Beauty Store Business

JUL 2016

Beauty Store Business provides solutions for better retailing! New products, industry news, savvy business moves and important trends affecting both brick-and-mortar and online retailers are included in each issue.

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Page 113 of 115

I began studying spa facial treatments, but I also added my own twist with things like Pearl powder, and grass-fed colostrum. I have a very strict attention to detail when it comes to fi nding cutting-edge ingredients. I take a lot of pride in searching the globe for the latest and greatest in the most-effective ingredients for my skincare products. Has your background as an athlete contributed to your success? Absolutely! I believe the work ethic that led to my success as an athlete will stay with me for the rest of my life in whatever I do. In addition to that, my ability to work well with others through my experience in working as a team has been huge for our success. My competitive spirit, determination and resilience that I learned through my experience in athletics is something that I think about often and owe to the beautiful game of baseball. What has been your biggest challenge as a business owner? Handing off and delegating certain responsibilities to others has been the biggest challenge. For so long I loved handling it all myself because I absolutely knew what went into every part of it and quality control is so important to me. But as we began to grow, I realized that I had to delegate these things to advance our brand. Who does your research and development? I do. I haven't sought out labs for premade products and ingredient decks. Every single product that I have made I have developed from scratch based on my own research, not anyone else's. I take a lot of pride in that. Finding the cutting-edge ingredients in my formulas and what I fi nally sign off on is something that I absolutely love doing. What are your future goals for your company? We are now in 40 countries! However, I want to expand into as many countries as possible. I'd like to be a household name by the end of 2016, and I'd like to release an entire line of skincare products and supplements with an attention to NEXT-LEVEL ingredients rosters. [I'm] going above and beyond into my ingredients [so that Alitura] is known as being a trusted brand where everyone can go to for their skincare and supplement needs. ■ Breanna Armstrong is managing editor of Beauty Store Business. Follow her on Twitter and IG: @BreArmstrong. What is Alitura Naturals? Alitura Naturals is an all-natural skincare line that I created after an accident that I was in. On March 20, 2011, I was hit and run over by two SUVs on Melrose in Los Angeles. I woke up in the ICU with a shattered jaw and seven broken ribs. I counteracted and accelerated the healing of a lot of my scarring and abrasions through my research by creating a clay-based, facial-treatment mask that revoked the impurities and reconditioned my skin. I strongly believe that the body responds best to an all-natural formula devoid of chemicals. How did you develop the idea for your company? I had a lot of time on my hands after the accident. They say that necessity is the mother of invention and that is exactly what happened. 112 July 2016 | The Last Page Andy Hnilo After being in a near-death accident, former professional baseball player and actor Andy Hnilo created a brand that helped heal his wounds while also fulfilling his dreams. Hnilo launched Alitura Naturals, an all-natural skincare line in June 2014. Image courtesy of Andy Hnilo @andyhnilo @alituranaturals @andyhnilo @alituranaturals Get Connected!

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