After an exciting finish to New York City’s Fashion week, I noticed that this season, fashion insiders were given a lesson in how inner beauty effects outer beauty. There seems to be a steady stream of information stemming from a heavy focus on sustainable products to overall living well. As we soon flow into the third month of the third decade of the twenty-first century, skincare and healthcare are center stage.
I often report on the importance of dressing for success to achieve the best person you can me and to have others perceive you as the way you wish for them to perceive you; strong, confident, respectful and ambitious.
Love Wellness is a female-first wellness company focused on total body care. Started in 2016, Lauren Bosworth, Founder & CEO, aims to create a more open and honest self-care culture for women. Driven by community, the brand is designed to help women feel informed, empowered, and ready to take full control of their health and wellness.
When I speak about dressing for success it is also my mandate to transition brands to open up about a more versatile take on a fashionable and healthy lifestyle. At present, we have defined better codes both for dress, hair and make-up and wellness care. Love Wellness offers better-for-you products like targeted and effective grooming, skin and nutritional support, personal care products, and supplements to help women tackle issues like gut health, stress, sex, and skincare.
The brands recently announced the relaunch with a refreshed brand identity, logo, packaging, and website. To support the relaunch, the brand released a progressive campaign that aims to create a more open and honest self-care culture for women.
Including a new tagline, “Love Yourself Well™”, the relaunch is part of the company’s strategy to establish a strong foothold in the feminine wellness category, grow the brand’s community and customer base, and empower women all over the world to take charge and become advocates of their health. As part of a year-long objective to tell the brands story through their community, Love Wellness tapped real customers of all shapes, sizes, and backgrounds for the brand relaunch and campaign to authentically speak about core values – inclusivity.
Love Wellness wants to encourage women to not “just deal”, but to realize that what they are going through is normal, and that Love Wellness products are the modern and innovative solutions they may be looking for.
I recently had the privilege of speaking with Lauren Bosworth, Founder and CEO of Love Wellness about how her background is in entertainment and media created a built-in audience that provides her with a platform to use my voice and ideas to innovate in a space that she’s personally connected to, why it was important for her to create an open dialogue in an effort to remove shame, stigma, and false information around women’s health and skincare, and why she wants to encourage women to not “just deal” with their health and skin problems, but rather show them that there is an effective and safe solution out there in the market!
Joseph DeAcetis: Talk to Forbes about the history, and development of your brand; and your personal background?
Lauren Bosworth: I became aware of the lack of clean, body-positive personal care products for women during 2015, a time when I was unwell and spent a good amount of time at the doctor’s office and at drugstores. At that time, the old-school products from legacy brands didn’t address my problems and the use of these products made me feel embarrassed about the need to take care of my body. That experience is a universal one for women and it’s emotional. It was in those disappointing moments, standing next to the tampons that I knew women deserve so much more than products and messaging invented by men in the later half of the 21st century.
I got better when my doctors began to consider more gentle, naturally-derived products to help me along with a lifestyle overhaul of better nutrition, less stress, and more sleep. In the west we’ve been taught that you can solve your problems with a prescription, and for most people, that’s simply not the case. When I was willing to shift my perspective on what was actually agreeing with my body that I put together the initial products for Love Wellness, and made the decision that this brand would be the first one in personal care to educate women about their bodies in a positive way. We teach women to love themselves well, and that message has resonated far and wide. Taking care of your body isn’t a shameful experience, it’s something we deal with in a respectful and informed way at Love Wellness that allows you to get on with your life.
My background is in entertainment and media. Before Love Wellness I spent a good chunk of my early 20s on television and then shifted to creating my own wellness, cooking, and nutrition content. I know that for some people hearing that I’m the founder and CEO of this business is a bit surprising, but the reality is that any first time founder makes a leap from somewhere. I have a built-in audience that provides me with a platform to use my voice and ideas to innovate in a space that I’m personally connected to, and my evolution into the day-to-day CEO of this company has been incredibly fulfilling. I love going to work everyday because I get to ideate, build, and story-tell.
Joseph DeAcetis: In your words, what is your competitive advantage in development and specialized product?
Lauren Bosworth: We do an excellent job of correcting misinformation when it comes to women’s bodies at Love Wellness. Our customers always experience that “a-ha” moment when they discover this brand and what we do. You see that with our thoughtful formulations that are made with women’s bodies in mind and that education we pair alongside these products. We teach basic biology here, and when you empower women with good information they are further empowered in their purchasing decisions. No other brand in the space is taking the time, energy, and effort to build a community of experts, advisors, and contributors in the way that we are. At LoveWellness.com you don’t just find products – you also find The Love Club, our membership program that combines our community forums, expert articles, and eCommerce into a single, seamless experience. Making great products that look nice on your shelf are just a part of our story. Our community is what makes us truly unique, and it’s incredible to see female consumers engaged with a brand on a deep and intimate level. The story-telling that happens within The Love Club is remarkable for a company with its original roots in eCommerce.
