Key Takeaways
- Cheree Ashley launched Osier, a skincare brand aimed at individuals in recovery, with two initial products in January 2022.
- The brand focuses on clean, vegan formulations and aims to support those in recovery through both product sales and charitable initiatives.
- Osier has seen significant growth, including a 7,733% increase in Instagram followers and plans to reach $1 million in sales by 2026.
From Recovery to Skincare
Cheree Ashley, a notable figure in substance abuse treatment, founded three recovery centers—Bright Future Recovery, Avila Heights Recovery, and Robles Ranch—after achieving sobriety in 2015. Driven by personal experiences and a desire to assist others, Ashley decided to transition into the skincare industry.
She recognized the toll addiction takes on physical appearance and self-worth, highlighting issues such as skin dehydration and nutritional neglect faced by those in recovery. On January 7, 2022, which marked her sobriety anniversary, Ashley launched her skincare brand, Osier, offering two products: the $52 Recovery Ceramide Cream and the $54 Brighter Days Vitamin C Serum.
The brand name, inspired by the willow tree, symbolizes resilience and new beginnings, serving as a haven for individuals in recovery to learn about better skincare habits. Ashley expressed that skincare is not just about appearance but also contributes to self-love and acceptance, which are vital during the recovery journey.
Ashley invested $442,000 of her personal savings and private loans to initiate Osier, aiming to raise an additional $2 million this year for various initiatives including research, marketing, and educational programs for youth. Unlike her previous endeavors in recovery facilities, Ashley is navigating the challenges of fundraising within the beauty industry, which has proven to be quite different from behavioral health fields.
Osier’s products are manufactured in South Korea, known for creating gentle and effective skincare solutions tailored for sensitive skin. The vitamin C serum features 3% vitamin C and a sugarcane-derived phytosqualane to brighten and moisturize, while the ceramide cream contains essential lipids and amino acids for hydration.
In addition to product quality, Osier employs a multi-channel marketing strategy, including paid ads and influencer partnerships, significantly boosting its visibility. Since joining Amazon in July, Osier’s sales through this platform have surpassed those from direct-to-consumer efforts, showcasing the brand’s effective reach.
In just 11 months, Osier’s Instagram following has skyrocketed, with a projection to hit $1 million in sales by 2026. Ashley has encountered unexpected challenges in the beauty sector, particularly regarding “gifting” products to influencers, as outreach efforts expanded beyond her initial expectations.
In a gesture of support, Osier allocated half of the proceeds from its Holiday Bundle to treatment for individuals seeking rehabilitation. This year, two new products—a Comeback Cleanser infused with willow bark and a Balanced Toner—are set to launch, further expanding the product line. Each quarter, Osier aims to sponsor one individual in treatment with an investment of about $40,000 per person, funded through brand proceeds.
Ashley remains committed to merging her passion for recovery and skincare, emphasizing that Osier is an extension of her mission to help individuals reclaim their lives. As she states, the ultimate goal is to facilitate access to treatment for those in need, making a significant impact on their recovery journeys.
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