Problem

Everybody deserves to be comfortable in their own skin. But for those of us with sensitive skin, that's not so easy. I have spent countless hours and ridiculous amounts of money on products that were advertised as being able to improve the tone of my skin while relieving itching, and it's always a gamble. Reading the ingredient list is usually if little help since most of the ingredients have chemical names I don't recognize and usually cannot pronounce. There was never a way to predict how the product would work based on the label and ingredients, and usually they didn't work as advertised. I simply could not find the right products to make my skin feel comfortable - I was always itchy, especially on my scalp.

Solution

Over the years I had accumulated a fair number of home remedies for my skin. I used a lot of apple cider vinegar, because of its astringent and healing qualities - but there's only so many times you can pour apple cider vinegar on your scalp before you start to think there has to be a better, less messy way. So from time to time I experimented with my home remedies, improving them by combining different ingredients for different effects. I had my calming remedies, my moisturizing remedies, and my aromatherapy remedies.

One day, during lockdown, I decided to keep a standing supply of home made products for my skin. After some successes and failures, I created an entire product line with a hair mask, a scalp serum, a face mask, a face toner and a body scrub. start making my own skin care products using ingredients I knew were safe, soothing and good for my skin. I love using them. However, when my daughter started to steal my treatments and use them for herself, I started to think that my product line could actually be a great business.

Market

The global cosmeceutical market was about $30 billion in 2020, and that figure (depressed during COVID lockdown) is expected to double by 2028. There is high demand for skincare and haircare products worldwide, with interest in products with natural and organic ingredients increasing as we learn more about the harmful effects of synthetic ingredients.  

There is no skin care brand currently in the marketplace that is known for utilizing apple cider vinegar as a significant ingredient. Just like Aveeno and Burt's Bees before us, we have the opportunity to create a unique niche and identity in a growing market. Once the initial product line is launched, there will be significant room to expand that line into a fully realized brand.