In 1993, Catherine Cervasio was three months pregnant with her first child. The young mother-to-be, who had left school at 15 to follow an interest in beauty and wellness, thought she had found her niche in product development. Then she was made redundant.
Rather than wallow in her situation, Cervasio used it as the “kick I needed to go from one place to another”. And that place was entrepreneurship. Within days she had registered a business name without knowing exactly how to launch a brand; within months, the Aromababy mother and baby skincare brand was born.
In the lead-up to International Women’s Day on 8 March, Cervasio talks about her evolution as a business leader and her brand’s plans to further its footprint in travel retail.
“There were definitely many ups and downs when I started this business and certainly there are still highs and lows. But, whenever I feel like I have had enough, I remember that other women are inspired by my story.”
Catherine Cervasio’s Aromababy is a well-established Australian brand specializing in eco-friendly, natural skincare products for babies and mothers. Its products – which range from the best-selling Barrier Balm and Natural Baby Kit to pregnancy creams, spa products and gifts – feature in selected major stores, pharmacies and hospitals throughout the country.
“Still proudly 100% Australian made and owned”, Aromababy has established a strong reputation on the local market and has developed an equally solid export network which stretches throughout much of Asia and the Middle East.
Aromababy began marketing in China in 2006 and has extended its footprint to South Korea, Hong Kong, Taiwan, the UAE, Singapore and, more recently, Malaysia.
The brand also has a strong online presence and supplies leading five-star hotels, including Hyatt Hotels & Resorts, with a new luxury resort in the Maldives a recent newcomer to its list.
In travel retail, Aromababy products are available through the Qantas online Shopping Mall for frequent flyers. They have also featured in selected Australian airports through specialist travel retailer AWPL which focuses strongly on supporting local producers.
“Aromababy is a recognized name, not just here in Australia but also across Asia,” said Cervasio. “We already have a strong distribution network so taking a step further into the wider travel retail market is a logical step for the brand.
“We have always offered our products in a variety of sizes, many of which are perfectly suited for travel, making duty free and travel retail a perfect retail environment for Aromababy. In addition to having products which are a perfect fit, the brand has a strong story to tell.”
Cervasio said discussions with one leading Asian travel retailer are ongoing.
“I started as one woman, one baby band and, even after 27 years (and two sons) I remain passionate about our products. As a small team of up to five people at any given time, we outsource laboratories, casual staff and digital support as required which enables us to stay lean and focus on our original mission.”
That mission, according to Cervasio, has “always been an on-going commitment to research and the subsequent development of innovative, effective personal care products specifically for mother and child, using research as a guide”.
“We are very aware of the need to minimize the world’s waste and we therefore aim to avoid the use of senseless outer packaging, decorative boxes and the like. We manufacture locally in Australia to reduce our carbon footprint, use recyclable and/or recycled materials wherever possible and through our corporate messaging and brand ethos, encourage our customers to do the same.
“The end result is a range of gentle and effective, natural and organic skincare products that are kind to the skin and also to our environment.”
“It all came from that belief in a simple idea and wanting to make a difference, however small”
Cervasio is a qualified aromatherapist, trained Infant Massage Instructor, published writer and educator. She is also a dedicated and committed advocate for supporting and empowering disadvantaged women and children in the community, women in business and young entrepreneurs.
Passionate about “making a difference”, she raised her two sons as a solo parent around building her business to ensure she did not miss what she calls the “important life stuff”.
“There were definitely many ups and downs when I started this business and certainly there are still highs and lows. But, whenever I feel like I have had enough, I remember that other women are inspired by my story. When I look at how far I have come from that first idea over 25 years ago, I know it is all worth it.
“It all came from that belief in a simple idea and wanting to make a difference, however small.”
Cervasio is set to speak at an International Women’s Day event, organized by Hyatt Resorts & Hotels in Melbourne on 8 March. “Through working with Hyatt as a supplier over the years, I have observed there is a strong culture of female leadership and empowering female team members which really resonates with me.”
Barrier Balm and Exfoliating Body Scrub are strong sellers in the Aromababy line-up
Cervasio talks about mixing up face masks in the kitchen as a teenager using edible ingredients. She left school “way too early” and moved into a role as a product development specialist, working with retailers including Sportsgirl and Myer, Australia’s largest department store.
“I introduced the idea of body care to several fashion retailers in the 1990s, using vegetable oils and natural aromas in place of petro chemicals and synthetic fragrance. I was retrenched from this last role only weeks prior to Christmas in 1993 due to a company closure and around the same time found out I was expecting our first child.”
Cervasio continued to work on product development for retailers and, at the same time, was formulating and market testing several baby care products.
“As my pregnancy progressed, I undertook some market research to decide which baby products I would use and became increasingly concerned to find many synthetics and chemical additives being used. They were ingredients I wasn’t comfortable using on myself, let alone on my soon-to-be-born baby.
“I had observed that aromatherapy was an emerging trend overseas so it made sense for me to combine my passion for wellness with personal care and to be in this category. It was only after I started talking to cosmetic chemists and formulators that I learned most had limited experience and interest in working with natural ingredients.”
So, Cervasio threw herself into her own research to create her own formulas.
“Aromababy has been a real ‘heart’ project. The brand was born out of a personal need and I believe there is an authenticity around our brand ethos which is unique.”
“From the time my brand was launched, with a new baby in my arms, I became even more passionate about the use of alternative products and more widely began sharing information and educating around the use of natural and organic ingredients.
“Because my products were the first of their kind – and with no real data existing in relation to formulating – by default, I became somewhat of an educator in the space, eventually invited to present at midwifery conferences both in Australia and abroad.
“Aromababy has been a real ‘heart’ project. The brand was born out of a personal need and I believe there is an authenticity around our brand ethos which is unique. I have always been interested in health and wellbeing; living a ‘low-tox’ life seemed logical to me even as a teenager.
“Whilst 27 years ago, natural and organic were little known, today, this is one of the fastest-growing categories in both food and personal care.”
Aromababy products feature certified organic oils from crops grown without harmful chemicals
Cervasio points out that Aromababy champions certified organic oils including calendula, rosehip, evening primrose, avocado, jojoba, natural vitamin E and sunflower in its products.
Natural and organic ingredients used by Aromababy have been selected for their low allergenic and highly beneficial properties, with a focus on suitability for even the most sensitive skin types, and, importantly, for babies. The percentages of those ingredients used are carefully chosen to maximize efficacy, Cervasio adds.
And while the Aromababy range continues to be targeted at mothers and babies, its products are purchased by consumers of all ages and genders.
According to Cervasio, the hero Barrier Balm, for example, is used for everything from dry lips to dry lands, sunburn and eczema. Aromababy Bath Gel is used as a body wash, Pure Hair Cleanse offers a gentle wash for the entire family and Moisturizing Nappy Change Cream has “long been used as a makeup remover by mothers”.
Mother and sons moment: Catherine Cervasio with Beau (left) and Jacob
“My why has always been my children, with a focus on them and on the business. If I had run my business without an ethical basis or without the passion to make a difference for parents, then I don’t think the brand would still be thriving.
“The beauty of having a micro business is that we are nimble; we can go with the flow, make fast changes and adapt to consumer buying preferences. I believe now is the time to look beyond our present market range.”