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Product Guru Supplier Focus | Into the world of AVENLY and the rise of CBD in ethical skincare

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At Product Guru we are proud to support a growing community of small independent suppliers.
We list products across all FMCG and gifts categories and we like to share the stories behind them.

Our latest 'Supplier Focus' blog looks at James, at AVENLY, who told us more about his business in a recent interview.

Tell us a bit about your company and its background.

We started in January 2019 firstly making and selling our own CBD oil, so naturally we did a lot of research into CBD and realised how good it was for your skin. But when I went to buy some for my wife there was no option available except for very low-quality products with little to no CBD.

So In about May 2019 I decided to stop doing CBD oil which was starting to be a saturated market anyway
and started developing CBD skincare products. I had a couple of goals when I started, I wanted the products
to be natural, vegan and made in England. I also wanted to use as little plastic as possible. Of course, I want
a product that worked with high quality ingredients and the right amount of the key ingredients CBD but
I also wanted to try and keep the products affordable.

In October after a lot of testing and package designing I finally had out my first three products I could be proud
of ready for retail. Our miracle CBD night cream, Miracle CBD day cream and our Miracle CBD eye serum.
All using a unique glass and engraved packaging that really made them unique and stand out compared
to any competition not only in the CBD industry but the skincare industry in general.



How many people work for the business?

At the moment we are three. Myself, my wife and the young lad who works in the warehouse doing fulfilment.

Who does it sell to?

At the moment having just launched, we are selling direct to the public through our own website mainly to middle aged women even though we have tried to make our products unisex. We are talking to distributors in Europe and retailers here in England with samples being just sent off, we want to stop selling direct to consumers in Europe and only go through retailers.

Is there a specific product you are particularly proud of and why?

Our miracle CBD eye serum is defiantly my favourite and I’m not the only one. It’s the one I get the most feedback on, there is something magical about it that is just hard to explain, it feels amazing to touch and absorbs super quickly into your skin and seems to instantly make it feel amazing. It is also great if you want to put make up on right after, but who needs make up when you have great skin.


What do you most enjoy about running your business?

That’s a hard one. I love the creative side like designing the packaging, however, I also really love doing the business side, from making deals to building partnerships, basically trying to get the products out here as much as possible.

What are your ambitions for your company?

We are currently working on extending the range to 12 products which will make ourselves more attractive retailers as well as removing all plastic within our products by February. We are actually also seeking investment at the moment to expand ourselves in to the Chinese market, so it’s all very existing at the moment. Ideally by mid 2020 we see ourselves in major retailers in the UK and selling directly to china through cross border e-commerce.

What do you enjoy doing during your spare time?

Spare time? I don’t remember what that this is any more lol. Between business and my daughter spare time seems to be rare these days. Luckily both of these are things I love so it doesn’t feel like too much work. I used to love horse riding and once things settle down with the business it’s defiantly something I want to get back into it.

What do you think of the Product Guru platform? What encouraged you to use us?

I came across product guru when I was looking for a platform I could present my products to retailers on, there really wasn’t many options out there which I found strange as it’s a great idea. I see Product guru as an online trade fair without any of the disadvantages of a real one like the costs and the time it takes up traveling around. If you look at other countries like china they already have multiple platforms like Alibaba to exhibit there products to the world but here in the UK we have nothing. I see product guru growing into something that retail buyers will be checking first thing every morning when they get to work to see what new products are available and I’m really glad to be an early adopter of the platform!


Product Guru facilitates the introduction and the product discovery process by placing products in front of vetted buyers. Like AVENLY, you can sign up to Product Guru for free today and start showcasing your own products on our platform.