VBE Spotlight on: Botanicary

Botanicary

Botanicary was founded in 2021 by Sara Lee.

Botanicary, a skincare line rooted in the "farm to skin" ethos, was birthed from the determination of its co-founder, Sara Lee, a female combat veteran. Drawing from her experiences in the Marines and as a chef at the Mansion on Turtle Creek, Sara was inspired to create products that harness the power of organic botanical extracts for nourishing the skin. Frustrated by the ineffectiveness and harmful ingredients of luxury skincare brands she encountered during her time as a model, she crafted her own nature-based solutions, which eventually laid the foundation for Botanicary. Now co-owned by Sara and her husband Joseph, a minority military veteran, Botanicary stands for beauty without compromising health, offering artisan crafted skincare products that truly embrace the transformative power of nature.

Learn more about Botanicary by visiting their website at botanicary.com

About the Business - Falling in Love with Fresh

What services do you provide?

"Botanicary, a succinct portmanteau, is a botanical apothecary specializing in wildcrafted and bio-active skincare. Botanicary provides luxury, plant-based skincare. Botanicary’s mission is to provide luxurious, effective, and environmentally responsible skincare products by using natural and organic ingredients sourced sustainably and ethically, while prioritizing social responsibility and accountability. The main goals of Botanicary are to provide safe, effective, and luxurious skincare products that are made from natural and organic ingredients sourced sustainably and ethically. The business aims to offer a range of products that cater to different skin types and concerns, while also prioritizing environmental responsibility and social accountability. Botanicary strives to be a leader in the skincare industry by providing products that combine the latest scientific advancements with the purity of nature, all while maintaining a commitment to sustainability and ethical practices."

Who are your primary customers?

"Botanicary attracts environmentally conscious and empathetic customers who prioritize not only their own health and well-being but also that of animals and the environment. These customers are willing to pay a premium price to achieve their desired outcomes."

When and how did you start your business?

"'Botanicary officially launched to the public in 2021 after years of research and developing the product line and perfecting the formulations, and the final year prior spent preparing for launch in all the ways imaginable: web design, trademarks, cost sheets, label design, brand design, product photography, liability insurance, UPC registration, tax registration, marketing strategies, socials, and much more. After my time in the service, driven by my family matriarchs’ rich history of creating food, I decided to attend Le Cordon Bleu Culinary Institute. Afterwards I went on to become a chef at the world-renowned Mansion on Turtle Creek in Dallas under the tutelage of Michelin starred Chef Bruno Davaillon. It is there I learned a love for fresh ingredients and the farm to table movement. Later I would begin to apply those lessons by utilizing organic botanical extracts to nourish from the outside in as well. Now I’m pioneering my own movement I like to call “farm to skin”!"

Business Growth Challenges - Growing Through Challenge and Change

What were some of the challenges in starting your business?

"Indie brands face considerable obstacles in their growth trajectory, with the saturation of consumer categories, iOS 14-related privacy changes, and crowded digital marketing channels leading to prohibitively high customer acquisition costs. As a luxury brand, our price point is aspirational which can make it challenging for many to justify purchasing without prior brand awareness. While our Customer Acquisition Cost is high, customer loyalty is also higher in the luxury market compared to drugstore brands. We understand that building a strong and loyal customer base takes time, but we believe that our commitment to quality, craftsmanship, and ethical practices will continue to attract customers who value these traits."

What is the key to the success of your business?

"Skincare has always had a part in human history. The first evidence of a skincare regimen was found in Egypt in 3000 BCE. However, it wasn’t until after the industrial revolution and the evolving gender roles of the 1900’s that the skincare industry we know today began to take shape. Skincare is the leading category in the cosmetics and personal care market – accounting for over 40% of the global market. The global skincare market is projected to grow from $100.13 billion in 2021 to $145.82 billion in 2028 at a CAGR of 5.52%. Sales of skincare products grew by 13% in 2021 in the United States, while makeup grew by only 1% in the same period. Online beauty retailers grew 24% in that time, with skincare leading the way. Challenger brands account for 25% of the beauty market are growing almost four times faster than established companies. For the last several years there has been a great divide in skincare occurring between the all-natural and the science-based brands. While the natural movement has gone mainstream, the majority of skincare enthusiasts still reach for the more toxic, more expensive brands. Most “natural” brands are either chemical-laden with a few natural ingredients thrown in or are lacking in efficacy and a luxurious experience. Today’s consumers are more health conscious and more label savvy than ever. This means that yesterday’s “greenwashing” techniques aren’t effective and consumers expect exceptional product performance in addition to clean ingredients.

