Wild and Rooted was born from a blend of my personal heritage and a desire to reconnect with my roots. Growing up in Jamaica with my grandparents, I was surrounded by a way of life deeply connected to nature. My grandparents were farmers at heart, and I spent countless hours learning when to plant and harvest, often guided by the phases of the moon. In our home, natural remedies like aloe vera, castor oil, and coconut oil were staples, and there was a strong belief that plants provided everything we needed. In fact, there’s a running joke in Jamaica that for every ailment, there’s a herbal tea!
But when I moved back to London, drawn by the fast-paced lifestyle, those traditions felt alien, even backward. Commercial products seemed more acceptable, more sophisticated, and I embraced them fully. Over time, however, I became disillusioned by these products when they consistently failed to deliver on their promises.
By 2022, I was a stressed working mum in corporate, battling acne, combination skin, and eczema. Nothing worked—not the steroid creams prescribed to me nor the drugstore products I tried. I felt defeated and couldn’t even face myself in the mirror. Something had to change.
That’s when I decided to return to my roots. I’d studied cosmetic formulation but never really applied it, so I took a chance and created my first product: a body butter. To my amazement, it healed my eczema, calmed my acne, and balanced my skin. But what truly surprised me was how cared for I felt during the process of applying it—it was more than skincare; it was self-care.
The journey to launching Wild and Rooted took a year. I wasn’t in a rush—I wanted to honour the process. From sourcing the right ingredients to finding reliable suppliers and testing formulations, it was a path filled with learning, failure, and growth. It wasn’t always easy, but it was worth it to create products that blend the wisdom of my heritage with the needs of today.
Oh I absolutely LOVE that. That connection to nature speaks to my soul. The fact that it was your own journey with your skin issues makes a powerful why. You know first hand how these things can affect so many areas of your life. The holistic approach you have is very inspiring.
I love your brand name, can you share the story behind it, and what it represents to you?
The name Wild and Rooted is a reflection of my personal journey and the values that guide the brand. "Wild" represents nature in its raw, untamed beauty—a reminder of the powerful, healing resources found in the natural world. It also speaks to the freedom I’ve found in embracing a more authentic, holistic way of living and caring for myself.
"Rooted," on the other hand, is deeply tied to my upbringing and heritage. Growing up in Jamaica, I was surrounded by the wisdom of traditional remedies, the cycles of planting and harvesting, and the belief that nature provides everything we need. It also symbolises staying grounded and connected to those traditions, even as life takes us far from where we started.
Together, Wild and Rooted captures the balance I strive for in the brand: honouring my roots while celebrating the untamed potential of nature. It’s a name that reminds me to stay true to the principles of authenticity, sustainability, and self-care that inspired me to start this journey.
You have explained that so beautifully, and your brand name is SO perfect. I now think I need to move to Jamaica - it seems that these are my people haha.
So, what was the first product you developed, and why did you start with that?
The first product I created was the Wild Roots Body Butter, and it holds a very special place in my heart. I started with it because it was born out of my own need for relief and care during a challenging time in my life. In 2022, as a stressed working mum juggling long hours in corporate London, I struggled with eczema, acne, and combination skin. The constant discomfort and disappointment from ineffective steroid creams and drugstore products left me feeling hopeless.
Turning to my background in cosmetic formulation and the natural remedies I grew up with, I decided to create something simple yet effective. The body butter became my first experiment—a blend of nourishing, natural ingredients carefully chosen to soothe and restore my skin.
To my amazement, it not only healed my eczema but also calmed my acne and brought balance back to my skin. But what made it even more special was its multifunctional nature—it became a product the whole family could use. I applied it to my son’s eczema, and it worked wonders for him. My husband even used it to soothe his dry, itchy skin. It was simple, multipurpose, and effective for everyone, which made it incredibly practical and versatile.
