Timothy George

Started in 2017, Timothy George, founder of Elo, a plant-based products company, wants to add more colors and energy to a bland vegan space that some may call out of touch.According to the Global Wellness Institute, the wellness economy was valued at more than 4 trillion in 2018, with personal care and beauty products a big chunk of that. With images of Gwyneth Paltrow gracing the pages of magazines with expensive elixirs, it makes wellness look far from holistic. As wellness companies become less siloed and integrated into our environments, companies like Elo, who sell vegan fragrances and lip balms, want to become part of our everyday life from work to play, and show that wellness is attainableby all.

Along with his director of brand development, Marques Francis, George and Francis share how they plan to do that.

Maryann Reid: Some may say the wellness industry is packed with blonde, rich, and elite services that many women cannot afford.For example, Gwyneth Paltrow has become the face of a wellness brand that some find unattainable.How do you fit in?

Marques Francis: Elo lies in the intersection of luxury and comfort. Wellness is something that we all need, and by siloing this need through pricing is simply unfair. We have a product that is sustainable, beautiful, easily accessible and premium at a tier structure that many can reach.Elo is black-owned. We have a superior product than what's offered on the market currently, and it's always the goal to make aspirational obtainable.

Reid: Along with personal care products, what is another wellness space that needs more blacks and why is it ripe for opportunity?

Francis: The wellness space where we see a bunch of opportunity is in health coaching. No one wants to go to the gym after a really tough day at work, but that doesnt mean meditating, well cooked meals and basic movement cant help balance out tension. With that said we chose to collaborate with Caton Wellness, a black-owned workplace wellness organization for all of our holistic needs.

Reid: Can you describe that moment when you knew you had to start this business?

Timothy George: I admit, I was once addicted to lip balm, but I discovered most lip balms are created to dry the lips, in turn forcing you to use more product. It frustrated me that this was how the industry worked, and I wanted to create something that was better than anything I had experienced.

Reid: Where do you source your ingredients?

George: We source the Tonka Beans found in our Gloria Luxury Cotton Spray from South America.We also purchase our Vetiver essential oil from a company that imports it directly from Haiti.

Reid: Where did you get the money to fund this?

George:My first year in New York, I moved to Harlem and I wanted to meet locals to get my idea out there. I thought it would be a great idea to volunteer for the Harlem Brownstone Tour.I received access to all the beautiful homes and had the opportunity to meet all of the owners. On the 2nd day, I was a guide for a home belonging to an amazing artist who had lived in the home since she was a child.While there I met Stephanie Francis, creator and founder of Harlem Week and, in conversation, I began chatting about why I moved to New York and what my mission was.Without hesitation, Stephanie offered me a spot to sell products at the upcoming Harlem Week. At the time, I had never shown products in that way. I was still selling one-by-one to friends and family, so this was a big deal.Fast forward, the popup model has become what Elo is known for.In fact, my first year in business all our revenue stemmed from popups.

Reid: How did right people connections help you start this business? Explain the importance of strategic partners or relationships.

George: I've been invited to homes in Strivers Row for holiday dinners where I would set up a display of products.I once had a woman order 700 lip balms to pass out at her 60th birthday party.I owe a majority of my success to Harlem. I even gave a speech at Abyssinian Church to help get the word out.Early on, I saw the value of collaboration.We now collaborate with brands such as Equinox, Pottery Barn, Harlem Haberdashery, and Les Belles Dentistry.We align ourselves with brands that have similar core values and with those who cater to our ideal customer.

Reid: What is the deeper problem you want to target?

George: After leaving an Elo experience we like consumers to feel empowered, well versed on ingredients, to have a better understanding of their spending habitsto feel our intention.We are far more than just the world's first wax-free lip balm, we are a lifestyle.

Reid: When you walk in the room and people see you own this brand, what reactions have you received?

George: The questions are more aligned with when did you join the brand? or and what's your role in all of this? I get a kick out of it at this point, as I sometimes enjoy not being the face and pretending to be an intern.At times, being the founder is a great addition, like at our installation at Essence Fest, and at other moments, it seems it can get in the way. At the end of the day, I'm selling a lifestyle that appeals to many, not just those who look like me and I've made peace with it.

Reid: What has surprised you through this whole process?

George: I am constantly surprised how capable and resilient I am.Growing and scaling a brand is tough, however, I have been blessed with the ability to pivot when needed and knowing when to listen.

Reid: What makes your brand different?

Francis: Elo Vegan lifestyle has made it our mission to make sustainability sexy. We never want to be the brand that looks vegan, because a lot of those brands miss the mark of aspirational. It isnt just about green and light hues, its about celebrating the vibrant colors and energy that stems from nature.

Reid: Whats next in the future for your brand?

Francis: We have started to cultivate very unique partnerships that blend function and form in every way. We would love to continue to evolve with the way we have traversed various industries outside of beauty. Branching out into hospitality, we are also targeting design, automotive and travel.

George: In November 2019, we are launching a deet-free insect repellant to diversify the brand.Our customers are always traveling and looking for simplified experiences.With the success of our new home fragrance packaging, we have decided to expand on the concept.We would also like to partner with companies such as Harlem Capital and other minority focused venture capitalists as we begin our seed round.It is important for us to align with brands that understand our core values, as well as, those that support generational wealth in our community.

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When Gwyneth Paltrow Isnt The Face of Wellness This Happens - Forbes