At Botanicary we believe in both the power of nature and the power of science. Our products are formulated using antioxidant-packed plant extracts along with proven ingredients like niacinamide, hyaluronic acid, peptides and retinol. This means they get the best of both worlds with ZERO compromise."

What lessons learned can you share with people to make their business succeed?

"Find Your Niche. At Botanicary, our target market is the overlap between organic/natural skincare, the challenger/indie skincare market, and the luxury skincare market. You don't need the whole pie; just a slice! Even if we capture less than 0.01% of the global skincare market, we will consider ourselves successful. We are aware of the multitude of skincare brands available and do not intend to compete with them or lure away their customers. Instead, our goal is to establish a loyal customer base that recognizes the unparalleled quality and artistry that our brand offers, and keeps coming back for more."

What pitfalls should they avoid?

"Don't undervalue yourself. One of the worst mistakes a new business can make is charging too little. At Botanicary, our pricing strategy is based on the value of our competitive advantage, branding, and perceived value. We offer a range of products starting at $39 and going up to $91, and we've chosen to target the luxury skincare market to align with our brand's ethos. This allows us the freedom to prioritize the effectiveness and luxurious experience of our formulations over cost. Our price point is informed by extensive market research of hundreds of skincare brands, while ensuring our products remain accessible and under the $100 benchmark of ultra-luxury, elite-only brands. Our strategy involves prioritizing long-term growth over short-term gains by maintaining higher profit margins. We acknowledge that this approach may result in slower growth compared to starting with lower margins. However, we recognize that building a luxury brand requires time and trust, and success is seldom instantaneous."

What other information about you and your business would you like to share with the NaVOBA community?

"A Foundation of Virtue
Botanicary was conceived and created by Sara Lee, a female combat veteran. As a crew chief and a sergeant in the Marines I learned key life lessons of honor and dedication that would later come to benefit my future endeavors. My time in the service reinforced the values I had learned early on of courage, honesty and self-sacrifice.
Falling in Love with Fresh
After my time in the service, driven by my family matriarchs’ rich history of creating food, I decided to attend Le Cordon Bleu Culinary Institute. Afterwards I went on to become a chef at the world renowned Mansion on Turtle Creek in Dallas under the tutelage of Michelin starred Chef Bruno Davaillon. It is there I learned a love for fresh ingredients and the farm to table movement. Later I would begin to apply those lessons by utilizing organic botanical extracts to nourish from the outside in as Ill. Now I’m pioneering our own movement I like to call “farm to skin”.
A Stepping Stone
To help pay my way through culinary school, I also spent time modeling, during which I was introduced to luxury skincare lines that claimed to do everything from clear acne to reverse aging. Not only did most fail to live up to their claims, once I took the time to read the ingredient labels, I knew it wasn’t something I wanted to put on my skin. So I started searching. High and low. For a skincare brand that was both clean and effective. After years of searching with no success finally I began creating my own nature-based products for myself and my family. Now I’m happy to bring those same organically crafted products to your family!"

Service information

Branch:

USMC

Service Years:

2008-2015

Highest Rank Attained:

E-5/SGT

Why did you join the military?

"I joined the military in 2008 out of high school. I've always known I wanted to serve. My grandpa served in the Marines during Vietnam, my grandma served in the Air Force, and my dad served in the Army. You could say it's in my DNA. I love this country and the diverse group of people that it comprises and I wanted to give back in some way. Now I'm able to serve the same diverse demographic by providing truly-biocompatible skincare to all skin types, tones and colors."

Military Occupation:

"I was a crew chief on the KC-130T"

Significant Achievements/Experiences:

"• Marine Corps Good Conduct Medal, 3 Letters of Appreciation for volunteer efforts, Global War on Terrorism Expeditionary Medal, Global War on Terrorism Service Medal, National Defense Service Medal, and Sea Service Deployment Ribbon.
• Deployed participating in Operation Inherent Resolve for 97 days, flew over 80 sorties, 212.5 hours, and 30.5 combat hours.
• Distinguished Graduate from Aircrew Candidate School"

Biography/Fun Facts

What is your favorite TV show?

"Of all time? How I Met Your Mother. Now? The Mandolorian!"

What artists are on your favorite playlist?

"Jason Isbell and the 400 Unit, Tyler Childers, Chris Stapleton, Miranda Lambert, LeAnn Rimes, Uncle Lucius, Turnpike Troubadours, Reckless Kelly, Miley Cyrus, Paul Cauthen, Florence + The Machine, Tab Benoit, John Moreland, shall I go on?..."

What would you be doing if you weren't a business owner?

"I love to garden and get my hands dirty and cook with all the fresh produce! I would probably take over the whole yard! I also love a good home improvement project so I'd have more time to devote to all the projects in my head haha!"