3 minute read
THE MAKINGS OF TWINKLE APOTHECARY
STORY AND PHOTOGRAPHY BY JOANNA BABB
One does not often expect deodorant to change the course of one’s life. In Stefanie Grant Cassel’s case, it was the propellant that sparked an idea that resulted in a full-blown business. A few years ago, Cassel became a single mother. Her Los Angeles fashion production job was stretching her thin and her wallet thinner. At the same time, she was settling into veganism, phasing out all products that were made with or touched by animals. Cassel found that the store-bought vegan deodorant was not only ineffective, but made her feel worse. She said, “I thought to myself, you know what, if these brands can make products and make that their business, so can I.” And so she did.
“I didn’t start making deodorant with the intention of starting a business, but once I started making it, I realized it was something I could really do,” Cassel said. Once she started making bigger batches and testing out different formulas, she got an itch to experiment with other products. Within a short while, she realized she could do something bigger with the products she had come up with.
Cassel called her parents and told them she wanted to move home to Oklahoma and start a business. Within weeks she was home, and Twinkle Apothecary was born. It wasn’t all a breeze, Cassel said. Getting every batch consistent was a hurdle in the beginning stages.
“After I went home and really started making a formula, I went through about a dozen batches and I thought ‘Oh my God, I have made a huge mistake.’ But I kept trying, and probably about fourteen batches in I felt I could work with it.” Through trial and error, Cassel found unexpected success alongside hardship.
“I found old folk recipes for making a paste with tapioca starch for acne. I thought, okay, I have all these ingredients on hand, maybe I’ll try putting them on my face,” Cassel said. “The first time I used it, it felt amazing and I haven’t used anything else since. It’s now one of my top sellers.” Twinkle’s growth has been steady. The vegan skincare and beauty products have been met with enthusiasm from Oklahoma locals and online shoppers alike.
In the first year, products were only sold on Etsy and at the Oklahoma City farmer’s market. “I was really surprised by how many local people not only liked what I was doing but were really hungry for it and excited about it,” Cassel said. As the excitement grew, so did the business. Twinkle’s first retail space was a few shelves in the back of Automobile Alley’s Siempre Viva boutique. Just this past year, Twinkle Apothecary outgrew the shelves and moved to a new home in Oklahoma City’s Midtown district. “It just keeps growing. I’m really amazed by it, because while 60 percent of my sales come from my website, I think it’s remarkable that 40 percent comes from this tiny little shop in Oklahoma City,” Cassel said.
Twinkle’s stock now includes perfumes, hair care products, natural makeup, serums, and of course, the signature deodorant. Every Twinkle product is still handmade by Cassel. “I’m proud of what I’ve done so far and I just want to keep growing from where I’m at. I want to keep doing what I’m doing, but do it better.”
