Interested in starting your own entrepreneurial journey in personal care but unsure what to expect? Then read up on our interview with Taylor Williams, Co-Founder of Cardea AuSet, located in Niagara-on-the-Lake, ON, Canada.

What's your business, and who are your customers?

We named our brand Cardea AuSet after two powerful ancient Goddesses, reflecting our belief in something better. Our customer base is generally 90% women ranging from ages 20-55.

Tell us about yourself

After years of working in creative and community-driven industries, I knew I wanted to build something that would shift ideas around self-care and the power of routine. A longtime friend and collaborator, Jennifer, shared the same vision. We first started Cardea AuSet close to six years ago, when the green beauty landscape was much smaller.

Since then, we have been able to grow our business and expand our product catalog to feature 18 items and a collaborative candle with a YouTube Interior DIY Decorator. The motivation to continue our work comes from each individual product review that is shared by our customer base. At Cardea, we believe that it's often small, consistent acts of intention that bring about the biggest change in our lives.

What's your biggest accomplishment as a business owner?

Our biggest accomplishment was a successful launch into Canadian retailer Holt Renfrew. The luxury department store had been a longtime goal for us, and to see our products lining the shelves across Canada was a major highlight.

What's one of the hardest things that comes with being a business owner?

One of the hardest things that come with being a small business owner is breaking through the noise.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. Bet on yourself.
  2. Research your market and pinpoint your customer.
  3. Don't do it alone.

Where can people find you and your business?


If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

Turn your craft into recurring revenue with Subkit. Start your subscription offering in minutes and supercharge it with growth levers. Get early access here.