We recently connected with Katrina Madden and have shared our conversation below.

Katrina, thanks for taking the time to share your stories with us today Folks often look at a successful business and imagine it was an overnight success, but from what we’ve seen this is often far from the truth. We’d love to hear your scaling up story – walk us through how you grew over time – what were some of the big things you had to do to grow and what was that scaling up journey like?

Do not despise these small beginnings- Zechariah 4:10

Last year I was at a local pop-up shop and I saw a young lady doing her first vendor event. She was nervous, and a little intimidated, by a small display of her offerings. I immediately thought, “She’s me when I first started!” I immediately went to encourage her!

I had been making natural soaps since I was a teen but I only made them for friends and family. It came to a point where people kept asking me for more soaps so I decided to make it a business. Even though I was in business I still was afraid to step out of the circle of my comfort and do vendor events in order to grow my business. In the Autumn of 2013 finally worked up the courage to do my first Farmer’s Market. I just decided one week that I was going to pay my $20 fee and sell soap to the public. I didn’t have a table or a display and I remember going to my parent’s house and asking them to borrow a TV tray and a sheet to use as a tablecloth to do my first market! I look back at that picture and I still feel all the emotions of inadequacy and nervousness that I felt that day. Even though I had these feelings going on inside, I knew I had a great product, I was able to speak confidently to people who approached my little table, and I made $130!

That was my first step into the market place and I knew that I wanted my business to be more than it was. I took what I learned from that first market and became better at the next market. I continued to go to Farmer’s Markets every weekend because I was learning, readjusting, and implementing new things that I learned from each experience. I didn’t know it at the time but what I was doing was market research. I learned what customers were looking for, as well as what they liked and did not like. Farmer’s Markets are hard work and you have to deal with the weather. I did the markets for two years, and during that time I gained confidence and a customer base. I felt that I learned everything that I needed it was time to grow and get out of the elements again.

I set my sites on being a wholesaler to specialty stores. I didn’t know anything about wholesaling but started making cold calls to specialty stores across the US. I was able to get my products into seven stores between New York and California! I became overzealous and decided to resign from my position because I was doing well and I would be doing better if my job wasn’t hindering me. So there I was bootstrapping myself in full-time business and I was excited. I had also lined up a meeting to be a supplier for a large chain store, I was also in negotiations to supply 300 specialty olive oil stores with soaps. Well, the meeting with the chain store was canceled, the specialty olive oil store owner changed his mind, and my products weren’t moving in the stores as fast as they should. I found myself with no income needing to support 3 children.

I had to go back to work full-time and I decided I would transition my business to e-commerce. Looking back I realized that I jumped into everything too quickly without a plan. I just did things expecting it to work out, I needed to be smarter if I wanted my business to grow. I learned that I needed to be a part of a like-minded community to be able to network, leverage business resources, and learn how to secure funding for my business. There was a lot about being in business that I really didn’t know but being a part of a business community has really pushed me to the next level to the point I have become a business coach for other small businesses. I decided that I would

In October 2020, I was hospitalized with COVID, along with my Mother, and my Father. My Mother passed after I was released from the hospital and I had to take care of her arrangements as well as tend to my Father who was put on life support. After that life changing experience, I started to think about what I really wanted to do with my life. I knew it was time to pursue my business again on a full-time basis. I resigned from my position as a Program Manager and have been scaling Epiphany Skincare on a full-time basis. This time with intent, purpose, and support from my business community. I am wholesaling to two stores in my local community, I am on doing large Tradeshows and Expos bi-monthly, and my online presence continues to grow. It’s working this time!

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers

Epiphany Skincare began in 1990 with the fascination of natural soap.I remember after moving to South Carolina, we went to an open-air market in Charleston, and I saw a lady cutting what I thought was candy. Come to find out, it was soap! Being from New Jersey, I never thought you could make soap, so I was absolutely intrigued and I became fascinated with the chemistry of soap making.” I made my first bar of natural soap as a teenager and have since transformed my passion into a natural skincare line.

Epiphany Skincare was officially launched as an LLC in 2013. Epiphany Skincare offers a clean, natural solution to skincare. We create skincare products for consumers looking for a natural solution to skincare and who are looking to reduce their carbon footprint on the plant. We use natural plant-based and food-grade ingredients in our products. Our products are natural and effective at soothing various skin issues, such as inflammation, eczema, acne, and dry, itchy skin!

We make sure that all our ingredients are responsibly sourced. We not only want to be responsible to the environment but also to the individuals doing the hard work of harvesting the ingredients.

Any thoughts, advice, or strategies you can share for fostering brand loyalty?

I keep in touch with clients through social media. I make sure that I post content at least three times a week so that I stay relevant and at the forefront of their minds. as well as respond to comments and direct messages. I also stay connected through email.

Any advice for growing your clientele? What’s been most effective for you?

The most effective strategy for growing my clientele is to stay consistent on social media as well as do in-person events. When I am in person I can connect with my customers on a personal level and that builds trust in my brand.

Contact Info:

• Website: www.esnaturals.com
• Instagram: www.instagram.com/epiphany_skincare