The natural skincare industry has grown by leaps and bounds in recent years. As more people turn to organic and natural products for the face, hair, and body, 22-year-old Micaela Hoo found a way to turn a personal need into a flourishing business.
According to The Everygirl, Hoo had some difficulty finding products that would work for her sensitive skin. There was nothing in the market that would meet her needs, as she suffers from autoimmune diseases, which include eczema, dysbiosis, and celiac disease.
In early 2016, Hoo came up with an idea for an organic, cruelty-free, vegan, and gluten-free skincare line. After creating a plan and raising over $11,000 on Kickstarter, Drifter Organics was born.
Speaking with The Evergirl, the San Francisco native revealed how she successfully launched her natural skincare line in less than a year. Here are Hoo’s secrets on how she and her family created Drifter Organics.
They created their own products at home
The graphic design student said that she and her mother started mixing up batches of body butter after her initial frustrations with finding suitable skincare. Through trial and error over nine months, they were able to come up with a good formula, and that’s when they decided to sell their products.
Since then, their product line has expanded to include five types of body butter, lip balm, hand drawn art prints, a tote bag, and an e-book on natural skincare written by Hoo.
They ran a crowdfunding campaign
The family created a Kickstarter campaign in April 2016 to raise funds to produce their products on a larger scale.
“I think Kickstarter—or crowdfunding in general—is a wonderful way to create a buzz around your idea that you wouldn’t be able to generate otherwise,” said Hoo.
They took classes and read books on business and marketing
Hoo said that she and her mother, Dawn Marie Hoo, read books on how to launch a business. They also took a few Creative Live classes to learn about marketing, running a successful crowdfunding campaign, and using social media to find customers.
In addition to that, the 22-year-old did an independent study at her school, Savannah College of Art Design, where running the Kickstarter for Drifter Organics counted as an entrepreneurialism class.
They used social media to showcase their products
According to Hoo, Instagram has been the most ideal social media platform to market their products as their brand is “very heavy on colors, hand lettering, and photographs.” She also used Facebook to connect with real life and Internet friends who have been very supportive about her starting her own business.
For more, check out Jobs & Hire’s report on female celebrities with successful businesses.
