How CARA B Naturally’s Founders Launched A Natural Skin & Hair Care Company For Ethnic Children
At some point or another, many consumers have experienced combing through store aisles in search of a specific product. Not necessarily the shampoo that you always use, but a different product that you’re sure will do more effective wonders. For Landra Johnson and Kristi Booker — sisters and founders of CARA B Naturally — this was the case back in 2005.
“When the idea blossomed there were lots of baby products on the market that were organic and natural. However, none of them spoke to my needs as the mother of an ethnic baby,” said Johnson.
In search of all-natural hair and skincare baby products that were void of toxins, gentle and that had more moisturizers, Johnson found herself in a promising position.
“I couldn’t find it, so I decided to make it and here we are today,” she said. “We are the first and only natural line of skin and hair care for the ethnic market, “ Booker added. “Our product line is designed with babies and children in mind so we wanted to create something that was effective for our children and certified by the Natural Products Association.”
The Natural Way
CARA B Naturally, an acronym for Children Are Always Beautiful, Naturally —produces skin and hair products for babies and children including shampoo/body wash, leave-in conditioner, hair moisturizer, lotion and bar soap. All of the products are made without the addition of harmful chemicals. Though the founders claim not to be scientists, they do stay up-to-date on studies that relate to chemically infused products — one of them being the controversial 2011 Johnson & Johnson Quaternium-15 campaign.
Thought by the World Health Organization and others to be connected to leukemia; the formaldehyde-releasing toxin drama is encouragement for Johnson and Booker to do without skeptical ingredients. Interestingly enough, when it comes to explaining how difficult it is to run a business like CARA B Naturally, Johnson draws a parallel to raising kids.
“For all those that are mothers, we know that being a parent is very demanding; having a business is like having yet another child. The only way to maintain your business is to be passionate about it,” added Johnson. ”We had challenging careers prior to starting our business. You cannot be a successful entrepreneur if you’re not all-in.”