What does it take to build a thriving beauty brand from scratch? For 27-year-old Sarah Cloes, the answer was just $375 and a willingness to experiment in her own kitchen. Sarah, who lives in California with her husband Bret, launched her hair care company Flora Flora Co. in April 2021, and what started as a personal mission to cut down on plastic waste has since grown into a business generating around $167,000 in annual revenue, according to CNBC Make It.
The brand specializes in solid shampoo bars and conditioners made from what Sarah describes as “truly luxurious ingredients,” all packaged sustainably. She began by ordering raw materials online and testing out formulas at home, driven by a desire to reduce her reliance on single-use plastic bottles. Once she felt confident in the results, she handed samples to friends and waited. “When I got a formula I was happy with, I gave it to friends to try. Their reactions told me I had something market-ready,” she explained. The positive feedback pushed her to take the next step and bring the products to her local farmers market.
The early days were not easy. Sarah paid herself a minimal salary during the first stretch of the business, which put her under serious financial strain. But she kept going, and the brand gradually found its footing. Today, Flora Flora Co. products are sold online, in Whole Foods, and in independent stores around the world. “The majority of our revenue comes from online sales, so direct-to-consumer makes up about 80 percent of our business,” she said. Most of what she earns, she reinvests straight back into the company to fuel continued growth. You can watch video here.
One of the biggest turning points came from an unexpected place. Sarah credits TikTok with giving the brand its early momentum, and she leaned into it hard. “TikTok kind of catapulted us. It was pretty much the only marketing strategy I used. To this day, we’ve put almost nothing into paid advertising,” she said. That approach paid off in a major way, proving that organic content and a genuine product story can outperform traditional ad spend. She now manages a team of two employees and works roughly ten hours a day, overseeing everything from production to social media content.
@florafloraco Thank you for being our sounding board š«¶š¼ #storytime #smallbusinessowner #packagingvideo #sustainablepackaging #smallbusinessgrowth #shampoobars #sustainablehaircare ā¬ original sound – Flora Flora Co
Customer reactions have been overwhelmingly enthusiastic. Fans of Flora Flora Co. have taken to YouTube and other platforms to share their experiences, with one user writing that the shampoo bar is “the best shampoo and conditioner for my sensitive skin, no more contact dermatitis.” Others have been equally glowing. “I love Flora Flora. Sometimes I go back to bottled shampoo for convenience, but I always miss it and come back,” one loyal customer shared. A long-time buyer summed it up simply: “I’ve tried various solid shampoos, but none of them can compare to these.”
The online community has also responded warmly to Sarah’s entrepreneurial journey itself. Viewers watching her story unfold on YouTube left comments expressing admiration for the way she built the brand without taking on debt. “I tip my hat to her. Starting a business debt-free and growing it to this level. Respect,” one person wrote. “Wow, Sarah’s journey is so inspiring,” added another.
Looking ahead, Sarah plans to start investing more deliberately in marketing and in expanding production capacity. Currently, every single product is handmade in their own warehouse, which speaks to just how hands-on the operation still is. As demand grows, scaling that process will be one of the central challenges for the brand moving forward.
Solid shampoo bars have been gaining popularity in recent years as part of a broader shift toward sustainable personal care products. Unlike traditional liquid shampoos, which are typically 80 to 90 percent water and packaged in plastic, solid bars are concentrated, longer-lasting, and generate significantly less waste. The global market for sustainable beauty products has been expanding steadily, driven by growing consumer awareness around environmental impact and a preference for cleaner, simpler ingredient lists. Many small indie brands, like Flora Flora Co., have found success by targeting eco-conscious shoppers who are willing to pay a premium for products that align with their values. TikTok has played a notable role in this space, helping niche brands reach large audiences without the hefty budgets that traditional beauty giants rely on.
If Sarah’s story resonates with you or you’ve tried solid shampoo bars yourself, share your thoughts in the comments.
