How love helped co-founder Justine Lassoff love higher in 2020

* Disclosure of partners.

2020 took a toll on Justine Lassoff, co-founder of the vegan subscription beauty box brand Love Goodly. Like many of us, since the pandemic started, she has been much more at home, helping her teenage son with schoolwork, and spending more time cleaning and organizing the house than she normally would.

“While I am grateful that my family is safe and healthy, this has been a stressful time for everyone with so many people suffering,” she told the Organic Authority via email.

Lassoff worked from home for a long time; That way, she feels more productive. But when it is forced, as it has been for almost a year, now it becomes stressful. A schedule full of consecutive zoom calls doesn’t help. But Lassoff says that being part of some weekly zooms just for friends and family requires a departure from work: a surprising silver lining that allows her to stay in touch, “much more in most cases than before COVID” , she says.

She also speaks more to her 81-year-old mother, who lives alone in Arizona. “I’ve been organizing a biweekly zoom since March that includes our immediate family and some of their close friends. We started with games like Skribbl and have now developed weekly themes – our last was sharing your favorite song and I played them on Spotify using the Share screen. “

This is not an unfamiliar pandemic. This strange time has resulted in re-connections or more frequent connections with loved ones who are also stuck at home.

“Life can be short, so you have to seize the moment.”

A time to think

Lassoff also uses this time for her personal development.

“Our mental and emotional well-being is of the utmost importance in these challenging times,” she says, noting that she has organized a small weekly live meditation zoom led by an instructor. Supported by the mostly pleasant weather in Los Angeles, she has taken refuge in daily exercise, be it tennis, hiking or walking the dog – a task for which she is now the first to volunteer in her house.

As the founder of a beauty company, researching the latest in beauty products has also helped her move on to things other than isolation, researching soothing beauty products that range from soothing bath products to mask relief.

“With more time at home and it’s winter [LA winters can be cold-ish and very dry]I really like using soothing and moisturizing skin care products, ”says Lassoff, noting that she supports more women-owned businesses than ever before.

Lassoff’s current favorite products include Delia Organics Dew Drops, “a natural serum with ingredients such as apricot, jojoba and avocado serum”. She also loves OSEA’s Undaria Algae Body Oil, a cult favorite that Lassoff describes as “a luxurious body treatment based on seaweed”. She quickly wipes off Evio Beauty Beauty Lip Gloss before her Zoom calls to moisturize her lips. And when it comes to hand sanitizing, it’s all about the LA-made Zatik Orange and Tea Tree hand sanitizer.

Bogue-Miller, left; Lassoff, right | Love well

A new partner

While the pandemic and politics overshadowed much of 2020 for most people, the year started very differently for Lassoff and her business partner Katie Bogue-Miller. The duo, who founded the Love Goodly brand in 2015, sold to Novica, the largest online collection of Fairtrade, ethical and artisanal goods. The merger was completed in February.

“I knew it [Novica’s] CEO and Co-Founder Rob Milk for years when we both went to Stanford. After this [Bogue-Miller] and I had started a small starting round and participated in the Quake Capital Accelerator. We wanted to partner with a larger e-commerce brand to expand Love Goodly’s audience, ”said Lassoff. They reached out to Novica in late 2019, and from there, she says, “the talks moved quickly.” The deal was closed just before the COVID lockdown began in March.

For Lassoff and Bogue-Miller, the move was a breeze. “Both companies have a mission-based approach to e-commerce: Novica focuses on fair trade and improving conditions for artisans around the world, while Love Goodly focuses on introducing clean beauty and values ​​that are vegan, cruelty free and non-toxic, founders and sustainability. “

Love Goodly was launched in beta in 2015. At the time, it was the first vegan, clean, monthly beauty subscription box on the market. The market exploded after that and now includes celebrity-endorsed beauty boxes like Kinder Beauty and the high-end vegan box brand Petit Vour, all vying for the ethical skincare lover’s attention.

Built on principles

But Love Goodly continues to set itself apart from others. The expertly curated boxes contain a handful of products, often around a theme, and a percentage of each sale is used for different charities, a model that customers are really good at supporting.

One of Love Goodly’s longstanding charity partners is Farm Sanctuary. It is the longest standing farm animal sanctuary and advocacy group in the United States with locations in New York and California. Novica also has a non-profit component. According to Lassoff, the company has long partnered with the nonprofit Kiva to provide loans to small businesses and artisans in developing countries. And community service on the Novica and Love Goodly websites is a priority. Users can shop by their value, a unique offering that you won’t find on sites like Amazon.

At a time when more people are at home and want to do good in the world, partnership is more relevant than ever. “We are fortunate to have found a home with the Novica family,” says Lassoff. “Indeed,” she says, “it is ‘love’ that initially connected us, since Novica’s core value is that of love.”

Dear Good Box |  Love well

Dear Good Box | Love well

Selling love

Love may be a difficult value proposition to explain for investors, but it’s an easy sale to conscious consumers. According to the 2018-2019 annual report from Fairtrade International, market demand for products labeled “fair trade” increased by 15 percent in 2018. Fair trade sales exceeded $ 10 billion in 2018 and supported more than 1.7 million farmers around the world.

Fair trade means farmers earn a premium on staples like cocoa and coffee, but it’s also a model applied to artisanal jewelry and apparel makers, as well as skin care ingredients.

For beauty products like those contained in Love Goodly boxes, there is also a commitment to brands that prioritize organic or wild ingredients and keep as many man-made chemicals out of skin care products as possible. Organic farming, for example, not only benefits the end product user, but is also safer for producers and the environment.

Love Goodly’s prioritization of vegan skin care products also helps normalize the cruelty-free skin care model and avoid unnecessary animal testing. The leading multinational beauty giants have long relied on a number of animal testing for products, but safer ingredients and animal-free testing methods prove that there are other ways to verify effectiveness and safety.

Just as consumers are eager to add vegan options to their protein and dairy products, they are also eager to support skin care and beauty brands that deliver results without animal testing. Leading beauty brands Dove and CoverGirl are just two examples of beauty product giants who are turning away from animal testing. Think of them as the impossible and beyond the skincare burgers and prove that the ethical version is every bit as good as its precursor.

Seize the moment

COVID-19 has changed the way many companies do business and some are seeing sales skyrocket. The partnership has also helped Novica expand its market offering to include ethical skin care and beauty products. Lassoff and Bogue-Miller are helping the website to set up its own subscription model, which is expected to be published later this year.

“This is a challenging time, however [it] can offer new possibilities, ”says Lassoff. She says the pandemic is forcing people and brands to make “important” decisions, many of which are life or business improvements.

Lassoff, a breast cancer survivor, says the pandemic is a good time to “look inside and see what’s important to you,” she says.

“”[L]If we can be brief, you must seize the moment. ”

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