Meet Amy Charbonneau | Founder & Formulator

We had the good fortune of connecting with Amy Charbonneau and we’ve shared our conversation below.

Hi Amy, Let’s talk about principles and values – what matters to you most?

In today’s fast-paced world, where technology often blurs the lines between truth and fiction, the principle of integrity stands as a beacon of authenticity and trustworthiness. As the founder of a skincare company committed to crafting the cleanest products, I find that integrity is not just a personal value but a cornerstone of my business. It guides every decision, from product creation to supplier selection, ensuring that our actions reflect our deepest beliefs and commitments.

The journey to create skincare products that are both effective and ethically produced is fraught with challenges. In an industry teeming with shortcuts and compromises, finding ingredient suppliers who share our values is a formidable task. The quest for purity and honesty in our ingredients often leads us down the less-traveled path. For us, ethics are non-negotiable. The allure of lower costs cannot justify the use of ingredients obtained through unjust means, such as slave labor or child exploitation.

In our pursuit of integrity, we sometimes make unconventional choices, such as opting for nature-identical oils created in laboratories rather than natural extracts whose sourcing might contradict our ethical standards. This decision underscores our commitment to not only our consumers but also to the global community and the environment. We refuse to contribute to practices that harm ecosystems or exploit vulnerable communities.

Profit, while a necessary objective for any business, is not our sole pursuit. How we achieve our profits matters immensely. Our business model is built on the foundation of integrity, ensuring that our gains are never at the expense of our values or the well-being of our planet. We strive to present ourselves to our clients as a brand that not only cares for their skin but also for the ethical implications of our products.

In an era where skepticism is often warranted, we want our clients to know that when they choose our products, they are choosing a brand that prioritizes integrity above all. Through our messaging and our actions, we aim to convey a commitment to transparency, ethics, and sustainability. In doing so, we hope to inspire trust and loyalty in our customers, knowing that they support a company that aligns with their values. Our commitment to integrity is not just about doing business; it’s about fostering a better world through every product we create.

Let’s talk shop? Tell us more about your career, what can you share with our community?

What distinguishes me from others is my unwavering belief in the value and merit of my passions, gifts, and talents. I am confident that my unique perspective enriches my creativity. My professional journey unfolded over decades, beginning when I left the workforce to raise our children—four now adults, with one emerging adult still at home. This period at home, confronting the challenges posed by toxic skincare and household products, ignited my drive to learn, experiment, and eventually create our own product line. Initially, our brand served as a homemade solution to our family’s needs, aiming to lessen toxin exposure due to certain health issues we faced.

Embarking on this path was far from easy. My early attempts, guided by internet recipes, often ended in disappointment, propelling me into the world of cosmetic formulation. This deep dive into the science of ingredients—understanding their interactions, limitations, and the nuanced effects of factors like dosage, heat, and pH levels—was both challenging and enlightening. The turning point came when a Cosmetic Chemist reviewed my formulas. The anticipation was nerve-wracking, but the positive feedback, particularly the praise for my “lovely selection of oils,” validated the exhaustive research and effort I had invested. It was a moment of profound validation and encouragement.

Through this journey, I’ve learned that true innovation requires honesty, a commitment to learning, and the courage to face feedback. Creating something meaningful often means stepping out of comfort zones and embracing the meticulous process of craftsmanship. What I want the world to know about my brand and story is that it’s rooted in a genuine desire to solve real-life problems through creative, informed, and ethical solutions. Our brand’s essence is not just about selling products; it’s about embodying and promoting a lifestyle that values health, integrity, and the environment.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
I absolutely adore the Botanical Gardens! Having moved to the desert just two years ago, the Gardens have truly opened our eyes to the beauty that surrounds us. For those with a spirit of adventure, I’d recommend a hike in the Superstition Mountains—the views are nothing short of spectacular. When it comes to coffee dates, Sweetz Cold Brew in Gilbert and The Coffee Shop at Agritopia are my go-to spots for a fun and relaxed atmosphere. For lunch, diving into Google to discover local gems is part of the fun. We often find those hole-in-the-wall places that either completely surprise us with their quality or fall short of expectations. Either way, it turns our culinary explorations into memorable stories to share.

For wine enthusiasts, a trip to Old Town Scottsdale is a must, particularly to Salvatore Vineyards’ tasting room. Their Eidolon is my favorite wine, offering an exquisite taste experience. While in Scottsdale, grabbing a pizza at Craft 64 and browsing the local shops makes for a perfect day out. Artsy friends would relish an evening at a dinner theater, taking an art class, or touring galleries, immersing themselves in the local art scene.

My international friends often lead me to places I’ve yet to discover, like HMart. There, you can dive into the wonders of an international grocery store, followed by indulging in flavorful meals and enchanting desserts. It’s this mix of natural beauty, culinary adventure, and cultural exploration that makes every outing an unforgettable experience.

Who else deserves some credit and recognition?
My husband, Scott Charbonneau, stands as my greatest champion, unwaveringly supporting my aspirations, my passion for growth, and my love of learning. His encouragement has been pivotal in my journey, and I cannot overstate his role in reaching where I am today. Equally, my faith in Jesus has been a guiding light, helping me navigate through life’s challenges and overcome negative thought patterns, allowing me to realize my fullest potential. Faith and family are intertwined in my life’s fabric, with my mom and closest friends always ready to lend their support, whether it’s through testing products, offering valuable feedback, or simply cheering me on. Their collective support has been a cornerstone of my success.

Website: https://awakenjoyskincare.com

Instagram: @awakenjoyskincare

Facebook: facebook.com/awakenjoyskincare

Image Credits
Jazmin Skinner Photography Blair Voss Photography