Like many start-ups, Goddess Garden founder Nova Covington’s pathway into personal care was, well, quite personal.
“I started my company for my baby daughter whose sensitive skin reacted poorly to synthetic chemicals. With the help of my supportive husband, I started making all my family’s own body products in our kitchen,” she told Happi.
After sharing products with friends and family, Covington moved on to farmer's markets and festivals. Fast forward to today, Goddess Garden’s line of products can be found in 22,000 natural and conventional stores nationwide, as well as in several other countries. Covington remains at the helm and her husband, serves as CFO and lead formulator of the certified B Corp, which touts a line of sunscreens for baby, kids and adults and skin care products range from cleansers to anti-aging serums and creams.
One of the newest rollouts from Goddess Garden are essential oil perfumes. For Covington, the move into the scent category was prompted by her desire to “provide safe, fully-transparent perfume options” for customers who were still in the dark about the ingredients that often scented their products.
There are five scents—Lavender Sky, Citrus Sunrise, Wildflower, Amber Fire and Rainforest—each made with certified-organic essential oils and curated specifically with scent and mood-boosting properties in mind, according to the company.
Covington’s favorite is Rainforest.
“I grew up in the Pacific Northwest and the fresh, woodsy yet floral scent just seems to take me back. The essential oils used to scent the perfume also offer a calming aromatherapy bonus that I really enjoy,” she said.
While the essential oil perfumes ($14.99) just hit stores in October, Goddess Garden is expanding its fragrance options with new aromatherapy bracelets and essential oil bracelet blends just in time for the holiday season.
The bracelets, which are made with porous lava rocks that capture and carry the scent of essential oils, feature energetic stones.
“We created our blends to target the top mood enhancements that inspire people to use aromatherapy. They include Happy Day for joy, Brain Boost for focus, Grounding for calm, Pick-Me-Up for energy and Take 5 for stress reduction,” Covington said.
The new essential oil products deliver on the ever-growing interest in cleaner, safer products. And thanks to her experience growing a brand from a kitchen table to 22,000 stores nationwide, Covington knows that natural products must delight customers, not just meet their principles.
“We know people buy products to fill a need or a want. Switching to an alternative product that is completely different is very difficult,” she told Happi. “With all our products, we make sure the ingredients are safe, organic and plant-powered, of course, but we also consider the user experience.”