When looking at the success of Lumity Life it’s hard to believe that entrepreneurship is something founder, Sara Palmer Hussey, doesn’t view as her ‘forte’. Instead, it’s been a passion for skincare and delivering innovative products to the market that’s driven the success within her business.
Lumity Life provides supplements and beauty products that provide nutrients necessary to help sustain the healthy functioning of the whole body over the years. Sara’s aims in formulating the products were to provide a product that offered real, tangible results to the women who used it. She felt if she could offer women something that noticeably improved the way they felt on a daily basis and gave them an effortlessly healthy, glowing appearance, they would have the energy and freedom to focus more on the things they love.
Here, Sara Palmer Hussey, tells us what that journey to entrepreneurship has looked like so far, the biggest obstacles she’s faced along the way and how she built an organic but cult celebrity following for her products. Plus, she spills the beans on her own skincare routine while busting some of the biggest myths surrounding the perception of anti-ageing products.
When did your interest in skincare first begin?
I have always loved trying out new skincare products since I was a young teenager, but was often disappointed by the results – sometimes they simply did not live up to their promises and sometimes they caused adverse effects. So, in my thirties, I started researching the ingredients that go into skincare products and the potential effects, good and bad, learning what to use and what to avoid. I also delved more deeply into skin function and the active ingredients in skincare that actually support optimum skin health. I understood early on that skincare is largely an inside job, so diet and supplements are an even larger part of the equation when it comes to achieving great skin.
When was your eureka moment for launching Lumity?
I had been researching all the causes of ageing in the body and I was taking a concoction of nutrients to support how the body itself counteracts these causes. I noticed it was starting to work – I was feeling a lot more lively and enthusiastic again after having become used to feeling almost continually tired (groggy in the mornings and exhausted by dinnertime). I didn’t need coffee in the morning anymore and could actually leap out of bed feeling ready to go. As the weeks went by, I noticed more benefits – my skin, nails and hair were better than ever. I was around sick people but wasn’t catching coughs or colds and I even felt inclined to exercise. As I refined the formulation, I realized I was on to something that could offer tangible benefits.
“Skincare is largely an inside job, so diet and supplements are an even larger part of the equation when it comes to achieving great skin.”
Did you always have an interest in entrepreneurship?
Entrepreneurship is not yet my forte, but I’m interested in delivering innovative products of value to the market in an efficient manner, so that requires a sound business structure. I’m learning on the job. Luckily, Lumity is not a one-woman band; we are a team of people with many different skill sets all committed to one goal of supplying the best products possible to our customers.
In terms of building the business, what were some of the very first steps you took upon the decision to take Lumity from idea to reality?
The first step was ensuring that the idea created in theory really worked in practice and gave tangible results. I tested it on myself first. The second step was to invest in testing it on a group of over 100 women for a 6-month period. The results were phenomenal and the range of benefits that were being reported back by our testers was much wider than the benefits I had experienced myself, which was hugely encouraging and pushed us further into a specific clinical trial on skin health that we ran in collaboration with a renowned US dermatologist. At this point, we were ready to launch with full confidence in our products.
In terms of product development, talk us through some of the initial stages
All my product development comes from a unique perspective. I firstly acknowledge that the body has intelligence and an ability to heal far beyond scientific understanding, so, in terms of nutraceuticals and skincare, the best approach is to understand how the body itself perpetuates perfect health and to support those processes. Regarding skin care, I don’t think of particular skin issues, I instead research what the skin actually needs to function perfectly in optimum health and then make sure that our supplements and skin care provide the correct nourishment to support optimum health from the inside out and from the outside in. When the skin is healthy, issues disappear and the skin is neither too oily nor too dry, it’s just elastic, firm, hydrated and radiant.
What are some of the biggest misconceptions about your brand?
Perhaps that we are “anti” ageing. Our products counterbalance the processes that age our bodies prematurely and produce issues that affect our experiences of life, such as reduced energy levels, weak immune resilience, poor sleep, hormonal imbalances and lack of focus, but we are all for growing older in great health and enjoying life at whatever age. We provide nutritional support to maintain great health through the years, so that age is not an issue but an asset.
