NAIWBE®, was started as a direct result of a personal need associated with repeated hand washing with harsh detergents and alcohol based lotions in a hospital environment. In March of 2000, NAIWBE Natural As I Wanna Be® officially began product development and test marketing of its signature certified organic Hands, Feet and Body Moisturizer with safe ingredients; no animal testing, fragrance-free, hypo-allergenic, GMO-free and no mineral oil to address nurses, healthcare professionals and consumers with dry skin conditions.

As a healthcare professional I continue to develop and advocate the use of ecofriendly organic skin care products and provide health and wellness consulting further promoting certified organic solutions to the skin care industry. I am committed to developing, providing and maintaining the highest organic standards for responsible skin care products for all skin types.

NAIWBE® Natural As I Wanna Be represents a lifestyle of being the best you from the inside out and the outside in. Our unique logo is a unisex design representing healthy lifestyle choices, restoration and rejuvenation.
I was what we called a “greener” before organic was cool. It was all about finding eco-friendly products. Whether it was beauty products or cleaning products, we were always looking for something environmentally friendly. My concern has always been about preserving and sustaining everything around me -recycling and up-cycling, not creating waste.

As a hobby, to address my own dry skin issue of Eczema and Contact Dermatitis. Did you have any previous experience in the skincare or cosmetics industry? I had no prior experience with the skincare or the cosmetics industry. However, I was concerned with addressing the issues of my own personal skin condition and researched alternative organic methods of addressing dry skin conditions.

My personal experience as a Registered Nurse exposed me to conditions that caused extreme dry skin conditions. I recognized that my personal experience was not exclusive but a prevailing condition universal to the healthcare industry. Products containing alcohol and other chemicals were a primary reason for creating alternative USDA certified organic skin care products that addressed many of the conditions as Eczema, Psoriasis, Contact Dermatitis, Lupus, Hypothyroidism and Diabetes. Because of these increasing conditions, there is a consumer movement towards eco-friendly and organic products. The evolution and direction of NAIWBE® is a direct result of addressing the needs of today’s consumer seeking an organic alternative to their dry skin conditions.

In late 2010, I discussed my desire with my husband to officially launched NAIWBE®. We decided to do a small batch production and test market and send NAIWBE® products as Christmas gifts to friends, family, and colleagues in nine different states without telling them I was the creator of the products. Each individual was appreciative of the gifts and the benefit of addressing their dry skin issues. All of the individuals receiving the product gave a favorable response to the product. We were pleasantly surprised to receive the same responses from different regions of the country with varying climate conditions. Once we were asked where can they purchase the product and who was the manufacturer of the product we revealed that it was our formulation. The honest feedback without their realization it was our product provided us with the confidence that we were moving in the right direction to launch NAIWBE®.

Our vision statement represents the importance of offering vegan and cruelty free products.

Vision To be recognized as an industry leader in promoting organic skin care products and supporting and educating the local and global community on the importance of healthy lifestyle choices.

NAIWBE® favorably represents the eco-friendly industry by providing one-hundred percent organic skin care products and the use of sustainable packaging with low impact to the environment. Through these efforts we raise the consciousness of today’s consumer and increase the usage of organic and sustainable products.

Our clients and customers provide us with very honest feedback on the look, feel and performance of our products. Focus Group Sessions and Trade Shows have afforded us the opportunity to provide samples and get direct feedback.

Consumers are reading labels and asking questions about product ingredients and making informed decisions based on their own research. We choose to make certified organic skin care products with ingredients that provide healing properties for all skin types. Research reports such as the Hartman Group’s “Beyond Organic and Natural 2010” report state that “Organic usage remains strong, with three-fourths of U.S. consumers purchasing organic products”. One-third of the consumers polled indicated they buy organic products monthly, up from 22 percent in 2000.

