Business 10 January 2017
While most mothers can kick their maternal instincts into gear instantly, rarely are maternal instincts the basis for starting a company. Nova Covington started her skincare company Goddess Garden after her then-5-month-old daughter, Paige, had an allergic reaction to the synthetic ingredients found in the sunscreen she was wearing and so she then took it upon herself to concoct a homemade sunscreen for Paige where she replaced the synthetic ingredients with all natural ones.
Fast forward about 13 years and Goddess Garden – which is made and manufactured in Boulder, Colorado – is a national B Corp certified brand sold in 10,000 retail stores in the U.S. alone, has extended into skincare and just received it's first Series A investment by Renewal Funds; a Vancouver based Venture Capital Firm. Goddess Garden's journey so far has been quite impressive and shows no signs of slowing down anytime soon. Covington, who is also the CEO of the company, told SWAAY that the company is expected to grow another 70 – 100% in 2017. Covington explains that in 2016, with the addition of their newly launched Sun Repair System skincare line that the brand got onto the shelves of Walgreen's and Toys-R-Us, expanded their CVS and Kroger store counts and will go on to enter Walmart in 2017 – including some of the big box retailer's locations in the southern region of the U.S., which will be a new market for Goddess Garden.
Even with all of the growth, Covington's mission for Goddess Garden remains the same and very clear: helping the planet and helping people safely enjoy the sun.
"Our mission is to create a positive impact. We want to make better products than we have access to. We want to replace the conventional alternatives with better, natural products that are actually effective."
Well, with a positive mission and exponential growth comes recognition. So, in August, Nova, who runs the company alongside her husband Paul, received a visit by Maria Contreras-Sweet, head of the U.S. Small Business Administration, to award Goddess Garden a grant on behalf of the STEP (State Trade Expansive Program). The grant by STEP is awarded to small businesses to help establish global strategies and reach international consumers. "The grant will help to pay for international marketing for the next 5 years, all because we were using plant-based, U.S. grown ingredients" explains the founder. Then, in September, Goddess Garden received the coveted New Hope NEXTY Award for "Under The Sun", a pre-sunscreen serum that is part of the Sun Repair System line. NEXTY awards are given to products that are considered to be the most progressive in the natural industry.
It only makes sense that Covington, who comes across as very down to earth, explains that the inspiration for the Sun Repair System line was as simple as necessity. "It was inspired by necessity. I looked around for a facial cream to wear under my makeup with SPF 30 that was also a natural option" with no products available on the market at the time, the obvious answer for the busy mom of two was to (once again) make it herself, so that was what she did. Thus, came the Face The Day Sunscreen & Firming Primer and the birth of the entire sun repair system line.
The line launched in May of this year and contains only 7 products but according to Covington, that's all you need: "The entire sun repair system is only 7 products, there's 7 really unique products in that line. We kept it simple." In a beauty market that is over-saturated with skincare products, any brand that uses all natural ingredients, is good for the environment and can get your daily skincare routine down to just 7 products that protect, nourish and repair your skin is definitely okay in our book. Not to mention the full set of the sun repair system comes in under $80 – saving you money and space on your beauty shelf.
But how does a mom originally from Oregon with a background in communications and leadership know exactly which natural ingredients can replace synthetic ones in order to create high quality, effective skincare products? Covington explains that her passion for the environment coupled with the help of her husband who has a nutrition science degree from Oregon State University, it was a matter of researching every potential replacement ingredient, testing products on employees, friends and family and seeing which ingredients improved sun damage by either stopping or reversing the effects. Over a period of 18 months each of Goddess Garden's twenty-five employees received different variations of every product to test. The samples that delivered the best results had the most effective ingredients and went on to make up the formulas for the sun repair system line. A glimpse of the summary of their research notes that Goddess Garden was able to replace common skincare ingredients like retinol, fragrance and parabens with lycopene, essential oils and glyceryl caprylate, respectively.
