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How This Organic Skincare Company is Changing The World, One Bottle of Ethical Argan Oil At A Time

How This Organic Skincare Company is Changing The World, One Bottle of Ethical Argan Oil At A Time

How This Organic Skincare Company is Changing The World, One Bottle of Ethical Argan Oil At A Time

Joèl’s Unconventional Story

I’ve owned a beauty and wellness company for nearly eight years now, but few people would guess that my path toward ethical entrepreneurship actually started in a very frightening and unconventional way.

In fact, I don’t think many people out there can claim that their ethical business started because of a terrible condition affecting their eyelids, but I can! Curious? Let me explain…

I went from looking like my healthy, happy 30 year-old self to looking like a 70 year-old overnight – my eyelids were scaly, red and angry. I had no idea how I would heal my eyelids so they would return to their blessedly normal state.

For anyone out there who’s ever dealt with a skin condition like that – you know how terrifying it can be.

I was not pleased. I was even less pleased to discover that after trying about a dozen products, there was not ONE that helped my eyelids, other than a steroid cream from a doctor – a cream that could only be used for a maximum of 7 days.

I just knew there had to be something better.

And it turns out, I was right.

Who had the secret potion for me? My very own Moroccan mother-in-law. Once I tried her handmade Argan Oil, my scaly and red eyelids miraculously transformed back to their healthy, vibrant, and supple skin in just a few days. Obviously, now all of my friends wanted to get their hands on this ‘miracle oil from Morocco”, too.

That’s when I asked my mother-in-law how much of this stuff she could actually make. She simply answered: “I can make as much as you’d like.”

And we’ve been in business together ever since.

The Green Beauty Movement

This is actually a wonderful time to be in the beauty business. Yes, it’s competitive, but we have the opportunity to work with customers who appreciate what we do – and how we do it.

People like you and me have finally had enough.

We are tired of questionable ingredients.

We are tired of products made in unsustainable work environments. We are tired of nature having to pay the price for our self-care purchases.

The movement toward “green beauty” has been brewing for a while and we believe that this is absolutely something to celebrate. Not only do we now care more about what we put in our bodies with regard to food, but we really care about what we put on them as well.

While this whole approach to beauty and wellness is totally trending now, this was certainly not a thing when I was growing up in the 1970s and 80s. We pretty much ate what we pleased and we just picked up whatever personal care products looked and smelled good in the stores.

But meanwhile, data piled up on common, but harmful body care ingredients (think in soaps, lotions and other daily essentials). These problem ingredients are not good for our bodies, they’re not good for the environment, and they’re certainly not good for the humble hands that help make them.

Which sneaky ingredients am I talking about?

I’m talking about possibly carcinogenic parabens, and endocrine-disrupting phthalates, and polluting microbeads. Then there’s the unethical working conditions.  To top it all off, you have the horror of animal testing. I’m not trying to make you depressed – it’s time we wake up and hear the truth behind the beauty industry.

And I have great news: we are not powerless.

How We Can Change the World

It might seem overwhelming and complicated to overhaul your beauty routine to make it green and ethical, but believe me – you can make it easy with the right approach. Here it is: change the world and reveal your healthiest self in the process by swapping your usual conventional picks for their greener, more sustainable alternatives. This has never been easier, or more luscious, than now.

Natural, green, ethical, eco-friendly, and cruelty-free: you no longer have to sacrifice quality and efficacy for beauty picks that are good for you AND the planet.

The thing is, there is no good reason to use harmful chemicals in beauty products in this day and age. Sure, they can be effective to a degree and they certainly are cheap. But there are so many nourishing, highly stable, and totally luxurious ingredients out there to use on our skin, hair and nails that don’t contain anything questionable. Sometimes they may cost a little more, but most, if not all, of us would agree – they are worth it.

Saadia Organics

I run my company, Saadia Organics, from Vancouver but our star ingredient – Argan Oil – is made in Morocco. My mother-in-law, Saadia, is our proud production manager. At Saadia Organics, we choose to do things differently.

