An Exclusive Interview with Ashley Smith, Founder of Batana Babe and Advocate for Ethical Entrepreneurship

Ashley Smith is the inspiring founder of Batana Babe and a passionate advocate for community and ethical business practices. At the helm of her BIPOC-owned family business, she sources 100% pure Batana Oil directly from her farm in La Moskitia, Honduras, creating a product that promotes hair strength while empowering local families. 

Ashley’s journey is a testament to the power of natural beauty and the importance of maintaining integrity in entrepreneurship. In an exclusive interview, we explore her innovative approach, her commitment to her customers, and her vision for a more inclusive beauty industry.

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Ashley, your brand, Batana Babe, has made significant strides in the beauty industry. Can you share the inspiration behind starting Batana Babe and what initially drew you to Batana Oil?

The inspiration behind starting Batana Babe stems from a deep-rooted passion for hair and skincare, and a strong belief in the power of natural and organic beauty products. I remember the first time I encountered Batana Oil. I was immediately drawn to its rich history and the remarkable benefits it offered for both hair and scalp health. Hailing from the rainforests of La Moskitia, Honduras, Batana Oil is known among the indigenous Tawira people as “the Miracle Oil.” Its ability to repair damaged hair, enhance growth, and moisturize the skin has been passed down through generations.

The intrigue for Batana Oil transformed into a passion when I realized how many products on the market were filled with chemicals and artificial ingredients that were harsh on the skin and hair. I wanted to bring something pure and authentic to the table – something that holds true to its origins. That’s when I decided Batana Oil needed broader recognition, and I embarked on a journey to share its benefits with the world.

My training in Business Administration and my understanding of quality assurance were crucial in developing my company. I wanted to ensure that we provided the highest quality, 100% pure Batana Oil, without dilution or addition of lesser ingredients, which is unfortunately quite common in the industry. It was not just about introducing a product; it was about fostering a movement towards transparency and purity in beauty products. I also saw the potential to make a tangible difference in the communities in Honduras by supporting local families and giving them a sense of pride in the global appreciation for their traditional offerings.

Starting Batana Babe was indeed a fusion of my personal convictions and a strategic business initiative. I spotted an opportunity to tap into the online market and become one of the first retailers to offer Batana Oil to a wider audience. My aim was to create a space where individuals seeking natural beauty products could find something that not only catered to their needs but also supported ethical business practices. Batana Babe was built on the belief that our customers are an extension of our family, and we continue to uphold that principle with every bottle of Batana Oil we sell.

Your business prioritizes ethical sourcing and strong community ties, especially with your farm in La Moskitia, Honduras. How did you develop this model, and what impact have you seen in the local community since partnering with them?

Developing an ethical sourcing model was a natural extension of my personal values and the business philosophy that I wanted to embody. With a strong commitment to quality and ethical standards, I spent considerable time researching and understanding the origins of our main product, Batana Oil, and the communities involved in its production. It became clear to me that forming a direct partnership with the farmers in La Moskitia, Honduras, was not just beneficial for ensuring product purity, but it was also the right thing to do.

To create this model, I personally visited Honduras and engaged with the local farmers. We discussed potential collaborations, and I learned about their traditional methods of harvesting and processing Batana Oil. It was important to me that our business would provide fair wages and contribute positively to the local economy. We set up a model where the farmers are paid directly, cutting out middlemen, which ensures more financial stability for them. We also reinvest a portion of our profits back into the community to support education and healthcare initiatives.

Since partnering with the community in La Moskitia, we’ve seen a tremendous impact. The farmers and their families express a sense of pride and ownership because they see that their hard work is valued on the international stage. There’s been a noticeable improvement in their standards of living – children have better access to education, healthcare facilities are more robust, and there is a renewed sense of hope and possibility for their future. From an ecological standpoint, we encourage sustainable farming practices to maintain the balance and health of the rainforest, which is crucial as it’s their home and our source of Batana Oil.

Our customers have noticed and appreciated these efforts. They love the story behind our product as much as they love the quality. It’s a win-win: the local community in Honduras benefits from this collaboration, and Batana Babe builds a loyal customer base that shares our ethical values. It’s incredibly fulfilling to know that by prioritizing these practices, we’re having a real impact not just on our bottom line, but in the lives of the people who make our business possible.

