• Marcy Farrey

Indie Beauty Business Owner: Crystal Williams, The Balm Shop & Co.




Crystal Williams is the creator of The Balm Shop & Co, an indie beauty company that offers natural, artisan skincare products.


indieland: What inspired you to start The Balm Shop and create an indie beauty business?


Crystal: The Balm Shop & Co., is an indie-beauty company with humanitarian heart. Our artisan-made products are created to nourish the skin and pamper the soul. We use naturally-occurring ingredients and are paraben, paraffin and cruelty-free. Additionally, caring for our communities is our passion, so a portion of our sales go toward helping those in need.   


I was inspired to create The Balm Shop & Co. after being diagnosed with dermatitis, commonly known as Eczema in 2011.  I grew tired of using prescription creams loaded with steroids, so I decided to develop my own solution. After two years of testing recipes, I successfully created my first All Over Body Balm product that calmed and moisturized my dry, itchy skin. I later shared the balm with friends, and formally launched The Balm Shop & Co., to the world in November 2016.


Today, I am excited to see how my line has expanded to more than 20  products and counting. Also, our products are currently sold in select online boutiques and brick and mortar stores throughout the US.


indieland: What do you love most about what you do?


Crystal: I love being in the marketplace, hearing about my customers' skincare journeys, and helping them find a solution for their skincare challenges. Those are the things that fuel my passion for this work and keep me going.


indieland: If you could only use three words to describe your business/products, what would they be?


Crystal: Natural is Beautiful.


indieland: Why do you believe it is important for people to shop independent and local this holiday season?


Crystal: Shopping local and independent this holiday season is important because it encourages the entrepreneur heart, builds the community, and helps the local economy thrive. 


indieland: Describe what it means to you when someone buys a product from you/your business.


Crystal: When someone buys a product from my business, it feels amazing of course because I want to help people look and feel good. I also like to make our communities look good, so I give a portion of every sale back to the community to help provide general and feminine hygiene products to those in need through my non-profit project. Thus far, we have been able to help send supplies to lessen the spread of disease in Zambia, the Republic of Congo, South Africa, Skid Row, and Haiti earlier this year.


Shop products from The Balm Shop & Co online. If you're in Southern California, you can also find them at select local shops and boutiques. View the list here.

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