I had the pleasure of chatting with Sarah Buscho and Marina Storm, co-founders of Earth Tu Face, an organic and natural skin care company. Here’s what I learned.
In a world of chemicals and consumption overload, natural products are a welcome respite. Driven by a passion for the Earth and it’s nutrients, Earth Tu Face works to serve the Earth and the people who live on it with respect and authenticity. At the core of Earth Tu Face lies the idea that we as humans can live better lives if we go back to what the Earth provides. By consuming and using natural ingredients, our bodies, minds, and souls are happier and healthier.
But let’s take it back a few steps. It’s 2007 and we’re at Ohlone College near Berkeley, CA. Sarah and Marina were both herbalist students, focusing their research on building huge gardens that could help support natural health care. Both women started researching this giant garden idea on their own, but as they worked, they realized that they could make more of an impact together. Their dream: build a massive herbal garden that could supply natural healing centers. Over time, and with a lot of work, they identified specific ingredients that did especially well with skincare. Inspired by the herbs they grew, they started their first skincare line together, selling their products to consumer facing companies. But they wanted to do more than just sell to another company. They wanted to start their own company so that they could control every aspect of the process. They embarked on building a natural skincare company that made a difference in both the people that they served, as well as the Earth.
With their new company came a need to re-brand. Re- branding is exhausting to anyone. But with the right team of people and a strong vision, shit gets done. I asked them how they pulled together their initial team of visionaries, and the answer was simple: chose people that share your vision. If it’s too hard or things don’t click, cut it off. That advice struck me. It seems obvious, but all too often entrepreneurs and employees alike waste time on things that aren’t working. Earth Tu Face did it skipped the waste and focused on what was working. They learn from experiences, iterate, and pivot when needed. The result: a well received and celebrated company that is sure to continue it’s growth.
Today, Earth Tu Face is small company made up of all women (though they love men, too). They focus their energy on creating the best in skincare – and that involves a lot of work, commitment, and relentless energy. Traditional beauty companies gain traction through free samples, mass distribution, and offshore labor. But for smaller, natural companies like Earth Tu Face, traction is more difficult. Revenue streams are smaller, and because they’re committed to making the world a better place, things cost more. But here’s why companies like Earth Tu Face matter – they’re focused on doing right by people as well as the earth. They’re focused on making products that are healthy enough that you can eat them. Additionally, Earth Tu Face’s commitment to the environment impressed me. They manage the supply chain from every angle, confirming that they’re products are sustainable.
So really, it’s simple. Listen to the Earth, let it feed you, and then feed the Earth right back. We need more companies like Earth Tu Face to change the world’s health and outlook and what matters most. And what about their career advice? – Do what you love and work with people who love it just as much as you do. The rest is gravy.