KATHRYN McIntosh started selling Scotland’s first refillable natural deodorant in June last year when she could no longer give massages and other treatments due to lockdown. The products are now stocked online and in 10 shops across Scotland.
Name: Kathryn McIntosh
Position: Owner
WHAT IS THE BUSINESS CALLED?
Re:treat
WHERE IS IT BASED?
Inverurie, Aberdeenshire
WHY DID YOU SET UP THE BUSINESS?
I’M a complementary therapist and have been for 15 years. Hands-on treatments have been closed due to lockdown which gave me the opportunity to work on my apothecary business. It started off being handmade in the kitchen for my friends and family and the reaction to it has been bigger than I expected. We launched in June last year with a natural deodorant – two full-size ones and mini tins which sold out in a day. Now the products are in 10 different shops across Scotland. I sell online and most of the shops we sell in are brick and mortar shops. Most zero-waste shops were still open during lockdown and sold my stuff. The zero-waste community helped to spread the word.
Before this I was self-employed and ran that business for 15 years. I worked with people on a face-to-face basis. Making the website and working online was a really big learning experience for me. I managed to do one Christmas fair and it made me realise how differently running a business in Covid is. It’s an alien concept to be working online. I got some support from Business Gateway – a funded service provided through the Scottish Government – and that gave me access to training and an adviser.
WHAT IS YOUR TARGET MARKET?
MY first thought is that it would be people interested in sustainability and veganism but we get lots of customers who come through friends’ recommendations. People are amazed our deodorant works better than their normal one. People are looking for solutions that are easy to fit into their life. If they are able to make a change, they know it will be sustainable and a high-quality product. People are looking for small independent businesses to support and they are telling their friends about it. We live in a little town and our community like to share new things.
HOW IS IT DIFFERENT FROM COMPETING BUSINESSES?
THERE is no direct competition because it is very niche and a developing industry. There isn’t a refillable natural deodorant available in Scotland. It is in 10 shops because it is a real community and they tell other shops about it.
The majority of online sales are in Scotland and there are 10 retail shops in Scotland that stock it. We have secured a deal with a retail outlet in England as well.
IS SCOTLAND A GOOD PLACE FOR THIS TYPE OF BUSINESS?
I ACTUALLY took a year out to go backpacking and came home in 2017. I saw the plastic use in other countries and came back and took the only soap making class in Scotland so there is a need for it here. People are very open to alternatives
WHAT DO YOU ENJOY MOST ABOUT RUNNING THE BUSINESS?
I LIKE the diversity between the two parts of the business. It is outwith my comfort zone and feels new and exciting. It has been a really good thing for me.
WHAT IS THE BIGGEST CHALLENGE IN RUNNING THE BUSINESS?
THE uncertainty of lockdown. You want to be able to plan and you can’t. I will reopen the therapies business when I am vaccinated. One market I did was hugely successful and I know I want to have a lot of contact with customers. The mini tins are popular and then people buy the full-size products.
WHERE DO YOU HOPE THE BUSINESS WILL BE IN 10 YEARS?
I ONLY set it up nine months ago and it has totally exceeded expectations. I have more products launching later this year. I would love the therapies and apothecary businesses to come together. I have the ethos that it’s centred around self-care for the mind, body, community and planet.
I have been using the deodorant I sell for years. As it has developed, I have taken on a team of human testers – it’s cruelty-free so I’ve got a group of people to test the products as I start making things on a bigger scale. It’s invaluable feedback.
The products are gender neutral so they are suitable for everyone. We offer a refill service – people can contact us directly or contact our stockists. There are lots of issues with recyclables in the bathroom – it’s more regulated and the products can’t be contaminated. I want to rise to that challenge.
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