Nature’s Dream Celebrating 10 Years of success

Hands-on Managing Director and driven Founder of Nature’s Dream, Janine Carroll has worked relentlessly in the shadow of multinational brands to grow her business - a far cry from 10 years ago, armed with just a second-hand Golf, mobile phone and the Yellow Pages to search for potential stockists!

Under Janine Carroll’s leadership, Naturtint, the award winning chemically-light home hair colourant has become the leading hair dye sold in health stores – an unheard of stockist for hair dyes before Janine’s commercial persistence and intervention into the sector. Following this success the Nature’s Dream Team and their product portfolio are becoming an increasingly attractive company to be affiliated with and are now widening their commercially viable offerings to pharmacies too.

Janine formerly worked as the International Sales Manager for Laboratorios Phergal in Madrid, the largest hair colour manufacturer in Spain. Representing them in over thirty countries worldwide she was best placed to distribute Naturtint in the UK. So, in 2000 Janine sold her beloved first car, gave up her salary and independent Madrid lifestyle for less sunny pastures - the Warwickshire countryside living back with her parents!

Nature’s Dream was born out of a dream of Janine’s to create an alternative to multinational hair colourant brands, wanting to raise the profile of kinder hair dyes that could sit alongside the dominating category leaders. Today, Naturtint is stocked in over 1,800 stores including their core independent health store business and reputable high street locations such as Holland & Barrett, Whole Foods and the Nutri Centre at Tesco.

Nature’s Dream’s all-round personable yet professional business approach has enabled them to harbor strong relationships with all their wholesale and retail customers to the benefit of their brands. Their direct consumer helpline also enables them to maintain a relationship with the end consumer and encourage multi-directional communication.

Janine says: “We are a young, energetic and experienced team that offers unparalleled attention to detail via a personal, flexible service while maintaining traditional values. I believe our strength is that we are very focused – working with likeminded ethical, honest, service-driven companies. We listen to our clients and their customers so that the brands we distribute can evolve and improve. For example following consumer demand for a stand alone colour reviving conditioner, we fed back to Laboratorios Phergal that the Nutrideep Multiplier protective hair cream previously only available in packs of Naturtint should be sold separately too. The product has since been successfully launched and achieved media coverage in key titles such as Now, Daily Star Take 5 and Natural Health. A complementing shampoo free from SLS, parabens and artificial fragrances will now follow.”

So, what is in store for Nature’s Dream over the next ten years? “As we are based on a farm, we have the ideal infrastructure and space to expand with ease. We are frequently approached to distribute other brands as our results and success are widely recognised throughout the industry. At the moment we are setting the foundations to launch additional Naturtint shades and have various national media campaigns on the go to support individual retailers and improve understanding of our brands amongst our widening consumer audience” says Janine.

Milestone moments:
• Year on Year organic growth and healthy reinvestment if profits

• Turning over first £1,000, £10,000, £100,000 and £1million….!!

• Expansion into wonderful, purpose built new offices in January 2009

• Moving stock from back kitchen into converted dairy parlour, then purchasing roller shutter doors and moving the stock into purpose built warehouses.

www.naturesdream.co.uk - 0845 601 8129