CAMERON WILLIAMS
Age: 20
Title: Co-founder and sales executive, Nourish Personal Care
Location: Greensboro
What it does: All-natural personal care products
Founded: March 2022
No. of employees: Four
Website: https://thenourishofficial.com/
LinkedIn: https://www.linkedin.com/company/nourish-personal-care/
Instagram: @thenourishofficial
In the age of Amazon, Nourish Personal Care got its start by going old school.
The all-natural, plant-based personal care product startup started selling door-to-door in March 2022 in Greensboro and on N.C. A&T State University’s campus.
“At the time, that’s what we knew how to do when it came to getting customers,” said Cameron Williams, co-founder and sales executive. “If we go to people’s doors, somebody’s going to say yes.”
Williams, who cofounded Nourish Personal Care with fellow N.C. A&T students Zsajuan Powe and Jenay Puckett, said that this method set their company apart. Now, with both door-to-door and online sales, the company has hit five-digit sales figures. While he declined to say what the company's sales to date were, Williams offered November – during which Nourish Personal Care brought in more than $14,000 – as a representative example and said he expected it to increase during the holiday season.
Nourish Personal Care sells soaps, body wash and body lotions that are all-natural and homemade. A new line of products will launch this year, including hand sanitizer and liquid hand soap that the company will market to commercial businesses, Williams said.
Nourish Personal Care’s bar soaps retail for $6, its body lotions for $12.50 and its body washes for $10. Customers can choose a bundle of products, like its body wash bundle that includes all three of its body wash scents.
There’s even a subscription bundle that includes four bar soaps and two bath bombs that customers can get shipped to them on a regular basis at a discount.
It took several months to perfect the products – and even just learn how to make soap, Williams said. Once they had the basics down, the three founders took their products to a chemist they knew to validate that the formulas were safe and good for sensitive skin.
Williams said that Nourish Personal Care’s sales demographics have diversified greatly in the nearly two years since the company began selling its products.
Today Nourish Personal Care mainly sells to customers over the age of 30, who own homes, are married with children and have a household income between $85,000 and $120,000. While Black people make up the majority at 51% of sales, Latinos now make up 22% and whites now make up 20%, Williams said.
After gaining traction with door-to-door sales, Nourish Personal Care built out its website using e-commerce platform Shopify, which provides sales analytics insights, referral programs and email campaigns.
While getting into brick-and-mortar salons and barbershops is a major goal for the company – its products can already be found in a salon in Williams’ hometown of Kinston – Nourish Personal Care has seen how e-commerce has propelled the business.
“Growing that e-commerce platform has not only driven our sales but our engagement on email lists and when we do in-person pop-up shops,” Williams said.
