Enterprising Ideas

Earthly Beauty

Caring for Your Skin and the Earth

By Angella A. Arndt

How much do you know about the products you use in your daily skin care routine? Do you know what is in those products? Do you know how they were manufactured? You might be surprised to learn that many skin care products contain ingredients that are potentially harmful to your health. There is a growing trend toward sustainable, non-toxic skin care. If you’d like to find responsibly sourced products made of natural ingredients, visit Earthly Beauty.

Earthly Beauty opened its doors in Omaha’s Rockbrook Village in February of 2019. Founder and owner Karen Carroll became a licensed cosmetologist and worked as an esthetician before earning a bachelor’s degree in environmental sciences from the University of Nebraska at Omaha. “I combined my esthetics knowledge and experience with my environmental science education,” Karen recalls. “I found that many skin care products can be toxic and that the industry is not well regulated.” Karen opted for a career change to pursue her passion for providing responsibly produced and sourced products, and Earthly Beauty was born.

All products carried by the shop follow the principles of sustainability and are non-toxic and cruelty-free. Karen selects products that are transparent with respect to their ingredients, sourcing, and manufacturing. She notes that some of the larger manufacturers are making changes to their packaging but not their ingredients or testing practices. “I look at every ingredient and vet my products,” she asserts. “That’s why we don’t carry some of the larger brand names.” The companies that she chooses “do no harm” to consumers, the environment, or animals. Most of the products are vegan, with a few exceptions, like beeswax, honey, and humanely and sustainably produced goat’s milk.

The shop carries a wide variety of facial and skin care products for both men and women. There is a tantalizing selection of scented and unscented soaps, including goat’s milk soaps. You’ll also find apparel, accessories, and jewelry. Aromatherapy products, including candles, sprays, and essential oils, are available to promote relaxation and reduce stress. For new parents, there are several lines of baby and toddler products to protect their delicate skin. The shop also has seasonal and outdoor products such as sunblock and insect repellent. Any products may be bundled into customized kits or gift sets to meet your specific needs.

Earthly Beauty was one of the first shops of its kind in Omaha, and Karen remains true to her vision, which she believes sets her apart from the competition. “My attention to detail in the ingredients list is essential. A lot of stores sell ‘green’ products that actually contain synthetic fragrances or ingredients that are harsh on your skin.”

What exactly is the difference between “green” and “sustainable”? Being green generally means supporting environmentalism, but there aren’t any concrete rules governing the use of the term in marketing or practice. Sustainability goes to the next level, meaning products are made from renewable resources and do not harm the environment through the entire life cycle of the product. When shopping for sustainable products, look for transparency. “You should be able to look at an ingredient list and find information on those ingredients,” Karen advises. “Avoid anything that doesn’t list the ingredients or has synthetic fragrances.”

Karen firmly believes that customers should be informed and knowledgeable about the products they use. “I’m not here just to sell products. I’m also here to educate and provide transparency. I will do everything I can to answer questions and find an appropriate product, if I have one, to meet the needs of my customers. Even with COVID, we are trying very hard to make sure people can sample products before they buy them.”

Running a business with sustainable products has its challenges. Finding products without synthetic fragrances and that are not packaged in plastic can be difficult, Karen acknowledges. Why does packaging matter? “Plastic can leach into products, as well as being major problem for our waterways and oceans.” Additionally, since her store’s products do not contain preservatives, they have shorter shelf lives. Karen works with smaller vendors, many of whom support fair-trade practices and donate to charitable organizations.

“It’s rewarding to find products that work for a customer,” Karen says. She enjoys meeting like-minded people who are concerned about the environment and want natural products. “If someone is interested in living a sustainable, non-toxic, and cruelty-free life, I can save them time and inform them about product choices. We’re here to care for the health of your skin.”

Earthly Beauty is located at 10812 Elm Street, in Rockbrook Village, in Omaha. The shop is open Tuesday through Thursday from 11:00 a.m. to 7:00 p.m., Friday from 11:00 a.m. to 6:00 p.m., and Saturday from 10:00 a.m. to 5:00 p.m. To learn more, call the shop at 402-281-0213 or find them online at earthlybeauty.com.