Jeriel Sydney and Bobbie Cunningham, two women entrepreneurs on California’s central coast, have meticulously cultivated Fablerune, an eco-conscious skincare and self-care brand, over the past decade. Their journey, distinct from the venture-capital-fueled, rapid-growth narratives often celebrated in the business world, emphasizes slow, steady expansion, community support, and a deep commitment to their values. Their story began with Sydney’s serendipitous discovery of soapmaking in Italy, a transformative experience that led her to abandon graduate school and launch Fable Soap Co., a buy-one-give-one goat’s milk soap company, in the Bay Area. This initial venture laid the groundwork for their future collaboration and the evolution into Fablerune.
The second chapter of their entrepreneurial journey commenced with a move to the Central Coast, a reunion with Cunningham, and a shared vision for a more sustainable and ethical business. Cunningham, drawn to Sydney’s commitment to creating safe and environmentally conscious products, joined forces, marking the official transition to Fablerune. Their approach to product development prioritizes meticulous research and sourcing of ingredients, ensuring both efficacy and ethical practices. They delve into the intricacies of each ingredient, striving to create formulations that are both modern and rooted in traditional remedies, blending trending skincare components like niacinamide and hyaluronic acid with time-tested staples such as clays, turmeric, and essential oils.
Fablerune’s growth trajectory, while deliberate and measured, has been marked by strategic partnerships and a focus on direct consumer engagement. While they previously secured shelf space in major retailers like Erewhon and Whole Foods, they consciously shifted away from this model, recognizing that their target audience wasn’t necessarily shopping for skincare in those venues. Instead, they concentrated on building relationships with select clean beauty retailers and forging a partnership with a local hotel group, expanding their presence in the hospitality sector. This pivot allowed them to better connect with their core customers and tailor their offerings to specific needs.
The foundation of Fablerune’s success lies in its commitment to community, ethical practices, and a genuine passion for creating high-quality products. Their small team, often augmented by family and friends during periods of high demand, embodies the spirit of a close-knit, collaborative enterprise. This community-driven approach extends to their sourcing practices, where they prioritize ethical suppliers and strive to minimize their environmental impact. When large orders arrive, like the one from Google for employee gifts, the entire network mobilizes, demonstrating the strength and resilience of their collaborative model.
In stark contrast to the aggressive marketing strategies and influencer-driven campaigns that dominate the skincare industry, Fablerune has chosen a different path. They prioritize building genuine connections with customers, fostering loyalty through high-quality products and personalized service. Their impressive customer retention rate, exceeding 59%, stands as a testament to their customer-centric approach and the efficacy of their products. This organic growth, fueled by word-of-mouth referrals and repeat business, reflects their commitment to sustainable, long-term success over fleeting trends.
Sydney and Cunningham’s entrepreneurial journey exemplifies a conscious choice to prioritize values over rapid scaling. While acknowledging the challenges and occasional self-doubt inherent in their chosen path, they remain steadfast in their commitment to building a business that aligns with their principles. They have consciously resisted the allure of venture capital funding, preferring to maintain control over their growth trajectory and ensure the integrity of their brand. Their 30% year-on-year growth, achieved without resorting to exorbitant marketing budgets, demonstrates the viability of their slow-and-steady approach. Their story serves as an inspiration for entrepreneurs seeking to build businesses that are not only profitable but also purpose-driven and deeply connected to their communities.
