Launched: 2005
Key Executives:
2025 Full Year Expected Revenue Range: $75 to $100 million
2025 Projected Offline Distribution Points: 20,000
Primary Category: Haircare
Other Categories: Bodycare
Key Markets: United States, European Union, Canada, Asia, Gulf Cooperation Council
Retail Partnerships: Ulta Beauty, Carbon Beauty
Primary Distribution Channel: Prestige
Other Distribution Channels: Amazon, Salon Professional
Funding Rounds: Self-funded
The inspiration to found Innersense Organic Beauty came from a deeply personal place. With long careers in the beauty industry, both of us had witnessed firsthand the widespread use of harmful chemicals in salon products. As our awareness of the impact these ingredients could have on health and the environment grew, we felt a strong calling to create something better.
Our journey became even more urgent with the birth of our daughter who was diagnosed with Williams syndrome. As new parents, we were deeply concerned about the health implications of the products used every day—not just for our daughter but for everyone.
We started Innersense, a clean haircare brand, out of a genuine concern for the health of people, hair, and the planet. As seasoned stylists, we knew we needed products that performed at a professional level but weren’t willing to compromise health and safety for results. We believed there had to be a better solution—products that were both safe and effective—and with that, Innersense was born.
The mission has always been to inspire well-being for hair, people, and the planet, and that mission continues to drive us today. Our hope is to change the way people think about hair, inspire people to live in harmony with it, and, most importantly, empower people to trust their inner sense when it comes to caring for both their hair and the world around them.
Insights provided by Greg Starkman, Co-Founder + CEO and Joanne Starkman, Co-Founder + President
Key business initiatives for 2025?
As we look forward to 2025, our main goal is to enhance the growth momentum we've built over the past three years across all business channels, reinforcing our role as a global leader in the clean beauty movement. To achieve this goal, we will focus on key business priorities that shape our strategy, enabling us to expand our presence in prestige retail and online markets, with a particular emphasis on the professional salon haircare segment. By aligning our priorities with a clear vision for growth and a steadfast commitment to clean beauty, we can position ourselves as a prominent and recognizable brand in the professional salon haircare industry, aiming to surpass the $75 million revenue milestone.
What are you most proud of having accomplished?
In 2005, we launched Innersense Organic Beauty through the traditional distribution channel. This time was well before the “green” and “clean” beauty movements and we found ourselves challenged in finding a voice and visibility among competing brands who had big marketing budgets. We quickly found that traditional distribution would not serve our efforts, and withdrew; we opted for an unconventional approach by going direct to salons.
As self-starters driven to succeed, the journey to continue to bring Innersense to life challenged our courage, perseverance, and faith. When all doors felt like they were closing, we found determination beyond what we knew existed within us to keep knocking on those salon doors. There were many times when we questioned whether or not to continue pursuing our dream. This self-discovery of unwavering drive has become an asset over the years when approaching new business segments, plus with our expansion to bring clean haircare products around the globe.
In 2025, we celebrate 20 years. Both of us are now recognized as pioneers in what has now evolved into the clean beauty movement, where the market has finally caught up with us. We are truly proud of our commitment and perseverance to ultimately bring Innersense Organic Beauty to a thriving place where our high-performance treatment, cleansing, conditioning and styling products can be found around the world through our salon, retailer and international partnerships.
What has been the biggest surprise?
The sheer lightning speed of growth has been a huge and welcome surprise to us. As stylists and consumers alike have become savvy label readers and are aware of harmful ingredients used in the beauty industry, the demand for high-performance, clean, and safe haircare products has skyrocketed. Whether it has been our salon professional community, retailers, distributors, or our direct-to-consumer business segment, the immense speed of growth has felt like the blink of an eye where our brand went from employing a staff of 7 to 70 nearly overnight.
What fuels your competitive advantage?
From the onset of our brand launch nearly 20 years ago, it was always our goal to give back to our community in meaningful ways. Innersense Organic Beauty’s commitment to sustainability, transparency, and social and environmental philanthropy comes in the form of many meaningful partnerships that are taking action to create a better world is an essential part of our business. We are excited to share about the partnerships Innersense Organic Beauty engages with: Certified B Corp, Certified Carbon Neutral, rePurpose Global, and 1% for the Planet.
In 2023, we donated over $400,000 to charitable organizations and nonprofits. Additionally, we continue to advocate for legislation that creates impactful change within the beauty industry.
