The natural beauty world was shocked when Everyday Minerals*, a beloved brand known for its mineral-based makeup, suddenly closed its doors. With so many loyal customers, this left many wondering: What happened to Everyday Minerals? Was it a sign of something larger happening in the natural beauty industry?
Everyday Minerals is Gone?!
Yes, it's true. Everyday Minerals, a pioneer in the natural makeup space, is no longer available on its website. While the reasons behind their closure haven't been fully disclosed, their exit highlights the challenges faced by natural beauty brands in today’s market. Despite the growing demand for clean and safe beauty products, the road to success in this industry is far from easy.
Pros and Cons of the Natural Beauty World
Pro: Consumer Demand and Ingredient Awareness
One of the biggest positives in the natural beauty world is the growing consumer awareness about what goes into their skincare and makeup products. More people than ever are scrutinizing labels, seeking out products free from harsh chemicals, synthetic fragrances, and other questionable ingredients.
This heightened demand for clean beauty has led to a surge in natural beauty brands, each promising safer, more eco-friendly options.
This trend is encouraging, not only for consumers but also for the planet. The shift toward sustainable, non-toxic beauty is driving innovation and pushing the industry to prioritize health and transparency. For brands that can tap into this demand, the potential rewards are significant.
Cons: The Tough Reality of Running a Natural Beauty Brand
However, the road to success in the natural beauty industry is fraught with challenges. . . .
For small brands, keeping up with Good Manufacturing Practices (GMP) and meeting regulatory requirements is no small feat. The cost of compliance can be overwhelming, especially for companies operating on a shoestring budget.
Many small brands struggle to carve out a loyal customer base while managing the high costs of product development and marketing. Finding and maintaining demand for niche products in a crowded market is an ongoing battle.
Medium-sized brands, those that have managed to establish a following, face their own set of hurdles. With proven customer bases, the pressure to scale up manufacturing is immense:
Manufacturing runs for makeup can be massive investments, often ranging from 10,000 to 50,000 units per shade—not just per product formula. These large-scale production commitments require significant capital, and the financial risk is high. A misstep in product formulation, a shift in consumer preferences, or a supply chain disruption can be devastating.
Even larger companies, despite having more resources, are not immune to the challenges of the natural beauty market. The pressure to constantly innovate while maintaining ethical standards and meeting the well-deserved and necessary 'clean-label' standards can lead to increased operational costs. In a competitive market where consumers are becoming increasingly selective, even established brands can struggle to stay relevant and profitable.
Why Do Some Natural Makeup Brands Go Out of Business?
While we don't know the specific reasons behind Everyday Minerals' decision to close, it's clear that the challenges in this space can be numerous and daunting. The reasons for closure can be numerous, including (but not necessarily limited to) the following:
High Costs
The expenses associated with sourcing quality ingredients, maintaining certifications, and producing products at scale can quickly add up. As noted earlier, when manufacturing in professional GMP-upholding facilities, minimum order quantities can be 10,000-50,000 units per shade!
Include the cost per unit and consider the possibility that the products might not even sell. The risk becomes significant. For smaller and mid-sized brands, these costs can be prohibitive, and the risks can be critical to their success or failure.
Supplier Instability
A breakdown in supplier relations could force a brand to either find new suppliers quickly, which often results in higher costs or lower quality, or to cease production altogether.
For brands that have shut their doors, difficulties in maintaining strong supplier relationships could have contributed to unsustainable operating costs, making it increasingly difficult to stay competitive in a crowded market. This was especially prevalent during the advent of COVID-19 and amid the harsh realities surrounding inflation.
Regulatory Challenges
Compliance with ever-changing regulations is another significant burden. Natural and organic labels often come with strict guidelines, and ensuring that every product meets these standards requires meticulous oversight.
Aside from all things regulatory, warehousing and shipping logistics, certifications, proper batching and record-keeping, manufacturing practice standards assurance, standard operating procedure development and maintenance, and much more interact complexly behind the scenes of beauty brands of all sizes.
Market Saturation
As more brands enter the natural beauty space, competition becomes fiercer. Standing out in a crowded market can be incredibly difficult, especially for brands with limited marketing budgets or budgets that simply cannot parallel major investor-backed companies slates to scale fast.
Consumer Expectations
Today's consumers expect not only clean ingredients but also high performance. Balancing the desire for natural, minimalistic formulations with the need for effective, long-lasting products is a challenge that not all brands can meet.
How Heal Yes! Navigates the Natural Beauty Landscape
At Heal Yes! our strategy is grounded in the understanding that success in the natural beauty industry is neither guaranteed nor easily achieved. Unlike approaches that promise rapid growth or require significant upfront investment, our model is rooted in practicality and frugality. We recognize the high costs associated with the industry—from ingredient sourcing to production—and are fully aware that even the most dedicated brands have faced immense challenges that led to their closure.
Operating on a Bootstrap Budget
We operate on a bootstrap budget, understanding that every dollar counts in this competitive market. This allows us to remain flexible and responsive to the inevitable challenges we encounter, whether it's fluctuating ingredient costs or the complexities of maintaining supplier relationships.
Our lean approach ensures that we don't overextend ourselves financially, enabling us to stay true to our mission of providing safe, effective, and affordable products. The downside? Read on. . . .
A Cautious Approach to Scaling
At Heal Yes! we take a cautious and deliberate approach to scaling. We don't rush into large production runs or expand too quickly. Instead, we carefully evaluate market demand and consumer feedback before making significant investments.
This strategy helps us grow sustainably and within our means. However, this cautious approach also comes with its own set of challenges—such as slower growth and the constant need to balance customer demand with our capacity to deliver.