“We provide the nutritional support to maintain great health through the years, so that age is not an issue but an asset.”
Your products have proved to be very popular with celebrities. How did that first come about?
Our first celebrity endorsement came from the fabulous Yasmin Le Bon. Her hairdresser had recommended Lumity to her and she had given it a go and started feeling tremendous benefits within a few months of use. She recommended it to her friends and spoke about it in interviews. That word-of-mouth endorsement has been our most successful marketing tool, from celebrity to celebrity, but also among friends – so many of our testimonials talk about being complimented on their great skin or their new zest for life and sharing their secret with friends.
Over the course of building your business, what are some of the biggest obstacles you’ve faced?
One of the biggest obstacles in marketing a supplement is how heavily regulated the wellness sector is. In Europe, there is a register listing a handful of claims relating to vitamins and minerals that you can legally use on supplements to communicate benefits. You cannot legally make any health claims about amino acids, herbal ingredients, such as turmeric, ginseng or other compounds such as coenzyme q10 and resveratrol. Our products are developed with so much research and targeting so many processes in the body, but because the medical and pharmaceutical sectors monopolise claims about improving health conditions, we can’t talk about half of the benefits a nutritional product may offer.
“Our products are developed with so much research and targeting so many processes in the body, but because the medical and pharmaceutical sectors monopolise claims about improving health conditions, we can’t talk about half of the benefits a nutritional product may offer.”
What does your everyday skincare routine look like?
My skincare routine is very simple: I cleanse with Lumity Skin Saviour 4-in-1 Cleanse (due out later this year) and I massage my face with lots of Lumity Skin Nutrients Facial Oil. The cleanser doubles as a mask a few times a week, it also gently exfoliates and removes make-up. Just 2 products and I’m done, so I’ve been able to clear out the bathroom cupboards of any other products. Both products are 100% natural and packed with potent botanical oils and extracts to give my skin the best support it can get.
Who can take Lumity Life products?
Lumity products are specifically targeted at counterbalancing ageing, but can be supportive and protective from your twenties up until your nineties and beyond.
Tell us about some of the biggest life lessons you’ve learned in the process of launching and running a business.
Perhaps that there is no easy formula for success. The foundation of any business is offering a product or service that delivers value to its customers. Once that is in place, you need to be able to reach your target audience and match their needs, speak authentically and consistently deliver a life-enhancing experience.
“There is no easy formula for success. The foundation of any business is offering a product or service that delivers value to its customers.”
Who or what inspires you?
All the women who show us that there is a lot more to life when you break the limiting beliefs around your age. All those women who have gone before us and have refused to be put in a box by their age have liberated our generation to continue exploring and evolving with age. Iris Apfel comes to mind, Oprah Winfrey and Isabella Rossellini also. When you are strong and healthy, there is no age limit on what you can achieve and you’re never too old to start a new adventure in life.
“All those women who have gone before us and have refused to be put in a box by their age have liberated our generation to continue exploring and evolving with age.”
What’s your greatest passion?
Innovation – I love taking an issue and discovering a new way of seeing it or tackling it. In this sector, my passion is to simplify women’s choices by providing really effective go-to solutions. It may not be very commercial to produce a single, one-stop product when you can market 7, but life is already complicated enough to then have skincare turn into a 7-step ordeal with 20 choices for each step.
“When you are strong and healthy, there is no age limit on what you can achieve and you’re never too old to start a new adventure in life.”
What’s next for Lumity Life?
We are going to launch an amazing cleanser this year. It’s 100% natural and, together with our facial oil, it will help you clear out your bathroom cabinets of a load of unnecessary products and refine your skincare routine down to just two superstar products that will support the intrinsic health of your skin so that your skin is the healthiest and most radiant it’s ever been.
To find out more about Lumity Life products, visit their website at www.lumitylife.co.uk.