Interested in starting your own entrepreneurial journey in personal care but unsure what to expect? Then read up on our interview with Emilie Johnson, co-founder of well kept, located in Vancouver, BC, Canada.

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

My business is well kept, and we make sustainable essentials for the body, bath & home. Our staple product is our safety razor which is kinder to your skin and the earth. Our customers are anyone & everyone that removes their body hair using a safety razor can dramatically reduce skin irritation & ingrown hairs. Our products are also loved by those looking to make small changes in their daily lives with a lasting impact on the environment.

Tell us about yourself

I thought up well kept while in the shower using my hideous, somewhat sparkly venus razor. Not only was I suffering from ingrown hairs both under my arms & along my bikini line, but I was also totally unattracted to the razor sitting on my shower ledge.

What's your biggest accomplishment as a business owner?

Hmmm, that's tough! Maybe building out the wholesale side of our business? I remember when we started. Everyone pushed us to focus on our e-commerce. While it's true that the margins can be great, people overlook how hard it is to get noticed in all the noise out there. I'm proud of us for ignoring those voices and pursuing our wholesale business. Not only did it hugely help with our brand awareness, but we've also created some really amazing relationships. The feedback & ideas we get from our retailers is invaluable.

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

The feeling that you're never done! The to-do list literally never ends, and it can be really tough to feel like you're doing enough. Learning to set really clear boundaries between your work & personal life is huge. Balance is key to avoiding burnout!

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

  1. Setting really clear boundaries between your work & personal life is huge. Balance is key to avoiding burnout!
  2. Consider a partner. I co-founded this business with a friend. I know many people warn against this, but our skill sets complement each other well, and having someone to lean on, vent to, and tackle challenges with is huge.
  3. Listen to advice & feedback, but don't forget to check in with yourself often. It can be really easy to be pushed into doing things because "that's the way it's done," but what works for some may not work for others. Value your instincts.

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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