CrowdINk sat down with Tanya Felli, the founder of the innovative Australian natural beauty brand ivadore, whose natural tanning treatment is quickly making them a household name with a cult following behind.
1. What was your inspiration for starting ivadore?
When my first son was born I tried to find a natural alternative to a stretch mark cream but all the ones I found didn’t work. I started researching different ingredients and how they worked at different percentages and that is how my passion for creating effective natural skincare products was born.
2. How did you come up with the name?
I believe that life is a gift that should be treasured and I wanted a name which reflected that. I started putting together words I liked the meaning of and I found that “eve”, which I’ve spelled “iv”, meant “life”, and “adore” meant to love or treasure so together ivadore means to “love life”.
3. What sets ivadore apart from other natural beauty brands?
When I first started creating natural skincare solutions it was for friends and family. So I’ve learned from personal experience and years of honest feedback that when you get the right ingredients and formulate them at the right percentage, natural beauty products will work magic on your skin. I also realised the importance of customisation as we all face different skin issues, so I knew that needed to be a central element of the brand and our “Feature It” skincare range is just the first stage.
4. What has been the biggest challenge you have faced since starting the brand and how did you overcome it?
I think the hardest thing in any business is to believe in yourself and never give up. We entered a very completive market, and at the start it was very overwhelming going up against so many major brands. But once we focused on the things that set us apart, we were able to establish our own place in the market.
5. What would your advice be to aspiring entrepreneurs out there?
Just start. There are so many people that have great ideas and talk about doing great things, but it’s the ones that start and continue to take small steps that achieve their dreams. I love this quote that says, “You don’t have to be great to get started but you have to get started to be great.”
6. You’ve had really great feedback from people about your tanning treatment. How did you come up with the formula for it and how long did it take to get it perfect?
I am still overwhelmed with the feedback that we receive because the very reason this product was created was to solve the common issues myself and so many other people were facing with self-tanning products. The more feedback we get, the more we know we actually did it! I really wanted it to be perfect so I didn’t rush the process and spent several months trialing and making changes to it get it just right.
7. Why do you think it’s important to use natural beauty products?
I was diagnosed with celiac disease several years ago and it wasn’t until I dramatically changed my diet that I noticed the difference eating fresh healthy food made to my overall health. There are so many foods, plants and extracts in nature that contain powerful properties that are not only great for inner health but also very important for skin health. I just don’t see any benefit in using nasty or harsh ingredients when nature has so many amazing benefits.
8. There are people out there who are skeptical about natural beauty products and whether they work. What would you say to those people?
People have been using nature for centuries for its powerful healing properties and today those age-old properties can still be very effective, if formulated correctly. Unfortunately, products aren’t often formulated properly and ingredients are used purely for the label, not at an active percentage (angel dusting), and those who do this undermine the reputation of the entire industry. That’s why we’re so proud of the real reviews we have which prove our products work – we use every ingredient at an active percentage.
9. How can people connect with you and where can they buy your products?
All of our products are available online including trial size options and packs at www.ivadore.com.au
You can follow us on instagram (@ivadore) or like us on Facebook.