Nova Covington by Callaghan O'Hare"My goal is to make something that you can use everyday to make your skin look better. Many products use plastic fillers which deliver immediate results but it is not really improving [your skin]. I wanted something that worked over time."
Well, according to the test results of Goddess Garden's first clinical research, Covington has definitely created products that improve your skin over time. Participants that used the Under The Sun serum and Face The Day Sunscreen & Firming Primer together for 90 days saw a 23% reduction in wrinkles.A business venture that could otherwise be perceived as organic and seamless, has - like all companies - faced some challenges. Covington explains that the biggest challenge so far has been explaining to buyers what natural sunscreen was and that their product was in fact effective. "When we first started going into mass food and drug channels, the buyers didn't know what natural sunscreens were. Everyone who sees a dermatologist is told that they need zinc titanium in their sunscreen [but] the buyers in the store didn't know what those minerals were. We had to explain that our product is very effective and that our competitors have not been as effective and people were getting sunburned" explains Covington. The founder goes on to say that when meeting with buyers, they had to make it clear to buyers that they understood the importance of producing and selling an effective product because these were products that they were also using on their family, "we were formulating something for our own daughter, we made sure it works, we use this on our family and I would never sell a product that doesn't work… we want [our consumers] to enjoy the sun again."[thb_border]
The Quick 10
1. What app do you most use?
2. Briefly describe your morning routine.
Coffee. Kids. Goddess Garden.
3. Name a business mogul you admire.
4. What product do you wish you had invented?
5. What is your spirit animal?
6. What is your life motto?
“We arrive precisely when we mean to" (re-quoted incorrectly from Gandalf, on Lord of the Rings).
7. Name your favorite work day snack.
Nuts, raw veggies and grapes.
8. Every business/entrepreneur must be ____ to be successful.
9. What's the most inspiring place you've traveled to?
Cabo Pulmo, the world's best protected Coral Reef in Baja California, Mexico.
10. Desert Island. Three things, go.
(Besides family members) Goddess Garden Sunscreen, a good book, Satellite locator for the trip home ;)[/thb_border]
From Your Site Articles
3 Min Read
With a lack of certainty surrounding the future, being and feeling healthy may help bring the security that you need during these unpredictable times.
When it comes to your health, there is a direct relationship between nutrition and physical activity that play an enormous part in physical, mental, and social well-being. As COVID-19 continues to impact almost every aspect of our lives, the uncertainty of the future may seem looming. Sometimes improvisation is necessary, and understanding how to stay healthy and fit can significantly help you manage your well-being during these times.
Tip 1: Communicate with your current wellness providers and set a plan
Gyms, group fitness studios, trainers, and professionals can help you to lay out a plan that will either keep you on track through all of the changes and restrictions or help you to get back on the ball so that all of your health objectives are met.
Most facilities and providers are setting plans to provide for their clients and customers to accommodate the unpredictable future. The key to remaining consistent is to have solid plans in place. This means setting a plan A, plan B, and perhaps even a plan C. An enormous amount is on the table for this coming fall and winter; if your gym closes again, what is your plan? If outdoor exercising is not an option due to the weather, what is your plan? Leaving things to chance will significantly increase your chances of falling off of your regimen and will make consistency a big problem.
The key to remaining consistent is to have solid plans in place. This means setting a plan A, plan B, and perhaps even a plan C.
Tip 2: Stay active for both mental and physical health benefits
The rise of stress and anxiety as a result of the uncertainty around COVID-19 has affected everyone in some way. Staying active by exercising helps alleviate stress by releasing chemicals like serotonin and endorphins in your brain. In turn, these released chemicals can help improve your mood and even reduce risk of depression and cognitive decline. Additionally, physical activity can help boost your immune system and provide long term health benefits.
With the new work-from-home norm, it can be easy to bypass how much time you are spending sedentary. Be aware of your sitting time and balance it with activity. Struggling to find ways to stay active? Start simple with activities like going for a walk outside, doing a few reps in exchange for extra Netflix time, or even setting an alarm to move during your workday.
