Sarah Townsend is the founder of The Aromatherapy Company, a brand specializing in home fragrances and body products. This New Zealand company features beautiful, pure ingredients and essential oils.
Recently Sarah spent some time chatting with us about beauty and the brand…
What made you decide to start the brand, The Aromatherapy Company?
From an early age, I have always loved nature and the benefits it can offer. After being lucky enough to be trained in England with the founder of Meadow Herbs, the traditional essential oil specialists, I brought my passion for natural fragrance back to New Zealand. At this time, I had my first child, who was plagued by horrible asthma and eczema; I found a gap in the market for natural body products and therapies which shared the healing benefits of essential oils and fragrances at an affordable price.
What is it about nature that inspires you?
Every new day brings an unexpected change. Nature can be wild and unpredictable, and yet we live along-side it, without any control. It also has a much softer side, which can be calming, peaceful and uplifting. I have a passion for looking to the natural world around us for inspiration as the benefits it can provide to our health and wellbeing are truly amazing! I feel inspired by the way it is always changing and developing, like the seasons, which allows me to explore new avenues when creating products.
What are some of the benefits of using essential oils?
The Aromatherapy Company body products are 100% pure & natural. We use no sodium laurel sulphates, no artificial fragrances, no dyes, no parabens and no mineral oils. This is key in everyday living, as the skin is the body’s largest organ.
Essential oils have a very positive effect on blood circulation. This is by bringing essential nutrients to the skin and stimulating the lymphatic system to dispose of waste products more readily.
Essential oils can also help cure common ailments, with particular blends not only helping physical problems, but by altering moods and mental worries as well. These ailments vary greatly and range from helping the common head lice issue, to allergies, to depression.
Was it difficult establishing the brand?
Yes and No. I think we have been and will continue to be loved by customers who really appreciate nature and the environment, but it was a challenge getting others to understand the benefits of essential oils and fragrances when infused throughout the home.
Now, I feel there is a growing awareness of the need to use natural products and protect ourselves from harsh chemicals. Also to use products which promote and keep a healthy environment, such as through recycling.
Who are The Aromatherapy products designed for?
I like to think of it as modern aromatherapy, which is affordable and accessible whilst still retaining it’s full quality and therapeutic benefits.
We want all our products to be able to be used and enjoyed every day by people in wall walks of life. By having such a wide market, we hope to fulfil our main goal and share all the wonderful benefits of essential oils.
What is your favourite product from the range?
I use all The Aromatherapy Company products throughout my home and lifestyle; however my current favourite is our Therapy Range Sleep pulse point, which, coupled with our Therapy Lavendar and Manuka Candle and Bath and Body oil, helps me wind down and induce sleep after a busy day.
Where are your ingredients sourced from?
Our ingredients are all Natural and Essential oil based, sourced from various natural plants around the world, such as, Bergamot from Italy and Lavendar from France.
Our components are sourced from various sites throughout New Zealand, such as the pumice extracts in our Feet Range Foot scrub, is sourced from the volcanic shores of Lake Taupo.
To ensure the highest quality, all our fragrances are formulated in France.
What is the process of creating new products?
To keep up with the ever-changing trends, demands and developments in natural remedies, we are continuously creating new products to share with our customers throughout the world.
With our main lines, such as our Naturals and Therapy ranges, we usually update these every 6-12 months, ensuring our products are continuously tried, tested and reformulated. We also endeavour to change the packing in this time, to keep a fresh feeling of our well-loved products.
It is extremely important to me that we do not compromise in creating a luxury product at an affordable price. Therefore, our design team and I continue to develop ranges that are aimed at staying on trend. With this, we try to offer original and well considered ranges, for all to enjoy.
I take inspiration for the new designs of the products, from my monthly fashion and interior look books and from my constant analysis of overseas markets. I also take time to spend in my garden, at my beach house on Waiheke Island, New Zealand and at the local markets, to ensure the colours and natural ingredients always reflect nature and all that our beautiful country has to offer.
How do you successfully juggle running a business with raising your children?
Balance is something I strive to accomplish on a daily basis, but this is only reached with sheer organization and support. My family is a constant source of love and appreciation; they help me get through the long hours and stressful times. I also believe that taking time out for holidays and rest is crucial.
What is next for Sarah Townsend?
The Aromatherapy Company is at a very exciting stage in our business. Our Therapy range, which has taken the company back to the reason we started has been extremely well received in the overseas markets. This has allowed us to delve even deeper into the Therapeutic benefits of essential oils and make them even more accessible in everyday life.
Therefore I am working hard to develop these beneficial products even further and share a little slice of New Zealand’s natural goodness.
What does being a woman mean to you?
Sharing all that I have been gifted with in my life and my experiences, hoping this will inspire other young women to embark on their own journey.
Beauty and Lace is an online magazine for women. We hope you enjoyed this article!