Behind the Brand: LATHER Offers Approachable, Natural Skincare with Transparent Products

From a young age LATHER founder Emilie Hoyt suffered from debilitating migraines and was frustrated by the lack of effective relief medical experts were able to provide. She started to do her own research and discovered that personal care products were a likely cause of her distress. One of the things Hoyt uncovered was that the potential dangers of synthetic fragrances are a dirty little secret of the beauty industry. Hoyt decided to channel her passion for wellness into her own natural skincare collection, opening the first LATHER store in Pasadena, California in 1999.

Inspired by her own experience, Hoyt developed her brand with the mission to offer natural and safe products. The products not only solve everyday issues, but are also made with ingredient transparency. LATHER originally launched with natural olive oil soaps and has since expanded to include a wide range of personal care products. Today, LATHER is seen around the world in spas, resorts and boutiques. We caught up with Hoyt to learn more about the brand and some of her top beauty and wellness tips.

When did you launch LATHER and what inspired you to launch the brand?  

I started LATHER 21 years ago out of a personal need for skincare and wellness products that contained zero synthetic fragrance, which triggered (and still trigger!) my debilitating migraines. This business was truly born out of a necessity for me to create products for myself, my friends and my family that were safe and actually worked. Today we have over 100 SKUs in the face, body, hair and wellness categories. 

 In this country, synthetic fragrance ingredients do not have to be disclosed. It’s hard as a consumer to discern the ingredients hidden in the word “fragrance.” While many ingredients used may be perfectly safe, there are several known fragrance ingredients that are known as allergens, as well as respiratory and nervous system irritants. Due to an outdated law that allows fragrance manufacturers special trade secret status, consumers are given little information or protection from potential harmful ingredients. 

When I first started LATHER, there was a lack of approachable, natural skincare and wellness alternatives for people with sensitivities to toxic chemicals and synthetic fragrance to turn to. While many “natural” brands exist today, I often feel there is still a lack of transparency -- in ingredients, value and cost. My philosophy has been to offer safe, effective and transparent products.  

What should people know about the ingredients in your products? 

We use a wide range of plant-derived ingredients from around the world that are rich in vitamins, minerals, proteins, omega fatty acids and other nourishing and gentle materials. These ingredients do a lot of heavy lifting. They moisturize hair and skin, support the barrier function, provide antioxidant protection, offer soothing properties, smooth and fortify the hair and help reduce the appearance of fine lines, wrinkles and uneven skin tone. Our products are scented with natural aromatic blends that feature essential oils that help soothe, balance and calm the mind and body. 

 We never, ever use synthetic fragrance of any kind. In addition, we don’t use parabens, sulfates, mineral oil or artificial colors. We also never test on animals or work with vendors or suppliers that do. 

Do you have a hero product and what are some of your favorite products from the collection? 

I use our Caviar Lime AHA Cleansing Crème (my favorite product!) every day along with our Vitamin C Peptide Renewal Serum, our Sweet Almond Face Moisturizer and our amazing new Australian Plum Eye Crème. At night, I switch up my moisturizer and use our Australian Plum Night Crème. I also sometimes add our Honey Moisture Mask with Propolis Extract to my nighttime mix. I leave it on overnight, especially in the dry winter months. 

Any beauty secrets you can share? 

I use our jade roller and gua sha tools on a daily basis with serums and moisturizers to really get the product into my skin. These tools also feel incredible and help me relax.  

Wellness tips? 

I use essential oils for a variety of situations, from headache relief to stress reduction. Frankincense is one of my more recent favorites. In the last few months, particularly, I have repeatedly reached for our Inner Peace Meditation Balm. In it, the frankincense harmonizes seamlessly with bergamot and ylang ylang, helping me feel content and contemplative. I typically put it on before my evening walks. 

Secret to success? 

Always take the high road. Both experience and intuition have taught me to never indulge in short cuts. This includes everything from the quality of ingredients we use to the deep-seated values that remain the cornerstones of LATHER. Simply put, there is no overnight success that lasts, and slow and steady will almost always win the race.  

Also, my commitment to product quality, innovation and to our community was always the priority, balanced with the backend business ideology of remaining an independent, profitable, successful, growing company. I have been open to speaking with other business owners through major events, such as the recession and our current pandemic and inequality crises. As my husband and I grew the business, we watched many small competitors get hyped up and sold to holding companies or VC firms. Then, they’d just disappear and shutter. This happened over and over again. I didn’t want that to be our story. 

Lastly, I listen to our customers. They tell me everything I need to know. For example, I studied which essential oils were most popular with them when we first opened. It dictated many of the combinations we still sell today.  

Favorite ways to relax? 

It takes me time to process everything and calm down at the end of the day. I walk three miles every night, which helps me get thoughts out. I also play piano and spend time reading with my kids in the evening. Before bed, I enjoy using products infused with lavender essential oils. Relaxing and soothing for the senses, lavender has been helping me sleep as of late. I love our lavender-infused Quiet Night Pillow Mist so much, I even use it on my puppy’s bed!  

Best advice? 

Don’t be afraid to ask questions. When I first started LATHER, I didn’t have a great grasp on business terminology. There would be conversations during which I would be questioned on things like my margin on soap. Initially I would wonder, “Is this person asking me how much remainder exists after I cut the soap?” Also, when asked about EBITDA, I remember thinking, “What the heck is that?” There was a huge learning curve, and I had to grow into the idea that there are no stupid questions. If ever confused, I now just simply ask.    

Lizzy Sherman is an award-winning digital content writer/editor. She has been a featured guest speaker at Cal State University Northridge, Digital LA and The National Association of Audience Marketing Professionals. When she's not writing, Lizzy enjoys yoga and playing guitar. Follow her on Instagram: @zillizy