Cary Caster on Turning Aromatherapy into a Profitable Venture
Cary Caster, an aromatherapist and ethnobotanist, has founded a company that is making aromatherapy and essential oils accessible and user-friendly for the masses.
Aromatherapy – relaxation, healing through oils and blends and the purest of ingredients have a tendency to be perceived as a whimsical field, especially given the lack of information, until now. Caster is bringing the information, the science, the reputability, and has transformed these into an incredibly cool brand.
Below, she talks with SWAAY about her findings and how very essential these oils are in today’s world and the busy U.S market.
1. Can you tell us a little bit about your aromatherapy and ethnobotany – how long were you studying these disciplines?
I received my Bachelor of Science degree in Botany in 1981. Upon graduating, I worked for 3 years at Fairchild Tropical Botanical Garden in Miami. It was working at the garden that stimulated my desire to return to college for a master’s degree in Ethnobotany. When I became pregnant with my first child 30 years ago, I began using essential oils more extensively. I quickly became addicted to learning more about these botanical wonders! I obtained a formal yearlong Certification in Aromatherapy from the Institute of Traditional Herbal Medicine and Aromatherapy, which incorporated the additional influence of the principles of Traditional 5 Element Theory of Chinese Medicine. I continue to learn more about this profound growing science every day!
2. When did you decide to launch the 21 drops line?
I decided to launch 21 drops 10 years ago when I began seeing and hearing the word aromatherapy used more frequently but was truly discouraged by the quality of the products I found claiming to be “aromatherapy”. I felt and continue to feel that the public deserves to have a more pure, higher quality essential oil experience to truly understand their powerful healing properties.
3. What is the science behind the drops? How long does it take to formulate the ingredients?
Each essential oil has its own unique makeup of phytochemical components. These numerous components work on different systems of the mind, body and emotional state by fitting into receptor sites in our olfactory bulb, which then trigger electrical impulses to different body parts. While we know that lavender is “relaxing”, it can take years to fully understand the chemistry of lavender’s 100+ naturally occurring components and the diverse effects these.
4. Is it difficult to navigate this industry – as it’s in between beauty and holistic therapy?
Aromatherapy is a relatively new category of the larger consumer product industry here in the United States and is quickly growing. However, because it does hover between beauty and wellness as a holistic therapy, many retailers don’t know exactly where these products belong. We had an experience where 21 drops® was brought in by a large national retailer, only to find our products placed in the fragrance department, where we didn’t belong.
5. How do you market the drops? Are they a difficult seller?
We have found that the spa market is the best market for our products for several reasons. First of all, massage therapists working in these locations are usually more familiar with essential oils with a better understanding of product quality and sourcing. Also, we sell more of our retail product where our back-bar products are also being used in treatments because the client has the opportunity to experience the blends and the wonderful effects they create. In addition, Aromatherapy requires a bit of education since most people have heard the term but aren’t familiar with what essential oils actually are or how they work.
6. Where do you source all your ingredients from?
We source our essential oils from Artisan distillers from all over the world. Our distillers use either sustainable or organic farming practices. The processes of distillation that these distillers use differ in that they use lower temperatures for a longer period of time to extract the most complete essential oils for their therapeutic components. As an example, our Ylang Ylang EO comes from Madagascar, our Rosemary EO comes from Tunisia, our Myrrh and Frankincense EO come from So Africa and our Lavender comes from France, our Sandalwood comes from Australia, while our Cedarwood comes from the USA.
7. Are you self-funded? Tell us a little about the investment process for a brand like 21-Drops.
21 drops® is a self-funded company and like most young brands, all of the profits go right back into the business for sales and marketing to develop brand awareness and growth.
8. Why are essential oils becoming increasingly relevant in today’s market?
Essential Oils are becoming relevant in today’s market because a good quality essential oil has the ability to work incredibly well at addressing a multitude of issues and concerns. A very important factor to consider is the science of olfaction and how this relatively young science is beginning to show promise in the holistic approach to the way we think and feel. I am particularly fascinated with psychoneuroimmunology and how our thoughts can affect the way we are feeling. I think essential oils fill a huge gap by offering a more holistic approach by helping us to feel better emotionally, which in turn, helps our entire physiology function more optimally.
9. Is there anything you would have done differently – looking back on the business journey so far?
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