November 19, 2020
Five years ago the natural beauty world wasn’t what it is today. Products erred either on the too-earthy side or were too generic, and packaging was an uninspired afterthought. It was precisely there that Lindy Lloyd, a former ad exec and massage therapist found – and filled – the gap in the market with Ena. Ena products are not only all-natural, eco-friendly and beautiful to look at but are also Australian made, which is something of a rarity these days. Here, we chat to Founder, Lindy Lloyd about giving back, surviving the Covid storm and why kindness is the best feeling in the world.
Tell us a little about the Ena brand...
Ena, named after my grandmother, was launched in December 2015. I spent 11 years as a Massage Therapist following many years in advertising and both of these careers were perfect precursors to creating and marketing my own range of creams and lotions. After many years of tweaking and perfecting the products, I decided the time was right to launch my own range onto the market. I really believed there was no reason you couldn’t have a range that was natural and eco friendly coupled with stunning design.
What was your pre-Ena life like?
I spent many years in advertising, both in television and agencies. It was certainly a phase that enabled me to bring both my marketing knowledge and wonderful contacts to the business. In fact, one of my dearest friends from those days, Chloe Quigley runs and owns Ortolan Design, who designed the beautiful Ena packaging. My time as a massage therapist then enabled me to learn how to create lotions and creams, and gain in-depth knowledge of the ingredients and essential oils, taking into consideration their benefits on an emotive and physical wellness perspective.
Was there a moment when you realised this is what you were supposed to do?
It was more of a natural process that found me where I am today. Once my daughter, Bianca, started school it was a “now or never” situation. I’d had the dream to launch my own brand for years, but the prospect of starting my own business from scratch was fairly overwhelming. Having worked for myself so long, I couldn’t go back to working for someone else so going forward, Ena was my only option. And, I haven’t regretted it for a minute!
Tell us about your first ever product...
It was our Rose Geranium and Lavender Hand Treatment. I was taught to make the cream from scratch, but kept adding more luxurious and nourishing ingredients to make what is now one of our best sellers. The combination of rose geranium and lavender is one of my favourites. The rose geranium is incredibly balancing and uplifting, while lavender has calming properties. It was Grandma’s favourite too!
What key ingredients do you choose for the brand?
Apart from my favourite blends of aromatherapy oils, (rose geranium and lavender, and mandarin and bergamot), the key carrier oils that I love are macadamia, sweet almond, and avocado oils. These are particularly nourishing oils that blend well and are easily absorbed into the skin, which gives our products the luxe feeling without being greasy.
You are proudly Australian made. Why is this important to you?
Everybody loves Australian made, including overseas customers as Australia is known for our eco friendly, high end products. Plus Australians love Aussie made as it ticks all the boxes – supporting local industry, lowering carbon footprint and our renowned high quality ingredients.
How do you choose what to launch?
The best way is to choose what I would like to use myself. That way it’s always likely to be authentic and of the highest standard.
What has been the most challenging product to develop?
The hand treatments, foot treatment, and body lotions as they were all created from scratch. It took years of testing and tweaking before I was completely happy with the formulations.
What has been your greatest learning since launching the brand?
To never take things personally in business. Things will go wrong from time to time, and people may let you down, but the only way forward is to concentrate on what’s ahead, and learn from your mistakes.
How has the global pandemic changed your business?
We’ve been lucky enough to have a range that has weathered the COVID-19 storm. People need the small luxuries to feel good and nurture themselves. It’s sad to see the toll the pandemic has taken on people’s livelihoods. We’ve offered our understanding and support where possible, and hope to continue our valued relationships beyond this crazy time.
You say that Ena is based on feeling... for you, what is the best feeling in the world?
Kindness. With kindness, all things are possible. We need to look out for each other.
You donate $1 from every online sale to charity. Why was this important to you?
It’s a start. Ultimately, we’d love to support more charitable causes as we grow - it all ties in to the kindness thing. It’s not easy choosing which charities to donate to, but I’m a strong believer in supporting women and girls that are, through no fault of their own, in a situation that has rendered them powerless. Young girls need to be taught from an early age that their self worth is so important. Equality is a basic human right.
Also, the environment has and always will be a priority for us here at Ena.
The Quick Six… with Lindy Lloyd
My dream product to develop would be...
A facial serum. It’s been on my list for some time.
This may surprise you but...
When I was a young girl, I used to read every skin care ad in magazines, instead of the articles!
My desert-island Ena product is...
Lip balm! Never leave home without it.
I’m currently binge-watching...
Schitts Creek: one of the best, feel good TV shows I’ve watched in years.
2020 is…
A surprise package, character building, life changing and challenging - one to tell the grandchildren about!
My favourite quote is...
This one by Rabindranath Tagore which always puts things in perspective for me…
“If you cry because the sun has gone out of your life, your tears will prevent you from seeing the stars.”
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