Beyond its benefits, the body butter also became a ritual of care for me—it was healing in every sense of the word. Starting with it felt natural because it embodied everything I wanted Wild and Rooted to stand for: simplicity, effectiveness, and a connection to nature. It became the foundation for the entire brand and a symbol of the kind of care I wanted to share with others.
It sounds like it is the perfect product to start with. It encompasses everything that your brand stands for so perfectly. I know I learnt fro your Instagram recently, that you can also use it to remove make up! Game changer for me as I adore multi purpose products.
As you know, I am very much an advocate for female founded small business. I would love to know, what challenges did you face as a female entrepreneur in the beauty industry, and how did you overcome them?
As a female entrepreneur in the beauty industry, one of the biggest challenges I faced was breaking into an already saturated market. There’s so much competition, and it can feel overwhelming to carve out a space for a new brand, especially one that emphasises authenticity and natural remedies over flashy trends. It requires a lot of clarity and confidence in my vision to stand out and communicate what makes Wild and Rooted unique.
Another challenge was balancing entrepreneurship with my roles as a mum and a former corporate professional. Launching a business meant learning entirely new skills—everything from sourcing ingredients to marketing to understanding the legal and regulatory requirements of the beauty industry. It was daunting, and there were times when I questioned whether I could manage it all.
As a woman, there’s also the added challenge of sometimes not being taken seriously, especially when venturing into fields traditionally dominated by larger, more established players. I had to overcome self-doubt and prove to myself that my knowledge, experience, and passion were enough to make this dream a reality.
What helping me overcome these challenges is staying grounded in my "why." My own experience of struggling with my skin and rediscovering the healing power of nature kept me motivated. Getting positive feedback from customers who it has helped with their eczema or achieving nourished, smooth and soft skin really puts a smile on my face and a pep in my step. Additionally, one of my personal value is choosing growth over comfort and whilst it's not easy, I don't know if I could do it any other way.
Finally, I embraced a mindset of learning and adaptability. I accept that mistakes will happen and that each setback is an opportunity to grow. Whether it was refining formulations, or building the brand's voice, I approach each challenge with patience (sometimes!) and a commitment to keep moving forward.
I honestly relate to this so much Alicia. As women starting a small business, we have so many balls to keep in the air don't we? There is an expectation that we have to be able to do it all, and never drop any of those balls! I am so glad that you were able to overcome those mindset challenges. Amazing!
So, what does “natural” mean to you in the context of skincare, and how do you ensure your products meet that standard?
To me, “natural” in the context of skincare means using ingredients derived from nature—plants, minerals, and other resources that are minimally processed and free from harmful chemicals. It’s about creating products that work in harmony with our skin and our environment, embracing the wisdom of nature while honouring sustainability and transparency.
At Wild and Rooted, “natural” also reflects a deeper connection to heritage and tradition. Growing up in Jamaica, I saw first hand how powerful nature can be. Remedies like aloe vera for burns, castor oil for hair health, and coconut oil for the skin were staples in our home. These simple, effective solutions inspired me to create products that are pure, safe, and grounded in that same philosophy of trusting nature.
To ensure my products meet this standard, I take a meticulous approach to ingredient sourcing. I only work with suppliers who share my commitment to quality, ethics, and sustainability. Every ingredient is carefully researched and selected not just for its benefits but also for its impact on the planet.
I also prioritise formulations that are free from synthetic fragrances, parabens, and harsh chemicals. Instead, I use gentle, plant-based alternatives that deliver results without compromising health. Rigorous testing and ongoing research are key to ensuring that every product stays true to these principles.
Ultimately, “natural” means creating products that I feel good about using on myself, my family, and others. It’s a promise of authenticity, care, and respect for both our skin and the world around us.
I love that you mentioned earlier in our chat that in Jamaica it is said that nature provides us with everything that we need. I have a very strong belief in that too. There is so much power in plants etc.
