We recently connected with Ashli Goudelock and have shared our conversation below.

Ashli, thanks for taking the time to share your stories with us today. To kick things off, we’d love to hear about things you or your brand do that diverge from the industry standard.

The beauty industry is saturated with products and services, and while so many of these companies and brands create incredible products for their customers, The Tsuri Company has a very specific value system that we stand by and uphold — create all-natural, luxury, organic products that completely remove the guesswork from reading a label. We pride ourselves on remaining cruelty-free, vegan, and toxin-free. Our standards are high, but we prefer to set and raise the bar, not blend in.

Ashli, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

Created by certified formulator Ashli Goudelock, Tsuri’s mission reflects Ashli’s former quest toward personal redefinition, her spiritual journey of self-healing, and an unrequited passion for DIY product creation. Amid Ashli’s journey, she quickly learned that countless other women struggle to navigate their way through life, often losing touch with their needs and suffering in silence with emotional and mental struggles. Tsuri and its respective product lines are an extension of Ashli’s profound experiences and revelations, mirroring her longtime infatuation for luxury, clean beauty, and natural home care products, all of which promote self-care in various forms.

With a sincere hope to cultivate a community of women that recognize the importance of self-care, Tsuri offers all-natural, luxury product lines to create spa-like experiences from the comfort of your home. All products are cruelty-free, organic, and formulated without phthalates, synthetic fragrances, colorants, sulfates, and parabens. Every ingredient is purposeful, crafted to nourish your most sacred spaces.

How about pivoting – can you share the story of a time you’ve had to pivot?

My pivot story is one of resilience. Initially, in 2018, my company began as Honeydipped Essentials, also selling luxury, all-natural skincare products. As the company expanded, and I mean really expanded, we were featured in publications from BuzzFeed to Blavity to Cosmo to you name it! We had partnered with Nike, Google, and Salesforce, to name a few, and everything seemed to be going amazingly… until it came time to trademark our name. This posed a major problem because there were legal pieces in place for other companies with a similar name. So, we had to completely pivot, shut down Honeydipped Essentials, and rebrand under a new name, which is The Tsuri Company. Although this has been incredibly challenging, time-consuming, and expensive (admittedly), we feel at ease and protected that this brand will rise to the top, like Honeydipped, with legal protection behind it.

Can you talk to us about how you funded your business?

The Tsuri Company is completely self-funded through personal savings. We have received a small business grant in the past, but like many business owners will attest, those funds only lasted so long. So, with a very tight budget, years of savings, and the guidance of my father (a CPA), I have been able to self-fund this dream.

Contact Info:

• Website: www.thetsuricompany.com
• Instagram: www.instagram.com/thetsuricompany
• Facebook: www.facebook.com/thetsuricompany

Image Credits
Taylor Pearl Photography Blencoe & Co Photographic Arts