In Episode 85 of The Wendel Forum (originally aired on November 17, 2012, on 960 KNEW AM radio), show moderator Dick Lyons, co-founder of Wendel Rosen’s sustainable business practice group, welcomes Kelly Boyd, founder of My True Nature, a line of natural body care products for children.
Kelly Boyd, founder of My True Nature
After Boyd’s first child was born, a baby nurse introduced her to natural products for kids. Always interested in cooking and in organic foods, Boyd, a corporate securities lawyer and tech company executive, began developing her own formulations for personal care products, including bubble bath, shampoo, lotion and body wash. She gave the products to friends, who tested them for her. One of the things she learned in the process was how sensitive people are to scents. In the process of finding the right formulation with the right scent, Boyd made more than 300 batches of her products.
After her second child was born, Boyd quit her job, and she and her husband financed and launched My True Nature. Using all natural, largely organic ingredients, My True Nature products are manufactured locally in the Bay Area. She describes them as “mainstream green,” meaning they look and feel like comparable mainstream products. For example, the shampoo and body wash suds up and the bubble bath does, in fact, bubble.
Initially, Boyd sold the products to friends, who helped spread the word by putting the products in gift bags at birthday parties. Later, she began selling online, including offering group deals through sites like Groupon. Some of her products are now in “brick & mortar” stores, but the majority of her sales come from the big internet retailers, such as Amazon.com.
Boyd says that it was important that she not have investors in her company. With her experience in the legal and tech company worlds, she knew investors would demand, and rightfully so, that she spend her entire time and energy on building the company. And she knew that she would feel responsible to do so. Instead, without having investors to answer to, she can devote the time and energy she wants to her children. She recognizes that her company will grow more slowly, but the real payoff is that she can be the kind of mom she wants to be.
Boyd believes the rigidity of corporate jobs is contributing to the emergence of a generation of mothers who are starting companies. In fact, Boyd believes there’s no better time than now for a woman to start a business. There are funding sources particularly looking for women entrepreneurs, especially women launching green businesses.
Do you know green mompreneurs like Boyd?