The beauty industry is full of a huge variety of skin care and makeup products. However, some people need to use special ingredients or blends to achieve the desired results. This is where Deluvia Skincare and Cosmetics comes into play. The company uses ingredients from nature to deliver real results. Learn more about the company in this week's Small Business Spotlight.
What the company does
Offers skin care and cosmetic products made from high quality ingredients.
Founder Alicia Webb told Small Business Trends, “We sell a complete line of skincare products infused with beneficial ingredients such as Dead Sea essential minerals, aloe vera, manuka honey, botanicals and plant extracts.”
The company also offers “a loose mineral makeup line derived from nature that provides excellent coverage while feeling light and gentle.” The line was originally called “Demure,” which meant understated, natural-looking makeup .”
Business niche
A mix of quality, affordability and excellent service.
Webb says: “Throughout Deluvia's 20-plus years, the brand has continued to diligently search the world for clean, premium ingredients to incorporate into our products – ingredients that really deliver results – all down to earth Prices.” We are a family business founded over 20 years ago and continue to provide excellent customer service (we still answer our calls with a human)!”
How the company started
Because of a personal struggle.
Webb spent years searching for solutions to her psoriasis. After years of struggling to find a solution, she came across ingredients that actually worked. Then she decided to share them with the world.
She adds: “Traditional treatments and steroid creams provided short-term relief but resulted in flare-ups. “After much research, this led to the Dead Sea and the rich mineral deposits found there.”
Biggest win
Received positive feedback from customers.
Webb says: “When we started receiving a flood of positive feedback in letters and emails from our customers about how much our products had helped them. This continues to motivate us to push the brand forward and we look forward to getting to work!”
Biggest risk
Investing in a new company.
Webb explains: “We started the company completely from nothing. We used every credit card we could and scraped together the money we needed to buy the skin care ingredients we needed. We then traveled around the country selling them at every trade show and event we could get booked for.
“Unlike many other companies that start with investments or seed capital, we had to put ourselves to the test because we felt it was the right thing for us. There was a lot of sweat and tears back then because we took a blind leap. We were deeply in debt and could have lost everything, including our house.”
Biggest challenge
Faced with economic uncertainty.
Webb added: “The economic crash in 2008 was a very tough time for us. We have exceeded these expectations by hiring over 100 employees and training them to demonstrate our products throughout the United States.”
How they would spend an extra $100,000
Spread the word.
Webb adds: “Everything would go into advertising to spread the word about the product line and get more people to try our products for themselves.”
Team tradition
Reward the team based on metrics.
Webb says: “We run the business based on statistics, playing games and planning trips when certain goals are achieved. “As the statistics rise, employees are invited to lunch every week.”
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Image: Deluvia, Alicia Webb