A Personal Journey of Building The Earthling Co. and Celebrating Women in Business
Six years ago, I stood at my kitchen counter with a dream, a handful of natural ingredients, and absolutely no idea what I was doing. Today, as I reflect on Women's Entrepreneurship Day (November 19th), I'm overwhelmed with gratitude for the journey that transformed that small kitchen experiment into The Earthling Co. – a thriving community of over one million people who believe that sustainable, effective hair care shouldn't be a compromise.
I'm Emelia, founder of The Earthling Co., and this is my story.
The Leap That Changed Everything
Like many entrepreneurs, my journey didn't start with a detailed business plan or venture capital backing. It started with frustration. I was tired of reading ingredient labels on conventional shampoo bottles only to find sulfates, silicones, and chemicals I couldn't pronounce. I was equally frustrated by the amount of plastic waste accumulating in my bathroom. There had to be a better way.
That frustration turned into curiosity, which led me to experiment with natural ingredients on my kitchen counter. I researched everything I could about hair health, sustainable formulations, and the science behind effective cleansing without harmful chemicals. My early attempts were... let's just say they were learning experiences. But with each batch, I got closer to creating something that actually worked.
The real turning point came when I shared my homemade shampoo bars with friends and family. Their hair transformations were undeniable – shinier, stronger, healthier hair without the environmental guilt. That's when I knew I had to take the leap and share this with the world.
Building a Women-Founded Business:
The Reality Behind the Dream
Let me be honest with you: entrepreneurship is glorified in social media posts and success stories, but the reality is far messier. There were countless nights spent perfecting formulas, days filled with self-doubt, and moments when giving up seemed like the easier option.
As a woman in the natural products industry, I faced unique challenges. Investors questioned whether sustainable hair care was truly viable. Manufacturers were skeptical about working with someone who wanted to eliminate plastic packaging entirely. And like many women entrepreneurs, I battled imposter syndrome – that nagging voice wondering if I was qualified enough, experienced enough, or simply enough.
But Women's Entrepreneurship Day reminds us why we push through these barriers. According to recent statistics, women-owned businesses contribute trillions to the global economy and create millions of jobs. Yet we still face significant funding gaps and systemic obstacles. Every woman who starts a business, who takes that leap of faith, is paving the way for the next generation.
The Mission That Drives Us Forward
From day one, The Earthling Co. has been about more than just selling products. It's about creating a movement toward conscious consumption and proving that natural, sustainable solutions can outperform conventional alternatives.
Our clinically tested shampoo and conditioner bars were born from this mission. We didn't want to ask customers to sacrifice results for sustainability. That's why we invested in rigorous clinical testing – a first for bar shampoo and conditioner products. The results speak for themselves: 86% increase in hair volume, 89% increase in shine, and 95% of users saw improvement in hair health within just four weeks.
These aren't just numbers. They represent real people experiencing transformative hair care while eliminating plastic bottles from their routines. Each bar replaces up to three plastic bottles, and with over one million customers, that's a significant impact on our planet's plastic pollution crisis.
Lessons Learned: What Six Years of Entrepreneurship Taught Me
1. Your Community Is Your Greatest Asset
I never expected to build such an incredible community of Earthlings. You're not just customers – you're partners in this mission. Your feedback shaped our product development, your reviews encouraged others to make the switch, and your passion for sustainability keeps us innovating. Building a business isn't a solo journey; it's a collective effort.
2. Perfection Is the Enemy of Progress
Those early kitchen-counter formulations weren't perfect, but they were a start. If I had waited until everything was flawless, The Earthling Co. would still be just an idea. Women especially tend to hold themselves to impossibly high standards. I learned that done is better than perfect, and growth happens through iteration.
3. Stand Firm in Your Values
There were numerous opportunities to compromise our mission for easier growth – adding synthetic ingredients for faster lather, using plastic packaging for convenience, or cutting corners on sourcing. But every time we stayed true to our values of using naturally derived ingredients like marshmallow root, jojoba oil, and vitamin B5, we strengthened our brand and deepened customer trust.
4. Celebrate Small Wins
In the early days, I celebrated our first 100 orders like they were 100,000. Those small milestones matter. They're proof that your vision resonates with others. Whether you're a seasoned entrepreneur or just starting out, acknowledge your progress. Every customer, every positive review, every small victory is worth celebrating.
5. Invest in Quality, Always
When we decided to clinically test our formulas, it was a significant investment for a small business. But that decision to prioritize quality and transparency has been invaluable. Our customers deserve products backed by science, not just marketing claims. This commitment to quality – from our thickness and volume formulas to our careful selection of featured ingredients – has become our competitive advantage.
To Every Woman Entrepreneur: You Belong Here
If you're reading this and you have a business idea, a passion project, or a dream you're afraid to pursue – this is your sign. You don't need to have all the answers. You don't need a perfect plan. You just need to start.
The business world needs more women's voices, perspectives, and innovations. We bring unique approaches to problem-solving, community-building, and sustainable growth. We lead with empathy while driving results. We build businesses that consider not just profit, but purpose and impact.
Women's Entrepreneurship Day isn't just about celebrating those of us who've already taken the leap – it's about inspiring the next generation of fearless women business owners. It's about mentoring, supporting, and lifting each other up in an ecosystem that hasn't always been designed for our success.
Looking Forward with Gratitude
As I reflect on these six years, I'm filled with gratitude. Thank you to every person who took a chance on our shampoo and conditioner bars, who believed in our mission, and who continues to support this small, women-founded business. When you choose The Earthling Co., you're not just buying hair care products – you're investing in sustainable innovation, supporting women's entrepreneurship, and joining a community that believes we can create positive change, one shower at a time.
Your support has allowed us to continue developing powerful, all-natural hair essentials that transform hair health without compromising our planet. From our vanilla coconut scented bars to our plastic-free conditioner formulas enriched with nourishing ingredients, every product represents our commitment to excellence and sustainability.
Here's to the women who dare to dream, who take leaps of faith from their kitchen counters, and who build businesses that make the world a better place. Here's to you, our incredible Earthling community, for making this journey possible.
From the bottom of my heart, thank you for being here.
XX,
Emelia
