10 years ago, Craig and Anthony were looking for an ethical brand.
“The perfect product at the right time”. That’s how Craig Rucastle, head distributor for NATULIQUE in the UK, recalls the early beginnings of this partnership.
Luckily, they found NATULIQUE. A professional salon brand with ethical standards on a level they had never seen before. It was a perfect match with their own personal values.
At this point in time, the salon industry was starting to wonder about the effects of ammonia, PPD and parabens. Nobody really knew about the consequences of using these ingredients. Yet.
Craig remembers: “We were starting to talk about PPD-free, or low levels of PPD, no ammonia, no parabens – all the amazing things we still talk about today and this was a long time ago before people really knew what parabens really were, before we even completely understood how important it was and is to do these things”.
But starting up a new business was hard. The first month, the turnover was £7,95. “Full of enthusiasm, we did a bunch of research and we hit the ground running… and it was really hard”, Craig recalls. “We sold one tube of colour, and needless to say it didn’t bode well for the future”.
But suddenly it all turned. More and more NATULIQUE products were coming out in the UK, and the response from the salons and their clients was amazing.
Today, their business continues to grow, and they can proudly present their NATULIQUE UK Earth Salon. An all-natural and ethical salon concept.
Their story is a great example of how passion and a belief for change will lead to success.
Since then we have had many trials and errors, many lessons to learn and successes to celebrate. And if those 10 years of NATULIQUE in the UK have taught us anything, it’s the following four principles.