#CocoBeauty : Behind the brand with Tribe517

As one of the UK’s most sought after and influential Spa Directors it’s always been Claire Caddick’s  dream to find the perfect beauty ‘potion’ to share with you.

Her duty and her ultimate desire has always been the discovery of hero products for the beauty market. She’s uncovered a phenomenal natural product that she feels is the holy grail that we’re all searching for. Cue the launch of her brand, Tribe517.

Here, we chatted to Claire to find out more…

When did you launch the brand and what was the reason behind it?
Official launch was 17 September 2016.  I felt the market was lacking a high quality natural product that does absolutely everything, serum, 24 hr moisture, cleanser, make up removal, eyes, lips and throat.  I travel so much for work, I needed my entire regime in one jar, hence it is fondly known, as the Capsule Wardrobe for your Face.

The passion and motivation fuelled further by the ‘Beautiful Hero’, you can read the true and heartfelt story at tribe517.com  Whats your background?

I actually have a 32 year background in therapy initially, which led onto Spa Directorship and now a very successful Spa Design Consultancy,  Sparticulate creates boundary pushing Spa Development and hospitality including product design amongst a plethora of other aspects.

How many people are involved in the company and what are their roles?
At present myself, the alchemist creating alongside myself, and another business investor.  We opt to outsource marketing, sales tasks etc.  I choose to be involved at every stage to maintain integrity of the product and the way it is brought to market

If you could start over with the business, would you do anything differently?
In essence I am delighted with the way things have developed organically, and wouldn’t change any of that at all.  Sometimes it’s the little things than happen along the way that give the product it’s personality and generates interest.  I would always tell myself not to ‘sweat the small stuff’ though, it’s wasted energy!

What is the hardest challenge you have faced since you started the company?
Finding time to dedicate to every single thing that needs doing, alongside another very busy company, I now manage this time very effectively however. To begin was a little bit ‘chicken and egg’ you might say.

2018 is almost here, where do you plan on taking the brand?
2018 is the year of sharing the ethical love, and sees the brand entering the professional spa arena, with the signature triBACTIF facial to launch, followed closely by development of the body product and treatment, which is all a big secret at the present time.  It again developed organically purely as I was asked by so many people in the industry to get it into high end spa as well as retail,  I just couldn’t ignore this request from the industry.

To date, what has been the highlight since launching?
Winning a Platinum Natural Skincare award just weeks after launch was amazing, and such a surprise and delight, generating a massive amount of interest.  However nothing will ever compare to a new tribal follower telling me it is the best product they have ever used.  This excites me every time without fail, even more so when they come back to purchase yet another jar.

Three beauty products you can’t leave the house without?
Aside from Tribe517, it would have to be YSL Touche Eclat, Estee Lauder Beautiful fragrance and a Crabtree and Evelyn hand cream.

Style means….?
Being yourself and happy in your own skin!

Best thing about London to you?
The eclectic mix of absolutely everything, people, fashion, food and drink, and anything goes, together with personal autonomy.

Statement shoe or statement bag?
Shoes every time, and lots of them!

If you had to, what piece of clothing from your wardrobe would you wear everyday?
Definitely my ripped jeans.  Chic, comfortable glamour, so easy to wear and dress up or down.

Favourite love song?
Will always be Elvis, