One of the funny things about running a business is that nobody actually knows whether they're making the "right" decisions.

There isn't a little business fairy that pops out every morning and says,

"Excellent choice, Jenna. That decision will increase customer lifetime value by 17.4%."

Sadly.

Instead, you make hundreds of little decisions, cross your fingers, occasionally Google "is this normal?", and hope they add up to something people genuinely appreciate.

Some of mine are probably terrible business decisions...

But they're ones that feel right for Oh Natural this time around.

I don't pay influencers to tell you they love our products

Could I?

Sure.  That was one of the main reasons Oh Natural grew when I owned it last time around.

Would it probably sell more products?

Quite possibly.

But personally now, I'd rather someone recommend Oh Natural because they genuinely couldn't stop talking about it - not because they sent me an invoice first.

If someone spends their own time telling a friend, "You have to try this cleanser," that's marketing money can't really buy.

I don't believe skincare should make you feel like a problem

I refuse to convince you that your pores have somehow become a moral failing.

Or that every line on your face is an emergency requiring immediate attention.

Life's stressful enough.

I want your skincare routine to be one of the nicest five minutes of your day - not another thing making you feel like you need fixing.

We use real women

No AI-generated perfection.

No impossible skin.

No "she definitely woke up looking like that" energy.

Just real women with real skin.

Which, funnily enough, is exactly who we're making skincare for.

Everyone earns the same rewards

Whether you spend $20 or $200, you earn Beauty Bucks at exactly the same rate.

I know there are clever loyalty strategies that reward your highest spenders more.

This isn't one of them.

Supporting a small New Zealand business shouldn't only feel appreciated if you happen to have a bigger budget that month.

Giving back wasn't a future goal

When I was setting up Oh Natural, I knew I wanted there to be an easy way for customers to support something bigger than just buying skincare.

That's why we partnered with GoGenerosity.

At checkout, you'll have the option to add a small donation to our chosen charity, Woven Earth.

They help furnish homes for women and families rebuilding their lives after escaping domestic violence.

No pressure if it's not in the budget - it's simply there if you'd like to.

I love that something as ordinary as buying moisturiser can also help someone create a home that feels safe again.

Sometimes spending more is worth it

Take our mini kit pouches, for example.

Could I have found a cheaper supplier?

Almost certainly.

Instead, we chose to work with Joyya, a social enterprise creating opportunities for communities affected by extreme poverty and modern-day slavery.

Each pouch is made from organic cotton and lined with upcycled sari fabric, so no two are ever exactly the same.

They're not the cheapest option.

But I love knowing every pouch has its own story before it even arrives at your door.

Beauty can do good in little ways too.

Will all of this turn out to be brilliant business?

Honestly...

I've got absolutely no idea.

Maybe in five years I'll look back and think, "Wow, that was unexpectedly sensible."

Or maybe I'll be wondering whether I should've just paid an influencer all along, haha.

Who knows.

What I do know is this:

I'd much rather build a business I'm proud of than one that makes people buy because they feel bad about themselves.

If we can make products people genuinely enjoy using...

And build a business that's kind while we're at it...

That feels like a pretty good place to start.