Natural Talent

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Launched in 2004, Juice Beauty was a near-instant darling with editors at fashion magazines, thanks to savvy marketing and a team of investors. This year the company is expected to bring in $10 million to $12 million, Behnke says. Its signature Green Apple collection can be found at Whole Foods and Sephora stores. The privately held company does not release profit figures.

Recognizing the benefits of selling affordable organics, Juice Beauty recently introduced a line of products at Long’s Drugs known as Juice Organics. “We wanted to knock ourselves off before someone else did,” Behnke points out.

At the other end of the organic body-care business world, Norwitz, who suffers from a chemical sensitivity disorder, declines to give sales figures. She concedes Tikvah, which has been organically certified, is thus far largely a labor of love. Norwitz didn’t have a group of investors backing her when she started and admits it’s a gargantuan challenge to acquire market share when a few labels already dominate the organic soap niche, including Kiss My Face and Dr. Bronner’s.

Norwitz worked in web design before starting Tikvah, and the only place to find her soaps is at the decidedly homegrown website, Tikvah.com. Some mornings, Norwitz takes orders while her two-year-old daughter Miriam watches “Sesame Street” in another room. “But it’s worth it,” Norwitz says. “My soap is really wonderful.”

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