Our Values

  • We are socially-conscious and fair-trade. We hire single mothers to hand-press our oil for us in Morocco, ensure that their workplace is private and nurturing, and that their hourly wage is fair and acceptable – by Canadian standards. While many companies of our size will take advantage of lower wages and conversion rates, often paying an equivalent of only $5-10 a day, we at Saadia Organics are proud to provide wages that sit far above the North African average.
  • Our products are eco-friendly. Our Argan Oil is made from the fruit from the Argania spinosa tree that grows in southwest Morocco. We would not be able to sleep soundly at night knowing that our products are harming the Earth, so we strictly prohibit unsustainable harvesting practices: instead, we simply wait for the fruit to fall from the tree. Once it has fallen, we simply gather it from the ground. We also are planting and growing our own trees on the farm that Saadia inherited several years ago.
  • We use only eco-friendly packaging. We do our best to trim away excess, useless packaging and avoid plastic as much as possible. It’s all about sending out things that are reusable and recyclable. There is enough packaging in the world and we refuse to contribute to a growing problem.
  • We are cruelty-free. We are huge animal lovers and would never consider animal testing. Cruelty-free standards can vary from country to country – we hold ourselves to the highest standard and strictly prohibit animal testing of any kind. Instead, we happily test Saadia Organics products on willing friends and family!

How to buy socially-conscious, healthy, and eco-friendly skincare

If you’re ready to do the green beauty swap and buy quality products that do no harm, some research and reading is a must on your journey to a healthier earth – and a healthier you.

Check out the “About Us” page on your new green beauty company finds. Do a quick Google search and read up on their practices.

Ethical businesses are proud of their sustainable and green initiatives. Like us at Saadia Organics, entrepreneurs, doers, and dreamers the world over are creating the new beauty and wellness industry you want and deserve. Let’s work together to change the world, one beauty swap at a time.


Comment and tell us what your favourite beauty brands are.


Joèl Adrienne • Guest Blogger • Saadia Organics

Joèl (pronounced “Joelle”) has been the owner of Saadia Organics Inc. since it was founded in 2011. When she’s not focusing on her beauty and wellness company, she’s hanging out with her husband and two daughters. And she is always amidst planning their next vacation adventure.

Authenticity and Why It Matters

Authenticity and Why It Matters

Authenticity and Why It Matters

Being authentically you while growing your business.

Living an authentic life means staying true to who you are and what you believe in. It means staying true to the attitudes and behaviour that truly represent your identity and character.

Staying true to yourself while growing your business not only adds value to your business, it also adds value for your clients as they get to know exactly who they will be working with. By learning who you are, they will feel safe to trust their business in your hands.

The problem is, being authentic is not always easy. It means showing raw failures. It means showing your flaws. It means making mistakes. But it also means showing your strengths.

Living in a technological age, we all know that it is easier to put on a mask of perfection than risk looking vulnerable.While it is not always easy, I genuinely believe it is a crucial part of growing a successful and sustainable business.

Being authentic is worth persevering and getting right.

Being authentic is worth persevering and getting right. Click To Tweet

None of us have a perfect, flaw-free life, so trying to portray an image that suggests this only leads people to think two things:

01. You are superhuman and no one could ever live up to that expectation.
02. You are hiding something.

Either way, it will negatively affect your business so make sure you think about who you really want to be.

Why authenticity matters when growing your business

“I had no idea that being your authentic self could make me as rich as I have become”

– Oprah Winfrey

I had no idea that being your authentic self could make me as rich as I have become – Oprah Winfrey Click To Tweet

01: Authenticity develops knowledge, appeal, and consumer trust with your business.

If your clients can see and relate to the real you, they are much more likely to choose YOU when searching for the perfect business to work with. The fact that you are real person that makes mistakes and has bad days will allow them to feel safe in sharing their true self with you.

02: It makes you stand out from the crowd.

People can see straight through fake information and too-good-to-be-true images. If you give the appearance of perfection, your clients will feel that they can never achieve what you have and go and work with someone more on their wavelength.

03: It encourages engagement.

People are more likely to engage on your social media because people can relate to your realness and vulnerability. Being authentic attracts the right kind of people into your life . . . both business and personal.

