Kim Grustas was a natural product industry veteran when she started “Good for you Girls”. The company was born out of a necessity – to fill the niche of delivering quality beauty products for girls, products that are both safe for young skin and address their top concerns. Kim’s drive and motivation to bring the best for the generation of girls, attention to detail, and eco-consciousness are admirable. Let’s not forget about the amazing scents of these products! “Good for you Girls” has a loyal following and I believe you can learn a lot from her experience. She gives straightforward answers in this Mompreneur Spotlight interview.
What gave you the motivation to start your company?
In 2007 I was shopping for natural products for my own daughters and realized there were no products specifically for girls.
You’ve been in the natural industry for years. What is your background?
I was working in the Sport Nutrition industry for over 15 years for some of the largest nutrition companies in the US. Over that time I became very familiar and knowledgeable about ingredients that support the body from the inside. I started an advertising agency specializing in nutrition and natural products in 2000.
What were your biggest learnings before starting Good for your Girls?
I understood manufacturing but distribution and working with brokers was new for me.
How much did it take to get the product off the ground?
I’m not sure if you are asking financially or time? It took about a year to finalize formulation and packaging.
Which of your products have been most successful and why?
Our three product Starter Skin Care Kit is one of our most popular because it’s an easy way for girls to try the products. Our next popular is deodorant and it is so because girls are entering puberty much earlier than ever and moms are looking for safer options without chemicals such as aluminum.
Why do you think girls need a separate product than adults if they’re natural to begin with?
Most natural products for adults focus on anti-aging. There is a misunderstanding that natural means gentle but this is not always the case. Mother nature provides us with some pretty powerful ingredients and products for adults can often over dry and irritate young skin. Good For You Girls focus on the primary concerns for young skin such as excess oils, bacteria and balancing pH.
You’re a mom of two. What are your tips for staying organized between home and business?
I would never even dream of claiming to be organized. Quite honestly my office is a mess. But I am a good multi-tasker. When you own your own business the line between home and business can get very blurry. It’s often very hard for me to step away from the business.
Who is the biggest supporter of your business?
My husband and my daughters are so supportive. My husband knows how passionate I am about the business and it’s mission. We have been married almost 25 years so he understands me really well.
He is a great sounding board and a strong shoulder when some of the days are really tough.
What business advice do you have for moms that have a bright new idea?
The advice I have would depend on the type of business but if they are planning to manufacture anything factor every single cost down to the smallest thing. Even little things add up and if you have not thought of everything it can leave little room to help get the word out.
Do you find it helpful for girls to get started with skin care routine early on?
Absolutely! The average age girls are starting to wear makeup now is 12-13. Sebum production today starts between ages 9 and 10. Those years in between are critical for girls to get a routine down so that they know how to properly take care of their skin and reduce the issues caused by bacteria.
Who do you think are your biggest competitors?
I really don’t focus on that. Girls are really deserving of good products that are not filled with chemicals, fragrance and dyes. I focus on having the best formulas.
How do you source your ingredients?
With every batch of product our ingredients have to be sourced. It’s not a small feat. We are lucky to work with a wonderful manufacturer who takes much of this burden off our hands at this point.
How frequently do you add new elements?
Good For You Girls is not about adding a new product every season. We focus on having the right products when girls turn the right age to use them. Many companies come out with new products simply to have something new to present to the retail buyers. It’s a fight for shelf space and a really ugly side of the business customers don’t realize. A few years ago I got tired of having to do the dog and pony show for buyers so I simply said no. We now focus on selling direct to our customers through our website and online partners. It makes me much happier.
The scents on the products are fresh and delicious smelling.
How do you manage to create that without any synthetic fragrances?
Having the right scent was so important because girls don’t like the same scents adults do. Our citrus scent is proprietary and is 100% natural. We could have done it much cheaper with synthetics but that was the choice we made and we know our customers appreciate it.
Are you looking to expand your line into any other areas?
We are considering it but will expand as we feel comfortable.
Many entrepreneurs try to do too much too soon. I tend to be really conservative and not bite off more than I can chew.
I noticed your packaging is recyclable, products are vegan and gluten-free. Why are these features important to you?
These factors are important to me because they are important to my customers. It feels good doing things that I know will be appreciated by my customers.
The products are made in the US. Does it raise the cost? Why do you choose to produce them here?
Making them anywhere else was never an option. I would never buy a product made in China. China and many other countries require animal testing. We don’t test on animals. I’m proud of being a woman owned business and manufacturing in the USA.
What improvements have you made to the products and process since your start in 2008?
We have made improvements in warehousing, fulfillment and payment processing. Technology is constantly changing so we are always researching new ways to improve the process for our customers.
What are your biggest lessons so far?
I think there is a lesson to be learned every day. Alisa Beyer from The Beauty Company once said “The beauty business is not for sissies”. Boy was she right. It’s a lot of hard work and long days. You have to find people you trust and people who lift you. On some of my toughest days it never fails that I get a call from a loyal customer who thanks me and reminds me what it’s all about.
Where are you distributing “Good for your Girls” now and where would you like to see it in the near future?
Our products are available from several online partners, spas, salons and health food stores. I personally select every company that sells our products to be sure they share the same values and ethos of Good For You Girls. Controlled growth is important and while it might be slower, I’m perfectly OK with that.
If I asked your kids, what kind of mom are you, what would they say?
Several years ago I got hurt and needed back surgery. It was really tough on my girls because I could not do anything physical for six months. They were amazing through it all. Today I still struggle physically and they have become very independent. I have learned never to underestimate my girls because they are so capable. I think they would say I’m a tough mom but they would also tell you that they feel loved unconditionally. At 12 and 14 my daughters leave me love notes all around the house. I keep every one.
