Rochelle Jacobs and Sarah McNamara couldn’t find ethical, clean skincare products so, like many entrepreneurs before them, the duo disrupted the cosmetics market with Naturally Serious.
The unprecedented brand bans B.A.D. (Banned, Ambiguous, or Debatable) ingredients for makeup. Naturally Serious uses patented Anti-Pollution Blend of six antioxidants which are clinically tested to combat visible signs of aging from environmental damage. The ethically developed and clinically tested brand most recently debuted its deliciously scented Lemon-Aid Makeup Removing Cleansing Gel ($18) and must-have Sleepover Retin Oil Nighttime Treatment ($36). From morning to night skincare rituals and even haircare,the brand truly has it all – plus a filter on age ranges to find the best products for your skin type.
Below, founders Jacobs and McNamara answer all our Serious questions about the brand.
The Knockturnal: What led you to create this brand?
Rochelle Jacobs: As career-driven women and mothers on the go, we didn’t have time to think twice about our skin care. However, we found ourselves constantly second-guessing the products we were using! Our mission in creating Naturally Serious was to take out the guesswork for other people like ourselves. Through our naturally effective, cruelty-free and good-for-you formulas, we hope to empower people to take charge of their well-being and do it all… with peace of mind and glowing skin!
It’s been such a fun and rewarding journey, creating Naturally Serious together and watching the brand grow. We each have two teenage boys, and we think of Naturally Serious as our third child! Though our brand is still young, we are so happy with the progress we’ve made and look forward to continued growth.
The Knockturnal: What are some of your bestsellers?
Sarah McNamara: Everyone loves our Get Even™ Cold-Pressed Peel Pads! They are so easy to use and gently exfoliate to give your skin a gorgeous glow! There’s no rinsing required, so you can swipe them on quickly after the gym or any time you need a quick refresh. Our Skin Warrior™ Moisture Rescue Cream is also a popular product for us! We packed this powerful daily cream with amazing moisturizers like Hyaluronic Acid, Colloidal Oatmeal, Ceramide and Shea Butter… and the results are fabulous! The formula is clinically shown to improve your skin barrier and reduce the look of fine lines and emerging wrinkles after just one use. You’ve got to try it!
What led to the Sleepover Retin-Oil Nighttime Treatment as a new product launch?
Sarah McNamara: We wanted to create a potent natural alternative to Retinol for those wanting anti-aging treatment benefits within a clean and non-irritating formula. Derived from beta-carotene, a potent anti-oxidant and natural vitamin A source, the custom-blended 2% Vegan Retinol in Sleepover Retin-Oil Nighttime Treatment helps reduce the look of fine lines, wrinkles and uneven texture. We also added Sunflower, Soybean, Chia and Rosehip Oils to leave your skin feeling nourished and plump with moisture! The formula is amazing.
The Knockturnal: Who is the Naturally Serious customer?
Rochelle Jacobs: Anyone who wants to take charge of their well-being with clean skin care they don’t have to think twice about! Our customer is someone who values self-care and thinks of skin care as a wellness ritual. This is why we refuse to formulate with B.A.D. (Banned, Ambiguous or Debatable) ingredients. Instead, we pack our products with our patented Anti-Pollution Blend! Composed of six potent antioxidants—pomegranate, goji berry, grape seed, green tea, red tea and white tea—this blend is clinically tested to help combat visible signs of aging from pollution and environmental damage.
The Knockturnal: Why do you think B.A.D. ingredients are still on the marketplace? Why are you “Naturally Serious” about eliminating them?
Rochelle Jacobs: Clean is challenging and there are different definitions of ‘clean’ beauty. Our definition of ‘clean’ at Naturally Serious just happens to be quite intense! We hold ourselves to a high standard and work hard to ensure that our products are not only clean, safe and stable, but also seriously effective. I firmly believe that where there is a will, there is a way. The sense of satisfaction that comes from providing customers with clean skin care that is good for them, good for their skin and brings out their natural glow? Totally worth it!
The Knockturnal: Where do you see the brand in 5 years?
Sarah McNamara: As our brand awareness and retail footprint increases at home and abroad, our goal is to have more and more people discover the power of Naturally Serious… and take skin care as seriously as we do! In addition to Sephora in the US, Naturally Serious recently launched at Macy’s and is also available at Shoppers Drug Mart in Canada, as well as Sephora Australia. As we continue to expand and innovate, we are excited about bringing more natural, seriously effective formulas to market.
