Beauty Store Business

JUN 2017

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68 June 2017 | beautystorebusiness.com Executive Spotlight Aimee Werner Aimee Werner created Whish, a skincare company based on simple, clean ingredients. by Breanna Armstrong Courtesy of Whish You may recognize Whish from last year's Beauty Pitch finals hosted by Cosmoprof North America, in the established brand category. Now in its 10th year of business, Whish is a high-performance, natural skincare and body-care line created by Aimee Werner. Werner's inspiration to start her own line of women's shaving products orginated from a chance encounter with her husband's shaving cream—a vision that grew into a complete line of quality skincare products. From founding the company with her husband, Jesse, to employing 20 people, Werner talks about the evolution of Whish. Beauty Store Business: How did you start Whish? Aimee Werner: Whish began after I borrowed my husband's shaving cream. He had a natural product in a fancy jar with a brush because he had issues with shav- ing. One day I ran out of my drugstore brand and used his, expecting to experience the usual dry, irritated and red skin after shaving. Instead, I was shocked at how different my skin felt after using something else just one time. That day it hit me that ingredients are everything when it comes to your skin, and so I scoured stores for natural products. I was pregnant at the time and after reading about what was in most of my body products, I threw everything out and started over. I continued to use my husband's shaving cream but voiced over and over how I "wished they made something like this for women." After a while, my husband, Jesse, said we should make it. So we did! My "wish" became "Whish," and we launched with three natural shave creams for- mulated specifically for women. How did you get started in the beauty industry? It really just started with the idea and the passionate belief that there has to be something better for my skin than what was currently available. My husband and I took a huge risk because we believed in the concept of better ingredients. What did you do before starting your company? I have a bachelor's degree in marketing, and I worked in high-tech semiconductor sales—very far from the world of beauty! What was your most recent highlight? For me, it's the launch of our skin care with a natural retinol alternative. It was a very long process with a lot of research and development, but the end product is incredible, and we are very proud of the line. Are you currently working on any new products? We are expanding our skincare line and also develop- ing some interesting new body treatment products. Stay tuned! "Don't give up. There are a lot of ups and downs; you will have amazing days and horrible days, but remember why you started in the first place and stick with it."

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