As part of the Morning Lazziness series highlighting empowering women who are making a remarkable impact with their ideas, I had the pleasure of interviewing Shanna Bynes Bradford.
Shanna Bynes Bradford is the CEO and Formulator of Grow Out Oils Clinical Aromatherapy, a globally recognized clean beauty brand rooted in holistic wellness and ingredient integrity. A globally renowned Master Aromatherapist and Medical Esthetic Educator, Shanna brings over 27 years of experience in the aesthetic and beauty industry. She specializes in dermal absorption science and the formulation of clinical-grade essential oil blends designed to support whole-body wellness—inside and out.
Shanna’s approach blends ancient aromatherapy principles with modern skin science, creating powerful, plant-based solutions for face and body care. Her commitment to clean, sustainably sourced ingredients and educational advocacy has made her a trusted leader among wellness practitioners, estheticians, and holistic health professionals worldwide. Through Grow Out Oils, she continues to empower both professionals and consumers with transparency, purpose, and therapeutic innovation.
In this candid conversation, Shanna shares her journey, insights, and the strategies that have helped her build a results-driven business and empower other entrepreneurs to do the same.
What inspired you to become an entrepreneur, and how did your journey begin?
Inspired by my grandparents, who raised me and were both very involved in the church and our neighborhood community, my grandfather had his own lawn service, and my grandmother offered her daycare services to working women looking for affordable childcare. I grew up with a strong entrepreneurial and service mindset. From a young age, I always had a clear vision of helping others improve their health, wellness, beauty and lifestyle.
Why did you choose to focus your business on serving women, and what does that mission mean to you personally?
As a woman, it’s important to align your health and wellness with brands that actually care about sustainable sourcing practices for clean ingredient formulations that are free from harmful chemicals. Our mission is “Keeping It Clean,” and we hold our process of sourcing raw materials to a higher standard by conducting purity and quality standards that exceed the requirements for efficacy and testing. More female consumers are looking for ingredients that will support overall health and reduce exposure to toxic and harmful ingredients in their personal care products. I believe ingredient transparency is needed in all beauty, cosmetic and personal care brands all over the world, it is only right to inform consumers on what’s in their skincare, beauty and body care products.
What makes your business or brand unique in today’s market?
I noticed that the market was missing alternative clinical sustainable ingredients that support physicians, holistic practitioners, skincare professionals, pre/post-care treatment, muscle recovery, mental health, and overall body wellness. We offer private labeling and wholesale pricing for licensed aesthetic and spa professionals, holistic practitioners, and physicians. This unique model allows us to service our business partners across a wide territory by offering options that surpass what today’s market offers for business owners and end users.
What’s been one of the most rewarding moments in your entrepreneurial journey so far?
The most rewarding moment has been our partnership with the esteemed American College of Healthcare Science. As a graduate and ambassador for the university, I am very proud to be a part of a corporation that embodies outstanding educational courses for career professionals looking to advance in the health and wellness industry. ACHS provides ongoing support for entrepreneurs by highlighting their brands and products. I am a huge advocate for supporting education because it’s truly important to continue to grow and learn, especially in the health and wellness industry.
What challenges have you faced as a woman building a business for women, and how have you turned those challenges into fuel?
I have a very seasoned team of professionals, and it has allowed me to avoid many challenges as a woman in business. Having the opportunity to work in Corporate America gives you a different perspective when faced with challenges. I look at every lesson as an opportunity to learn and grow. Challenges provide insight and structure to understand what changes need to be implemented, allowing you to use that fuel to start the fire. While navigating through obstacles can be uncomfortable, it also helps you continue to improve your business processes and procedures.
Can you share a customer story or testimonial that reminded you why your work truly matters?
I would like to highlight Dr. Marjorie Roberts, who has served in the United States military and is a military veteran. She was impacted by COVID-19 and is a long-hauler. Dr. Roberts has been using our Grow Out Oils Cinnamon Antiviral Hydrosol Sprays for about four years. She has provided us with numerous positive testimonials about how the product has helped her during her physical therapy treatment. She loves that the product helps with air purification, keeping her air clean at home, and helps her breathe better. She mentioned that she doesn’t use any of the chemical-based disinfectant sprays because they contain harmful “B” compounds that can cause respiratory distress and impact breathing. The information she has shared with me reminds me why the work we do is so important and purposeful. Dr. Roberts is a huge advocate for COVID-19 long-haulers, and she has spoken on Capitol Hill regarding her support for other women all over the world.
What gaps or unmet needs did you notice in your industry that motivated you to build your solution?
The consumer product industry is full of products that contain harmful chemicals. Many chemically-based fragrances and personal care products contain synthetic ingredients that are not suitable for daily use. Our solution is simple: we source our ingredients from all over the world from trusted farmers and suppliers who share our commitment to organic and sustainable farming practices. Each batch of our oils and hydrosols is meticulously crafted to ensure that every bottle we produce meets our stringent quality testing standards. We work directly with licensed industry professionals and provide the top clinical aromatherapy products in the world through continuous testing and ingredient innovation.
How do you stay motivated during tough times or moments of doubt?
The best way to stay motivated when you feel doubtful is to remain focused on your business goals and actively create a list of projects that focus on brand visibility, product marketing, and product placement. This will keep you busy and allow you to stay on course with growing your target market and generating revenue.
What habits or routines help you stay focused, balanced, and productive as a founder?
As a founder, my habits include creating a healthy work routine that allows me to stay focused and balanced throughout my busy schedule. I have daily meetings with my team, which creates mental balance for me and allows me to be more productive and proactive with tasks and upcoming projects. I also make time for grounding, which is a great way to reconnect with nature and keep your energy in a positive flow. It’s important as a founder to have a safe space by providing yourself with time for mental clarity in your work environment.
How do you connect with your audience and build trust with the women you serve?
As a featured author and monthly contributor for Sixty and Me magazine in the UK, I really enjoy providing my readers and supporters with content that matters. Being an expert with over 27 years of experience in the health and wellness industry, it’s extremely rewarding to know that my insights and expertise are appreciated and trusted by my audience.
What has been the most effective way you’ve grown your brand or customer base?
The most effective way to grow your brand or customer base is through “Brand Collaboration Partnerships.” This is a great way to grow your brand by cross-promoting your company and products to different audiences in exchange for brand visibility and marketing initiatives. This is a creative way to think outside the box while building solid relationships to expand your customer base and increase brand awareness.
What does “women supporting women” look like to you in business, and how do you actively embody that in your brand or leadership style?
“Women supporting women”, means encouragement, positive mentorship and being actively supportive by showing up for other women looking to enter the health and wellness industry. My brand is really big on providing additional services that support product education, spa events, employee gratis, and product merchandising and sales training. I understand that supporting our clients is a continuous process to help them improve their retail sales and service menu to generate revenue increases. By providing ongoing support and leadership, our client are reassured that this is a team effort to grow their business and build brand credibility.
What advice would you give to other women who are just starting out in business?
My advice to women business owners just starting out would be to have a plan that reflects the growth and revenue timeline for your company. Try not to spend and buy unnecessary items until you know how you’re going to recoup your costs. Also, if you can find a mentor—someone you trust and have a good relationship with—this would be a great opportunity for learning and development, as it will allow you to avoid many uncertain circumstances and keep you on a positive path. Remember, it’s not a rat race; it’s about creating the best long-standing relationships that provide you with insights that will allow you to build a profitable business.
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