anything but skin deep …
Meet the makers behind one of our favorite wellness brands & Tread Well, founded by two sisters in the Hudson Valley. We talk to Emily & Claire about their thoughtful and sustainable approach to skincare which is anything but “skin deep”.
What inspired you to start a skincare brand together, and why did you choose the Hudson Valley as your base?
There’s a long story and a short story to answer this and we’ll try to give you a happy medium. We started & Tread Well together because we were genuinely dissatisfied with the beauty industry. We had a simple desire to know what was in our beauty products and trust them. And after years of constantly being disappointed with chemical laden options and the industries focus on telling people we had to change to be beautiful, we got to a point where we said let’s be the change we wish to see.
We spent countless hours working to source the highest quality ingredients for formulas that are simple and transparent, and now just over a year in, we’ve fostered a growing community of people who also crave a simpler, cleaner approach to skincare – one that prioritizes natural, nourishing ingredients that one can know and trust.
The Hudson Valley has always been our home base – we were born & raised here. Growing up amongst all the natural beauty of mountains, rolling fields, forests and trickling streams impacts your values and relationship with the world. It only felt right to start a business, rooted in providing nature’s finest luxuries, in our home town that is surrounded by some of the most beautiful and inviting nature one can experience. It’s our inspiration. We’ve always said & Tread Well is more than skin-care, it’s a genuine reflection of care – and for us, the Hudson Valley has always been where we can most easily be ourselves and connect with nature around us. Not to mention, our people are here – friends, family and community are especially valuable when you’re stepping out to a new venture – and that makes the Hudson Valley all the more special to us.
How do you ensure your products are both natural and truly sustainable?
The simplest way to answer this is that we’re very particular about where we source our ingredients from, solely working with farms that produce exceptionally high quality ingredients. The organic ingredients we offer are tested for their identity, microbial, chemical and physical contaminants to ensure they meet our standards.
And when organic options aren’t available, we opt for wild-harvested or sustainably grown alternatives, ensuring that they have a gentle touch on the earth. No harmful pesticides or synthetic fertilizers are used in their cultivation, guaranteeing they’re pure and safe.
Do you have a favorite product or ingredient? Why does it resonate with you?
We don’t have a favorite product per say, (we use all of our products every day) but there is one product that we find ourselves talking to customers about the most, and that’s our Oil Cleanser – a face wash consisting solely of oils.
While it’s an exceptionally simple and healing product, it goes against the grain a bit so it often warrants some explaining. But it's worth the added effort because this product sets the stage for a balanced and happy microbiome – which is often the source of many of our skin concerns. We also find that once someone tries our Oil Cleanser for the first time, we get a message a couple days later exclaiming how much it’s changed their skin and how they’re never going back – which of course is always incredible!
How do you educate your customers about sustainability and the importance of natural skincare?
Our means of communication with our customers comes in many shapes and forms, (Instagram, TikTok, Pinterest, In-person Markets, etc.) but the most direct line of education is definitely through our bi-monthly newsletters, that will likely host a link out to our blog: In the Know.
We take the time to dive into subject matters that speak to who we are and what we stand for – often dissecting a topic pertaining to sustainability, the value and efficacy of natural skincare, and the inner workings of particular products.
Joy comes from jumping into the details about ingredients, how they work and where we source them. We also have a fun set of blogs that speak to nourishing recipes, skincare tips, travel guides and playlists – all of which play into your health & well-being! If you haven’t already, be sure to subscribe to our newsletter – you won’t be disappointed!
What advice would you give to other siblings or family members considering starting a business together?
One of the first things other business owners tell us when they meet us for the first time is “it’s so nice that you have each other,” and funny enough, the second thing they say is “I don’t think I could run a business with my sibling.” Lucky for us, the first sentiment is true, and the latter, not so much. For us, starting a business as sisters is the first and best thing we ever could’ve done for & Tread Well.
With that in mind, we would say the best advice we could give is to check the health of your relationship as siblings, to then check the health of your relationship as potential business partners.
In our case, we know each other exceptionally well – to the point where we can often read each other's minds – and have always felt comfortable being completely open in sharing our ideas, dissatisfactions, and desires with one another. Our business was built on a shared vision and strong support system that stems from the same values and experiences in life. We also have decades of practice in having tough conversations, giving each other honest feedback, and trusting that we have each other's backs. To put it simply, we have an incredibly strong foundation as siblings that has translated into our health as business partners.
What’s next for your brand? Are there any new products or expansions in the works?
We’re expanding! We have some exciting new product launches planned to be released in the coming months. As & Tread Well grows, our intention is to have a holistic collection of product offerings that allows one to engage in all types of self-care with knowledge and trust. What we can share with you now is that we have a launch of candles with our signature scents coming your way, along with some much needed clean and sustainable hair care options. Well be updating you on our socials, so keep a lookout!
