Indie Beauty Profile
Andrea Dinnick, Desavery
Indie beauty brands are getting more sophisticated while maintaining their place in the industry as trend leaders, risk takers, and innovators. And, it’s just as likely now that these intrepid brands are based beyond the US as it is for them to call the States home. Desavery is very much a case in point, Andrea Dinnick’s London-based brand has rightly been making headlines in the popular media for products that neatly merge wellness and botanical skin care.
And here, the beauty entrepreneur shares a profile of herself and the brand.
Name: Andrea Dinnick, CEO and Founder
Launched: March 2017
Headquarters: London, UK
Cash flow: I started with some savings to initially fund the Desavery business. Now, my revenue from customers funds the business.
I own 100% of the business and decided not to do any crowdfunding, VC’s or outside investors. I’m always interested in other people’s views and get lots of outside advice, but I want to be the one to make the decisions as I feel I know what’s best for my customers and for the business.
Indie how? For me a beauty brand is independent if it’s able to embody all the values and qualities of the founder’s vision with no overarching corporate directives. In some ways this makes things really fun and gives you a great edge. You can be quicker to market and try to reach customers in innovative ways. On the other hand, you are competing with some huge players who have established infrastructures, preferable payment terms with suppliers, and real marketing power.
Team work: I have a team of approximately 3-5 seasoned experts who all work for me on a part-time / consulting basis when I need their expertise.
Years in beauty: 6
Years at Desavery: 2
Entrepreneurial experience: Before starting Desavery, I was the co-founder of a business focused on health and wellness. We had a TV channel, e-commerce site and content platform. I brought on different lines of business including a ‘clean beauty’ department and that’s when I got very interested in the industry.
The business: Desavery makes small batch, organic and vegan products designed to provide potent plant-based skincare but also positively impact your biochemistry when you use the products.
The wow-factor: We use therapeutic doses of plant-ingredients that impact our user’s biochemistry so that you feel good when you use the products. We combine wellness with skincare.
The customer: Women (and men) aged 35 and over who want a complete and synthetic-free skincare routine. They are interested in their health and often are making the switch to products with no added synthetic chemicals.
Milestone moment: Financially, I’m not there yet but I am really encouraged by the trajectory of the business so far.
My customers are my best evangelists! [It feels like a milestone] when someone buys my products online without having tried them but is buying on the recommendation of a passionate customer.
Advice for fellow beauty entrepreneurs: You have to think big picture, but you absolutely must be detail oriented as you wear every hat: regulatory issues, operations, fulfilment, packaging, printing, chemical engineering, supply chain, sourcing, digital marketing, social media, brand equity expert.
Just one: Asked about her go-to product, Dinnick wonders, Am I allowed to choose my own product? Stellar Daily Serum. Its main ingredient is prickly pear seed oil and I think it’s one of the most wonderful ingredients out there and I can’t go through a day without using it. If
I have to choose another product [from another brand] then I will go for Olverum Bath Oil. It’s a treat.
Deanna Utroske, CosmeticsDesign.com Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.