Credibility. NAIWBE® offers todays conscientious consumer a USDA certified organic product that represents credibility, authenticity, and quality. I am a Ecopreneurist with over 20 years of combined health care experience as a corporate Healthcare Professional. I earned a Bachelor’s of Science in Nursing from Winston-Salem State University, a Master’s of Business Administration and Masters of Healthcare Administration from Pfeiffer University and certified by the Health Sciences Institute as a Chronic Care Professional (Health Coach) to provide education to individuals with chronic health conditions. Health and environmentally conscious consumers are driving double-digit growth in the $300-billion market for natural, organic, sustainable and eco-friendly products and services. Our company’s mission is to align ourselves with our customer’s values, and build brand loyalty for life.

NAIWBE® has demonstrated a commitment to certified organic skin care products and healthy lifestyle choices by maintaining the standards associated with organizations such as the Vegan Organization, Coalition for Consumer Information on Cosmetics’ CCIC Leaping Bunny Program, NIRC Natural Ingredients Resource Center and GBN Green Business Network and Green People which support and promote organic/green businesses through their network of clients.

Our research has determined that the direction of organic skin care products and the emphasis on eco-friendly products, specifically USDA certified organic products will increase our following serving the needs of eco-conscious consumers requesting responsible organic skin care products. We have determined based on our direct and online sales efforts that as consumers become more educated on the benefits of organic skin care products, more specifically NAIWBE® skin care products the expectation is that NAIWBE® will increase its brand recognition, customer loyalty and increase revenues. The combination of these factors along with consistent product development, maintaining product standards, fair prices and good management will create a space for NAIWBE® in a growing eco-friendly organic product market.

We continue to solicit NAIWBE® organic skin care products through advertising media including but not limited to National Green pages, social media such as Facebook, LinkedIn, Twitter, Instagram, Health Fairs, E-blasts and E-blogging as a low cost method to stimulate and promote NAIWBE® organic skin care products and services. These methods allow NAIWBE® to participate and engage with consumers and receive positive feedback.

The development of a new product can take six weeks to six months depending on the sourcing of ingredients, packing and label design, where you are scheduled in the production timeline and shipping.

Our target consumer is socially responsible and are active consumers purchasing products from health oriented establishments that provide products that are eco-friendly and consistent with their lifestyle choices.

  • Female and Male
  • Age 28 – 55
  • Educated
  • Healthy Lifestyle is a driving force
  • Label readers
  • 2 children living at home ((Ages infant to 5)
  • High income
  • Ethnically diverse
  • Will pay more for green products

Yes, all of NAIWBE® skin care products are unisex.

Yes, customers constantly request different scents for a favorite NAIWBE® product. Varying sensitivities to different scents. Additionally, once you have established credibility consumers are always requesting additional products that complete their personal lifestyle experience.

One of the greatest challenges for a small businesses transitioning from small batch production to manufacturing on a larger scale is selecting the best manufacturer that suits your business model, maintaining product standards and ensuring manufacturer responsibility in creating the finished product that clients expect.

Yes, we are working on three new products we hope to release early 2021.

Yes. My signature Hands, Feet and Body Moisturizer is Dermatologist Tested, Certified Organic and Certified Vegan. It is our most demanded product and the one that provides the greatest benefits for individuals looking for a chemical free product and those with dry skin conditions. A multipurpose product that can be used on the entire body from head to toe and minimizes the use of multiple products for body moisturization.

NAIWBE® Skin Care Products are sold at Sam’s Club Roadshows in Florida’s Southeast Region, Jacksonville Navy Exchange, Amazon.com, NAIWBE.com and NAIWBE® Retail Store.

Selling online is an ideal way of marketing our products to millions of individuals who are very specific at what they want and are willing to purchase our products solely based on the information provided on your website. However, selling your product in a brick and mortar location gives you the unique opportunity of sampling products to potential clients and seeing the direct benefits of a specific product. New and existing clients are able to sample several products on the shelf and ask questions making it a more personable experience and receiving immediate feedback on the benefits of your products and services.

