At Lullaby Lou, they have worked hard to create a successful range of safe and natural body care products that deliver exceptional results without relying on synthetic additives or harsh chemicals. Their mum and baby range inspires and invites mums-to-be and their families to really ponder on the efficacy and safety in the bodycare they use on their own bodies and their babies. With a shared passion for natural products and supporting pregnant women and mums with their fresh approach to body care, Andrea and Moira have worked together to create an effective range with their unique blends. Here they talk to The Natural Parent Magazine about the innovation behind Lullaby Lou, the pros and cons of running their own business, and their hopes and dreams for the future.
The innovation: What was the biggest breakthrough for you with your business?
Meeting Moira while convalescing from a torn tendon and broken ankle – and finding another person passionate about products to use to enable safe and calm pregnancies – was a godsend.
Our weekly restorative massage sessions quickly turned into weekly meetings to develop Lullaby Lou.
Moira left her corporate job in 2019 to study massage therapy and she is now a qualified massage practitioner, specialising in pregnancy, postnatal and baby massage. She continued her studies and gained her Doula qualification. Working with mums-to-be and mums, on a daily basis, she understands their wants and needs in regards to safe and natural products. In addition, she offers in-studio pamper sessions and spa treatments. Calm and relaxed mums make calm and relaxed babies 😊
Andrea started nectar body and bath nearly fifteen years ago, initially to make natural soaps for her son who had suffered eczema for years and realised handmade soaps relieved it for him. Family and friends quickly cottoned on to the benefits and results and wanted some for their families. After years of running nectar as a side hustle, Andrea closed her interior design business to run nectar fulltime and develop a successful and sought-after natural bodycare range.
We have worked hard for two years building on nectar’s original Mum and Baby range and rebranding it to inspire and invite mums-to-be and their families to really ponder on the efficacy and safety in the bodycare they use on their own bodies and their babies.
“I had already been formulating and selling a proprietary blend of all-natural, sustainable ingredients that spoke of safety and purity in nectar’s Mum and Baby products. This breakthrough wasn’t just about creating unique formulas – it was about setting a new standard in the industry and a fresh approach to the whole range with Moira’s valuable input”.
We began with extensive research and experimentation to find the perfect balance of ingredients that offered not only superior skincare benefits but also provided a premium treat for pre- and postnatal mums and babies. After numerous trials and adjustments, we have succeeded in formulating a product line that delivers exceptional results without relying on synthetic additives or harsh chemicals.
This innovation was necessary for several reasons:
Product Differentiation: Our unique blends set us apart from competitors and helped us establish a distinct position in the market. It showcases our ability to innovate while aligning with our natural and safe ethics.
We feel we have succeeded in presenting our products to be the premium brand in NZ and elsewhere – a brand that any grandmother or mother or friend would be proud to gift in order to really treat their loved one during their pregnancy and beyond.
Customer Trust and Loyalty: Customers notice a real difference in their skin, which reinforces their trust in our brand and encourages repeat purchases.
Sustainable Practices: By incorporating sustainable sourcing and production methods, we have aligned with our values and appeal to environmentally-conscious consumers. Where we can, we always favour NZ native oils and extracts which are prepared either by us or trusted associated suppliers.
Yin and Yang: How do you balance work and family?
Balancing work and family requires flexibility, and a deep understanding of what truly matters. ‘Choose your battles’ is a great saying!
We are both mothers with older children so you could say we have balance down to a tee and can manage businesses and family with our hands tied behind our backs.
Both of our younger boys who still reside at home are so valued by us – especially when we have to move heavy stock!
We both try to make time for self-care activities that help to recharge us – whether it’s exercise or catching up with friends. We both live five minutes from the beach, which is where you will find us taking time out when needed with the family dog or just sitting under the Pohutukawas and staring off to sea, decompressing.
Life is unpredictable, and flexibility is key. Choose your hard, take a deep breath and sort it out!
The Drive: What challenges have you overcome?
Formulation Challenges: Developing effective and safe natural bodycare products requires extensive R & D along with clinical trials. Many natural ingredients have distinct properties, and finding combinations that work well together while delivering the desired results takes a fair amount of trial and error. Testing, testing and more testing until…
Supply Chain/Sourcing: Sourcing high-quality, sustainable ingredients consistently poses a challenge. Over the years of being in business, we have personally experienced too much inferior quality, design and functionality – and add to that many changes to shipping protocols and timings. We have spent a long time building reliable relationships with trusted suppliers and diversifying sources, which has helped to stabilise our supply chain and ensure product consistency.
Regulatory Compliance: Regulations and certifications for natural and organic products is daunting for a lot of smaller businesses. Ensuring that all products meet safety standards, adhere to labelling requirements and achieve necessary certifications demands meticulous attention to detail and ongoing education about regulatory changes. It’s a lot 😊
Market Penetration: Establishing a foothold in a highly competitive market was another significant challenge. Obviously the Covid years presented a huge disruption, time and again for smaller businesses. In addition to the market being flooded with newly unemployed startups diluting our efforts!
Breaking through the noise and building brand recognition required strategic marketing, effective communication of our unique value points, and a very strong focus on customer satisfaction. Engaging with potential customers through local markets, our website and socials, and collaborations with like-minded businesses has helped us gain traction. We welcome conversation directly with our customers and love to help when they ask for advice and information.
Each challenge presented an opportunity for growth and learning. By staying resilient, seeking solutions, and adapting to changing circumstances, we have been able to overcome these obstacles and drive the business forward. These experiences have not only strengthened the business but also deepened our commitment to Lullaby Lou, our loyal customers and its future success.
