Interested in starting your own entrepreneurial journey in personal care but unsure what to expect? Then read up on our interview with Dr. Flora Stay, owner of Cleure, located in Ventura, CA, USA.

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

We are an e-commerce, direct-to-consumer company that sells hair, skin, body, and oral care products.

Tell us about yourself

I've been in the wellness industry for over 30 years, and I am a published author and speaker and have been a professor at the USC Herman Ostrow School of Dentistry for nearly a decade. My book "Secret Gateway to Health" not only exposed many common oral care myths but revealed the important connection between oral health and overall health. After discovering commercially available toothpaste with fluoride (even children's toothpaste) had the warning to keep out of reach of children under the age of six on every tube, I decided to develop the Cleure line of fluoride and SLS-free toothpaste, which did not require a warning, years before popular clean, and "natural" product brands were the fad. Following rigorous scientific testing, I began offering it to my patients and soon found that it was not only effective but incredibly beneficial for those who suffer from allergies and sensitive skin conditions that also affect the mouth, including fibromyalgia, burning mouth syndrome, lichen planus and other conditions known as perioral dermatitis. With increased knowledge of the importance of ingredients in toothpaste and what the mouth needs to be healthy, my passion became to use the same philosophy in developing daily used personal care products. I found that what the mouth needs to be healthy is no different from what the skin and scalp need.

Due to the popularity of Cleure oral care products and increased demand from loyal customers for other products such as lip balm and skin care, many of whom have come to rely on Cleure products to help prevent side effects of their condition in the mouth, Cleure has grown from providing oral care to include hypoallergenic hair care, body care, and skin care. Since the availability of our brand online and dermatologists patch testing and recommending Cleure, no brand has helped more people fight sensitive skin flare-ups. Through the recommendations of dermatologists across the USA, millions have been helped by the Cleure brand to help prevent irritation in the body and in the mouth. This is my passion, to help the millions of people suffering from sensitive skin conditions with everyday used products that are safe for the whole family.

What's your biggest accomplishment as a business owner?

Reaching goals.

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

Employees. Finding the ones that will truly become part of the team.

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

  1. Be very clear about the business model you want to set up.
  2. Become your own expert on the business/product you want to grow.
  3. Seek the right experts to help you grow.

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.

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