If you haven't been living under a rock, you know that I am hosting Connection Day in Portland next week. And unless you've been under a bigger rock, you know that Essential Wholesale EWL is my sponsor and co-host. What you may not know is how EWL can help you grow your cosmetics business, and this post is all about that. So, if you own a beauty business and growth is on your mind, listen up!
EWL was founded by my good friend, Kayla Fioravanti, and her husband back in 1998 in their Portland, Oregon medicine cabinet. With Kayla as the formulator and Dennis as the business lead, they grew the brand into a multi-million dollar brand by providing unscented cosmetics bases in bulk containers that made it easy for entrepreneurs to launch a beauty business of their own.
Bulk production was nothing new at the time, of course. The service had been available to large cosmetic companies for decades. But the tiny, handmade market had been all but ignored until EWL came along, and their growth is a true testament to the power of a niche market.
The Fioravantis sold Essential Wholesale in 2011, and today, it is company-owned and led by an amazing group of people, including the uber-smart and knowledgeable Diane Humke.
Epic Fact Number 1: You Need to Know Diane Humke
Did you gloss over that. Don't.
You need to know Diane Humke.
If you have a business of any kind, and you live within 200 miles of Portland, and you are not coming to Connection Day, you are making a big mistake. If you have a beauty business and you're not coming, your mistake is epic.
Diane is a walking, talking, entrepreneurial dictionary. Raised in an entrepreneurial family and naturally equipped with the ability to slice through mountains of junk to get to the heart of how to make money, advice from someone like Diane is all you need to take your business from where you are to where you want it to be.
I”m not just saying this. I knw it from personal experience. I met Diane when she and her sister joined me for #IndieCruise a few years back. Whenever Diane opened her mouth, our entire group fell silent to capture every single word she said. I have met with her personally by phone and email since then, and each time, I emerge with wisdom and tactics I can put to work in my business immediately.
Whether you struggle with making the numbers work, making your brand stand out in a crowded market place, or understanding how private label works, you will get what you need from Diane.
But you have to be there to benefit, so if you have not registered, here is your last chance.
You can listen to a interview with Diane on Indie Business Podcast at this link, but there is only so much we could cover in 30 minutes. You need to meet and speak with Diane in person. It will change the trajectory of your business.
Epic Fact Number 2: EWL Knows Organic
Essential Wholesale is a certified organic facility, and it produces certified organic products. (Did you know these are two distinct certifications?)
Need some certified organic kelp tincture for the seaweed scrub you offer in your spa? Get some here.
Want to offer certified organic honey to guests in your restaurant? You can get it here.
How about some certified organic lavender essential oil for your high end facial cream? Click here to get some now.
If your customers want the satisfaction of knowing that the ingredients in the products they buy from you are certified organic, and that they are handled and processed in a certified organic facility, then you cannot do better than EWL.
Epic Fact Number 3: EWL Knows Research and Development
You know what product you want to offer. You know what you want the product to do and you have a good idea of the ingredients you want in the product. But you don't know how to make it yourself, or if you do, you don't want to.
EWL to the rescue! They have provided this service for over a decade, making products confidentially for thousands of companies around the globe. They can provide R&D services for your specific custom formulation. Not only can you have an awesome product, but you can have it made for you so you can spend more time on your marketing and sales tasks. It will cost you a bit more, but you can also make more money because you have something that no one else in the world can offer.
Epic Fact Number 4: EWL Never Opens to the Public … Until Now
EWL's business thrives on confidentiality. After all, you don't want the world to know where you get your ingredients or who privately manufacturers your product for your label, right? That's why EWL never opens to the public. It's a secure facility, and only authorized personnel are permitted, lest the stray product label or shipping tag is visible to the wrong set of eyes.
But Connection Day is different. This is your one chance to have a guided tour of the EWL facility.
See what a certified organic facility looks like. Watch the safety precautions first-hand. Understand their pristine manufacturing practices so you can put systems like theirs to work in your own studio.
(Yes, you will need to wear a hair net and booties. I personally cannot wait to snap that picture during the cocktail hour Sunday evening …)
All customer identifying information will be removed, and you will be treated to a tour that may never be offered again.
Do you buy ingredients or products from EWL? Would you like to be able to tell your customers that you have actually been to the certified organic facility where the ingredients in their personal care products are received from all over the world and stored safely until they are shipped to you to make their products? Of course you would.
This is a unique opportunity to secure that marketing leverage. Be one of the few people who can say that about their ingredients and products!
Epic Fact Number 5: EWL Staff Can Answer Your Questions
Do you want to know how to make your products stand out in this incredibly crowded market place?
You will get that and more from six speakers, including Diane and myself.
What to know what else you'll enjoy access to on this special day?
A graphics design expert.
A marketing and social media expert.
A cosmetic formulation expert.
A business expert.
A public relations expert.
All in one place, at one time. Don't worry, we have a very organized day to help keep your brain from exploding.
Epic Fact Number 6: You Don't Have to Wait Until Next Week
OK, so I know you are excited. And you don't have to wait until next week to start putting EWL to work in your business. You can head over to their website right now and get a jump on filling your needs for the holidays and beyond.
It's October. Don't wait. Do it now.
I am so excited about our Member Makeovers! I know they will help so many Makers and Creative Entrepreneurs up-level their brand presence so more people can discover and buy your products. The fun starts in a few weeks, so get ready! Are you going to apply to be our Member Makeover this month? I'd love to have you, but if not, tell a friend or share on Facebook, Twitter and LinkedIn.