In the midst of skincare lines popping up in our local marketplace, Dr. Rei-Launya Amsterdam put her medical background to somewhat unorthodox use in her new business venture Eden Clay. Her company was birthed out of a seed of encouragement planted in Amsterdam in 2017, after she crafted some DIY recipes as gifts for friends and family. Three years later, including two full years of product development, she has narrowed down the formulas to near perfection and in January 2021 she entered the market with two skincare products, a Butter Bar, retailing at $3400 GYD, and Whipped Body Polish, $2000 GYD.
Competitive Advantage
My interest in this brand stemmed largely from the founder being a dental surgeon. Because of the field she is in I knew that the products could be vastly different in comparison to any that are currently being developed in Guyana.
Amsterdam talks about the advantage her years studying science gave her, saying, “My science background definitely helped me understand the chemical reactions that take place in simple formulations. Although you don’t need a science background to formulate skincare, science taught me the importance of stability testing, pH compliance, understanding the role of active ingredients, as well as the need to include preservatives for safe products. Many botanicals and their oil counterparts are said to have amazing benefits but depending on how the final product is formulated those benefits may not be biochemically available. Knowing how to combine ingredients gave me the confidence to boast about benefits to customers.”
Self care and the billion-dollar industry around it
In a culture that glamourizes being booked and busy, it easy for this to translate to overworked, and stressed. Amsterdam, in her quest to follow a dream inadvertently built a brand that transformed from selling a product to selling a lifestyle. With a key focus on “enriching your self-care rituals”, Eden Clay has amassed an almost cult like following that has consistently left her sold out of product.
To most, the self-care industry may seem like the latest marketing fad, but fad or not, the economics behind it does not lie, and the vast majority are buying what marketers are selling. In 2014 the industry was worth $10 billion USD— it closed off 2020 with an incredible $450 billion USD valuation. Scrolling on Instagram has become a minefield of #selfcaresunday posts highlighting everything from healthy eating to investing in therapy sessions. Eden Clay creating a space for customers to make themselves a priority, is very thoughtful, but can also be incredibly lucrative.
On Brand Ethos & Growth
A large part of Eden Clays brand ethos involves sustainability, you see this in their ingredients, formulations, packaging and even product choices. One of the products they chose to launch with, their butter bar, was a conscious and eco-friendly decision says Amsterdam, “I wanted something that was different than the current body butters on the market, and I loved that this could be a bit more sustainable. Having the moisturizer as a solid allows for easy refills, portability and convenience.”
Being environmentally friendly, and thoughtfully customer centric is a thread woven throughout the brand experience and is visible at every point- from their mindful Instagram stories to the encouraging, handwritten notes attached to every order.
With her current sell through rate Eden Clays’ growth and success is imminent, and Amsterdam holds on to the vision she has for the business. “I look forward to EDEN CLAY being a household name and seeing my products on the shelves of major retailers. I also look forward to sharing the #EDENCLAYexperience with more people, to keep creating new, exciting formulations as well as striving to be eco conscious with options to refill and create as little plastic waste as possible. I look forward to regional and international expansion in our future.”
Product versus People
I, myself, am a true believer in her products, buying the Bare Butter Bar at least 4 times—not including when I have gifted them. I am extremely sensitive to smell, and I really love how subtle the scent profile is. While Amsterdam has maintained the same two products since her launch, she has expanded the range of scents that are available; including a sultry scent called En Terre designed just for the men. I am currently rationing my usage so as not to run out before their restock date on June 15th.
Beyond the actual product offered, what I found in researching and writing this article is a lesson that few businesses in Guyana have learned at the launch stage – branding works. We often neglect the intangible parts of our businesses in lieu of the physical. As is seen with Eden Clay, her products speak for themselves, but it is the engagement, the focus on community and the encouragement to be mindful of you, that is the real success story; and that is what has left her consistently sold out.
You can join the Eden Clay tribe on Instagram at @EdenClay.GY or place orders via WhatsApp on +592-625-2510.
