Julia Veer of Clay and Glow: 'Launching products that I want to use, instead of having to use them'

The company was founded in her student flat, the products are made on Dutch soil and the packages are shipped worldwide. Julia Veer started the beauty brand with her partner Randy Feliz three years ago at the age of 21 Clay and Glow. A brand based on only natural products that is sold in a short time in 300 Ici Paris XL stores in the Benelux and is a hit on social media. Julia breathes young entrepreneurship, but who gave Julia the Tips and tricks for entrepreneurship? Text: Mical Joseph
Image: Clay and Glow

What was your very first job?

“My first part-time job was as a shelf stacker at one of the Hoogvliet supermarkets. As a teenager I always really wanted to work, but I had to be fourteen years old. As soon as I reached this age, I immediately applied and started working. My dream job at the time was to progress to cashier. That never happened.”

How did you end up in your current job? 

“I have been an entrepreneur since I was eighteen and set up small web shops. I sold other people's things in these shops and at a certain point I wanted to launch my own product, a product that was really mine. To be honest, I had no idea what product that was going to be, but when I developed acne and had a massive allergic reaction to a product I was using to clear my acne, I knew. I started developing skin care that was as natural as possible.

I noticed that a lot of boring green packaging was used within the natural skincare brands and that it had a 'dull' image. I decided to do my own research and market products that I want to use, instead of having to use them!”

You run the company together with your partner. How do you bring out the strongest in each other?

“From the very first moment we do business together. Randy, my partner, immediately supported the idea and wanted to go for it one hundred percent. We bring out the strongest in each other by continuing to motivate each other and visualizing which goals we all want to achieve. The law of attraction is very important to us.

Randy has a very practical approach: the next time I come up with an idea, he puts me with both feet on the ground and ensures that I stay focused on the things that really apply. He also lets me be the 'leader', so Randy strengthens my management skills. I like to take the lead and I like to have control, he is very relaxed about this. Strengthen my stake in Randy? By letting him be himself.”

Social media is a big facet of Clay and Glow. Can you tell us something about the strategy?

“Social media is very important to Clay and Glow. It is in fact key to have direct contact with the customer, because it is then much easier for them to pass on feedback. Even before we launched the products, we had built up a large online following through social media. We informed them of the launches and Clay and Glow received support straight away.

In addition, we mainly ask the customer via Instagram what they are missing in our range. This way we know what the customer wants to see from us and which product we should launch. Clay and Glow is a 'community focused brand', so socials are very important to us and we cannot do without them.”

A few weeks ago you won a nice prize. Tell!

"Beats! Clay and Glow has won third prize at the Dutch Beauty Awards in the 'Made in NL' category. The biggest beauty brands participate in this competition, so it's great that we received this prize. All the products are made and produced in the Netherlands, it is nice that this fact is recognized in this way. But… next year we will of course go for the first prize.”

Who was your wheelbarrow?

“I can't really single out anyone specifically, but I think it's a combination of different people that we have gathered around us. Randy and I were not familiar with the beauty world ourselves and have several experts around us who know exactly how it works and who had Clay and Glow's best interests at heart.”

What is your greatest passion in your profession?

“I think it's really cool to see the brand grow. You have to imagine that we started the company from my student studio three years ago and are already working with the largest brands, retailers and Dutch celebrities. My drive and passion are fueled every day by Clay and Glow.

I also get a lot of energy from the wonderful comments and messages we receive from customers every day. Bad skin can make someone so insecure and when we receive messages that our products make someone feel confident again and are finally acne-free, I think that's great to read. It gives you more strength to persevere.”

What has been the biggest learning moment in your career?

“Every time I learn something new and I try to develop myself. Previously, I was really someone who wanted to do everything myself. Randy and I only hired someone to take over certain tasks for me after a year. Before that, I was really over my head in work and I thought that only I could do that work. It is not realistic to do everything yourself, especially if I want us to continue to grow as a company. That period was a good learning moment for me.

We also don't want to hire too many people too quickly, because that's exactly what happens risks can be for your company. Especially because we have no investors, we think carefully about all the expenses we make. Sometimes you have to take certain risks for the next step and to be able to grow.”

What advice would you give to your younger self? 

“I would advise myself not to worry so much and to let go of certain things. I can be a control freak, which makes me overthink a lot and worry that it will all fall apart. Everything will be fine, as long as I never give up and keep persevering, I don't have to worry.”

Have you been a wheelbarrow for someone?

“I hope so, because I receive a lot of personal messages via Instagram or LinkedIn from women who indicate that they also want to do business. I really enjoy giving advice and giving them a motivation boost in this way.

I really enjoy inspiring and motivating people to do business. Entrepreneurship is of course a lot of work and not for everyone, but if you do it with a lot of passion and pleasure, it does not feel like work and it only pays off in a good way. You make people happy every day with your products and the associated service.”