AN ENTREPRENEUR has revealed how she started her haircare business with just £295.
Now, Sarah Cloes’ booming beauty brand rakes in £131,000 a year.
Not only this, but the 27-year-old’s customers claim her products have “changed their life.”
Speaking to CNBC Make It, Sarah, who lives in California with her husband Bret, opened up on her business journey.
Sarah founded Flora Flora Co – a brand that specialises in selling sustainably packaged shampoo and conditioner bars made using “really luxurious ingredients” – in April 2021.
Sarah was eager to reduce her plastic use and the business started with the young woman buying ingredients online and testing them on her kitchen stove.
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She said: “Once I got something I was happy with, I forced all of my friends to try it. Once I started getting really enthusiastic responses from them, I felt like I had something that was ready to be put out into the world.”
And not only did Sarah’s friends love her products, but the businesswoman also added: “The organic feedback that we get from customers, people just telling us how this has literally changed their life, which is not something I necessarily anticipated when I started making haircare products.”
The first place Sarah ever sold her products was at a farmers market.
She started the business “super slow” and at the time of launching was paying herself “the complete bare minimum,” leaving her “pretty stressed about finances.”
But now, Sarah’s products are sold online, in Whole Foods and in many other independent retailers around the world.
While Sarah recognised that the business has had “some low lows” she described the highs as “exhilarating and addicting.”
Sarah, who is mostly using her business as an “investment,” explained: “The bulk of our revenue comes from our online sales, so our direct-to-consumer channel is 80% of our sales.
“TikTok was a huge driver of sales in the beginning and it kind of catapulted us in a way – that was my only method of marketing for the most part.
Expert advice on how often we should really be washing our hair
HAVE you ever wondered how often you should be washing your hair?
According to stylist Scott Miller of Bauhaus salons in Cardiff, Wales, washing every day may be too much – and some people only need to wash once a week.
Hopefully, you’re bathing yourself daily – but that doesn’t mean you need to wash your hair along with your body.
Miller said that washing your hair every day, as some people do, might be overkill – and overwashing your scalp and strands will stimulate the sebaceous glands to produce more oil, making it more greasy.
He told Wales Online: “Unless you’ve been working really hard at the gym or have been on a building site and it’s covered in dust – you don’t need to wash your hair every day.
“There’s a big #nopoo movement at the moment, with people boasting about going weeks without shampooing, but for most of us, cutting out one or two washes will make a big difference.”
The frequency with which you should wash your hair depends on several factors, including your hair type, lifestyle, and personal preferences. Here are some general guidelines:
Hair Type:
Oily Hair: If you have oily hair, you might need to wash it more frequently, such as every day or every other day, to keep it looking fresh.
Dry Hair: Those with dry hair should aim to wash it less often, perhaps once or twice a week, to avoid stripping the hair of its natural oils.
Normal Hair: If your hair is neither too oily nor too dry, washing it two to three times a week is usually sufficient.
Lifestyle:
Active Lifestyle: If you exercise regularly or sweat a lot, you may need to wash your hair more frequently to remove sweat and dirt.
Less Active Lifestyle: If you’re less active, you can extend the time between washes.
Scalp Health:
Dandruff or Scalp Conditions: If you have dandruff or other scalp conditions, consult a dermatologist for specific advice, as you may need to use specialised shampoos more frequently.
Hair Treatments:
Coloured or Chemically Treated Hair: If your hair is coloured or chemically treated, you may need to wash it less often to preserve the treatment and prevent damage.
Personal Preference:
Ultimately, how often you wash your hair is a personal choice. Some people prefer the feel of freshly washed hair, while others find that washing less frequently works better for them.
“So far in the life of the business, we have basically not put a [penny] behind marketing.”
Now Sarah has two employees and works about 10 hours a day.
She spends her time overseeing her business’ production, marketing and uploading content on social media.
When it comes to the next steps for the brand, Sarah stressed her desire to finally invest in marketing.
She also shared her interest to invest in manufacturing, as currently the business makes everything in-house in their warehouse.
YouTube users were stunned by Sarah’s success and many eagerly raced to the comments to express this.
One person said: “I take my hat off to this lady. To start a business with no debt and grow it. Hats off.”
Another added: “Wow, Sarah’s journey is so inspiring!”
A third commented: “So cool to see a company that started close to where I’m at! Can’t wait to try the product!”
Meanwhile, many fans of Flora Flora Co expressed their rave reviews.
One woman gushed: “Best shampoo and conditioner for my sensitive skin – no more contact dermatitis.”
A second beamed: “I love Flora Flora! Sometimes I’ll go back to bottled shampoo for convenience and then I’ll miss Flora Flora and go right back!”
While one beauty fan shared: “Genuinely love this brand so much. I’ve used so many shampoo bars over the years and nothing compares to these!”
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