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Description: High-end beautyproducts for pregnant women
Start-up: $150,000 in2001
2003 Projected Sales: $1million
Biz Birth: The formerinternational director of Kiehl's, makers of natural hair andskin-care products, had taken a year off to raise her newborn anddidn't want to return to her intense travel schedule. Butbecause she loved the company, she took a job as a Kiehl'ssales associate at upscale department store Barneys in BeverlyHills. Cassidy considered a beauty line for moms-to-be afterencountering numerous women searching for products for use duringpregnancy only to find there were none. When Oprah Winfrey'sassistant called asking for a pregnancy gift basket, Cassidy wasconvinced and launched her company, Selph-enough- Mother's Day.
Pampered: Cassidy removedall the usual ingredients found in beauty products that would beharmful to a fetus during pregnancy (like vitamin A), replacingthem with superior ingredients that are gentle on skin. Selph'sbiggest seller is Body Balm, a stretch mark prevention treatment."It's fine to have a concept, but you also have to haveintegrity and some sort of culture behind the product, something Ibrought from Kiehl's," asserts Cassidy. "Ihaven't come up with any patented new technology. I puttogether a line using pure, nature-based ingredients, taking theguesswork out of whether it's safe."
Baby Love: Sold in BarneysNew York, Nordstrom and more than 100 other stores worldwide, Selphhas received letters and phone calls from celeb moms like CindyCrawford and Sarah Jessica Parker. The company has also foundunexpected use among radiation and chemo patients. Look for futureSelph products extending to the postpartum mom and baby.