Tip 3: Start slow and strong
If you, like many others during the pandemic shift, have taken some time off of your normal fitness routine, don't push yourself to dive in head first, as this may lead to burnout, injury, and soreness. Plan to start at 50 percent of the volume and intensity of prior workouts when you return to the gym. Inactivity eats away at muscle mass, so rather than focusing on cardio, head to the weights or resistance bands and work on rebuilding your strength.
Be aware of your sitting time and balance it with activity.
Tip 4: If your gym is open, prepare to sanitize
In a study published earlier this year, researchers found drug-resistant bacteria, the flu virus, and other pathogens on about 25 percent of the surfaces they tested in multiple athletic training facilities. Even with heightened gym cleaning procedures in place for many facilities, if you are returning to the gym, ensuring that you disinfect any surfaces before and after using them is key.
When spraying disinfectant, wait a few minutes to kill the germs before wiping down the equipment. Also, don't forget to wash your hands frequently. In an enclosed space where many people are breathing heavier than usual, this can allow for a possible increase in virus droplets, so make sure to wear a mask and practice social distancing. Staying in the know and preparing for new gym policies will make it easy to return to these types of facilities as protocols and mutual respect can be agreed upon.
Tip 5: Have a good routine that extends outside of just your fitness
From work to working out, many routines have faltered during the COVID pandemic. If getting back into the routine seems daunting, investing in a new exercise machine, trainer, or small gadget can help to motivate you. Whether it's a larger investment such as a Peloton, a smaller device such as a Fitbit, or simply a great trainer, something new and fresh is always a great stimulus and motivator.
Make sure that when you do wake up well-rested, you are getting out of your pajamas and starting your day with a morning routine.
Just because you are working from home with a computer available 24/7 doesn't mean you have to sacrifice your entire day to work. Setting work hours, just as you would in the office, can help you to stay focused and productive.
A good night's sleep is also integral to obtaining and maintaining a healthy and effective routine. Adults need seven or more hours of sleep per night for their best health and wellbeing, so prioritizing your sleep schedule can drastically improve your day and is an important factor to staying healthy. Make sure that when you do wake up well-rested, you are getting out of your pajamas and starting your day with a morning routine. This can help the rest of your day feel normal while the uncertainty of working from home continues.
Tip 6: Focus on food and nutrition
In addition to having a well-rounded daily routine, eating at scheduled times throughout the day can help decrease poor food choices and unhealthy cravings. Understanding the nutrients that your body needs to stay healthy can help you stay more alert, but they do vary from person to person. If you are unsure of your suggested nutritional intake, check out a nutrition calculator.
If you are someone that prefers smaller meals and more snacks throughout the day, make sure you have plenty of healthy options, like fruits, vegetables and lean proteins available (an apple a day keeps the hospital away). While you may spend most of your time from home, meal prepping and planning can make your day flow easier without having to take a break to make an entire meal in the middle of your work day. Most importantly, stay hydrated by drinking plenty of water.
Tip 7: Don't forget about your mental health
While focusing on daily habits and routines to improve your physical health is important, it is also a great time to turn inward and check in with yourself. Perhaps your anxiety has increased and it's impacting your work or day-to-day life. Determining the cause and taking proactive steps toward mitigating these occurrences are important.
For example, with the increase in handwashing, this can also be a great time to practice mini meditation sessions by focusing on taking deep breaths. This can reduce anxiety and even lower your blood pressure. Keeping a journal and writing out your daily thoughts or worries can also help manage stress during unpredictable times, too.
While the future of COVI9-19 and our lives may be unpredictable, you can manage your personal uncertainties by focusing on improving the lifestyle factors you can control—from staying active to having a routine and focusing on your mental health—to make sure that you emerge from this pandemic as your same old self or maybe even better.