Batana Oil has long been praised for its hair and scalp benefits, yet it wasn’t widely known in the beauty market. What challenges did you face introducing it to a global audience, and how did you educate consumers about its benefits?

When introducing Batana Oil to a global audience, there were definitely some hurdles we had to overcome. Firstly, the obscurity of the product meant that we had to start from scratch in terms of consumer education. People simply didn’t know what Batana oil was, or why it was beneficial for hair and scalp health. Given its origins in La Moskitia, Honduras, there was also a cultural and historical context that needed to be shared to fully appreciate the product.

To tackle these challenges, we kick-started a multifaceted marketing strategy. Storytelling became a crucial part of our brand narrative. We shared the rich history of Batana Oil and its roots in the traditional practices of the Miskito people. By bringing the origin story to the forefront, we weren’t just selling a product; we were inviting consumers into a cultural experience.

We also invested heavily in education through our online platforms. For example, our website features detailed articles explaining the benefits of Batana Oil, testimonials from users, and video tutorials on how to incorporate it into hair care routines. Our blog entries often delve into topics like the science behind Batana Oil and compare it with other hair care products. Social media platforms were instrumental in showcasing before and after results from real customers. Influencer partnerships also played a role, with trusted voices in the beauty industry trying and reviewing our Batana Oil, adding credibility.

On a more technical note, we ensured our product listings on ecommerce platforms were detailed, transparent, and informative. We didn’t want to just list the benefits; we wanted to explain them. This meant explaining the high content of natural hair nourishers like oleic acid, which contributes to scalp health and hair strength, in a way that was accessible and easily understandable.

One of the more unique approaches we took was incorporating consumer education directly into our packaging. Every bottle of Batana Oil that we ship out includes instructions not only on its use but also on why it’s effective. We added QR codes that led to content that educates on sustainable sourcing practices, as we’re deeply committed to ethical business practices that support the local Honduran families that we work with.

Finally, we were relentless in prioritizing quality assurance. In a market flooded with diluted or inauthentic versions of products claiming natural benefits, we stood by our commitment to 100% pure, undiluted Batana Oil. By maintaining high standards and transparency about our sourcing and processing methods, we built trust with our customers. In turn, they became advocates for Batana Oil themselves, sharing their positive experiences and helping to organically spread the word about its benefits.

It’s been a journey, but through consistent effort and a deep belief in the value of Batana Oil, we’ve been able to steadily build awareness and appreciation for this amazing product on a global scale.

As a BIPOC woman entrepreneur, what are some of the challenges you’ve faced in the beauty industry, and how have you overcome them to carve out your own space?

One of the prevalent issues that has arisen since endeavoring into the business has been the lack of resources available to entrepreneurs like myself. It was often difficult to secure funding or network effectively in a space where few looked like me or understood the unique attributes of Batana Oil and its cultural importance. I also faced skepticism regarding the efficacy and appeal of natural products in mainstream markets; many industry veterans were accustomed to well-known, synthetic ingredients and were hesitant to embrace a relatively unknown natural product like Batana Oil.

To overcome these hurdles, I leaned on my strengths—perseverance, passion, and a deep belief in my product. I focused on educating myself further in business and marketing to ensure that my strategies were data-driven and effective. I sought mentorship from other marginalized entrepreneurs who could share their pathways to success and the strategies they employed to navigate a predominantly non-POC-controlled industry. I also devoted time to building a solid online presence, which proved integral in reaching a broader audience and establishing Batana Babe as a credible and reputable source for Batana Oil.

Building a community around Batana Babe has been instrumental. I have fostered an inclusive and supportive network where customers feel like part of our family. This has generated invaluable word-of-mouth advertising and a loyal customer base. Moreover, my commitment to ethical sourcing and supporting our Honduran farm workers has resonated with consumers who are increasingly looking for socially responsible companies.

I am proud to say that by combining my business acumen with a transparent and customer-centric approach, I’ve carved out a unique space for Batana Babe in the beauty industry. Being authentic and staying true to my values have attracted like-minded customers and partners, allowing the business to grow and flourish. My experiences have taught me that embracing my identity can be a powerful differentiator in a crowded market.

