Meet Kelley Williams from Washington, DC who is Founder and CEO of Curasalve Non-Toxic Diaper Rash Paste

About Your Hustle

Business / Project Name

Curasalve Non-Toxic Diaper Rash Paste

How did you get started, and how did you get to where you are today?

I developed Curasalve because my daughter, Giuliana, struggled with chronic diaper rash due to bouts with food intolerance. I tried every product on the market, and nothing gave Giuliana the quick relief I was looking for.  Many creams rubbed off as quickly as they were put on or they contained synthetic ingredients that irritated her sensitive skin. I decided to create my own diaper rash paste with organic ingredients and a thick, shielding consistency that parents would have confidence in.  I launched in 2018 with early success and sold on my website for 7 months. Shortly after the launch my business was affected by a house fire. Curasalve is manufactured in an FDA certified facility but I ship direct to consumer from my home. My personal and business belongings were lost in the fire and it took nearly a year to recover. I relaunched the brand in October 2020 because I wanted to bring back this organic paste to families looking for organic, effective options. I’m glad I did because a month after relaunch we landed in Nordstrom!

Challenges and Obstacles

Has it been a smooth road? If not, what were some of your struggles along the way?

The road has been full of struggles. Entering the baby sector has not been easy. It’s an industry dominated by billion dollar brands and it’s hard to get your name out and for people to take you and the product seriously. You’re also competing with multi-million dollar marketing budgets. I am a self-funded business so I literally put everything I have and all that I am into making Curasalve work. I also had the struggle of balancing motherhood, building a business and bouncing back from the fire. After the fire, we had to negotiate with insurance, manage a renovation and move from temporary housing to temporary housing until our home was finished. Anyone of those things alone is stressful, but collectively it was overwhelming. I kept pressing forward to relaunch Curasalve because I knew there was a mom like me that needed this product for the baby.

About Your Product / Service

What do you do? What are you most proud of? What sets you apart?

Curasalve is a non-toxic skincare company developed to soothe, treat and prevent diaper rash. Our hero product is the diaper rash treatment paste and it contains five clean, minimalist ingredients. The Curasalve difference is our ingredient profile and consistency. Our paste is maximum strength but still safe enough for sensitive skin. We use 40% non-nano zinc oxide the maximum allowable amount of zinc without a prescription. Our other ingredients are all 100% organic to ensure the product is suitable for sensitive and newborn skin. I also formulated the product to have a thick, ultra rich consistency. The paste doesn’t wipe off like other creams with a lotion like texture. I used to have the hardest time getting diaper creams to stay on after I fastened my daughters diaper. If the cream wipes away, the raw skin is still exposed to irritants in the diaper. With Curasalve you know you have a paste with staying power. And the healing is in the staying power! I’m happy to bring this level of quality and service to parents and really reach more black moms to talk about the importance of reading labels and choosing non-toxic.

Pricing Information

The Curasalve paste is 3 oz. jar that retails for $19.99. Readers will receive a 35% discount with the code hello35. A small amount goes a long way and the average parent uses one jar in 1-3 months.

Business Contact

www.Curasalve.com

Hello@curasalve.com

Instagram: @curasalve & @kelleywilliams_