Being authentic attracts the right kind of people into your life . . . both business and personal Click To Tweet

04: Being authentic allows you to be super clear on what you do and how you can help people.

You do not have to have all the answers. Being a few steps ahead is refreshing for the people that you work with, but we are all still learning and it is reassuring for your clients to know that you are not the finished, picture-perfect article. You are still learning too.

05: It makes your life SO much easier

We all want an easier life, don’t we? Trying to be someone that you are not drains all your energy — and as entrepreneurs, we need as much energy as we can get. Being the real you is liberating and empowering. Not only to you but to the people around you. By being authentically you, you are encouraging those around you to be their real selves too.

Being the real you is liberating and empowering. Click To Tweet

How do you practice living authentically? Leave us a comment at the end of the post!

Ways to ensure authenticity

  • When you are setting goals, be sure that you are emotionally connected to them and that they are heartfelt.
  • Think about why the goal is important to you and how it will feel to achieve it.
  • Get super clear on what your goal will mean to you and why.
  • Be clear on what your core values are and ensure that everything you do is in alignment with them.
  • Trust that you will know very quickly when you are out of sync with your core values because even when you are fulfilling someone’s desire or need, you will be left feeling unfulfilled and unhappy.
  • Live with integrity.
  • Ask yourself: do your actions match your words? Does what you say you are going to do, match with what you actually do? Do you mean what you say and say what you mean at all times?
  • Be real in all that you do.
  • Make sure you are being honest in your opinions, beliefs and thoughts.
  • Check in with yourself on a regular basis and ask yourself: am I truly happy?

If you are living a life that is true to your values then your answer will be a definite ‘YES’. Happiness is not something that appears once we reach our goal. It is very much a part of the journey as long as we are living an authentic life.

Authenticity cannot be achieved by constantly looking outside of ourselves and comparing ourselves to other people’s achievements, opinions and preferences in life. If we are so busy following others and trying to be like them, how can we possibly know who we are?

To achieve real authenticity, we have to stop comparing and go within ourselves and really get to know ourselves and who we truly are.

This is OUR life, so we need to figure out what matters to us most, what we believe in, and what we want from our life. These things can only be reached by self reflection. 

Comment and tell me — how do you practice living authentically?


Natalie Ford • Guest Blogger • Natalie on Facebook

My name is Natalie Ford and I have been a female entrepreneur for the last 20 years.

I work with female entrepreneurs and business owners helping them to get out of overwhelm and frustration, and into purposeful productivity. This allows my clients to effortlessly grow their business, while keeping freedom of time and income to spend quality time with their family.


FIND YOUR TRIBE: How Ignoring Some People Makes You Stand Out to Others

FIND YOUR TRIBE: How Ignoring Some People Makes You Stand Out to Others

How Ignoring Some People Makes You Stand Out to Others

A couple of weeks ago, I decided I wanted a new app to keep me up-to-date on business and marketing news. I scrolled through the app store briefly and didn’t find anything I liked. So, I eventually gave up and moved on to a different task.

Flash forward a week later and as I began scrolling through my Instagram feed, an ad popped up: “The business and marketing news app for busy marketers.” It immediately caught my attention. This was exactly what I was looking for and it was almost as if they were speaking directly to me. After all, I’m a busy marketer!

Now, imagine if that ad had said something like, “The best way to keep up-to-date on the latest trends in business and marketing.” Yawn. It’s not very imaginative, right? But unfortunately, I see businesses do this all the time.



The magic of identifying your target market is the freedom to speak directly to them. At first, it may feel like ignoring the mass market will result in missed opportunities, but on the contrary, it allows you to better resonate with those who are more likely to make a purchase.

For example: imagine you’re selling a pair of cute dog socks with dog characters on them of varying breeds. Which audience would you target: all pet owners or simply dog owners? You wouldn’t sell to cat owners or people who don’t even own pets at all! In fact, to narrow it down even further, you could even sell your corgi socks to corgi owners.

