What started as a company to solve Emilie’s terrible migraine troubles slowly and surely grew into a full blown skincare company that’s taken her down the entrepreneurial path to success.

We’re covering how she bootstrapped her business and found creative solutions to problems she faced with financing along the way, why she never took on VC money and the learnings along the way that she wished she knew.

A Foundation of Strength

When Emilie reflects on her upbringing, she credits her family as a source of inspiration. "I come from a long line of determined, strong-minded women," she shares. Her mother, older sister, aunt, and grandparents instilled in her the belief that if you wanted something done, you just had to do it. This environment left Emilie feeling limitless, free from the expectations of conformity. “I also didn’t think anybody else was going to fix my problems. It was up to me and then other women,” she adds.

While she may not have had specific role models within the beauty industry, Emilie found inspiration in the women leaders around her, whether they were teachers, professors, or other influential figures. Their drive and determination to make a difference sparked her own ambition and fueled her journey.

The Start of a Dream

So, what was the pivotal moment when Emilie decided to start her own business? It all began with small gift baskets. She started by putting together bath salts, soap, and candles—gifts for birthdays and special occasions. “I was doing this on the side while working full-time,” she explains. As her passion for creating grew, so did her vision. Emilie dreamed of building a collection of her own products, but first, she needed to learn the ropes.

After taking a night class at UCLA on writing a business plan, she felt inspired. “It was completely foreign to me,” she admits. Yet, with determination, she worked through the sections, envisioning a future where she could turn her passion into a full-time gig. By 1999, she took the leap, quitting her job to focus on her dream. While her father supported her, her mother had her reservations about leaving a steady job. “I decided that I would take a year and see where it would end up,” Emilie recalls.

Overcoming Early Challenges

Starting LATHER wasn’t without its hurdles. Emilie learned about making products, forming relationships with chemists, and tackling branding. She recognized that wholesaling her products might be the answer, but as a 23-year-old launching an independent beauty brand, she faced fierce competition. “Back then, the barrier of entry for an independent beauty brand was impossible,” she reflects.

Instead of letting this deter her, Emilie pivoted her strategy. “If I had my own store in an area with a lot of traffic, I could control the environment and connect directly with my customers,” she thought. After some struggle, she found a storefront in Pasadena and was ready to launch.

Building a Brand Through Connection

Once she opened her store, Emilie quickly realized she needed more products to fill the space. It was a learning experience as she navigated the growing pains of her new venture. “Opening my own store changed the trajectory of my business,” she explains. By having a physical location, she was able to foster deep relationships with her customers, gaining invaluable feedback on her products.

“Watching customers use the products in real time was priceless,” Emilie reflects. This direct feedback loop allowed her to understand her customers’ needs and preferences, which was crucial for developing a direct-to-consumer brand.

Marketing and Gaining Traction

In those early days, Emilie’s marketing strategy was simple yet effective. “I just opened the door and shouted to the street, ‘Please come in!’” she laughs. Located in a busy shopping district, her store attracted foot traffic, which was a blessing. She also utilized her PR background to send products and press releases to magazines, gaining some early coverage that helped spread the word.

Through this grassroots approach, Emilie slowly began to build her customer base. She leveraged the location of her store, even encouraging people going out to dinner to stop in and wash their hands. “It was all about getting them to try the products,” she shares.

The Turning Point

The turning point for LATHER came when Emilie began to see returning customers. “That’s when I realized I had something,” she says. The business model of offering replenishable daily products made it clear that if she won over customers, they would come back.

Her breakthrough moment arrived when a customer from a hotel in West Hollywood inquired about carrying LATHER products. “I just said yes without fully understanding the logistics,” she recalls. This led to an incredible opportunity when a large hotel in Atlantic City wanted to feature her products.

From Dreams to Reality

As Emilie navigated the complexities of supply chains and manufacturing, she knew she was onto something special. The collaboration with the hotel brought her brand to a wider audience, leading to an influx of calls and inquiries. With persistence and creativity, she was able to grow her business, turning her dreams into reality.

Emilie Hoyt’s journey with LATHER is a testament to the power of passion, determination, and community. From humble beginnings with small gift baskets to building a clean beauty empire, her story inspires aspiring entrepreneurs everywhere to take that leap of faith and follow their dreams.