NAIWBE®’s marketing techniques included but not limited to participation in local Health Fairs throughout the Jacksonville community, trade shows, local television and radio appearances, NAIWBE® participated as a Creator in the entrepreneurial ONE Spark Event 2014 and in March 2015 created a local following. These primary events created the platform for NAIWBE® to be considered for Vendor Access with SAM’s Club for retail development and Road Shows demonstrations throughout the Southeast Region. Additionally, NAIWBE® had the unique opportunity to be selected from a national solicitation of new entrepreneurs to appear as a contestant for participation in a new TV Show, called ‘HATCHED” on the CW Network. Foregoing a tedious application process and a 3-day production in Los Angeles, California, July 8th through July-10th, 2015. NAIWBE®’s episode appeared on April 30th, 2016 to a national audience. The ability to appear on television to a national audience assisted in further creating brand recognition.

Demand for Organic Beauty to Grow to Over $13 Billion by 2018, Report Says According to a new market report published by Transparency Market Research titled “Organic Personal Care Products Market for Skin Care, Hair Care, Oral Care and Cosmetics—Global Industry Analysis, Size, Share, Growth, Trends and Forecast, 2012–2018,” the global demand for organic personal care products was over $7.6 billion in 2012 is expected to reach $13.2 billion by 2018, growing at a CAGR of 9.6% from 2012 to 2018.
The global organic personal care products market witnessed steady growth in recent years due to increasing consumer concerns regarding personal health and hygiene. In addition, widening distribution channels and new product development are the other factors that contribute to the market growth. However, limited shelf life, raw material supply and a stringent regulatory scenario are expected to be key challenges to market growth over the next five years.

Skin care products dominated the demand in the global organic personal care products market in 2011, with a 32.1% share, followed by hair care and cosmetics segments. In terms of revenue, the market for organic skin care products is expected to grow at a rate of 9.9% from 2012 to 2018. Demand for the three segments increased due to the entry of large multinat¬ionals in the organic personal care products space giving them tremendous visibility and increasing their accessibility across varied consumer segments. The three segments are also expected to dominate the global organic personal care market in the coming years.

At the country level, the U.S. was the largest market for organic personal care products followed by Japan and Germany. The U.S. demand for organic products is estimated to grow at a CAGR of 10.2% from 2012 to 2018. Strong awareness about the efficacy of organic personal care products and lifestyle changes are key drivers in this region. Countries such as India, China, Brazil and Mexico offer huge market opportunities for organic personal care products as well. Some of the leading brands in the organic personal care products market include Bare Escentuals, Aveda, Burt’s Bee, Origins, Kiehls, The Body Shop, and others.

I believe the market is continuing to grow and will afford new and developing organic skin care companies as NAIWBE® the opportunity to introduce and benefit from an growing industry

Our strategy is evolving as we grow and are afforded new opportunities.

Stay true to who you are. It’s okay to slow down, as long as you keep moving forward.

Marketing is always a challenge when you are a developing business with limited resources. The key is to think outside the box and be creative.

Research the industry, read product reviews and conduct focus group sessions to determine your market and the specifics of the demand for that market. Develop your business locally to achieve brand recognition. What advice can you give other women who dream of running their own business?

I’ve been through and learned a lot over the years. “You really gotta keep dreaming your dream and nourishing that dream until it becomes a reality.” That’s the best advice I can give any woman. You gotta see yourself making it. Just achieve one goal a day, then you’re getting closer. Take baby steps. Find out top trends in your industry and capitalize on them.

If you have not found a satisfactory solution for your skin care needs. NAIWBE® Skin Care Products provides a healthy lifestyle alternative solutions to individuals who continue to suffer with dry skin issues such as Contact Dermatitis, Eczema, Psoriasis, Lupus, Diabetes, Hypothyroidism, Side effects from a medical treatment such as Radiation Therapy or Chemotherapy, an after care product from Sun Burn and Minor Burns to name a few. Visit our website www.naiwbellc.net.

Our research has determined that today’s consumer is conscientious and looking for responsible organic skin care products and value. We have determined based on our sales efforts that as consumers become more educated on the benefits of organic skin care products, more specifically NAIWBE® products will increase its brand recognition, customer loyalty and increased revenues. The combination of a credibility, authenticity and providing a quality product with value, will create a space for NAIWBE® in a growing organic skin care product market.