We continually challenge ourselves with radical responsibility for each other, our communities, our future generations, and our planet, which we demonstrate through our partnerships. Giving back in these ways aligns synchronistically with consumers today as they seek brands beyond their product offerings. What we set in motion from the launch of Innersense nearly 20 years ago has become our DNA and has naturally fueled our competitive advantage.
Insight on the future of the beauty industry.
The trend of fast beauty is rapidly coming to an end. Producing products quickly and cheaply to capitalize on current trends is unsustainable, especially without proper environmental and consumer health considerations. Our culture continues to further value our planet and well-being, and consumers have already started boycotting fast beauty for its short-term vision.
The future of the beauty industry will be driven by the educated beauty consumer. There will be greater demand for brands that have meaningful long-term visions well beyond their products, which include environmental impact, sustainability, and consumer health. The future beauty consumer will be keen at seeking brands that align with their own values, ultimately making purchase decisions well beyond the product itself. It is an exciting time to see the future direction of the beauty industry and the positive shifts, which help make the world a better place for all of us.
What is the best piece of advice you’ve been given?
Greg Starkman: I have received an array of best advice over the years and the stand out one is, “it will take 20 years to be an overnight success.” Our brand celebrates its 20-year anniversary in 2025! It is humbling to me that Innersense Organic Beauty is now sold in salons, retailers, and through distributors worldwide, including our newest partnership launched last fall, Innersense Asia.
In truth, Joanne has been my biggest cheerleader. She worked diligently to keep our family going while I was at the forefront of chasing our dream. There is not someone more committed to the mission than I have been. At times, I thought I may have been at wits end and asked myself if it was time to give up. Joanne was right by my side, encouraging me to continue, which allowed me to persevere. It is her unwavering love and advice, “Keep going, Greg! You got this!” that brings us to where our brand is today.
Joanne Starkman: The best piece of advice has come from my dad. Really it came through his example and makes me who I am today. He taught me to always lead from a place of love and acceptance. I strive to create an environment where everyone feels seen, heard, and appreciated through heart-based leadership, thanks to my dad and his loving example.
What is the best mistake you've ever made and what did you learn?
GS: Many years ago we didn’t have products filled on the line. I went to fill the shampoo tank and pump machine. The nozzle wasn't locked down and shampoo came pouring in and leaking in many places. I stepped and slipped on the shampoo that managed to pool on the floor. I learned in that moment to always check and double check again, with whatever the task or project at hand may be!
JS: In the earlier days, we naively approached salons with excitement about our clean performing haircare line, which was backed by research and development. We thought, “build it and they will come!” as we had done all the hard work and due diligence. Instead of being embraced by the professional community, we received more declinations and closed doors than I could have ever imagined. I truly thought salon professionals would immediately come and switch to Innersense! It would have been easy to give up at that point; however, we learned to stay committed and persistent to our mission, because the one salon that did give our brand a chance was equally as excited about our line as we were. We knew there had to be more salons like this, and we just needed to find them. Those early salons shared our health and wellness values for various reasons, which ultimately helped us tailor our outreach and success.
What advice would you give to someone contemplating launching a beauty brand?
If a beauty entrepreneur is just starting out, our advice is simple: be relentless in the pursuit of your vision and know self-doubt is a natural part of the creative process.
If you could change one thing in the beauty industry what would it be?
If we could change one thing in the beauty industry, we would have it prioritize health and well-being without compromise. Although the federal law governing beauty and cosmetics was updated in 2022, there are concerning loopholes that allow for harmful ingredient use in cosmetic products today. There are over 10,000 individual ingredients approved for use in cosmetics, and many have not been tested for safety or long-term health impacts. From plasticizers like phthalates, often added to fragrances and are known endocrine disruptors, to formaldehyde, these harmful ingredients have been found in everyday beauty products like shampoos and soaps.
Consumers are often unaware of the concerning loopholes that allow for harmful ingredient use in beauty products, plus are unaware about the lack of safety testing and impact on long-term health. They unknowingly subject themselves to these dangers daily. If all beauty brands chose to prioritize care and concern for the consumer’s health and well-being without compromise, the need for further safe cosmetics regulations would no longer be necessary, and consumers could feel safe and trust in their beauty product buying decisions without adverse health effects.