But I know sometimes it can conflict with sustainability and I have had to overcome those issues within my own brand. How important are sustainability and ethical sourcing to your brand, and how do you incorporate those values into your business?
Sustainability and ethical sourcing are at the heart of Wild and Rooted. From the very beginning, I wanted to create a brand that not only cared for people’s skin but also respected the planet and the communities that provide the resources we rely on. To me, it’s about creating a positive impact at every stage of the process, from ingredient sourcing to the final product.
To incorporate these values into my business, I focus on a few key principles:
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Thoughtful Ingredient Sourcing
I work with suppliers who prioritize fair trade practices, sustainability, and transparency. This ensures that the ingredients I use are not only high-quality but also harvested in ways that respect the environment and support local communities. For example, when sourcing oils or butters, I look for partnerships that empower small-scale farmers and use sustainable farming practices. -
Eco-Friendly Packaging
Sustainability doesn’t stop with the product—it extends to how it’s presented. I’m committed to using recyclable or reusable packaging wherever possible and reducing waste throughout the supply chain. -
Small-Batch Production
I produce in small batches to minimize waste and ensure that every product is fresh and effective. This approach allows me to stay mindful of how much I’m producing and reduces the environmental footprint of overproduction. -
Education and Transparency
I believe in being transparent with customers about the choices I make, from ingredient lists to packaging decisions. Educating others on the importance of sustainability helps build a community that values mindful consumption.
For me, sustainability and ethical sourcing are not just business practices—they’re personal commitments. Growing up in Jamaica, I learned to appreciate the natural world and the interconnectedness of everything. Wild and Rooted reflects those lessons, blending tradition with a forward-thinking approach to create products that are kind to the skin and the planet.
I totally agree. It is such an ongoing learning curve too isnt it? I feel like I am constantly updated my knowledge. I would love to explore with you the ethical considerations behind your product ingredients and packaging too?
Ethical considerations are a key part of Wild and Rooted, guiding every decision I make about both ingredients and packaging. I believe that skincare should not come at the cost of people, animals, or the planet, and I’m committed to ensuring that my products reflect these values.
Ingredients
When it comes to ingredients, I prioritize sourcing from suppliers who uphold ethical and sustainable practices. This means choosing fair trade whenever possible to ensure that the communities producing key ingredients are treated fairly and paid a living wage. For instance, when sourcing oils, butters, or botanicals, I look for partnerships that empower small-scale farmers and respect traditional harvesting methods.
I also avoid ingredients that harm the environment, such as microplastics or those linked to deforestation, like palm oil. Every ingredient is carefully vetted for its quality, efficacy, and environmental impact, ensuring that it aligns with both my values and the needs of my customers.
Packaging
Packaging is another area where ethics play a crucial role. I’m committed to minimizing waste and reducing my environmental footprint. This means using recyclable, biodegradable, or reusable materials wherever possible. That's why I chose glass jars and aluminium lids to house our body butters. We use recyclable boxes, packing peanuts and paper. I also chose not to have the body butters presented in product boxes to reduce waste.
By embedding these ethical considerations into both the ingredients and the packaging, Wild and Rooted aims to create products that customers can feel good about using—not just because of what’s in them, but also because of the positive impact they have on the world
You really have thought of the entire process. It is just wonderful. My curiosity is desperate to know, what does your product development process look like, and how do you decide which ingredients to use?
My product development process is deeply rooted in both tradition and science. I believe in creating skincare that is pure, effective, and free from unnecessary additives. It starts with a commitment to using ingredients that are not only nourishing but also resilient—those that thrive in harsh conditions, which means they’re naturally rich in minerals, vitamins, and antioxidants. These qualities make them incredibly beneficial for the skin.
For example, one of the oils I use is sourced from a plant that grows in extreme environments, such as desert at high altitudes, where it must develop protective properties to survive. This plant is packed with natural goodness that can help restore and rejuvenate the skin.
