Whish Founder Aimee Werner: She Wanted a Better Shaving Cream & a Company Was Born by Belinda Lichty Clarke

Wish you could turn your eureka moment into a successful business? Aimee Werner, founder of Whish, a Scottsdale-based natural skin and body-care company, did exactly that.

"One day, I ran out of shaving cream, so I borrowed my husband’s imported foamless shave cream," Werner explains. "Although the smell was far from feminine, I experienced the best shave of my life and commented, 'Wish I had something that worked so well, without that manly smell,' and that’s where it all began."

When she embarked on her journey, Werner says the most challenging thing was that founding a business required her to "wear a lot of different hats and be flexible to address needs and opportunities as they come up." For beauty entrepreneurs-in-the-making, she has these tips:

• Don't get discouraged.
• Take time to enjoy the wins even if they are small.
• Love what you do! 

Her inspiration stems from observing what's out there. "I really think about products that I would personally be interested in," she explains. "I can be shopping and think, 'wow that product is amazing,' but what if it was more like XYZ. And then we do it."

So how does Werner ensure her products are not only natural, but effective? It starts with unique ingredients. For example, after months of seeking a natural alternative to retinol, Werner's research and development team came across bakuchiol, an all-natural and edible plant that has the same anti-aging properties as retinol but is highly stable and gentle on the skin.

Currently, the bestselling product is the relatively new Nourishing Dew Mask with Rose Hip and Lotus, Werner says, but historically, the body butters, Flawless Post Wax & Shave Serum and the bakuchiol-based night cream and mud mask have been the fan favorites. She adds that the Botanical Primer is also a top seller. 

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