Be U: The art of being yourself

The shopping experience for cosmetics can be overwhelming. Whether it's differentiating between different types of products and their intended effect on the skin, distinguishing between substances that change names depending on the brand of the product, or finding a product suitable for our skin type, it can be daunting to have to study the endless list of ingredients without really knowing what will end up being applied to our skin.

This is what motivated Savannah Tardif to start a business of skin care products adapted specifically to the skin of its customers, by carrying out a personalized diagnosis and offering products made with natural ingredients, and whose list is is prominently displayed on the company's website, Be U.

Entrepreneurial temperament

Savannah has always had an interest in entrepreneurship: she once worked making beer, then started a janitorial business. “I really had the entrepreneurial spirit in me. Having completed her studies in accounting, she was working in a firm when the idea came to her to create Be U.

Not being a big consumer of skin products, she was reluctant to go to a pharmacy and ask for help from a cosmetician, or to browse the aisles on her own to find products that suit her. agree; she was rarely satisfied with the result, and left with the impression that she was being made marketing promises that would not materialize.

She quickly realized that she was not the only one experiencing this kind of difficulty and began researching to find a company or type of product that would be better suited to her skin type. She discovered that companies elsewhere in the world provide custom-made products based on customer needs, and that there would be an interest in this type of product in Quebec. It therefore teamed up with a chemist to build its range of products specially adapted to the needs of the consumer.

Body diversity as a selling point

Savannah started out producing body care products, then moved into facial products, emphasizing body diversity to promote its products. This is reflected not only in the sales model, but also in the advertising used by the company: it shows models with vastly different skin types, thus representing Be U's aim to adapt to the individuality of its customers, and not to ask them to adapt to its products. “We're like your online cosmetician. »

Indeed, to obtain a custom-made product, customers complete an online questionnaire to determine the needs related to their skin type. Thus, the product that will be sent to them will be manufactured according to these needs. That said, some of Be U's most popular products are available on its website or in-store, but online diagnosis is the best way to get a personalized product, which takes into account skin texture and sensitivity. , as well as the individual's allergies. The most popular products, on the other hand, are suitable for sensitive skin, and are therefore gentler than most products found in big box stores.

An expanding product catalog

After having well developed its selection of body and face products, such as cleansers, exfoliators and moisturizers, Savannah intends to launch new products soon, including a hyaluronic acid serum which contains a nourishing natural moisturizer, exfoliating bars zero waste, and even natural deodorants. “We are in a year of product launches. »

It also intends to make some changes to the operation of the website, among other things regarding the frequency of renewal of subscriptions. Currently, when customers make a skin diagnosis and order a product, they automatically subscribe to a renewal of the product every three months (that said, it is possible to cancel the subscription at any time). Savannah is in the process of evaluating this system because she has found that her clients are not all looking for the same thing. “We want to improve the customer experience on the site. Very attentive to her customers, she also considers varying production according to the seasons. To be continued!

Perseverance above all

Savannah's journey in developing Be U has not always been smooth. She built it from A to Z, without prior training or experience, and without a guide. “I was starting from zero. It was long, and it took a long time before it started. She questioned herself many times, but never gave up, and gradually learned what worked for her. “In the beginning, I tried to do everything myself. I realized that sometimes, for certain things, it's better to hire someone who knows how to do it. »

She built a network of contacts, she learned the importance of listening to the market and her customers, and even to go out of her way to properly represent her business. His thing? Believe in yourself and your ideas, and people will come with it. “I've always gone for it, I'm a very, very, very persistent person. For her, the important thing is not to be perfect, but to move forward. And above all, to be yourself.

To learn more about the company, see its member profile .

Reviewed by Marie-Pascale