UK start-up Supernatural Beauty touts Miracle Balm, which was designed to solve one child’s skin issue, but now enjoys a much wider following these days. On the heels of it first showing in the US at the Indie Beauty Expo, Happi chatted with founder Jenny Cupido about her company’s water-free skin care products and what’s ahead for this naturals brand as it makes its way to the American market.
 
Happi: I know that necessity was the mother of invention for your product line—but did you ever expect to grow a business by trying to answer your child’s needs?
Jenny Cupido: Not at all!  It all came out of a desire to help relieve my son’s eczema and eliminate toxins from our household skin care. My husband and family gave me the support I needed to turn my passion into a business to help others with the same needs and desires. 
 
Happi: What is your hero product in the line and why do people love it?
JC: Such a hard question! I’ve had so many amazing testimonies from each of our products, but our ultimate hero product is the Miracle Balm. It contains 16 different oils from tamanu, baobab, avocado, neem and its star performer, calendula and calendula CO2 extract. There’s no skin issue it hasn’t solved as its been formulated to aid in skin cell regeneration to speed up healing, reduce inflammation and diminish pain and scarring. It truly is miraculous.
 
Happi: What is your newest launch and what makes it so special?
JC: We just launched Supernatural Beauty in August so we’re very excited to finally get to share it with the world. All of our six products are completely water free and 100% natural with four products that are100% organic as well. I’m incredibly proud to have such a pure line that delivers the most amazing results, but we are hoping to launch two new products next year so we’re working hard on that.  
 
Happi: Do you work with a contract manufacturer or private label company?
JC: We manufacture all of our products in house and do all of our own R&D. We take enormous pride in that. At the very beginning when I was creating the business plan I looked into both routes to manufacture ourselves or outsource and quickly discovered that I wouldn’t be able to source all the ingredients I wanted through a private label and that most manufacturers couldn’t replicate our unique formulation process which would have compromised the quality and performance of our products.  
 
Happi: How as the experience at the Indie Expo in NYC?
JC: We absolutely loved Indie Beauty Expo and couldn’t believe what a success it was. Such a beautiful exhibition with a palpable passion for organic skin care from everyone we met.  
 
Happi: Is the brand expanding to the US?
JC: We are coming into the US either next month or in December and we have some amazing collaborations we’re working on for next year so watch this space!
 
Happi: What’s the rest of 2015 look like for the company? What has you most excited?
JC: The rest of this year is now all geared toward Christmas.  We have a genius collaboration we’re working on for Black Friday in the States and I’m most excited about our photo shoot and new promo material we’re creating for that.  
 
Happi: What’s your advice for how indie brands can carve a place for themselves in the beauty/personal care world?
JC: To carve your own place in the market you need to keep it unique and stay true to your core values. Have a vision, write it down and stick to the plan. Don’t get distracted by trying to create a product for everyone, define your customer and target just your customer, not every custom