606 Emilie Hoyt: Founder & CEO of LATHER

Founding LATHER

Emilie Hoyt's journey to founding LATHER began with a personal struggle with debilitating migraines. From a young age, she experienced severe headaches that disrupted her daily life, leading her to seek medical advice and keep a journal to identify triggers 1. Through this process, Emilie discovered that synthetic fragrances in personal care products were a significant trigger for her migraines 2. This realization sparked her mission to create LATHER, a brand committed to offering natural, safe, and effective products free of harmful chemicals and synthetic fragrances 3.

I grew up with migraine headaches from the time I was five, and it was a huge disruption in my everyday life.

--- Emilie Hoyt

Her personal experiences laid the foundation for a brand that prioritizes clean beauty and holistic well-being.

   

Building Credibility

Building credibility for LATHER in the beauty industry was a challenging journey for Emilie. She initially faced rejection from major retailers who were skeptical of independent and natural beauty products 4. Despite these setbacks, Emilie opened her own store in Pasadena, which allowed her to directly engage with customers and gather real-time feedback 5. This hands-on approach helped her refine her products and establish a loyal customer base, ultimately proving the value and appeal of her clean beauty offerings.

I got to see real time, how hard it is to sell one product to a stranger, how hard it is, what they don't like at all, when you're sure they would like it.

--- Emilie Hoyt

Her persistence and adaptability were key to overcoming industry skepticism and building a reputable brand.

   

Seizing Opportunities

Seizing unexpected opportunities played a crucial role in LATHER's growth. A pivotal moment came when Emilie received a call from a hotel developer who wanted her products in a new luxury hotel, the Borgata, in Atlantic City 6. Despite initial doubts about her capacity to meet the demand, Emilie embraced the challenge, recognizing it as a significant opportunity to expand her brand's reach. This move not only increased LATHER's visibility but also opened doors to further collaborations in the hospitality industry.

We're going to have 2,000 rooms. Can you produce these and deliver every month? And I just said, yes, I will.

--- Emilie Hoyt

Her willingness to take risks and innovate was instrumental in establishing LATHER as a trusted name in clean beauty.