Interested in starting your own entrepreneurial journey in personal care but unsure what to expect? Then read up on our interview with Laith Salameh, Co-CEO of J&L Naturals, located in Mooresville, NC, USA.
What's your business, and who are your customers?
We're J&L Naturals, and we're your everyday essentials made ethical. From shampoo bars to toothbrushes, everything we make is from natural, environmentally-friendly materials. We're firm believers that our planet has everything we need. That's why we focus only on natural, simple ingredients. No sneaky chemicals. No unnecessary fragrances. And nothing else that shouldn't be in products in the first place. We also believe that it's not enough to just take from nature — you have to care for it too. At every step of our business, we're committed to practicing sustainability and responsibility — from our zero-waste containers to the eco-conscious manufacturers we partner with. Through J&L Naturals, we hope to make sustainable and ethical living easier and more accessible to everyone because everyone deserves high-quality essentials that don't break the bank while still caring for our health and planet! You won't have to choose between the planet and the products you use ever again.
Tell us about yourself
J&L Naturals was started in 2018 when I, Jenn, got tired of dealing with chronic acne for 15 years. After countless failed attempts to improve my condition using commercial antibiotics and topicals, I felt devastated and decided to try less conventional methods. From there, I fell down a rabbit hole of learning about natural healing. Eventually, I gained a deep understanding of my condition and how certain natural ingredients could affect it. I ended up trying a natural face salve, and lo and behold — it worked better than anything I had ever tried before. Yes, including expensive serums and medical treatments! Shortly after, Laith developed a rash on his underarms from deodorants made with harsh chemicals. So I thought, 'could I try the same nature-based approach?' I did some experimenting and came up with an aluminum-free deodorant, which worked like a miracle! This was our lightbulb moment. Proud of our handmade, natural creations, we began making products for our friends and families, too — each according to their unique skin types. But as we began to produce more batches, we noticed another problem: the plastic containers started to accumulate. We realized that appreciating natural ingredients goes hand in hand with taking care of nature, so we decided to do something about it! J&L Naturals is our way of harnessing the best of nature to help others while also helping the earth. That's what keeps us going each day!
What's your biggest accomplishment as a business owner?
At J&L Naturals, we are most proud of being able to give back. Not only in the sense of making products that compost and biodegrade but also through giving back, such as #TeamTrees and #TeamSeas, where we plant trees and remove ocean waste when we sell sets and gain followers on Instagram. As a business, it's not enough to take resources from nature or remain neutral. For us, we want to give back too actively.
What's one of the hardest things that comes with being a business owner?
As a sustainable business, it's incredibly challenging to ensure that every decision we make is the best one for consumers and the earth. No doubt, it's much easier and cheaper to cut corners. For example, it costs a lot less to choose single-use plastic containers than glass or kraft, and there's that extra step of rigorously screening our suppliers and manufacturers to guarantee that they pay fair wages and uphold responsible practices. But we do all these things to avoid greenwashing and to help redefine the way brands do business. And for us, while being a sustainable business may be more expensive, the pay-offs are more than worth it.
What are the top tips you'd give to anyone looking to start, run and grow a business today?
First, it's important to have a purpose beyond profit. Far too often, entrepreneurs get into business simply to make money, and to an extent, that's understandable. But collectively, we need to elevate our standards in business to make things more equitable for everyone and better for the planet. Plus, with a clear, honest purpose, you'll be able to build a loyal community of people who share your mission. Without that purpose, it's hard to make your brand stick and get your voice to resonate truly.
Second, it's very important for us to work with people who share the same values as us, and we treat every transaction as a partnership, collaborating together to make the earth a little better. As such, we really take the time to get to know every person and company we work with. We do rigorous background checks on suppliers and manufacturers, even if it means asking endless questions and looking for credentials and references. It's a necessary step to avoid greenwashing and make sure we walk our talk.
Lastly, pay it forward. Not everyone is able to start a business. And for some, it's even considered a privilege. So when you have that opportunity to give back, take it. Businesses are the heart of their communities, so support them — whether that's through partnering with organizations, investing in your employees, or supporting like-minded brands who share the same mission.
Where can people find you and your business?
Website: https://www.jnlnaturals.com/
Facebook: https://www.facebook.com/JnLNaturals/
Instagram: https://www.instagram.com/jnlnaturals/
Twitter: https://twitter.com/jnlnaturals
LinkedIn: https://www.linkedin.com/company/jnlnaturals/
If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.
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