In the ever-evolving world of entrepreneurship, few individuals manage to carve their names in the canals of success as prominently as Jacine Greenwood, the visionary Founder and CEO of Roccoco Botanicals. Armed with a passion for skincare and an unwavering commitment to sustainability, Greenwood has not only revolutionized the beauty industry but also emerged as a beacon of inspiration for aspiring business leaders around the globe.
With her relentless pursuit of excellence, determination, and groundbreaking innovations, Greenwood has captured the attention and admiration of the business community. Her transformative leadership has propelled Roccoco Botanicals to unparalleled heights, firmly establishing it as an industry titan. The Enterprise World is proud to introduce her as one of the Most Inspiring Women Leaders to Watch Out for – 2023, reaffirming her rightful place as a trailblazer and an epitome of success in the business world.
The Power of Entrepreneurship
“Entrepreneurs solve real-world problems.”
For Greenwood, entrepreneurship transcends mere business operations. As an entrepreneur, she believes in the power to effect positive change and serve as an inspiration to others. Recognizing the opportunity to address industry gaps, she endeavors to create and fill voids, continuously striving to make a meaningful impact.
Understanding the weight of her role, she embraces the responsibilities of providing meaningful jobs, fair wages, and a supportive work environment that profoundly impacts individuals and communities. Greenwood firmly believes in assuming the roles of a leader, mentor, and advocate, empowering her team to unlock their full potential.
Moreover, Greenwood acknowledges the social responsibility that comes with entrepreneurship. She understands that her actions and decisions possess the potential to shape society in profound ways. Hence, she wholeheartedly embraces ethical and environmental consciousness across all aspects of her business operations.
Sustainability is not just a buzzword for her; it’s an integral part of her vision. By promoting diversity and inclusion and fostering a culture of integrity and social responsibility, she sets an example for others in the business world, inspiring positive change and making a lasting impact on both people and the planet.
An Inspirational Journey
With a rich background in nursing and expertise as a professional cosmetic chemist, Greenwood has traversed a diverse professional journey. Starting her career in nursing and subsequently venturing into the field of Aesthetics, her passion led to her becoming a skilled cosmetic chemist. Throughout her 17-year journey, she dedicated herself to studying marketing and copywriting, recognizing the crucial role of effective communication in conveying a persuasive sales message.
The entrepreneurial voyage of Greenwood has been punctuated by remarkable milestones. In 2021, her brand received notable recognition in the Australian Financial Review as one of the fastest-growing companies in Australia.
Building on this success, Roccoco Botanicals secured a spot on the prestigious list of the 50 fastest-growing exporters from Australia in 2023. Continuously compounding business growth over a four-year period, the brand’s exceptional achievements were further acknowledged in 2022 and 2023 when it earned a place on the esteemed Financial Times Asia-Pacific High Growth list.
Among her personal highlights was winning the prestigious Alle Awards in New York for Cosmetic Innovation. The recognition bestowed by industry peers for her unwavering commitment to innovation was a defining moment, solidifying her status as a trailblazer in the field. Driven by an insatiable pursuit of excellence, Greenwood continues to steer Roccoco Botanicals towards even greater heights, leaving an indelible mark on the cosmetics industry.
From Kitchen Table to Global Success
Roccoco Botanicals embarked on its transformative journey a decade ago, beginning at the kitchen table of Greenwood. From its humble beginnings, it quickly gained attention from professional estheticians and beauty therapists. Her profound knowledge and expertise propelled the brand’s growth, leading to the development of professional treatments and advanced clinical herbal solutions tailored to meet the specific needs of industry professionals.
With a specialized focus on acne-prone and sensitive skin—a segment often overlooked by the majority of the cosmetic market—they positioned themselves as leaders in this vital area. Recognizing the need for change, they identified that many products on the market were pore-clogging, leaving 50% of adult women grappling with acne. Roccoco Botanicals aimed to fill this void and provide effective skincare solutions.
Today, the company takes pride in its journey, humbled by the recognition and awards garnered along the way. Operating from a state-of-the-art manufacturing facility in Brisbane, Australia, the brand remains committed to crafting innovative and award-winning skincare products. With each creation, it continues its mission of transforming lives and empowering individuals to achieve healthier, radiant skin.
Learning through Experiences
Like every business, Greenwood’s journey also encountered its fair share of challenges. Initially, it was a lack of experience and capital. Starting her business with little knowledge of managing a business or leading a team, she found herself thrown into the deep end, rapidly learning through practical experience.
Greenwood says, “The bigger my business became, I then started seeking out mentors. I knew I didn’t know what I was doing and I wanted to streamline my learning curve. I became a voracious student of business strategy and marketing.” In addition to the lack of experience, the absence of initial capital posed a significant hurdle for her. It took her eight years to generate a profit, as she continually reinvested all available capital back into the business.
Expansion necessitated additional capital, and during this period, she grasped the value of utilizing other people’s money to fuel the company’s growth, allowing them to retain as much cash within the business as possible. She discovered firsthand that insufficient capital can impede a company’s ability to invest in research and development, limiting innovation and competitiveness in the market.
