NOURISHING BUSINESS: How a homemade product became an international business success.

• Date: 01 October 2023
• Published date: 01 October 2023

It started with a simple concoction of ingredients mixed together in Emma Allen's kitchen. It evolved into becoming the signature item of a business that sells its products in more than 600 stores, on Amazon and online.

Allen wanted a face-care product, something plant-based, with a good scent. Something cleansing and hydrating and nourishing.

"I intended to make a face product but started using it on my entire body as well," she says. "Through experimentation and research, I realized that I could create something that was actually cleansing for the face as well as moisturizing."

Her concoction used the best wild-harvested botanical oils she could find. Everything organic. Everything labeled 'cruelty-free.'

"Ultimately," she says, "Everyday Oil was born. I made it for myself and family and friends for about seven years before I launched it as a product."

She outgrew the kitchen. She moved from New York back to Asheville, where she grew up. "I met with the SBTDC when I moved back. Moving back to North Carolina was a really positive thing for the growth of the business," she says. "This is a really supportive community for small business."

Allen expanded her network beyond family and friends.

"I was originally introduced to Sandra Dennison in 2020 by Tommy Dennison, who I met through the Chamber of Commerce and the Venture Asheville program," she says. "Sandra introduced me to Chris Slaughter, who helped us do a Clifton Strengths analysis with our team and who was incredibly helpful with business analysis and was very supportive to the business."

Clifton Strengths is an online personality assessment that helps individuals target their strengths, such as strategic thinking, relationship building, influencing and executing, so they can achieve goals and improve performance. Allen is the sole owner of her company. Her team formed when it became apparent that Allen's solo gig needed more players. "In the beginning, I was working as a consultant for another company and doing Everyday Oil at night on the side," she says. "I was lucky to have some friends and family who helped out in the beginning, but it was mostly me, wearing all the hats. I did it on my own for about two years before I was able to hire someone. I was very fortunate with our first hire, and she has been with the company ever since."

Two became better than one, then three became better than two.

"We slowly added people as we had the need," Allen says, "and now we have a small but mighty team of...