The Truth Behind the Butter: What It’s Really Like Running a Small Skincare Business

When people see a beautifully packaged jar of whipped shea butter or a dreamy cold process soap bar from Basically Earth, they see the glow. The calm, earthy vibe. The “natural skincare” aesthetic that makes everything look simple, effortless, and perfect.

But behind that little jar or bar? Is a one-woman show juggling real life, real feelings, and a real passion that doesn't come with an off switch.

I make every product by hand — every batch, every bottle, every balm. That means hours of formulating, melting, whipping, pouring, labeling, wrapping, and boxing. On good days, I’m in flow. On hard days, I’m chasing time like it’s running away from me.

And then there’s social media — the necessary evil. I’ll be honest: it doesn’t come naturally to me. I love sharing my world, but finding the time, the energy, and the actual content while managing everything else? Not so easy. I've gone back and forth about outsourcing, but handing it over feels expensive, risky — and yet doing it myself can feel overwhelming when the to-do list already looks like a scroll.

There’s also the hunt— for quality ingredients, sustainable packaging, and reliable local suppliers who won’t break the bank. Every item I use reflects my values: clean, natural, minimal waste. But finding the right balance between price and ethics is hard. There have been months where sourcing one oil meant skipping something else, making a product out of stock.

And let’s not even talk about 'experiments'.

 Because creativity doesn’t come cheap. Trying a new scent blend or formulation might sound exciting (and it is), but when you pour 27g of precious essential oil into a recipe that just doesn’t work out... it stings. Every failed label print, every container that doesn’t seal right, every scent combo that just didn’t hit — those all add up.

But here’s the thing.

Despite the struggle, I love this! I love knowing what’s in my products. I love creating something from scratch that helps someone feel seen, cared for, soft. I love that I can trace my ingredients back to real people, and that my hands have touched every product that leaves my space. I love the messages from customers who say their skin feels different. Better. Loved.

Basically Earth isn’t just a brand. It’s the sum of all my time, effort, mistakes, wins, and heart. It’s proof that even when you’re figuring it all out as you go, passion has power.

So to all the other small business owners out there feeling the pressure, I see you. And to my customers — thank you for supporting handmade, heart-made things. You’re part of this journey too.

💛 Shakeena

Founder, Maker, Label Designer, Packager, Customer Service Rep & Head of Tea Consumption at Basically Earth