We’re familiar with the term “lifestyle brand”, a brand aiming to cater to a group or culture wholistically — through products, services, experiences, values and aspirations. The brands that immediately come to mind are a mix of legacy (Nike, Red Bull and Harley Davidson) and newcomers (Bumble and WeWork). But they’re usually carried under the umbrella of a single brand name. With the spotlight shifting from the brands themselves to the visionary people behind the scenes, and the lifecycle from idea to launch consistently shrinking, entrepreneurs aren’t afraid to diversify and expand on a mission.
The “lifestyle entrepreneur” is a serial founder who launches multiple, often separate, brands that cater to a specific lifestyle that most often fits their own. These endeavors can be both self-funded or venture backed. While it is not unlike many entrepreneurs to have their hands in multiple businesses at once, it takes a certain level of ingenuity and commitment to purpose to tie it all together. These entrepreneurs are seeing their next step as a natural extension of what they have already created. Think Sophia Amoruso with Nasty Gal/Girl Boss, Morgan DeBaun with Blavity/21Ninety or the recent launch of the Alliance for Good fund by the founders of Thrive Market.
For Gianne Doherty, the rumblings to build the next step in her clean beauty empire came directly from her customers. After founding Organic Bath Co, an award-winning skincare line with healthy, organic and Fair Trade Certified-ingredients. She created W.E.L.L. Summit, the premier summit bringing leaders in the wellness and clean beauty industries together with enthusiasts, newbies and hardcore wellness fans for multiple days of panels, workshops and interactive vendor experiences.
I spoke with the Boston-based entrepreneur about the vision behind both brands, how she sees each as an extension of her passions and what it takes to build two business at once.
Shani Syphrett: What was your career trajectory before you launched your first brand, Organic Bath Co?
Gianne Doherty: I was living in NYC, where I was a business development executive in the staffing industry. My day-to-day involved cold calling, researching and networking, with every day being a little bit different, depending on the needs of the business. I did think I would eventually become an entrepreneur and business owner, but I thought I would start my own executive search staffing business. I never thought I would get into the clean beauty and wellness industry.
Syphrett: How far along were you with Organic Bath Co before you had the idea for W.E.L.L. Summit?
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