Crafting Beauty: A Journey of Local Luxury and Global Vision with Kathryn Nurse, Founder of Immortelle Beauty
Welcome to today's exclusive interview with Kathryn Nurse, the founder of Immortelle Beauty, a luxury beauty brand that has captivated hearts with its blend of local essence and international standards since its inception in 2010. Immortell Beauty is no stranger to our blog as we have highlighted them in our Caribbean Business to Know along with covering their body products in our beauty spotlight. Join us as Kathryn Nurse the owner of Immortelle Beauty shares her inspiring journey, from the roots of her inspiration to the blossoming success of Immortelle Beauty.
What inspired you to start Immortelle Beauty, and how has the journey been since its founding in 2010?
Kathryn: I found myself immersed in a cosmetic chemistry lab in the States, I never really considered entrepreneurship until homesickness struck. During a conversation with my dad about my predicament, he pointed out the slim job prospects with my degree, suggesting that starting my own business might be the best path forward upon returning home. That conversation sparked something within me—a determination to make it work. My deep love for Trinidad fueled my desire to establish roots here, more than anywhere else. This passion has been the driving force behind my journey, which, I must say, has been quite the roller coaster ride.
Could you share more about the concept of "Little Local Luxuries" and how it shapes the identity of Immortelle Beauty's products?
Kathryn: Having pursued a degree in luxury brand management, I couldn't help but notice the lack of a thriving luxury brand market in our local scene. Unlike some places, we, in Trinidad, don't place much emphasis on material status symbols. This observation led me to delve into the concept of accessible luxury. I felt that many beauty brand producers were focusing solely on creating basic, minimum-grade products. I envisioned something different—a line of products that would make customers feel pampered, beautiful, cared for, and attended to with meticulous detail. However, I also aimed to ensure these products were priced in a way that made them attainable for our clientele. Hence, the concept of "little local luxury" was born. It's about offering a touch of luxury without the hefty price tag, while also instilling the belief that such indulgences are not reserved solely for high-end brands but can also be provided by local ones.
As a cosmetic chemist, how do you ensure that the products maintain both the authenticity of the Caribbean experience and meet international standards?
Kathryn: Although our manufacturing takes place locally, we procure top-notch ingredients from international sources. I'm personally committed to stringent quality control measures throughout our production process. When it comes to product development, I make it a point to incorporate locally recognizable ingredients to maintain authenticity. For instance, we utilize mango butter and avocado oil extensively. My aim is for customers to see these familiar ingredients in every product, fostering a sense of recognition and relatability. Our marketing strategies, packaging designs, and imagery are all deeply infused with Caribbean culture, further emphasizing our commitment to our Trinidadian roots.
What challenges did you face in establishing a company that promotes the idea of affordable local luxury in the Caribbean market?
Kathryn: Access to capital remains a significant challenge. Building a niche customer base took time, and our slow growth reflects this. Additionally, the dependency on imports coupled with limited access to funds in Trinidad poses obstacles. For example, we've been on Instagram since I want to say 2016. We've only just gotten to like 10,000 followers on Instagram, So it's been a really slow growth journey.
How does Immortelle Beauty empower women through beauty, and what role do your cosmetics play in this empowerment?
Kathryn: The name "Immortelle Beauty" draws its inspiration from a towering tree indigenous to Trinidad, aptly named the Immortelle tree. Historically, this tree was strategically planted in cocoa plantations to provide shade and protection to the delicate cocoa plants from the harsh sun. This symbolism deeply resonated with me—it embodies a nurturing spirit that I wholeheartedly connect with. Moreover, it reflects the selflessness often exhibited by Caribbean women, who tend to prioritize others above themselves. I envisioned Immortelle Beauty as a sanctuary, a space where Caribbean women could embrace their softness and prioritize self-care—an endeavor I consider profoundly empowering and essential. This commitment to nurturing and prioritizing self-care is at the core of our mission to empower women.
In what ways does Immortelle Beauty engage with and contribute to the local community, considering the company's strong local mindset?
Kathryn: While direct giving back is limited at our small size, we as a brand are focusing on our sustainability efforts. We currently offer in-store refills to reduce plastic waste and promote sustainability. These initiatives align more with our customer's values and are helping us foster a sense of community.
How do you balance the dual identity of being a local brand with international standards, and how does this reflect in your product development and marketing?
Kathryn: In our marketing efforts, we place a strong emphasis on local culture, often collaborating with influential figures and artists from our community. Our approach to product development reflects this commitment, as we incorporate locally produced products while upholding stringent international quality standards. A prime example of this integration is evident in the multi-sensory marketing campaigns we did for the launch of our candles, which were designed to resonate with audiences worldwide.
When we launch our candles, where we aim to engage all senses, partnering, with my close friend Cindy Allman who manages the popular Book of Cinz platform, we curated a reading list of books that complemented the ambiance of our candles. Additionally, calypso singer Jimmy October crafted a playlist featuring a diverse range of local and international artists, evoking the serene atmosphere of a Caribbean beach. To enhance the experience further, Chef Brigette Joseph concocted cocktails infused with Caribbean flavors, perfectly complementing the essence of our candles. With each campaign, we strive to innovate and offer unique experiences, and this particular initiative was met with resounding success, setting a high standard for our future endeavors.
Looking ahead, what are your future plans and aspirations for Immortelle Beauty, both in the Caribbean and potentially on a global scale?
Kathryn: Currently, our priority lies in expanding regionally, beginning with the launch of our Skin Season Body Illuminator in Jamaica, where we're gearing up for a pop-up event during Jamaica Carnival. Upon my return, my focus will shift towards the development of a new brand under our umbrella, emphasizing accessibility and sustainability. We're passionate about integrating sustainability into our core values from the outset. Therefore, as soon as I return from Jamaica, I'll be fully committed to advancing the development of this new venture.
Can you share a memorable milestone or achievement that stood out in the early days of Immortelle Beauty?
Kathryn: After running my business for two years without the expected breakthroughs, I pursued a luxury degree with hopes of pivoting, but reality didn't align. Facing setbacks from visa issues to job rejections, I returned home, refocusing on my brand. This time, I delved into the Bath and Body line, which evolved into what we see today. I began to heed others' input more, realizing that my initial approach of strict adherence to my vision needed adjustment. Embracing this change, I felt a newfound flow in my life, signaling that I was on the right path. Despite initial challenges reintegrating, I sensed doors opening effortlessly. It became clear: if it's meant for me, it flows; if not, it's blocked.
Last question: You’re heading to vacation; what are the top three cosmetic products you're packing?
Kathryn: I love this question. Number one is our Skin Season Body Illuminator without question. I’m going to be at the beach, at events, and at parties, so I’ll need to be glowing from head to toe. Secondly, I would say sunscreen, especially the ones from the brand Supergoop like the Supergoop! Glow Oil with SPF 50 which also adds to the body glow. Number three would definitely be perfume or fragrance.
Bonus question: What's your favorite perfume right now?
Kathryn: Le Labo Another 13. I broke mine right before Christmas and I was extremely sad about it then a friend gifted me one for Christmas, and I was eternally grateful.
As I conclude my conversation with Kathryn Nurse, the visionary behind Immortelle Beauty, we're left inspired by her dedication to merging local charm with global excellence. From her humble beginnings of homesickness to her ambitious plans for the future, Kathryn's story reminds us that true beauty lies not only in the products we use but also in the passion and purpose behind their creation. We eagerly await the next chapter in the Immortelle Beauty saga, knowing that its essence will continue to uplift and empower women worldwide. Don’t forget to support Caribbean Business like Immortelle Beauty by shopping.