Joseph DeAcetis: What are some health issues you think a lot of women are ashamed to talk about? Why is it important to try and remove that shame/stigma around women’s health issues?
Lauren Bosworth: If you are embarrassed by your body, you may be too embarrassed to take care of it too. Removing the stigma from basic personal care needs is important strictly from a health perspective, and it’s important that women understand that a lot of products out there that are marketed as safe and effective for women are not. Education is at the root of what we do, and through education we simplify a lot of topics that have long been considered taboo, simply by demystifying them. I was so impressed with the episode of “The Goop Lab” on Netflix where they showed women’s real bodies. It’s powerful stuff and a great example of education at work.
Joseph DeAcetis: In your words, what are women seeking today in wellness?
Lauren Bosworth: When a woman thinks about wellness, she is really thinking about finding peace with and within her body. It’s about being both calm and energized, satisfied and craving new experiences. Wellness isn’t a trend – being well represents a true cultural shift that makes feeling good about feeling good a priority.
Joseph DeAcetis: Talk to Forbes in detail about why it is important for consumers to be aware of this brand?
Lauren Bosworth: It’s critical that women understand that there are options out there for personal care and wellness that are modern, clean, and made with a body-positive message. The cheap products from legacy brands are no longer the only game in town, and what we’ve created from an educational and product formulation perspective is thoughtful, safe, and innovative. Women deserve to take care of their bodies in a kind way, and we plan to share that story in a very big way this year.
Joseph DeAcetis: What are your day-to-day responsibilities?
Lauren Bosworth: In addition to developing all of our products, the brand look-and-feel, and core messaging I manage day-to-day operations ranging from legal, to finance, and hiring/firing. I started the business by myself in my living room, so I have an intimate understanding of how each piece works together because I’ve done every job. Additionally, I establish our growth strategy with my partner and COO/CMO, Matthew Murray, and we get to work on executing that with our constantly growing team.
Joseph DeAcetis: What are your future projections and growth strategy for the next few years?
Lauren Bosworth: We’ve achieved 3000% growth over the past two years, hit the eight-figure revenue milestone in 2019, and have no plans to slow down anytime soon.
Love Wellness is committed to developing our omni-channel growth, using each vertical for a very specific purpose with the goal that they each support the other. LoveWellness.com is about subscriptions, community membership and education. Our Amazon channel is for the customer who wants to make a quick purchase. Our retailers support women who prefer to shop in their favorite stores. The channels are non-competitive and serve a specific purpose which is overall brand awareness. Additionally, we are making a meaningful investment into marketing at scale online, through various OOH opportunities in New York City and Los Angeles, and through connected-TV opportunities on Hulu, Apple TV, Amazon Fire, and more. Our robust presence within Ulta Beauty is an incredible marketing opportunity in itself and we’ll be moving into more than 1,000 Ulta Beauty doors in March 2020. Additional retail partners for this year include more than 2,000 CVS and CVS Health Hubs locations in the United States.
Joseph DeAcetis: Can you tell me more about what inspired the rebrand/relaunch and the new ad campaign for Love Wellness?
Lauren Bosworth: The relaunch and the brand campaign really caters to the many women, including myself, who have searched high and low for solutions to uncomfortable health issues. It was important for me to create an open dialogue in an effort to remove shame, stigma, and false information around women’s health. I want to encourage women to not “just deal” with their health problems, realize that what they’re going through is normal, and that there is an effective and safe solution out there in the market.
Joseph DeAcetis: Can you tell me how you’re making sure the supplements are made well and safe?
Lauren Bosworth: Our products are produced according to the most stringent GMP standards, including a range of quality tests dictated by product specifications. It starts in the beginning by testing the raw materials to verify identify, microbial, purity and potency. After approval, the raw materials are mixed in precise quantities in a commercial blender. Uniformity of mix tests are conducted to verify that the perfect blend is achieved with the correct balance of each ingredient. The nutraceutical blend is then introduced into capsules or tablets, which are weighed periodically throughout the process to verify that the correct amounts of materials are included in each dose. The finished product is then tested again to verify the appropriate dose of each nutraceutical is the capsule or tablet, and to assure safety standards for heavy metals and bacteria. Finally, the product is tested to make sure that it will break down appropriately once it is used by customers.