As you can see, there is so much power in narrowing down your messaging based on your target market. But first, you have to figure out who they are and do the research to make sure you’re using the right language to capture their attention.

Determining Your Target Market

Whether you’re promoting an ad on Facebook, writing copy for your website, or crafting a social media post for higher engagement, who you tell your story to is just as important, if not more so, than what you say.

Your ideal customers make up your target market. They’re the consumers who are going to identify with what you have to offer and say, “yes, I need that in my life”.

These are the people who would line up for hours outside your store door before launching a new product, tell everyone they know about you, and retweet everything you post. The first step in figuring out your target audience is jotting down the basic demographic information.

This includes:

  • What gender do they identify with?
  • How old are they specifically (hint: pick one number, not a range)?
  • Where are they from?
  • Are they educated?
  • Married? With kids?

From there, we explore their role at work:

  • Are they employed full-time, part-time, self-employed, etc.?
  • How do they feel about their career?
  • What is their household income?

At this point, this is all going to be educated guessing based on experiences with previous customers and a picture of what your dream customers look like. The next step is to start doing the research to prove your speculations and get a better idea of who your people are.

Conducting Research

If you’ve been in business for any period of time, you should have a good idea of who you enjoy working with and what kinds of customers you attract.

Start by reviewing your previous customers and confirming the guesses you made in the previous section. Then, reach out to them with a survey to start getting even deeper into who they are and what problems you were able to solve for them, specifically.

Ask questions like:

  • How would they describe themselves? How would others describe them?
  • What were your goals when you came to us? How did we achieve those goals?
  • What were your concerns before working with me?
  • What would they type into Google to find information about my product?
  • What questions would they ask me/my sales team when approached with an opportunity to purchase?
  • What keeps them awake at night?
  • What do they see when they engage with us?
  • What influences them and how?
  • What outcome did they want by working with/buying from us? Did we meet that outcome?
  • What do they value?
  • What would have held them back from making the purchase?

Questions like this get at the heart of who they are and how you can influence people like them in the future to make the decision to work with or buy from you. If you’re a new business and don’t have much to work from, consider who your dream customer is.

Think about what kind of person you’d like to attract to your business, and then go out and actually find someone who resembles them. Approach them and ask whether they’d like to help you build your business by asking a few questions.

It might sound a little creepy at first, but as long as you’re transparent about the reason why you’re asking them questions, they should be more than willing to help.

The key here is not to just simply guess at your answers. You could be way off base and this would become detrimental to your marketing results as you won’t be hitting the right chords with your audience.

Crafting Your Messaging

This is the fun part! Now that you have your target audience all figured out, it’s time to create a brand message that aligns with exactly who they identify as and what they’re struggling with. As you’re creating your message, go back to the specific challenges your target customers are facing.

Think about stories you could use to address those challenges and prove the effectiveness of your solutions. As a small business owner, you have two stories to tell. First, there’s the story of how you got to where you are today; how you started, why you’re here, and the challenges you had to overcome to get to this point.

This portion should relate to the specific struggles and goals of your target market. Secondly, you have your customers’ stories. These are the challenges your customers face on a daily basis and how your product’s benefits solve them.

Talk to your salespeople or, if it’s just you, refer to your past customers and dive into those specific success stories. Once you have these stories in place, you can use them on your website, across your social media channels, in any marketing videos you create, and anywhere else you show up in front of your potential customers.

So, who’s your target market and how are you speaking directly to them? Let us know in the comments below!


Ashley Hoffman • Guest Blogger • Digital Marketer

Ashley Hoffman is a freelance digital marketer, writer, cat mom, and Seattle-based coffee snob. She recently started her business helping creative women-owned businesses find their voice, tell their story, and connect with their customers.

When she’s not helping fellow girl bosses tell their story, she’s listening to podcasts, reading, working on her novel, and co-leading a meetup group in Seattle. She spent a few months living in England and, since her return, wishes America would make afternoon tea a “thing.”

