Editor’s note: This story is part of Cleveland Inno’s debut Under 25 program, a platform to recognize rising innovators under the age of 25 who are making big moves with their companies across Northeast Ohio.
Grace Irvin-Dillard likes the challenges and freedom that being her own boss affords.
Irvin-Dillard, 23, owner and founder of Touched By Grace Body Care in Ravenna, Ohio, graduated from Kent State University's entrepreneurship and Pan-African Studies programs in May.
She started her personal-care company as a requirement for graduation but already can't see herself doing anything else.
"I've always known I don't like taking orders," Irvin-Dillard said. "And I cannot see myself at a desk or retail job."
Touched By Grace had revenue of about $120,000 in 2020 and serves more than 2,000 customers in almost every state, plus Canada and the United Kingdom, she said.
Revenue in the beauty and personal care market is expected to amount to $82.3 billion in 2021 and to grow by a compound annual growth rate of 4.6% through 2025, according to Statista.com, a provider of market and consumer data.
Irvin-Dillard started her business by tackling personal care problems, especially those for Black women. Her first product was soap, though she does not make much of that anymore.
Since earning a Natural Skin Care Formulation diploma online, Irvin-Dillard has formulated everything from butters, cleaners and masks for facial care to oils, gels and steams for feminine care.
"There's always something new to do, to learn," she said.
Irvin-Dillard formulates and makes her own products, retailing her products at her company's website and app and at local popup and vendor events.
She keeps in "constant communication" with customers through social media channels, including Twitter and TikTok, but has had the most success connecting with potential customers with Instagram.
Irvin-Dillard also wholesales her products through "brand ambassadors" who get a 10% discount on the bulk products they repackage for sale.
The Covid-19 pandemic caused an initial spike in sales.
"In March (2020) when everything shut down, my sales skyrocketed," Irvin-Dillard said.
So she hired five employees last summer to help her bottle, label and ship orders during the height of the pandemic-induced flurry. Touched By Grace is back down to one part-time employee, her assistant.
Irvin-Dillard spends a lot of time educating customers about the ingredients in her products, which she chooses for their safety and effectiveness.
She does not use ingredients just because they are natural, even though that is a popular concept.
"Everything is a chemical," she said.
To dispel misconceptions about her product ingredients, Irvin-Dillard offers a detailed glossary at her company's website.
She uses Shopify to power her e-commerce site and has "been blessed to find small-business grants online" to help grow her business, she said.
This year, Irvin-Dillard has rebranded her products for national distribution.
Her plans include:
- A subscription service, which is being planned for early 2022.
- Expanding her efforts to formulate and wholesale/private label for other brands.
- Get her products in stores and in the hands of estheticians.
- Set up a more formal laboratory/formulation space in her workshop.
