Jayne Clark-Denyer is founder and CEO of Organically Epic, an independent natural and organic dental care brand based in the UK, created and developed to be able to make easy swaps to natural alternatives which are not only fantastic for dental health but are kind to the planet too.
Can you tell us about your background and career to date?
Of course! For 15 years, before starting my own business, I worked as an assistant in London in various financial institutions from investment banks to fund management. I had just landed what I thought was my dream job in Green Park, London, when I found out I was pregnant. It came as a bit of a shock (a nice one!) to my husband and because we were told we couldn’t have any children. Unfortunately, the company I was working for wasn’t particularly happy with the news and they made me redundant when I was five months pregnant. It was a horrible time, but I was lucky in that my mum owns a marketing company, so I was able to work for her whilst I decided what I was going to do next.
Where did the idea for your business come from?
When my daughter was a baby, she had a terrible reaction to baby bath bubbles and body wash, so much so that she ended up in hospital on steroids for severe eczema. I had always thought organic products were for the very wealthy and perhaps were just a status thing. However, the more I looked into the ingredients the more I actually realised I’d been missing something here – for the planet and for health. Not wanting my daughter to experience another bad reaction, I overhauled our cosmetic and personal care items, educating myself and consulting with doctors, skincare specialists and brand owners about their experiences and expertise. I enrolled on courses to learn about organic and natural ingredients, their potency, ability and efficacy in dental and cosmetic use.
How did you move from idea to actual business?
In 2015, I launched Organically Epic as a specialised distribution business. As I didn’t have any experience of my own to launch my own brand, I made it my mission to learn everything I could about the organic and natural market as well as the science behind the amazing natural and organic ingredients that we all know and love today. It was very nerve-wracking starting a brand-new business with no real experience or background, as I’d never worked for a small business before, let alone my own. I’ll be honest, it took me some time to get it off the ground. I dithered for a few months on the what ifs and buts, however it got to a point where I realised, what else is there? If I don’t do it, I’ll always wonder, so I got a website set up and went from there. I took each day as it came and just went step by step, learning and readjusting along the way.
What would you say is Organically Epic’s unique selling point?
Organically Epic focuses highly on efficacy and environmental impact, making products that will enhance your dental health whilst also providing the least amount of impact on the earth. The service you get from us is incredibly personal due to our small size as well, something you don’t always get these days.
What’s been the biggest obstacle you’ve had to overcome?
As someone who always worked for big business, cashflow was and sometimes still is, an issue for me. I’ve had to learn very quickly how to run a business and market it on a shoestring.
What’s been your proudest moment so far?
After three years in the making, we launched the UK’s first Certified Organic Brightening Antioxidant Toothpaste. It was an amazing moment and a huge milestone for the business.
What are your three top pieces of advice for someone wanting to do something similar?
Ok, so my top three pieces of advice would be:
- Be the expert in your field or hire people who are
- Have absolute faith in yourself, your ability and your idea, but also learn how to pivot that idea and make it better
- Make sure you have friends and family you can speak to
What are your plans for the future?
As 2021 comes to a close, the continual pivoting of business during lockdowns and the realisation that Covid-19 is going to affect us all, personally, nationally and globally for years to come, has given me further clarity on what I want for Organically Epic and the future. This year, we have launched the UK’s first bamboo electric toothbrush – the OE Sonic Wave – as well as finally launching our much-awaited Certified Organic Brightening Antioxidant Toothpaste. I’m expecting big things for 2022!
For more information visit www.organicallyepic.uk