To mark International Women’s Day, we’re celebrating Prudence Millsap, our fearless female Founder, whose personal journey sparked a clean beauty movement.
Q: Why did you start Beauty by Earth?
Prudence: Before diving into entrepreneurship, I worked in the Manufacturing and Tech industries in an executive role and flipped a few houses on the side. I had always wanted to start a business and work for myself. My journey into clean beauty started when my eldest son developed a severe medical condition at just two years old. A doctor advised me to examine the chemicals in our household products, and what I found was shocking.
I thought we were using clean, non-toxic products, but when I started reading ingredient lists, I realized how much greenwashing was happening in the industry. I couldn’t find truly clean products that were both effective and affordable, so I decided to create them myself. That’s how Beauty by Earth was born.
Q: What makes Beauty by Earth’s approach to clean beauty disruptive?
Prudence: Many brands claim to be “clean” or “natural” but still include questionable ingredients. We don’t greenwash—meaning we truly use the best organic and natural ingredients in our products, and that becomes quite plain when you look at our product ratings on EWG (Environmental Working Group).
We also focus on:
-Sustainable Packaging – We’re committed to being plastic neutral and using Sustainable Forestry paper in our retail boxes.
- Cruelty-Free Certification – Every product is Leaping Bunny certified.
- Affordable Luxury Clean Beauty – Many “clean” brands overprice their products. We make effective, natural skincare accessible to all.
Q: What's something you've learned in starting this brand that changed your life?
Prudence: I've learned to live by this quote from Keith Cunningham, “Don’t let perfect get in the way of possible.” It's helped us steadily build our company in a scalable fashion, and sustain high growth each year for 11-years running.
It hasn't always been the easiest journey, but it has been a journey of lots of learning, personal growth and ultimately has been incredibly rewarding.
Shop Prudence's Skincare Routine
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