The Catalytic Triggers
The turning point that ignited the remarkable growth of the company occurred when Roccoco Botanicals began garnering significant interest from the lucrative USA market. Greenwood adds, “From there, it just grew exponentially. I was educating other professionals and I caught their attention. I then started flying over to teach in the USA”
As a result, she embarked on frequent trips to the USA, sharing her knowledge and further solidifying the brand’s reputation through the power of word-of-mouth. In terms of marketing efforts, it wasn’t until March of this year that they initiated advertising through Google ads, followed by Facebook ads in May 2023. By strategically timing their marketing campaigns, they ensured that their advertising efforts aligned with their brand’s established reputation and the growing demand for their products.
Since entering the USA market in 2014, the company has achieved an astounding 4600% increase in revenue. This rapid expansion and outstanding financial performance have positioned Roccoco Botanicals among the fastest-growing companies in both Australia and the Asia-Pacific region.
Greenwood further adds, “The reason behind our success is our innovation in finding solutions for the skin. You can’t grow a brand into three countries from word of mouth if your products don’t work. It is our commitment to excellence and providing solutions, not products that have catapulted our growth.”
Team for the Win
Greenwood believes in being a role model for her team members, never hesitating to tackle tasks she isn’t prepared to handle herself. Starting with a single employee, the team has now expanded to include 21 dedicated members.
An environment of open and transparent communication is fostered within the team, where everyone’s concerns, ideas, and feedback are actively listened to. Greenwood ensures she is approachable, creating a safe space for team members to freely share their thoughts without fear of judgment.
“What makes our team unique is the cohesiveness and the commitment to the company.”
Striving for a healthy work-life balance, the company respects boundaries and encourages time off, nurturing a positive and inclusive work environment where every individual feels valued and respected. Teamwork and collaboration are highly encouraged, and diversity is celebrated. Any conflicts or issues are promptly and fairly addressed.
Recognizing and appreciating the efforts and contributions of team members is a fundamental aspect of Roccoco Botanicals’ culture. Expressing gratitude for their hard work and celebrating milestones and achievements are common practices within the team.
Setting the Standard
Roccoco Botanicals sets itself apart from other products on the market in various ways. Rather than being formulated based on a specific price bracket, its products are carefully crafted to address specific skin issues. By prioritizing problem-solving over cost considerations, it ensures that it does not compromise on the quality and efficacy of its formulations.
This approach allows the company to effectively target the needs of individuals with sensitivity and acne-prone skin. It is within this niche that the company has carved out a unique brand identity and garnered a dedicated following.
Another distinctive aspect is its ability to deliver rapid results using botanical ingredients. While many consumers tend to prioritize peptides and vitamins, there are numerous other ingredients that surpass them in terms of performance. This unexpected revelation often surprises consumers, leading to sparking conversations about the brand’s exceptional products. By consistently exceeding expectations and showcasing the power of botanical-based solutions, Roccoco Botanicals continues to differentiate itself in the skincare market.
Pioneering Possibilities
“This is the heart of Roccoco – Innovation.”
Roccoco Botanicals thrives on pushing the boundaries of what is deemed possible, continuously striving to offer solutions for unmet needs in the market. The inspiration for its groundbreaking products often stems from direct interactions with the customers.
Customers reach out to the company through emails and messages, expressing their challenges and seeking help. Many of these individuals have almost lost hope after being told that their concerns cannot be addressed. However, Greenwood firmly believes that nothing is impossible to fix, and it is this belief that drives her to discover innovative solutions.
Guiding Principles
- Embrace failure: Failure is not the end but a stepping stone towards success. Learn from your failures, adapt, and keep moving forward.
- Follow your passion: Build your business around something you are truly passionate about. Staying motivated, overcoming challenges, and persevering during difficult times become easier when you love what you do.
- Be a lifelong learner: Entrepreneurship is a continuous learning journey. Stay curious, seek knowledge, and constantly update your skills. Embrace new technologies, trends, and industry insights to stay ahead of the curve.
- Surround yourself with the right people: Build a strong support network of mentors, advisors, and like-minded individuals who share your entrepreneurial spirit. Collaborate with people who complement your skills and can provide guidance and support along the way.
- Take calculated risks: Entrepreneurship involves taking risks, but making informed decisions is important. Conduct thorough research, analyze potential outcomes, and assess the risks and rewards before making major business decisions.
- Stay focused and resilient: Building a successful business takes time, effort, and persistence. Stay focused on your long-term vision, and be prepared to face obstacles along the way. Develop resilience to bounce back from setbacks and keep pushing forward.
- Adapt to change: The business landscape constantly evolves, so be adaptable and open to change. Be proactive in identifying trends, customer preferences, and market shifts. Embrace innovation and be willing to pivot your strategies when necessary.
- Manage your time effectively: Time is a valuable resource for entrepreneurs. Learn to prioritize tasks, delegate responsibilities, and focus on activities that drive the most significant impact. Establish routines and avoid distractions to maximize productivity.
- Believe in yourself: Confidence and self-belief are essential for entrepreneurial success. Trust your abilities, embrace your unique strengths, and have faith in your vision. Surround yourself with positivity and strongly believe in your ability to achieve your goals.
- Keep your child-like enthusiasm. This is where the magic happens. Many adults lose their childlike curiosity and wonder, so they miss the magic of opportunities.
