Welcome to Talking Top 10, a recurring series in which we feature the founders, CEOs, creators, and leaders who are shaking up their industries. Ahead, read our Q&A with Casey Georgeson, and keep scrolling to shop her Top 10 must-haves.
Casey Georgeson is the CEO and Founder of SAINT JANE, an award-winning, 100% clean CBD luxury beauty brand that launched in January 2019. Casey is a beauty industry veteran who led Kendo's brand development for Marc Jacobs Beauty, Kat von D, Elizabeth & James Nirvana, and Disney for Sephora. Prior to her time at Kendo, Casey worked as a producer at CNN and was the creative force behind some of today’s most popular wine brands, including Cupcake Vineyards and Chloe Wine Collection for The Wine Group, one of the largest wine companies in the world.
She brings beauty and brand development expertise to the world of Cannabis. Passionate about the powerful benefits of CBD for skin, Casey created SAINT JANE with best-in-class beauty formulations that harness the potency of CBD in concert with botanicals in the luxury space.
Casey is a recognized leader in the Cannabis, Wellness, and Clean Beauty categories and has been a featured speaker at over 15 conferences including Fast Company’s Innovation Festival, Glossy Beauty and Wellness Summit, and Cosmetic Executive Women’s Future of Cannabis Series. In May 2020, Green Entrepreneur Magazine honored Casey when they named her one of the 35 Most Influential Women in Cannabis.
Casey received her MBA from Stanford University. She was born and raised in Northern California, where she resides with her husband and three daughters.
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From wine to beauty, you’re no stranger to building brands. What led you to launch your own?
Creating my own brand was always a dream of mine but it wasn’t until I learned the powerful benefits of CBD, that SAINT JANE was born. It is the clearest idea for a brand that I have ever had. I'm an ingredients junkie and it's not often you discover a botanical as exciting as CBD. I wanted to create a mission-driven brand that helped to heal people's skin.
Tell us about the benefits of CBD as a skincare ingredient. What improvements have you seen in your own skin?
CBD is a powerful ingredient and can really transform the skin when it is paired with the right formulas. It has been known to help calm inflammation, even skin tone, and control sebum production—to name a few. For me personally, I have noticed that my skin is softer, more radiant and I'm less prone to hormonal breakouts.
What are the biggest misconceptions surrounding CBD and how are you working to change them?
One of the most persistent misconceptions is that CBD will get you or has the potential to get you high. CBD, especially when used as an ingredient in skincare, is super healing and just as efficacious as vitamin C, peptides, or any other popular skincare ingredient. As a brand, it is important that SAINT JANE takes the lead in CBD education and we share valuable information on our site and our social platforms.
What’s a typical workday like for you?
I wake up around 6:45 a.m. and check the emails that have come in overnight, mainly from suppliers overseas. I also check Instagram and our customer service inbox and reply to the messages there. I try to start my actual day with a GIANT cup of coffee. I swear I'm a nicer person after caffeine. I spend the day on calls and Zoom meetings or working on Creative for the brand whether it's social, photography or our website. The creative side of the business is my passion. I also work with all of our vendors directly since we are such a small team. I wear a lot of hats! Since COVID started, we haven't had help with the little ones, so I also juggle their days on top of mine. Thankfully they love being with each other and my husband is really helpful with meals and activities for them. I shut work down for dinner time and spend the evening with the girls before they go to bed. I'm usually back online before bed making sure all is calm in the world of SAINT JANE. Then I dream about the business... ha, only half kidding.
If you had to choose a favorite product from your line, what would it be and why?
It would be the one-two punch of The C Drops and Luxury Beauty Serum. I’m consistently in awe of how well they work together. I use both products morning and night and I've noticed my skin has really changed for the better. Luxury Beauty Serum delivers rich antioxidants and nutrients plus the moisture my skin needs to be really healthy and the 20% vitamin C in The C Drops gives it that glowy, bright refresh that makes up for my caffeine addiction.
Along with being a full-time CEO, you’re also a mom of three. How do you balance it all?
Thankfully I have help and support from my incredible husband. He’s really stepped up and we share responsibilities now more than ever. When we started sheltering in place, we revisited the childcare and house responsibilities. His commitment to making our dynamic equal allowed me to build in breaks for myself… I walk once a day and listen to podcasts, usually goop or the Glossy Beauty Podcast. I also involve the girls in the business whenever I can. I love that they can see me working on bringing this brand to life. I’m pretty open about the highs and lows and I know they’re watching closely. I’ve noticed I’m more present with them… and I try to create little moments of joy throughout the day. Whether it’s walking to get ice cream or looking online at puppies (they are begging for one).
What’s been the most challenging part of starting your own skincare line?
Unlike other skincare brands, we have had to contend with a lot of headwinds because we use CBD in our formulas. It has been only recently that we are able to advertise on Facebook and Instagram. And, it took about 9 months to partner with a reliable payment processor for our website. We’ve overcome all these challenges and I truly believe the brand is better for it—because we had to think “out of the box”.
How about the most rewarding?
Hearing from our customers about their powerful results from using our products. Knowing that we have helped to change someone’s life because they are no longer suffering from a long-term skin ailment has truly been the most rewarding part of SAINT JANE.
What advice would you give to someone who wants to start their own business?
To focus on your company/brand 100%. I started SAINT JANE as a side hustle while I was still the VP of Creative at a major wine company. I stayed in that position for the first seven months of the brand. It was tough to split my time between the two and my family. Committing to SAINT JANE full-time was a game-changer for me and I wish I had done it sooner.
What’s next for Saint Jane beauty?
On July 15th we will be launching a new product on our site, www.saintjanebeauty.com. It is the most requested product by our customers and followers. And, it is the first product that is formulated with both grapeseed oil and resveratrol—an homage to my winemaking past. It’s a gorgeous formula and I am very excited about it!