Today on the show we’re learning from Hillary Peterson, the founder of True Botanicals.

True Botanicals is a natural biocompatible skincare brand on a mission to deliver luxurious, clean products that are clinically proven to work at the highest standards while also using the most innovative sustainable practices.

Hillary started this business after going through Thyroid cancer and needing to change what she put into and onto her skin, in the episode we talk through her journey since 2014, what it means to be a sustainable and clean brand, the difference between what it means to have independent clinical studies vs within our own lab and what the cost is to to do them and why she’s always prioritised brand building and storytelling over paid acquisition.

Ever found yourself curious about the expenses behind independent clinical studies for beauty brands? Well, you're in for a treat! Today, we’re diving into the wisdom of Hillary Peterson, the founder of True Botanicals, a brand that’s redefining skincare with a focus on sustainability and effectiveness.

Hillary’s journey began with a personal battle against thyroid cancer, which led her to rethink not only what she put into her body but also what she applied to her skin. This pivotal moment sparked the creation of True Botanicals, a brand dedicated to offering luxurious, clean products that are clinically proven to work—while keeping sustainability at the forefront.

In a recent episode of her podcast, Hillary shared her insights on building a beauty brand that prioritizes storytelling and authenticity over quick paid acquisitions.

The Importance of Independent Clinical Testing

So, what’s the deal with clinical testing? Hillary breaks it down beautifully: clinical studies can often be conducted within a manufacturer’s own labs, but she emphasizes the importance of independent certification. In a world where consumers crave transparency, brands need to prove they’re not just making empty claims.

True Botanicals partners with independent labs to conduct rigorous studies that yield statistically significant results. They even compare their products with leading conventional brands, showcasing their commitment to effectiveness without the harmful toxins. This kind of data is crucial for attracting attention from beauty editors and influencers. After all, who wouldn’t want to switch to a cleaner product that outperforms their long-time favorite?

Hillary highlights a common misconception: many believe that if a product is clean, it won’t be as effective. True Botanicals is on a mission to bust that myth and prove that luxury and sustainability can go hand in hand.

The Investment in Research

Now, let’s talk dollars and cents. Getting those independent clinical studies isn’t cheap. Hillary shares that costs start at around $50,000 and typically take about three months to complete. And with the current market, it’s likely even more costly now.

But for Hillary, this wasn’t just an expense—it was an investment. She recognized that proving the efficacy of their products was essential, even if it felt like a leap of faith at the time. “Without risk, there is no big reward,” she reminds us, emphasizing the excitement of knowing they were onto something special.

Building a Cult Following

When it comes to launching a brand, Hillary has some sage advice. She navigated her early days with about $100,000 in launch capital, and she describes herself as “scrappy.” The beauty of the internet has opened doors for brands like hers to flourish without the need for excessive funding.

Her focus remained on building a profitable, self-sustaining model. This organic growth allowed True Botanicals to flourish without undue pressure while continuously delivering effective and luxurious products that meet consumers’ needs.

Of course, it hasn’t all been smooth sailing. Hillary candidly shares her struggles, including a setback with CBD due to regulatory challenges. Yet, she encourages aspiring entrepreneurs to view these obstacles as opportunities for growth rather than roadblocks.

The Costly Packaging Mistake

In her rapid-fire “6 Quick Questions,” Hillary reflects on a significant lesson learned: she over-invested in packaging early on, thinking it would save money in the long run. The truth? She spent hundreds of thousands on packaging that ended up needing changes down the line. It’s a reminder that sometimes, less is more, and it’s better to wait until the right time to invest in those details.