Using Psychology to Improve Your Mental Wellness

Using Psychology to Improve Your Mental Wellness

Using Psychology to Improve Your Mental Wellness

It is believed that around 30% of adults suffer from anxiety and depression in the United States, but don’t seek help or even understand the feelings they are experiencing. The problem is, the topic of mental wellness is often avoided out of fear of judgement and a misunderstanding of the implications of being mentally unwell.

The Complexities of Mental Wellness

Fear and misunderstanding cause a stigma around being mentally unwell. The average person doesn’t know how to change it or how to take steps to better their lives. Entrepreneurial women can be especially triggered by being mentally unwell because of all the components in life they are trying to juggle.

Taking the First Steps

When we are ready to make change, we most likely wait for adversity to hit . . . for trauma to build, or for stress and anxiety to become debilitating before we seek help. When we desire to make a change and be healthy through wellness, we tend to sign up for simple things like fitness, yoga, coaching, meditation or therapy.

We need to remember that it is natural to need support and validation, even if it is as simple as a yoga class or time spent meditating. We need inspiration between life’s storms, or even when the sun is shining.

And remember: it’s okay to want extra support at any time in our life. Humans are complex beings and it’s expected that we may go through times in our life where we need extra support.

The Key to Mental Wellness

The key to mental wellness is to be consistently grounded so that when the time comes, we maintain wellness, which means practicing things like:

  • personal development
  • self-care
  • medical health
  • time management
  • spiritual development

When we practice these behaviors regularly, it eliminates the effects of urgency in crisis situations because we are then more prepared and grounded.

Juggling Roles as Entrepreneurial Women

As a woman, mother, sister, entrepreneur, wife, and spiritual woman, my roles are often blurred, my energy is lost and my patience is limited.

Juggling roles like these without a wellness plan in place can cause a breakdown (from mental to physical) that can contribute to things like autoimmune diseases, viruses and even a breakdown of overall health.

How Can We Take Steps to Transform Our Mental Wellness?

When difficult things happen in our lives, it may temporarily take us out of our normal state of mind. In order to maintain mental wellness, our time spent processing needs to be temporary so we can continue working on our journey to success.

While seeking balance throughout important components of our lives, we often lose sight of self care and “maintaining the brain”.

Tip: Transformation is a lifestyle change that begins in the mind.

Examples of changes beginning in the mind are things like deciding that you want to do something new, or starting a new routine and behavior pattern. This can change the trajectory of your life, career and family.

We hear this topic discussed, yet do we execute it like we should?

Next time you realize you need a lifestyle change, try to initiate a change in your mind like trying something out of the ordinary. Sounds simple, doesn’t it?

What are your favourite steps to take to improve your mental wellness? Leave a comment below!

The 4 Components Needed to Improve Mental Wellness:

These components need to be maintained to make sure that mental wellness is not compromised and that we are living up to our full mental capacity:

  • Feeding the brain (knowledge, devotion, inspiration)
  • Resting the brain (relaxation)
  • Exercising the brain (professional and personal development)
  • Social development (interacting with others)

It’s also important to note that mental wellness is affected by things like:

  • Physical wellness
  • Environmental factors
  • Familial dynamics
  • Employment
  • Societal expectations

How to Start Improving Your Mental Wellness

Self-care is a concept that is often discussed yet rarely implemented. It is essential for us (entrepreneurs specifically) to learn to take care of ourselves first now, not after we are diagnosed with something that will lead to a separate wellness plan.

Transformation starts with a mentality to have a successful mind, body and spirit. To implement a transformation of your mental wellness, I recommend starting with a vision board, a journal, or some other way of recording your desires. This will help you reflect later on the success of change.

To set yourself up for mental success and happiness, learn from your past and enjoy your present as it comes, and always prepare for a successful future.

Do you have any specific tips on how to maintain a healthy mind, body or spirit?

Comment below and tell us your thoughts!



Anika Wilson • Nobody Greater LLC • Guest Blogger

Anika Woods-Wilson is a transformation and success coach focusing on the mental wellness and well-being of individuals in entrepreneurial journeys and in seasons that led to the need for healing. Transforming into who you are destined to be is more than an vision, it’s a lifestyle change. Anika is an expert and walks with you, using the secret tools to faster results.



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