Linda Joffe CEO

Organic options for green and eco-friendly salons continue to be a point of discussion with our pro group of salons and spas here at the Ask-A-Salon Network.  With that in mind, we interviewed CEO Linda Joffe about her superior organic skincare line.  What she told us about her natural ingredients made us think twice about using chemicals ever again:

When you started Devera Naturals, what inspired you to bring it to the professional salon industry?

As a breast cancer survivor, I developed Devera Naturals as a naturally safer but luxurious line of skin care. We have been selling to post-mastectomy boutiques and cancer hospitals around the country. Not only are the patients buying our products, but so are the employees. Women unaffected by cancer are also going to these stores to buy Devera Naturals. We feel it is time to bring the line to salons and spas.

Can you tell us a little bit about the technology & ingredients behind the product?

I have been told that I am an ingredient geek! I am fascinated by the capabilities of natural ingredients. For example, we use edelweiss plant stem cells in two of our products. Technology has allowed scientists to sustainably harvest these stem cells.

Studies of women using a cream with edelweiss plant stem cells twice daily have shown a 15% reduction of wrinkles in 22 days.

Other skin care benefits of Plant Stem Cells:

  • Protect longevity of skin stem cell
  • Delay biological aging of essential cells
  • Preserve the youthful look and vitality of the skin
  • Promote skin’s ability to regenerate

Not all oils are created equal. Higher-priced oils are definitely less refined, less processed, and purer. Less-expensive oils can have additives, byproducts of refining and bleaching processes. So less-processed means better quality and higher price. With oils you get what you pay for. We use kukui and macadamia oils in almost every product. I found a study done at the University of Hawaii that showed the use of these two oils helped eliminate the erythmia caused by radiation burns. These oils also proved to be very effective in treating eczema, psoriasis, and sun and wind burns. It seemed logical to me to use these healing oils in my facial products.

We also use Goji Berry Extract in the face and eye creams for immediate plumping and firming. Lemon Peel Bioferment Extract lightens sun spots and evens skin tone.

Devera Naturals Facial

What are the unique factors that would make this a “go-to” product line for estheticians in a salon setting?

Our Garden to Face products offer a selection of multitasking products to meet the requirements of the customer’s skin care needs. We provide an easy to understand regimen.

What have been some of your challenges and, likewise, successes with creating your own brand?

After a year and a half of formulating my products in my kitchen, we found it very difficult to find a manufacturer who would work with a start up. We knew we had great products from all of the reorders and “Love Letters”. After visiting manufacturers around the country we were fortunate to finally find a wonderful small manufacturer.

The branding was not as difficult. When I began formulating, I already knew who the customer was: women like myself who bought department store and beauty store premium brands, but who now wanted natural products with all the bells and whistles.

Are you nationwide and where can stylists find the product to order?

We sell nationwide to cancer hospitals and post-mastectomy boutiques. Selling to salons and spas is the next step. Stylists can find my products at: www.deveranaturals.com

By the second or third week of August we will be launching an Indiegogo campaign and will be offering special product packages with lots of bonuses to salons and spas. Preorders will begin the first week of August.

What advice do you have for salon or spa owners, and estheticians as well, wanting to make their own product line?

It takes a lot of determination and hard work, but if you really have something special don’t give up.

How long have you been in the beauty industry? What kind of education do you offer on your products?

I have been in the beauty industry since 2006. Prior to that I was in the fashion industry and the promotions business. Complimentary training is offered for an unlimited number of employees via a webinar. I also make myself available to talk about my products and ingredients.

What do you love most about Devera Naturals and what is your favorite natural skin care product?

What I love most about Devera Naturals is all of the amazing people who have come into my life because of the line and what it has done for them. Whether it is customers, buyers, or employees, I feel very blessed to have met so many wonderful people. The second part of this question is very difficult to answer. I developed every product and I love them all!

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