I Almost Shutdown My Business, Here's What I Did Instead

About a year ago, I had to get real with myself. I was doing everything to grow Au’Naturelle as a body care brand - making products, posting content, running the backend, all of it. But behind the scenes? I was constantly burnt out. I was doing everything, yet progress felt slow and unsatisfying. What once lit me up started to only feel draining.

That’s when I knew it was time to rethink the vision. So I paused. I asked myself: What are we really building here?

I realized I didn’t want to only sell body butter. I wanted to build something that felt good - a space for softness, joy, realness, and connection. So much of our lives happen behind screens, and people are craving more in-person moments.

Then one day, mid–car ride with my boyfriend, I said, “Maybe Au’Naturelle isn’t just about body care. Maybe it’s a wellness and community brand too.”

That idea didn’t leave me.

So I tested it. I launched our first in-person event: Stride & Vibe, a wellness walk to bring people together and celebrate the re-drop of our body butters. That walk became a turning point. It was energizing. More than anything, it felt like the beginning of something new.

I didn’t want to shut down the business. I just needed to reimagine it. And this new chapter? It feels like home.

Well…You’ve got to use that degree, right?

Before launching A’N, I got my start in entertainment and fashion PR at 19, in New York City. That experience taught me how to shape stories, build community, and lead creative strategy, all the skills I’m now bringing into Au’Naturelle.

From brand direction to content ideation, I’m building A’N with more intention, focused on community features and partnerships that go beyond product.

Our new digital blog, A'N: Unfiltered, is part of that vision. So is our upcoming content series, where we spotlight creatives and entrepreneurs while weaving in our wellness products and amplifying their stories. 

For four years, I was stuck in the loop: what to post, when to post, and how to beat the algorithm.

Then it hit me, community is the content.

Instead of posting at people, why not build with them?

I’ve always loved hearing what other creatives, founders, and people are working on. That connection is powerful and now, we’re building content with our community instead of just for it.

We’re not just posting content. We’re co-creating it. We’re cross-promoting, collaborating, and showing up together.

Through product drops, partnerships, events, and beyond, Au’Naturelle is evolving into a lifestyle brand centered around beauty, wellness, and community. This is only the beginning.