Cultivating Natural Beauty

In an industry often dominated by synthetic formulas and fleeting trends, Wildcraft Skincare stands out as a beacon of authenticity and innovation. Laura Whitaker, the visionary founder behind this Toronto-based natural skincare company, has spent a decade challenging industry norms and redefining what affordable, effective skincare can be. In this exclusive interview, Whitaker shares her unique perspective on innovation, from Wildcraft's artisanal production methods to their customer-centric approach to product development. As we delve into Wildcraft's journey, we uncover how staying true to one's roots while embracing change can lead to groundbreaking advancements in the competitive world of natural beauty.

What does innovation mean to you in the context of natural, affordable skincare?

When I started Wildcraft, I came into the beauty industry as an outsider, which had its ups and downs. But it also gave me the chance to think differently and question what was already out there. I was really frustrated with the lack of affordable, truly natural skincare options that actually worked. Everything seemed either full of synthetics or priced way too high.

For us, innovation means bringing back traditional handcrafting techniques while keeping everything in-house. Sure, handcrafting isn't new, but our real breakthrough is making it scalable while still being affordable. We're hands-on every step of the way, from formulation to production, so what we're offering is much more than just skincare—it's a genuine, holistic experience.

How does your team at Wildcraft generate new ideas for products or processes?

At Wildcraft, coming up with new ideas is a mix of listening to our customers and analysing what's already working. After being in the game for ten years, we've gathered so much feedback and information. We take every comment, email, and customer service call seriously, and we even do in-depth phone interviews. Our social media community is a great place for us to see what people are really into.

But it's not just about feedback. We also look closely at our product performance, understanding why some things sell better than others, like how often people use them or the gaps they fill in the market. The magic happens when we balance both—what customers want and what we see as a brand. It helps us stay grounded in our own values while making products that truly resonate.

Do you have any specific rituals for resetting your creativity, especially when formulating new skincare products?

To reset my creativity, I love travelling and taking breaks from work. Getting out of my usual Toronto scene and seeing what's happening in stores elsewhere helps me get a fresh perspective. I always make it a point to visit farmers' markets wherever I go. There's so much inspiration from local artisanal skincare makers, and I love seeing the unique ingredients they use based on their region's climate and culture.

These experiences help me stay in touch with how grassroots makers are doing things today compared to when we first started in 2014. It reminds me to stay connected to our artisanal roots while still pushing Wildcraft's commercial growth.

How do you identify trends in the natural beauty space? What resources does Wildcraft use to spot consumer insights and emerging ingredients?

We keep an eye on trends but don't let them drive us. As outsiders to the beauty world, we've always focused on creating something authentic and wholesome, so we're careful not to jump on every trend. We stick with classic, time-tested ingredients and don't use something just because it's popular.

That said, we do try out competitor products to see what's working and what's not. We want to stay in touch with what our customers are using outside of Wildcraft and stay informed. We also rely heavily on customer feedback and are always learning. Whether it's from visiting local health food stores or exploring high-end natural beauty shops, we keep our eyes open.

What is the biggest challenge you face when innovating in the highly competitive skincare market?

One of our biggest challenges is standing out in a market that often leans towards trendy, flashy products. We're a company that values timelessness and tradition, so while our products might not be super attention grabbing at first sight, they're designed to become staples in our customers' routines. We focus on creating high-quality, effective skincare that people can rely on for the long haul.

Has there ever been an instance where another industry has influenced an innovation at Wildcraft?

Absolutely! The natural skincare industry has actually shaped the way we approach haircare. A lot of the ingredients we use in our haircare line are traditionally found in skincare, and that's because we believe a healthy scalp is just as important as healthy hair when it comes to making effective shampoos and conditioners.

What makes an innovative culture in a natural skincare company? How do you foster a culture of innovation at Wildcraft while staying true to your artisanal roots?

An innovative culture at Wildcraft starts with hiring people who have that entrepreneurial spirit. I look for team members who are creative, independent thinkers, and who love coming up with fresh ideas. But we also need structure. We have a clear vision of who we are and what we stand for, which gives us the framework to innovate without losing sight of our artisanal roots.

Looking to the future, how will Wildcraft continue to be a leader in innovation within the natural and sustainable beauty space?

Looking ahead, Wildcraft will continue leading by staying true to our core values. We focus on wellness and self-care rather than just appearance, which really sets us apart in a beauty industry that can be pretty surface-level. Our aim is to offer products that nourish not only the skin but also a sense of well-being and self-acceptance. By keeping that holistic approach at the forefront, we hope to continue offering something refreshing and meaningful in the natural and sustainable beauty space.