We sat down with co-owners Jacob and Jenny Doser of Relax. Rinse. Repeat. to learn more about what inspires them to make their line of affordable, all-natural body care products.
How did you get into making? And how did you start your business?
It all started in 2015 with a frustrated phone call from my best friend about how even products labeled as “natural” or “organic” can still have harmful chemicals or toxins. As an Autism mom, she searched for products she could trust for her son but found these products to be hard to find and incredibly expensive.
The heart behind my company is to handcraft quality products in small batches that customers can trust to be safe, effective, and affordable for your entire family.
How has your life changed since starting your business and what are you most proud of?
The greatest change I’ve experienced is the confidence my business has brought out in me to be who I am, support what I believe in, and be myself.
I consider my greatest achievement has been creating a balance through my business of supporting our family financially while still being able to be at home with my son.
How do you come up with your products?
My inspiration is the practicality and confidence that my products bring to customers, specifically parents and families as they struggle to find products that are natural, affordable, and quality.
I saw a need in transparency with natural products that wasn’t being robustly filled. I always want to be able to provide products that people don’t have to wonder about the contents or have to sacrifice quality for cost.
What makes Relax. Rinse. Repeat unique?
Our products are cruelty-free and made with the highest grade essential oils, clays, butters, and other organic ingredients.
We believe natural products should be affordable but also have a heart behind them. We are also happy to donate over 10% of every purchase to nonprofits and local charities!
Where do you see the business going from here?
We plan on carefully continuing to grow. Specifically, we aspire to onboard additional sales reps to continue expanding our number of stockists.
While we don’t have particular retailers in mind per se, we do hope to continue expanding our presence among regional natural-focused stores with multiple locations while never losing sight of local venues as well.
For the retailers reading, do you offer samples upon request?
Yes, we do! If a stockist is a good fit for us we are happy to send samples if they ask for them.
Switching gears a little, when did you get started with wholesale and how did you know you were ready?
We started at our local farmer’s market and then began doing a lot of customer-facing events like farmer’s markets, craft shows, vendor events, etc.
The business model we always wanted to strive for was something that could supplement our household income while allowing me to stay home and raise a family, and we noticed that these customer-facing events as the primary revenue driver weren’t aligning with our desired business model, so my husband suggested wholesale.
I simply didn’t think that we could do it, that there was no way stores would want to buy our product! My husband set out to prove me wrong and, after onboarding a half a dozen or so stores, he did. That began our realization that it was possible and eventually showed us that this was the ultimate direction to go.
We now have over 35 stockists and growing. We still do our local farmer’s market though!
How do you promote your wholesale line?
We promote via social media, referrals from current stockists we work with, and work with a sales representative that covers a certain territory for us.
Were you always able to offer keystone pricing? If not, how did you get there?
As we kind of stumbled into wholesale we did, but not at the margin we needed long term for sustainability.
After extensive research, we made some adjustments as we shifted our focus to wholesale more seriously and continue to make minor improvements as needed.
How did you decide your minimum order requirements?
At first, our minimum order requirements were much smaller, but we increased them after realizing two things:
- Time is our most valuable asset, so an order needs to truly be worth our investment of time
- If we do not implement certain order minimums, a store will truly not be showcasing our line well enough to do it justice and produce sales that generate a healthy longterm relationship
When you receive a new wholesale order, what steps do you take to get to know your buyer?
We start by being friendly and attempting to disarm – we find that business can tend toward formality, whereas we like to foster genuine relationships.
Beyond introductions, we usually will check out a company’s social media, website, and any other online listings. We’ll also ask some follow up such as how the stockist heard about us and if they carry similar lines already.
What is one piece of advice you would offer to someone else just starting out with wholesale?
Decide if this is going to be a business or a hobby. If it’s a business, you must treat it like one and all of your decisions must come from that place.
If it’s a hobby- that’s ok! Just don’t have business expectations on it.
Anything else you would like to share?
We always welcome stockists reaching out to get to know us better, regardless of the size!