Last month I attended a beauty conference in downtown Los Angeles. I was introduced to a lot of skincare and make-up brands. It was interesting to see how things were packaged and what colors were on trend. However, as I’ve gotten older, it’s important to me that I use products that have minimal ingredients because my skin can be sensitive to certain ingredients. There are so many choices when it comes to cosmetics and sometimes it’s confusing or overwhelming. Fortunately Love Goodly makes it easy for those who want to shop for clean products – items that are vegan, non-toxic, and organic.
So what is Love Goodly? The company carries beauty brands that are cruelty-free, non-toxic, vegan, and organic. With each purchase of their subscription box, the company will give back to a cause. Their boxes contain four to five, mostly full-sized products that are from the beauty, skincare, or wellness space.
Here is what came in my August/September Box:
- Bars Over Bottles: Shampoo & Conditioner Bar
- Evio Beauty: Pore-fect Primer
- Orglamix: Eyeshadow
- Orglamix: Eco Chic Eyeshadow Makeup Brush
- Purlisse: Matcha Green Tea Antioxidant Sheet Mask (VIP Box only)
For Katie Bogue Miller (Love Goodly Co-Founder, VP of Novica Beauty), “clean beauty” isn’t just a marketing term but a lifestyle for her. Katie co-founded Love Goodly with Justine Lassoff to make it easier for women to shop for healthier products. Not only did they want to introduce products that are safer, but they also wanted to sell them at a reasonable price. Also, as a breast cancer survivor, Justine wanted to follow a healthier lifestyle. Katie, a longtime vegan, wanted to use cruelty-free and safe products for her and her family.
Recently, I had the opportunity to interview Katie and Nicole Bugante, Love Goodly’s eCommerce Manager. Here is what they had to say…
How/why did you begin your business?
Katie: Way back in 2014, we were early adopters of the need for effective and non-toxic beauty since so many ingredients in mainstream beauty products (still to this day) are known endocrine disruptors and carcinogens, etc. We want to help women make more educated decisions when it comes to what they put on their bodies as most of what you put on your body goes INTO your body. We also feel it is so important to leave animal by-products out of beauty products (which are completely unnecessary) and to not support any brands that test on animals. So Love Goodly was born — we curate the best established and up-and-coming brands into our bimonthly beauty boxes.
How do you go about sourcing vegan, non-toxic, and cruelty-free products? Do you work with curated vendors?
Katie: Great question! Since we have been in the space so long, we have many well-established relationships with vetted brands. We also scout and search for the up-and-comers and help them gain presence. We love the concept of women supporting women and having a great community that cares not only about the health of ourselves, but also animals and the planet. We are also contacted daily with new submissions. All ingredients in every product featured in Love Goodly’s boxes and website are rated 3 or below on EWG’s Skin Deep Database.
Nicole: When curating our box, first and foremost, we must make sure they are a vegan-friendly brand or have a collection of vegan-friendly products. Then when we find a product that we believe our Lovelies would enjoy, we double-check if they have any ingredients from our banned list and use websites like EWG’s SkinDeep Database and Decode INCI to analyze individual ingredients. Then we test and experience the product(s) ourselves as well as family members and friends; we all have different skin types and tones, so we want to see if the product suits us and them!
We receive a lot of inquiries from amazing vegan beauty and lifestyle brands, mainly local US women-owned businesses, but it’s so difficult to pick only 4-5 brands! We have also worked with brands from Canada, France, to Brazil.
What is one tip or piece of advice that you would give to other female entrepreneurs?
Katie: Take the risk! Be prepared to work hard and put in a lot of research before going forward with your idea. But keep it! Don’t give up!
What do you like best about having a business in Southern California?
Katie: The sunshine! Ha. There is so much synergy for like-minded brands in LA that it was the perfect launching place. It also enabled us to network and eventually get acquired by our parent company, Novica. Talk about synergy there! They are the largest impact marketplace in the world empowering artisans, which as a cause-based company ourselves at Love Goodly, couldn’t have been a better match for us.
If there was one thing you wish you knew before you began your business, what would that be?
Katie: The subscription business is a beast! Know your facts about churn, retention, and customer acquisition!
Check out the video below to see what is inside of the October/November Love Goodly Box!
Want to purchase your own Love Goodly Beauty Box? For Real Mom of SFV readers, use promo code “REALMOM” to receive 50% off your first TWO Essential or VIP Bi-Monthly Subscription Boxes*. Simply head over to their website to subscribe: https://www.lovegoodly.com/pages/subscribe.
*NOTE: This code does not expire. Valid for the Essential or VIP Bi-Monthly Subscription Box Plans. Does not apply to the Single Boxes or the Prepaid Box Plans. Cannot be combined with any other special offers or discount codes. Cannot be retroactively applied to active subscriptions. The first 50% off is applied immediately at checkout for the first Essential or VIP box, and the second 50% off is applied on renewal day. If the subscription is canceled before the second discount is applied, it cannot be transferred to a new or existing subscription. Click here for any Billing questions.
Disclosure: No monetary compensation was received for this post. I received a complimentary beauty box which helped facilitate this review. All images are my own unless otherwise noted. As always, my opinions are 100% my own.