Jessica Iclisoy, 39
California Baby
Beverly Hills, California
Projected 2006 Sales: More than $10 million
Description: Manufacturer of an all-natural line of baby shampoo, lotion and body wash
Mother’s Intuition: When she had her first child, Jessica Iclisoy went into full protective mom mode. Like all new moms, she wanted her baby to live in the safest environment possible, so when she discovered some of the questionable ingredients in many mainstream baby toiletry products, she sought healthy alternatives. In 1993, this former fashion buyer began researching ingredients at the local library and canvassing chemists for information. Before long, she was mixing natural ingredients in her kitchen to create her own line of safe, natural and gentle baby-care products.
Natural Order: Getting the industry to listen to her all-natural message was a challenge at first, says Iclisoy. Confident that there were other parents like her who feared the possible dangers of chemical irritants, she marketed her products directly to healthfood stores, explaining to them the benefits of all-natural baby skin care, as well as the dangers of some common product additives. “For the first eight years, my time was spent educating,” she says. Her in-store demonstrations and informative Q&As established her as an expert in organic baby products.
Thinking Green: A pioneer in the natural products scene, Iclisoy remains unfazed as she watches giant companies launch their own natural baby product lines. “How we stay competitive is that we stay true to ourselves,” she says. “We don’t try to run around competing with other people. We are who we are, and we just try to do the best we can.” Her line, which is sold online at www.californiababy.com and at Whole Foods and specialty stores around the country, includes the popular staple product California Baby Shampoo & Bodywash, as well as aromatherapy bubble baths with names like Overtired & Cranky and Chamomile & Herbs.
Mommy Talk: This mother of two is particularly keen on the needs of other mothers--especially those whose children fight peanut allergies or skin conditions like eczema. In fact, Iclisoy stopped using nut oils in her products at the request of parents who feared the allergen. Moreover, Iclisoy is routinely asked for her baby-care expertise, a role she gladly accepts. “I’m a mother and I went through everything,” says Iclisoy. “[Customers] call us, and sometimes it’s just for us to be supportive.”
Follow Her Lead: Demonstrating your product in stores will help you educate customers, generate word-of-mouth buzz and establish yourself as an expert in your field.
Originally published in the October 2006 issue of Entrepreneur Magazine