself and ancestors back I was a teenager. I started my company, Soleluna Cosmetics Inc. four years ago with alone skincare systems for accompany and ancestors based on aromatherapy. I accept back discontinued my antecedent artefact band due to a accurate analysis during my degree.
In 2017 [while advancing my biochemistry amount at the University of Guelph] I was alien to breadfruit and had the befalling to abstraction it for abeyant bark affliction benefits. With my new breadfruit additive abounding of antioxidants, flavonoids, blubbery acids and added phytochemicals, I formulated a skincare band for acute bark with a focus on crumbling prevention. I launched my cast Altilis Adorableness in November of 2017 afterwards aperture up a accomplishment ability in Cambridge, Ontario, beforehand that fall.
The business: Altilis Adorableness appearance close breadfruit flowers in a acceptable band of facial articles including cleanser, serum, moisturizer, lip analgesic and a face mask, anatomy affliction articles including anatomy adulate and duke cream, and coloured cosmetics including a aqueous foundation.
The wow-factor: Altilis Adorableness is aition the cosmetics industry through the sourcing of effective, innovative, and environmentally amenable ingredients. Our carefully crafted skincare line, consisting of three skincare essentials is formulated with breadfruit and added close botanicals for a complete arrangement of antioxidant, careful and aging-preventative compounds to accomplish healthy, active skin.
Our charge [is to] …the traceability of our ingredients, the ethical altitude in which the business operates, as able-bodied as our connected efforts to bottle our all-around environment.
The customer: Our ambition chump is attractive for accustomed solutions to signs of aging, dry skin, and added bark ailments such as texture, redness, and acne. Our consumers are actual eco-conscience, abutment bounded businesses, and affliction about the environment. They appetite to use articles that are acceptable but assignment and alive up to the claims they make.
Milestone moment: We accept had abundant bounded media coverage; and I am actual appreciative of my six-page annual commodity in the Grand Magazine.
Advice for adolescent adorableness entrepreneurs: Celebrate anniversary win, anniversary victory, and anniversary footfall in your journey. Recognize what you accept able everyday. You will consistently set new goals back you ability your goals of the past. If you don’t booty time to acknowledge what you accept able it can feel like a rat race. But it’s not about the accomplishment band – it is about the journey! Enjoy it.
Just one: My go to adorableness artefact is my InflorEssence Moisturizer, says Whitnell. It is a astounding anti-aging chrism but additionally provides the bark with sun protection, can bifold as a cleanser/ architecture remover; and I use it all the time as a atom analysis for blemishes! It absolutely is a able product!
Deanna Utroske, CosmeticsDesign.com Editor, covers adorableness business account in the Americas arena and publishes the account Indie Adorableness Contour column, showcasing the alarming assignment of entrepreneurs and avant-garde brands.
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