LONGMONT — Nova Covington had one chump in apperception aback she and her husband, Paul Halter, adapted up their aboriginal accustomed anatomy affliction products.
When their aboriginal babe Paige was 5 months old, she started breaking out in hives, allergic to abounding constructed chemicals in ablution and corrective products, including sunscreen.
“I wasn’t absolutely planning on starting a sunscreen company,” Covington said. “I started authoritative articles for her because I couldn’t acquisition annihilation that was absolutely good, alike in accustomed artefact stores.”
Paige is now 12, and the aggregation that blossomed from those aboriginal recipes afresh acclaimed the 10th ceremony of its aboriginal accessible sales, at the Telluride Bluegrass Festival.
Based in Longmont, Goddess Garden Organics is the fastest-growing accustomed sunscreen cast of the top bristles brands in U.S. accustomed retailers, according to SPINS, which advance the accustomed and specialty articles industry.
Its mineral reef-safe lotions and sprays are agitated in about 8,000 aliment in the U.S. and Canada, including CVS, Accomplished Foods, Target, REI and Sprouts Farmers Market.
In 2012, the abreast captivated aggregation appear anniversary revenues of $1.5 million, up from $303,000 in 2010, according to BizWest’s anniversary Mercury 100 list. This year, the aggregation anticipates topping $7 million, Covington said.
Consumers appetite accustomed alternatives to actinic sunscreens with alive capacity like oxybenzone and octinoxate that boss best abundance shelves, Goddess Garden’s CEO said.
“We were in the appropriate abode at the appropriate time,” Covington said. “People are aloof acceptable added acquainted of the actuality that their bark is their bigger agency and 70 percent of what they put on their bark is captivated into their body.”
According to SPINS, accustomed sunscreen sales accept developed about 24 percent over the accomplished year.
SPINS artefact library administrator Susanna Ghaemi said allotment of what’s alive the advance is accretion boilerplate attention, both in media advantage and artefact distribution.
“While the allotment of accustomed sunscreen in boilerplate outlets is almost low as compared to that aural accustomed retailers, the dollar advance of this articulation in boilerplate outlets is about 40 percent,” Ghaemi said.
Michele Mader, accumulated class administrator for adorableness and anatomy affliction at Accustomed Grocers by Vitamin Cottage, said while added bodies are activity accustomed in their aliment choices, anatomy affliction has continued been “the aftermost affair bodies appetite to absorb their money on.”
“We’ve absolutely apparent in this aftermost year exponential advance in anatomy care,” Mader said. “It’s beyond the industry.”
This year, Accustomed Grocers chock-full accustomed actinic sunscreens in its 96 aliment in 16 states. The Lakewood-based alternation has agitated Goddess Garden for years, Mader said.
“Last year, they were our acknowledged mineral sunscreen brand,” Mader said. “They are authoritative it accessible for barter to accomplish those choices, and consequently, they accomplish it easier for retailers to jump, to accomplish the best we’ve made.”
Covington said the aggregation is committed to debunking the bad acceptability mineral sunscreens sometimes accept with consumers.
The alive capacity — zinc oxide and titanium dioxide — physically reflect UV application off the skin, accouterment bigger and faster sun protection, she said. Abounding consumers accept all mineral sunscreens leave abaft that ghost-like white burnish associated with lifeguards.
“It’s as arduous as we can possibly accomplish it,” Covington said. “We’ve innovated every year. We go aback into the lab in the abatement and innovate to get alike added arduous and added arduous and added sheer.”
Whitening isn’t the alone bad rap Goddess Garden has tackled, said business administrator David Sorley, who came to the sunscreen aggregation from General Mills and Larabar.
“Mineral sunscreens accept four bad reputations — they don’t work, they’re expensive, they don’t feel acceptable and they’re whitening,” Sorley said. “We’ve formed absolutely adamantine to accomplish abiding all four of those apropos accept been addressed.”
Goddess Garden employs 21 full-time employees, additional abounding added contractors during prime sunscreen season.
The accomplished operation functions out of a 10,000-square-foot automated amplitude in Longmont, bottomward the artery from the Oskar Blues Brewery, and a 40,000-square-foot barn nearby.
The advisers do aloof about aggregate — accomplishment and packaging their sport, everyday, facial, kids and babyish artefact curve in a certified-organic facility, analysis and development, marketing, chump service, alike some shipping.
Covington, a certified aromatherapist and University of Denver graduate, came to accustomed articles from the accumulated world. Halter, the arch artefact developer, has a accomplishments in comestible science.
They fabricated their aboriginal sunscreen in 2005 by abacus minerals to a shea adulate lotion, again headed to the Telluride Bluegrass Festival. The sunscreen awash out center through the festival, Covington said.
In 2008, they alone their added articles to focus on sunscreen, growing from 100 accustomed grocery aliment to 250 to 500. Today, Goddess Garden is awash in abutting to 70 percent of accustomed grocers nationwide, Sorley said.
After a rebranding this year, new Goddess Garden articles are on the way, including an anti-aging band that’s in development.
“There is so abundant allowance for improvement,” Covington said. “This year, I’ve been attractive about and saying, ‘Where is there accustomed bug aerosol that works? I charge it.’ “
Two years ago, Goddess Garden debuted the aboriginal non-aerosol connected aerosol mineral sunscreen afterwards added than a year of development. It’s the company’s top-selling product, Covington said.
“I capital it. I am our ambition market,” she said. “I am the mom who needs the articles that are accessible to apply.”
Emilie Rusch: 303-954-2457, firstname.lastname@example.org or twitter.com/emilierusch
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