Community plays a significant role in Batana Babe, with customers seen as part of the family. How do you maintain this connection with your audience, and what steps do you take to keep that sense of community alive?

Maintaining a close connection with our audience and keeping the sense of community alive is critical to the philosophy of Batana Babe. Here are the steps I take to ensure this:

-Authentic Engagement: I make it a personal goal to engage authentically with our customers. Whether through social media, email newsletters, or direct interactions, I ensure that there is a human element in all communications. This means taking the time to respond to messages, comments, and emails personally and with sincerity.

-Inclusive Brand Messaging: Our marketing campaigns are designed to reflect the diverse community that we serve. I insist on inclusivity not just as a buzzword but as an actionable business value that is evident in all our brand messaging.

-Customer-Centric Initiatives: We often run customer spotlight features and share testimonials that not only highlight real experiences with our products but also help our customers feel valued and seen. By sharing their stories, we’re not only fostering trust but also community spirit.

-Community Events: Even as an online retailer, I find importance in hosting virtual events or collaborating on initiatives that can bring our community together. It may be in the form of webinars, virtual meet-ups, or partnerships with influencers who resonate with our brand values and community.

-Transparency: I believe that customers value transparency, especially in the beauty industry. I ensure they are informed about product sourcing, ingredients, and ethical practices. This transparency builds trust and reinforces the community’s feeling that they are part of something genuine and positive.

-Giving Back: Since we source our oil directly from farms in Honduras, I’m deeply committed to giving back to that community. By sharing the stories of how our products directly support local families, our customers feel a sense of participation in our ethical practices.

-Continuous Feedback: I am always open to feedback and actively seek it out. Customer surveys and direct messages are encouraged, and we seriously take into account the feedback to improve our products and services.

-Consistency: Consistency is key in maintaining any relationship, and it’s no different with our Batana Babe family. I ensure that our values and mission are consistently reflected in every decision and action the company takes.

Sustainability and ethical practices are pillars of your business. How do you balance maintaining these values with the pressures of scaling a business?

Maintaining sustainability and ethical practices while scaling Batana Babe has been both a challenge and a passion of mine. To me, it’s about committing to our core values and being strategic in our growth.

We’ve aimed to grow at a pace that allows us to remain true to our mission. That means sometimes taking the slower, steadier path instead of compromising our standards for quicker expansion. For instance, when faced with increasing demand for Batana Oil, rather than sourcing from less ethical suppliers who don’t share our commitment to purity and fairness, we’ve scaled up our own production in Honduras. It’s important that we preserve the quality of our product and the integrity of our supplier relationships.

Moreover, we integrate sustainability and ethics into our business model. Every decision we make, from our sourcing practices to our packaging, reflects our dedication to minimizing environmental impact and maximizing social benefit. This isn’t just an add-on; it’s a part of our DNA. For example, we use environmentally friendly materials and work closely with our Honduran community to ensure that they’re fairly compensated and that our farm uses sustainable agricultural practices.

To navigate the financial pressures that come with scaling, we practice transparent storytelling with our customers. Increasingly, consumers want to support brands with a conscience. By communicating the ‘why’ behind our prices and the benefits of sustainable, ethical sourcing, we create a customer base that’s loyal and supportive of our mission.

Balancing sustainability and ethics with scaling also comes down to the partnerships we choose. We align ourselves with suppliers, retailers, and collaborators who share our vision. This helps us build a supply chain that is resilient and based on mutual principles.

In addition to that, I’ve found that technology and innovation can bridge the gap between maintaining our values and scaling. Leveraging digital tools has streamlined our operations and marketing, allowing us to reach a wider audience without losing the personal touch with our local supplier community or our end consumers.

Lastly, we constantly review and adapt our business practices to ensure we don’t lose sight of our ethical standards as we grow. This involves setting and reviewing specific ethical goals and sustainability benchmarks and fostering a culture within our team that champions our values.

In conclusion, our philosophy is not to grow at any cost. It’s to grow responsibly, at the pace set by our capability to maintain our core values, and I believe that this approach is what has resonated with our loyal customers and will continue to define the success of Batana Babe.

What advice would you give to other women, particularly those from underrepresented backgrounds, who are looking to start their own business in the beauty or wellness industries?

