Just the Goods was created with people and planet in mind. This handmade plant-based beauty brand provides safe and effective grooming products for the face and body, void of all dangerous ingredients such as parabens. Since each product is lovingly made without any unnecessary ingredients, the price point is affordable unlike so many competitors in this industry.
Just the Goods has been granted Champion status by the Campaign for Safe Cosmetics in recognition of genuinely natural ingredient choices and truth in labelling. Just the Goods also offers a growing number of products which are EWG VERIFIED.
We had the opportunity to speak with Milena, founder of Just the Goods to learn more about this natural, inclusive, and cruelty- free brand.
Where did the inspiration to begin creating products come from? And where did your understanding and passion for the environment factor into that?
I started creating skin and body care products for myself out of necessity. I wasn’t happy with the way my body was reacting to products derived from petrochemicals, but I couldn’t afford any of the genuinely natural plant-based ones available in health food stores at the time, so I decided to experiment with making my own.
To answer your follow up question, I’ve been thinking about environmental impact since I was in Grade 5 back in the 80s and learned — on Earth Day — about acid rain and the deteriorating ozone layer, while also learning that recycling waste and minimizing pollution could mitigate harm. As I grew older, I was surprised to discover not everyone had access to the same information; however, I was heartbroken when I realized not everyone experienced the same level of concern.
The process of thinking about how petrochemicals ingredients are procured/processed, used, and disposed therefore shaped a very clear relationship for me between the impact of petrochemicals on our bodies and on the planet at large.
Could you please share a little about how you create the recipes?
My formal education is in the humanities – Art History and English Literature, followed by a Masters degree in Museum Studies. My approach to formulation is driven by research from a variety of angles, which have changed over time.
When I first started approximately 15 years ago, I began by reading the ingredients listed on products I was using, identifying what (if any) were natural/plant-based, then used that as a starting point from which to create something I’d feel better about applying to my body.
For example, I was using a face wash product that was essentially detergent plus plastic microbeads. It claimed to also include shea butter, so I started with that, added castile soap instead of detergent, then jojoba esters as a plant-based alternative to microplastic. As I accumulated more experience with the range of ingredients I wanted to use, I started looking at them to find intersections between what I had and what I wanted/needed.
I am at my most creative when I sit with a unique ingredient for a few weeks until a use comes to mind. I spontaneously purchased some dehydrated ginger pieces then became inspired to create a limited edition thermogenic bath salt blend.
Your brand and site are very unique in that 1) it is transparent and customers can read the entire process and 2) it is educational with thorough research included. How did you develop that type of website experience and why is it so important?
Thank you! I’m happy to know you feel my objectives have translated well from idea to practice. To answer this question, I should begin by saying that I don’t think of Just the Goods as a brand because it is a literal embodiment of things that are important to me as a person. For example, I want all of my friendships, working relationship, etc, to be based on mutual respect and transparency. One of the ways this appears in Just the Goods is that I respect folks enough to know they’ll be able to understand and potentially resonate with my rationale for doing things certain ways. I include detailed information to inspire folks to be more curious about the things they’re considering purchasing, hopefully encouraging mindful, slow shopping along the way, in contrast to spontaneous big spending.
What can we expect from Just the Goods in the future?
I don’t believe in growth for its own sake, so I’d like to answer this question by saying Just the Goods will be offering more of the same. I’d like to continue making everything with the highest possible level of care, and that is best done by embracing sustainability.
As a woman entrepreneur can you please share a piece of advice that you would offer to other women starting their own business?
I’m more inclined to think of myself as a maker who happens to be femme, but I think the best advice I have to offer is — like Just the Goods itself — entirely gender neutral. My advice is to think carefully about your value system and integrity before starting anything. Once you get started there will be all kinds of opportunities, but at what price? Having a solid sense of self, including what you stand for, and what kind of lines you will not cross, will ensure that you don’t find yourself on a slippery slope of compromise. I think this transcends the notion of a mission/mandate because it’s more than corporate culture; it’s a question of who you are, and what you would like to contribute to this world.
Two of our favorite products that are saving our dry winter skin this season is the nut-free vegan body butter, which melts like a dream on the skin leaving you ultra hydrated and smells of delicious cocoa butter. And the peppermint vegan lip scrub with exfoliating brown sugar and nourishing jojoba oil.
