RAW TALES GIVES READERS AN INSIGHT LOOK INTO VEGAN COMPANIES AND THE INDIVIDUALS BEHIND THE BRAND. WE ASKED OUR FEATURES TO BE RAW AND TRANSPARENT IN SHARING THEIR CHALLENGES, SUCCESS, AND THE PASSION THAT CONTINUES TO DRIVE THEIR BUSINESS.
We would gladly like to introduce Liz Saffie Gover, the owner of Liz Carolina Skin Care.
WHEN DID YOU BECOME VEGAN?
I became a vegan approximately four years ago, but it was an evolution. Initially, I became a vegetarian but realized that a vegan lifestyle was where I needed to be. This has been one of the best decisions that I have ever made.
WHAT MADE YOU DECIDE TO BECOME A VEGAN?
I have always been health-conscious and aware that nutritious food is so important to one’s health, but the catalyst for my becoming a vegan and leading a vegan lifestyle was when I could not unsee what I saw. I did it for the animals. I feel that unless one actually sees what goes on in factory farms, there’s a disconnect. As we learn more and more, it’s clear that a vegan lifestyle has a beneficial impact on the environment and our health. The only regret that I have is that I did not become a vegan sooner.
WHAT INSPIRED YOU TO START LIZ CAROLINA SKIN CARE?
I was inspired to start my company, Liz Carolina Skin Care, after years of not finding what I wanted. There were two things that I needed from my skincare but had great difficulty finding. I wanted to use products that did not have inferior nor potentially harmful ingredients, and for them to be vegan. I was disappointed by the limited selection; products that I tried were either too greasy, had a sticky feel or had added fragrances and/or ingredients that I didn’t want to use. Finding vegan skincare was even more difficult. In the end, I made the decision to do the hard work and start my own skincare line with products that I wanted to see in the marketplace.
WHAT PRODUCTS DO YOU OFFER?
The Liz Carolina Skin Care line includes seven products: four hand and body crèmes, lotion, face crème, sulfate-free body wash, and make-up remover. My product line of cruelty-free, vegan skincare is small-batch produced with responsibly sourced, high quality, nourishing, healthy ingredients in a perfect balance in order to achieve optimal results. They are free of dyes, fragrances, potentially harmful ingredients and feel great on!
WHERE DO YOU FIND YOUR INSPIRATION?
I find my inspiration through knowing that I am providing high quality, healthy, vegan skincare to my customers that I am proud to put my name on.
HOW CAN OUR READERS USE YOUR PRODUCTS WHEN PLANNING THEIR NEXT EVENT?
Skincare is something that many of us use daily, so being consistent and using Liz Carolina Skin Care products will keep your skin hydrated, moisturized, healthy and looking great for any event you may be attending.
WHAT HAS BEEN THE BIGGEST CHALLENGE WITH HAVING A VEGAN COMPANY?
Starting any company is very challenging; skincare is a highly competitive field and I knew that going in. My biggest challenge has been building and increasing brand awareness and also having people recognize that vegan products are a good choice whether one is vegan or not. Another challenge has been my decision to only sell direct to consumers, as my products are not in brick and mortar locations, so increasing brand awareness is even more critical and challenging.
HOW DID YOU OVERCOME THIS CHALLENGE?
Increasing brand awareness with vegan and non-vegan consumers is an ongoing challenge that I continue to work on.
WHAT DOES SUCCESS LOOK LIKE FOR LIZ CAROLINA SKIN CARE?
For me, success means continuing to build my customer base (vegan and non-vegan), with more and more word-of-mouth recommendations from happy customers, and to increase awareness of the many positive aspects of using vegan skincare.
IN ONE SENTENCE, WHAT WOULD YOU TELL AN ASPIRING VEGAN ENTREPRENEUR?
Do your homework and if you have strong conviction and love what you do, take that leap of faith.
WHAT WAS YOUR MOST MEMORABLE CUSTOMER EXPERIENCE?
One of my most memorable customer experiences was when a gentleman purchased 12 units of my skincare products and made three baskets, one each for his wife and two daughters. He took pictures and sent them to me before he gave it to them as gifts. Priceless.