As a BIPOC woman who has carved out a successful niche in the beauty industry with Batana Babe, my advice to other women from underrepresented backgrounds looking to start their own businesses in the beauty or wellness industries would be multifaceted.

First, believe in your unique perspective. Your background and experiences are valuable and can shape the industry in new and innovative ways. Use that to your advantage by creating products or services that cater to the needs of your community that may have been overlooked.

Be authentic and transparent. Consumers today are savvy and are looking for brands that are genuine. As the owner of Batana Babe, authenticity is at the core of our business. We’ve built trust with our customers by being transparent about our ingredients, sourcing, and processes.

Understand the importance of quality. In the beauty and wellness industries, the safety and efficacy of products are paramount. Invest time in research and development to ensure the high quality of your offerings. I’ve always maintained a strict quality assurance process for the pure Batana Oil that we produce and it has been instrumental to our success.

Build a strong network. Relationships are key in business, especially for underrepresented entrepreneurs. Reach out to mentors, join industry groups, and connect with other business owners. The support and advice from my network have been invaluable in navigating challenges and seizing opportunities.

Utilize digital marketing. One way we broke the mold with Batana Babe was by tapping into the online market early. Having a strong online presence is crucial, especially for direct-to-consumer sales. Learn the ins and outs of digital marketing to reach a broader audience.

Embrace your story. As a BIPOC business owner, your story is powerful. Share it. For Batana Babe, sharing our commitment to supporting Honduran families and our journey to bring Batana Oil to the global market has resonated with our customers.

Stay resilient. You are likely to face challenges and biases. However, perseverance is key. Each hurdle is an opportunity to learn and adapt.

Lastly, remember why you started. For me, it was about providing a pure, effective product that also made a positive impact on the community. Keep your mission at the forefront and let it drive every decision you make.

To women from underrepresented backgrounds: your vision and passion can transform the beauty and wellness industry. Be bold, be patient, and build a business that not only meets your standards but also empowers the people around you.

Looking forward, what are your long-term goals for Batana Babe? Do you have any plans for expanding the product line or further deepening your community-driven initiatives?

Firstly, I aim to continue promoting the outstanding benefits of Batana Oil to a broader audience. This involves educational campaigns to explain how this oil can be a game-changer for hair and skin health, and building awareness of the ethical sourcing and production processes we adhere to.

Secondly, expanding our product line is definitely on the horizon. While staying true to the purity and high-quality standards of Batana Oil, we are exploring additional natural ingredients that complement its properties. This may include formulating products that can cater to a variety of hair and skin types, thereby making the benefits of Batana Oil accessible to a more diverse clientele.

Finally, deepening our community-driven initiatives is very close to my heart. I’m planning to further develop programs that can create more job opportunities and provide better education and training for the local families we work with in Honduras. I believe that empowering these communities goes hand-in-hand with the growth of Batana Babe. As our customer base expands, I want to make sure that we are scaling our social impact as well.

My vision is for Batana Babe to become more than just a beauty brand. I see it as a platform for driving social change, supporting sustainability, and fostering a deeper connection between our producers and consumers. This holistic approach, I believe, will solidify our place in the market, not just as a purveyor of high-quality beauty products but as a beacon of positive impact and community upliftment.

How do you personally define success, and what has been your most rewarding experience since starting Batana Babe?

Success, to me, is about creating something that aligns with your values and positively impacts the lives of others. It’s not just about financial attainment, but also about the fulfillment that comes with knowing your work has a beneficial influence on your community and customers. Since starting Batana Babe, I’ve defined success by both the growth of my business and the stories of customers who have experienced the benefits of our pure Batana Oil.

The most rewarding experience since starting Batana Babe has been seeing the direct impact that our ethical business practices have on the families in La Moskitia, Honduras. When I hear from our local partners about the positive changes in their community, such as increased employment opportunities or the ability to fund education for their children, it reaffirms my commitment to operating Batana Babe as a socially responsible entity. 

On the customer side, hearing their stories of hair transformation and improved scalp health is incredibly rewarding. Knowing that we are not only delivering a quality product but also enhancing our customers’ well-being is a testament to the enduring success of Batana Babe.

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