White Rabbit Skincare has taken the vegan beauty community by storm and requires little introduction. But how much do you know about its amazing founder, Melanie, and how she made her small skincare business her full-time job? First up in my new Cruelty-Free Careers series is the lady herself talking all things business and her journey to accidental entrepreneur.
Hi Melanie, for those of us not familiar with yourself and White Rabbit Skincare could you give us a bit of a background?
White Rabbit Skincare is a luxury, cruelty free skincare brand which has been created to address the need for high performance, but naturally based skincare products. Our products are 100% naturally derived, cruelty-free, vegan and always carefully made by hand to ensure the highest quality. They are certified cruelty free/vegan by PETA and endorsed by Naturewatch.
Where did you the idea or motivation for White Rabbit Skincare come from?
I was diagnosed with the skin condition psoriasis as a teenager, and didn’t want to use the steroid creams prescribed by doctors. Not only are these packed full of chemicals (and remember: 60% of what you put on your skin is absorbed into your bloodstream!), they are often tested on animals, and as a huge animal lover, this was a no-go for me. So initially I started using things like coconut oil and shea butter on my skin, then started making my own ‘proper’ skincare products. Interest started to pick up from friends/family and beyond, and the rest, as they say, is history!
Was running your own business a lifelong dream or did the idea come later in life?
I often think of myself as an ‘inadvertent’ or ‘accidental’ entrepreneur – I’m no Alan Sugar type who has been doing it my whole life; I just think the opportunity as it were happened to me at the right time, and I’ve been incredibly lucky that it has developed from a hobby into my full time job!
What did you want to be while you were growing up?
Anything animal-related: I remember for years wanting to be a horse riding instructor, then in my latter teenage years a marine biologist – I was obsessed with Orcas (killer whales). I ended up (pre White Rabbit Skincare) going to university to do an Honours degree in history!
What was your career like prior to starting White Rabbit Skincare?
Mostly admin/office based. My first job was a Technical Records Officer in an aircraft maintenance company, then as an office assistant in a food company, then a receptionist at a welfare-to-work organisation and finally before White Rabbit Skincare, a sales and social media assistant at an events company! Such roles have taught me how to be organised, work well with other people – and be patient!
Were there any new skills you had to learn to start your business?
Too many to list! When you have your own business, you are literally a Jack-of-all-Trades, and it is incredibly different to working for someone else. It is without a doubt the biggest challenge I have ever faced – and probably ever will be – but I love it and can’t imagine doing anything else now!
Did you have anyone helping you in the background – such as friends or family with a particular skill set?
White Rabbit wouldn’t be where it is now without the help of family, friends and organisations such as The Princes Trust or Entrepreneurial Spark. My family and friends are amazing at helping out at events or working into the wee small hours when we’ve got a big order due out – such as the recent inclusion of our comfort cleansing balm in the You Beauty Box. I’ve also very fortunate that our accountant is one of my friends from university, and my Mum is product labeller extraordinaire!
If you are thinking about starting your own business, I would highly recommend contacting the aforementioned above organisations. We’re still with E-Spark now – which is a business accelerator – and they have helped push me out my comfort zone and get my business to where it is now, and where it’s going!
What has been one of the biggest challenges?
Other than practical issues, such as finance – which all new businesses face – one of my personal biggest challenges has been confidence, and believing in myself. But I’m now at the stage where I take EVERY opportunity given to me – you never know where it will lead – even if it terrifies me, and work to make myself and my family proud!
We first met when you took part in the @CfBloggerschat – has social media and blogger outreach been a massive part of your growth?
Definitely. It’s now one of the first places people refer to for reviews, advice and so on – plus it’s an excellent means of us interacting with our customers.
What other marketing channels do you use to promote your business?
Social media such as Instagram and Facebook is really helpful/important to us, and also things like our blog and YouTube (although admittedly this needs work!). We also like collaborating with bloggers/youtubers/influencers, and regularly attend events/exhibitions – we love meeting our customers (established and new) in person.
Do you have any plans for White Rabbit Skincare in the future?
World domination (in a eco-friendly, ethical, earth-loving manner of course)! But seriously I would love for WRS to become a global brand; one that people automatically associate natural, vegan skincare with. Our vision is to be ‘the most influential natural and vegan skincare brand in the world’!
Thank you for your time Melanie, does anyone else have anything else they would like to ask Melanie?
Morag x
P.S. I already have a few of these interviews lined up, but would love some more. I'm not specifically looking for entrepreneurs either - of you're an accountant/receptionist/PR person for an animal charity/cruelty-free beauty company/vegan food brand, I'd love to hear from you!