Mom Entrepreneur Creates Good for You Girls, Natural Skincare for Tweens

Do you have a great idea for a product? Check out the “light bulb” moment Kimberly Grustas had. She was simply having lunch with a friend looking for an all natural skincare product for her tween, and guess what happened? Good For You Girls was born!



Tell us about Good For You Girls and why you started the company.

My friend Grace and I were having lunch at Whole Foods one day. She wanted to look for a facial cleanser for her oldest daughter Olivia (then 10). Grace had expressed that the products she used for herself were not right for her daughter and honestly too expensive. As we were looking at labels, we could not find products that did not contain anti-aging ingredients. 
Being involved in the natural product industry for 15 years, I immediately had that lightbulb moment. Current manufacturers had completely forgotten this “newbie” demographic. We were surrounded by baby and adult products but nothing that was specifically created for the first-time skin care user. Being a mother of two girls myself, I understood how mass-market companies specifically target this “girl” demographic. I had successfully helped launch products into health food and mass market for my own clients for the past 10 years. I knew I could do the same with Good For You Girls.

What has been your biggest challenge in starting the business and how did you overcome it?

There have been several challenges.

1. Distributors/Brokers: In the natural products industry, there is a channel you must follow to reach the retailers. Typically, brokers and distributors are used. It is difficult to find loyal brokers who will work had for your brand. It is also difficult to build the relationships with your distributors as a new company. Our distributors now understand that we are not going anywhere, and our products have true potential in the marketplace.

2. Retailers: Creating a new category means making space on the shelf for retailers. In order for retailers to make room on their shelves, they need to know that you are creating demand and driving traffic to their stores. 3. Both of the above lead to what I feel is our largest challenge: Creating consumer awareness. We underestimated the dollars needed to create consumer awareness. Without a formal budget, we have had to be very creative and approach and rely heavily on PR.

What has been your biggest reward in creating the business?

Definitely the testimonials from our customers and retailers. Retailer feedback is that a product like this is so needed. Our customers send us feedback all the time about how wonderful the product is and how it has helped their daughters.

How have you built buzz about your natural skincare products for tweens?

Because I had been in the industry so long, I knew all of the natural product publications and their editors. They have been very kind to us with product mentions. We have also used blogging and giveaways.

What has been your most successful marketing technique and why?



This is twofold: 
Retailers: Most of our retailers don’t even read their e-mail. Traditional advertising methods definitely work best to reach them. Consumers: Social networking has been a good resource for us. We hear directly from like-minded individuals who feel passionate about natural products and protecting their families.

What tips do you have for managing a family and running a business at the same time?

Openly, this has always been a struggle for me. I am a total type-A personality. My brain moves 100 miles an hour and is always thinking about the business. I have to be very diligent about setting strict business hours or I can easily be working 24/7.

What advice do you have for other women business owners out there who are just starting out?

Set up a plan and stick with it. You must outline your target demographic and honestly define the things that are crucial to growing your business. There is always someone trying to sell you something. This can take up hours of your day. If it is not something you need or want now, say no. If vendors are serious, they will call back.

Is there anything else you would like to add?

Reach out. Reserve one hour in the evening to reach out through blogs and associations that motivate and challenge you.


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Thanks for your great tips Kim! To reach Kim and find out more about natural skincare products for tweens, how to get rid of acne, and more, visit www.goodforyougirls.com.

By Melanie Rembrandt