Great things come from small beginnings
It all started in 1998, when Mette and Stig brought NATULIQUE to life with a passion for health, nature and sustainable cosmetics, after having experienced the damaging repercussions of chemicals at first hand.
However, they quickly realised that big dreams need to start with small beginnings.
“We started out with a small office that we just rented from friends, which functioned as a warehouse at the same time. During that time, Stig was working as a one-man army packing and selling our products on his own. Although the beginning was slow, our dream never wavered”, Mette states.
But it wasn’t just the challenges of being a start-up business they had to overcome.
Being a first-mover in sustainable and organic cosmetics, they were faced with a lot of scepticism from the professional beauty industry that back then hadn’t been reached by the sustainability trend yet.
It was particularly during these difficult times they found comfort in having the support from one another.
“People who work with something completely new, risk meeting a lot of resistance and disbelief – and so did we. At first, we only had our Everyday Shampoos and Conditioners, which felt and worked very differently from the products people were used to because they didn’t contain sulfur.
We had to experiment a lot with different ingredients to achieve a similar sensation to the one that people were familiar with. Over the years, we have grown to become very skilled at that.
When we launched our natural hair colours, people didn’t believe that colours without ammonia could last and perform on a high professional level. Looking back, overcoming the scepticism from the industry was one of the biggest challenges for us.”
But the fight was worth fighting!
“Today I am happy to see a big change in how the industry thinks, compared to when we first started this journey 20 years ago. People all around the world have more knowledge and a bigger interest in sustainability and health, which is why we are experiencing such a high and growing demand for our products.”