10 Questions with Mary Futher, Founder, kaia naturals | See Girl Work

10 Questions with Mary Futher, Founder, kaia naturals

Mary Futher

Founded by Mary Futher in 2009, kaia naturals was created to simplify beauty, creating healthy beauty products for busy people.

A veteran beauty industry product developer and marketing executive, Mary’s long history with cosmetic ingredients gives her a significant advantage in cosmetic product development.

She created kaia naturals as a certified cruelty-free company, which means that they have demonstrated and committed in writing to not using animal testing in raw materials or their finished products.

kaia naturals features two marquee products; juicy bamboo cleansing cloths which are 100% unbleached bamboo cloths infused with vitamin C, E and B12 + jojoba oil, sunflower oil and organic honey.

In addition to takesumi detox, a natural, bamboo charcoal deodorant stick that’s a combination of activated charcoal and natural fermentation technology which fights odor-causing bacteria.

kaia naturals is more than just a natural, non toxic beauty company. It’s a leader in innovation.

Please enjoy 10 Questions with the founder of kaia naturals, Mary Futher.

1. In the beginning, what motivated you to become an entrepreneur?

Since I started working in the beauty industry at a young age, I have always wanted to start my own product line. As a busy professional, I needed products that were no-fuss, so I turned to the typical drug-store face wipe to remove makeup on those busy nights.

After using them, I would always find that they irritated my eyes and burned my skin. That’s when I started to look at the ingredients and saw all the toxic ingredients that were in them.

I was determined to find natural and healthier wipes, but surprisingly, there were none on the market.

That’s when I decided to create my first product for kaia naturals, juicy bamboo cleansing oil cloths, which are 100% non-toxic and cruelty-free.

2. What problem are you solving?

Creating healthy beauty products for busy people and helping them reduce the chemicals they use.

I want to create good-for-you products that work and are ‘no-fuss’. A lot of “convenient” products are often laced with toxic ingredients and may end up doing more damage to your skin than good. I am working to change that.

3. What’s the biggest thing you struggle with as an entrepreneur?

The biggest challenge running a small beauty company in a highly competitive space is limited access to diversity of expertise.

Sometimes being an entrepreneur, especially for a small beauty company, can make you feel really isolated.

I have the pleasure to be selected by Sephora as one of 10 female entrepreneurs to be a part of the 2017 Sephora Stands Accelerate program. This mentorship program will help provide resources and advice from industry leaders, which is very exciting.

4. What does a typical day consist of?

Every day is a different. Being an entrepreneur you have to be adaptable in all areas of the business and multitask.

From product development to customer service, every day has different needs and priorities, so one day I can be working on developing a new product, the next helping ensure that I have answered all the questions customers may have asked through Instagram, Facebook or email.

5. What do you love to do at night?

At night, I like to read. Specifically, catching up on the latest industry news and current events. I find that it relaxes me.

6. How do you dress to exude confidence?

My own personal style I find allows me to be more creative.

7. Yoga, strength training, cardio or all three?

Yoga. I find that not only is it a great workout for my physical self, but it also grounds me and clears my head.

8. How does your culture/background influence your work?

I admit that I am a beauty junkie. It really makes me love my work even more than I already do.

I love trying and testing new products as well as learning about new trends. I am dedicated to making my products the best they can be, so much so that they are my products of choice.

Also, growing up in the beauty industry really taught me a lot. Knowing what all the “big guys” do has really changed the way I want to do things.

It really has helped me as an entrepreneur as you have to wear many hats.

9. What do you consider to be a life well lived?

A life well lived for me is to not feel like you are going to work every day. That’s how you know you love what you are doing.

10. If you could write your own obituary, what would the tagline say?

Live everyday like it were your last.


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Alethea Robinson

Founder & Blogger-in-Chief, See Girl Work

Alethea Robinson is a freelance marketing & content writer who provides content strategy, blogging, and writing & editing services for creative agencies and small to medium-sized businesses. In addition to her freelance business, Alethea is also founder and blogger-in-chief at See Girl Work, an online community for creative, entrepreneurial-minded women. Before starting her blog and freelance business, Alethea worked in marketing and communications for over 15 years.


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