PB MEETS: Chris Keating, Founder and Managing Director of the prominent aromatherapy supplier Base Formula Ltd.

Base Formula Ltd has been extremely successful in supplying professional aromatherapists worldwide since 1996. They produce a wide range of premium quality oils, hydrolats, cosmetic bases and aromatherapy sundry items.

PB:  What would you say was your most popular product?

CK: Our best selling product is our Aloe Vera & Seaweed Gel, which is particularly popular with Chinese customers across the world. This wonderful hydrating gel can be used for a multitude of applications and can easily be blended with other ingredients such as skin purifying clays, Hydrolats, essential oils and other cosmetic bases to make your own therapeutic skin care treatments. It is rich in proteins, minerals, collagen and elastin which are easily absorbed by the skin and which help to improve skin texture and tone and maintain a healthy, youthful complexion. Many customers also report that this gel is particularly beneficial for acne prone skin.

PB: What makes your products special over the competition?

CK: We pride ourselves on the quality of our products which are all ethically produced, paraben and synthetic free and vegan friendly. We only supply the finest aromatherapy grade essential oils and our excellent reputation and the quality of our extensive range has led to use being named as the Federation of Holistic Therapists only approved aromatherapy supplier! We also employ a range of aromatherapy and holistic health professionals who help us develop, interesting, new and effective products, and who are always on hand to offer their expert advice to customers.

PB: What would be the cost to professionals looking to start using Urban Tan products?

CK: Our products are extremely cost effective when compared to big name salon brands and our wide range of cosmetic bases and other ingredients mean that you can tailor make your own natural treatments which gives you a USP with your clients. There is also no large, initial minimum order quantity as you simply order what you need, when you like.

PB: What support do you offer professionals who use your products?

CK: We provide a range of additional services for customers. We can help clients to develop their own bespoke and own-label products including quality testing. We offer a label design and print service for people who wish to produce their own product ranges and our Training Academy also runs a wide range of professional, continuing professional development (CPD), and general interest courses in a wide range of beauty and holistic therapies. Our Make Your Own Products course is particularly popular with therapists who are interested in making their own products to use either at home or in the salon.

PB:  Why should salon owners visit your stand at the show?

CK: If you’re interested in aromatherapy and natural products and want to offer clients something different to the big name salon brands then Base Formula offers a wide range of high quality products at very competitive prices.

PB: Are you having anything new on your stand at the show?

CK: We are very excited to be launching our new apothecary range at the show – a selection of expertly blended, highly therapeutic, ready to use aromatherapy products. We hope that everyone will come along to see this exciting new brand launch.

PB: Will you be having any special offers exclusive to the show?

CK: We will have a range of show exclusive offers and if you’re a member of the FHT then we also offer 10% discount to all registered members.

PB: Any other plans for the show?

CK: Our aromatherapy experts will be running a series of product demonstrations and talks throughout the show. They will also be on hand to answer any personal questions that visitors may have.

PB: What tips would you give salon owners looking to introduce a new line into their salon?

CK: Look for something different that will offer you a USP versus competition and choose products that offer a good profit margin. Avoid suppliers that have large minimum order quantities until the product is tried and tested in your salon and you know it will sell. Finally do your research and take advantage of market opportunities such as the growing trend for natural, chemical free products – if this is what customers want then you should tailor your offer accordingly.

PB: What’s taking place at the moment outside of the show?

CK: Base Formula is delighted to be progressing our business in the US and Canada. We launched a new website and dispatch facility in the US earlier in the year and business is growing from strength to strength. We are also in the process of developing a Chinese language website for our large contingency of Chinese customers.

Base Formula will be at Professional Beauty North on stand F34. Register today for your FREE ticket and avoid the £20 entry fee on the door.