Interested in starting your own entrepreneurial journey in personal care but unsure what to expect? Then read up on our interview with Heidi Woller, Co-Founder of Guy Lively, located in Minneapolis, MN, USA.

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

Guy Lively is a men's natural skincare brand, family-owned and based in the small town of La Crescent, Minnesota. Our product line includes premium, all-natural bar soap, shaving, grooming products, and age-defying skincare.

We prioritize the use of natural and organic ingredients in our products. This means that our products are free from harsh chemicals, making them gentler on the skin and perfect for men with sensitive skin. In addition to being natural, our products are also highly effective. We harness the power of nature using ingredients that are naturally rich in vitamins, minerals, and antioxidants.

We hold ourselves to the highest standards in all aspects of our business, including the sustainability of our ingredients and the environmental friendliness of our packaging. We partner with like-minded businesses exclusively in the United States to ensure that our products are of the highest quality, with environmental responsibility in mind. Our customers are men who enjoy being active outdoors and care about what they put on their skin.

Tell us about yourself

We are a husband-and-wife team. Guy Lively all started on a road trip to Colorado nearly two years ago. We had talked about starting our own business for years, and then the idea came to us while riding in the car with two stinky teenage boys – men's natural skincare. We did further research and found that men's natural and organic skincare was one of the fastest-growing yet underserved segments in the skincare industry. We are both very into health and wellness, and the idea of bringing the outdoors into men's skincare was the perfect fit for us. Men are looking for simple yet effective products. We are committed to delivering the highest-quality products that are free from harsh chemicals.

What's your biggest accomplishment as a business owner?

Currently, our products are in over 50 retail stores. We really didn't think that would be possible in just a year! We are very grateful.

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

Since we are a start-up, we continue to work other jobs. My husband is a full-time elementary principal. I work part-time in marketing consulting. Juggling a new company, our "paid" jobs, and two teenage boys is challenging. However, we love it and wouldn't have it any other way!

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

  1. Just do it! Try it and see what happens. It's worth the risk. Don't overthink it.
  2. Ensure you have a steady income for at least the first few years. It's challenging to do it all, but it takes a few years to get your business going.
  3. Have fun! There's so much to do, but you can't do it all, so pace yourself.

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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