Another key principle in my product development is to create formulas without water. This decision is intentional: without water, there's no need for preservatives, artificial fragrances, or synthetic ingredients. Every product is made with the purest, most effective ingredients—no fillers or anything that might dilute their benefits.
The process involves extensive research to ensure that each ingredient is not only effective on its own but also works harmoniously with others to create a balanced, functional product. I also consider the sustainability and ethical sourcing of each ingredient, making sure they align with the values of Wild and Rooted.
Ultimately, my goal is to create skincare that’s as close to nature as possible, without compromising on performance. It’s about offering products that nourish the skin while honouring the tradition of using natural, powerful ingredients for true healing and care.
Can it be tricky to find the balance between effectiveness and natural? How do you balance results with using only natural ingredients, especially in a competitive skincare market?
Balancing effectiveness with using only natural ingredients is a challenge I embrace wholeheartedly, especially in today’s competitive skincare market. The key lies in choosing the right ingredients—those that are not only powerful but also proven to work. I focus on plants, oils, and botanicals that are rich in vitamins, minerals, and antioxidants, which naturally benefit the skin.
For me, it’s not just about delivering results—it’s also about respecting the skin’s natural rhythm. I believe that skincare should work with the skin, not against it. Just as nature operates in cycles, our skin has its own natural processes, and I aim to create products that support and enhance those processes. Rather than manipulating or forcing the skin to behave in a certain way, I work with its natural functions to bring balance and nourishment. This philosophy may not be for everyone, but it’s something I hold deeply as it aligns with my core belief that nature provides what we need.
To ensure effectiveness, I carefully select ingredients that have been traditionally used for their healing properties, supported by modern research. Oils from nuts and seeds, plant extracts, and herbs are packed with nutrients that target specific skin concerns—whether it’s dryness, acne, or irritation. Many of these ingredients offer multiple benefits, so I’m able to create multifunctional products that deliver real, lasting results.
I also take a holistic approach to formulating. Natural doesn’t mean less powerful—in fact, natural ingredients can often be more effective than synthetic ones because they’re bioavailable, meaning the skin can absorb and use them more efficiently. Every formula is crafted to be potent and results-driven, without the need for harmful chemicals or fillers.
Being in a competitive skincare market means continuously testing, refining. But by sticking to my core values of transparency, authenticity, and the belief that nature provides what we need, I’ve been able to prove that natural ingredients can deliver just as effectively—if not more—than their synthetic counterparts. It’s about creating products that not only feel good to use but also produce noticeable, lasting results.
I genuinely feel so excited for what is next from your small business Alicia. Can we get a little sneaky insider information....our secret.....where do you see your brand in the next five years, and are there any exciting developments or products in the pipeline for Wild and Rooted?
In the next five years, I see Wild and Rooted continuing to grow into a trusted brand known for its commitment to high-quality, natural skincare. My vision is to expand our product range, bringing even more effective and multifunctional skincare solutions to those who value clean, ethical, and sustainable beauty. I’d love to see the brand become a go-to for those seeking authentic, nature-powered products that truly care for the skin.
As for exciting developments, I’m constantly exploring new ways to innovate while staying true to the brand’s core values. I’m working on a few new products that align with Wild and Rooted’s ethos of using powerful, natural ingredients that nourish and protect the skin. I have also had requests for haircare products. I’m particularly excited about expanding into products that address other skincare concerns, while ensuring that each new launch stays free from water, preservatives, and artificial additives.
I am also excited about building a community around living intentionally and holistically so there may be different pathways for Wild and Rooted to explore in the future.
The journey has only just begun, and I’m excited for the future of Wild and Rooted as it continues to evolve and make a meaningful impact in the skincare world.
Well I for one, cannot wait to see what to see what is next for you. I am fully in your corner with your wonderful brand.
Thank you so much for chatting with me xx
To explore the wonderful natural skincare from Wild and Rooted, you can explore it here