Denisha Stephenson is a marketing expert with more than five years of experience creating and executing digital marketing strategies, optimizing campaigns, and increasing brand awareness across multimedia platforms. She successfully managed Google Analytics, developed Google AdWords and social ad strategies, curated marketing resource content, and managed marketing and promotional calendars and email marketing campaigns.
Stephenson took a turn from the world of technology and analytics to her passion for skincare and beauty.
A Self-Considered Derma-Enthusiast
Stephenson always shared a love for international skincare regimens and products. As a self-considered derma-enthusiast, she spent years experimenting, comparing, and sifting through tons of products but was unable to find a consistent line that met her needs. She was looking for a high-quality line that used clean yet powerful ingredients, allowing for easy-to-maintain routines while being formulated with her complexion in mind.
This struggle ignited her skincare journey and made her realize there was a void in the industry. There was a misconception that skincare is gender-specific, many mainstream formulations under-represent people of color, and sought-out brands lack accessibility in international countries.
All these factors combined created a demand for a skincare product that was affordable and accessible to all genders and complexions. This motivated Stephenson to spend hours researching and sitting in free workshops and classes to understand the skin layers, topical and cosmetic enhancements and procedures, and the environmental, food, gut, and hormonal effects associated with skin and hair. For the last 5 years, she has dedicated herself to understanding ingredient selections and mixtures and how they affect melanin skin.
A Glow’rious Routine to Skincare
Glow’rious Routine was founded as a challenge to the mainstream conception of skincare while creating a space for people to express themselves authentically. It is a celebration of your personal routine without borders and limitations.
Their products help cut down the skincare routine with highly effective, essential multi-purpose products that are easy to adjust to the skin’s needs, resulting in healthy, illuminating, glowing skin.
The ingredients unite the best of science with green formulation technology, containing little or no fragrance. It does not contain federal food, drugs, cosmetic colors, parabens, hydroquinone, or sodium lauryl sulfate.
The Eco-Friendly Routine
When deciding on materials, ingredients, or supplies, Glow’rious Routine picks the most sustainable options from companies that are known to employ ethical environmental or employment practices.
Glow’rious Routine has made sustainable initiatives and enforcements to bring a remarkable impact on the community. This led them to partner with One Tree PlantedTM, an environmental non-profit tree planting charity that plants trees in countries around the world. Every Glow’rious Routine product purchased supports reforestation across Canada, including British Columbia, Quebec, and Ontario.
Their packaging is designed with the environment in mind. Their bottles are PET recyclable acrylic, and their product packaging is recycled pulp board. Their shipping materials are 100% recycled content, recyclable, and naturally biodegradable. For paper-based packaging, they use eco-friendly inks.
Value-Based Initiatives and Growth
Glow’rious Routine has core values that support the changing world and uses Canadian manufactured ingredients and packaging within its supply chain to support local businesses and communities during these trying times.
Ever since its launch, Glow’rious Routine has had two stockists, with the conversation of more placements on the way. Top Canadian magazines have shown an interest in featuring the brand. Their initiatives have been sustainable and caring for the planet, ensuring there is a giving back to the community, sourcing resources locally and ensuring everything being used contributes to the Canadian economy.
Denisha Stephenson was invited to participate in the Shopper’s Drugmart diversity initiative event, which offers POC companies an opportunity to pitch in front of the buyers for potential placement. Stephenson’s pitch attracted attention as an emerging brand for the eCommerce platform. Their precise branding, pricing, and marketing, along with strong industry networking, gave them the opportunity to pitch to the largest pharmacy in Canada.
Stephenson has over 10 years of experience working in luxury retail and educational call centres. This has made her realize the importance of listening to customer feedback, whether positive or negative, building customer rapport and making necessary optimizations to keep customers at the forefront. Hence, Glow’rious Routine keeps customer service as the foundation of their business operation.
Glow’rious Routine is a one-woman show where Denisha Stephenson has developed and implemented a digital strategy from scratch and is reporting measuring tools to drive traffic and conversion across the company’s website. Using her last $6,000 saved during the pandemic with no additional assistance, she has received consistent monthly orders and maintained healthy growth of brand awareness.
Through her persistence and determination, Glow’rious Routine is on its way to becoming a household name in Canada. To know more about their products, visit their website at https://glowriousroutine.com/.
Small businesses must take inspiration from entrepreneurs who are turning their passion into business growth and development. To read more about these inspiring business stories, subscribe to CanadianSME Small Business Magazine https://lnkd.in/dbqmSKN. For the latest updates, visit our Twitter page at @canadian_sme.