Navigating the Complexities and Challenges of the Industry
The natural beauty industry is complex and fraught with challenges, and we face these head-on every day. From the pressures of maintaining strong supplier relationships to the ever-changing landscape of regulatory compliance, we are continuously navigating hurdles that could impact our ability to operate smoothly.
Our commitment to staying lean and focused helps us manage these challenges, but we know that this path is not without its difficulties. We often have to make tough decisions about where to allocate resources, and our cautious approach sometimes means missing out on opportunities that require quicker action.
Facing More of Our Own Challenges
We are not immune to the challenges that plague this industry. High costs, market saturation, and the constant need to innovate while staying true to our natural roots are ongoing battles.
There are times when our limited budget forces us to prioritize certain aspects of the business over others, and the pressure to meet consumer expectations with fewer resources is a daily reality. We are fully aware that our strategy may not lead to rapid growth, but we are committed to steady progress that aligns with our values.
Dealing with Imitation in the Market
One of the unexpected challenges we've faced is having a mom-and-pop shop plagiarize much of our website and attempt to mimic our brand (albeit slap her name and "-Natural" on it). . . .
While imitation is often said to be the sincerest form of flattery, it can also be a frustrating and disheartening experience.
The situation served as a reminder of how competitive this industry can be (a reminder that the natural beauty industry can be ugly!) and how critical it is to protect our intellectual property and brand identity (we trod the legal path to protect our trademarks, copy-written material, IP, and formulas, indeed).
We know that our customers value the care and dedication we put into every product, and we are committed to maintaining the integrity of our brand, no matter the challenges we face. By focusing on what makes Heal Yes! special—our commitment to catering to utmost-sensitive skin and ingredient needs, with an overall holistic outlook—we can continue to serve our community with authenticity and pride, even in a market where imitation is prevalent.
Respecting the Journey of Brands Like Everyday Minerals
We want to acknowledge that we are not doing anything "better" than brands like Everyday Minerals, who made the difficult decision to close their doors for reasons unknown; we can only surmise and empathize. We respect and admire their contributions to the natural beauty industry (they were innovators, around for a long time!) and wish them well in their future endeavors. Their journey is a reminder of the unpredictable nature of this industry, and we approach our path with humility, knowing that success is never guaranteed.
The Future of Natural Beauty Brands?
Despite the challenges, the natural beauty industry is not going away. If anything, the ongoing interest in clean beauty indicates that consumers are more committed than ever to finding safe, sustainable products.
The closure of brands like Everyday Minerals highlights the importance of adaptability and resilience in this ever-evolving market. As long as consumers continue to demand transparency and integrity from their beauty products, there will be opportunities for brands that are willing to innovate, stay flexible, and prioritize the well-being of their customers.
At Heal Yes! we’re grateful for the opportunity to continue serving our community with products that are good for you and good for the planet. Our loyal supporters often have the most sensitive skin and ingredient needs, and we're here to provide unique formulas that omit many ingredients. We believe that it is possible to deliver safe and effective natural beauty products without compromising on ethical standards.
Our strategy at Heal Yes! is about balancing ambition with practicality. We face our challenges head-on, knowing that our path may not be the fastest or the easiest. As we navigate this complex industry, we remain committed to our values, and we look forward to continuing to provide the cleanest holistic-focused formulas and products with integrity and purpose.
FAQ
So, what happened to Everyday Minerals?
We know as much as you do, honestly; given the industry insights above, we could surmise they affected the brand or perhaps a personal matter within their leadership team was paramount. That's pure guess-work, though; what do you think? (Please see our 'important note' at the end of this article.)
What's next for brands that close their doors?
Personally, I've seen two other brands shutter up, rebrand, and relaunch! After all, the founders of natural beauty brands often have a deep-rooted passion for natural, organic ingredients, so, given the resources and go-ahead, forging a new brand can make sense! Other times, founders and leadership teams pursue other passions, sometimes vertical to natural beauty. For instance, I've seen one former natural brand founder segue into the kombucha market!
Does Heal Yes! feel competitive against such brands as Everyday Minerals?
Truly, no, and let me explain why!
(1) A rising tide lifts all boats! There's room for so many people to be blessed by so many amazing formulas and brands in the natural beauty sphere! Even though I own Heal Yes! I'm still a lover of a gazillion other brands, too! (Just please do not plagiarize our content, formulas, packaging, and so forth, as I mentioned in the 'dirty' case above! We're serious about our IP, as any brand should be.)
(2) As a woman who genuinely wants to uplift others, especially other women, I’m committed to celebrating their successes. I've experienced firsthand the sting of those who claim to wish me well but secretly hope I don’t outshine them. That’s a negative mindset. I believe that hard work brings its own rewards and that the positivity you put out into the world is what you'll receive in return. Hard-working women are my jam and deserve greatness.
How is Heal Yes! different from other brands?
First, I want to acknowledge that there are many ways we aspire to echo amazing brands such as Everyday Minerals. I admire their unique selling points, branding, ethos, and the mom-and-daughter duo behind the brand. I hope that one day my own daughters will join the Heal Yes! team!
In terms of differentiation, every brand should have its unique identity, and Heal Yes! stands out with our distinctive ingredient combinations and products tailored specifically for very sensitive skin—truly sensitive skin—and specific health needs. For example, our loyal supporters often deal with Lyme disease, Multiple Chemical Sensitivity Disorder, severe eczema, and other conditions.
On a personal level, I've experienced this journey firsthand. At age 27, I was planning my own funeral, feeling like my end was near due to excruciating pain exasperated by almost every food and product I came into contact with. It was only after discovering the impact of toxic mold on my health and recovering that I found the drive to create Heal Yes!
The sense of defeat and near-surrender I felt fuels my commitment to providing the best for those who face extreme sensitivity. While we can’t make sweeping promises, our ingredients, formulas, and unique products are designed to support others on their healing journey and help them be their best selves.
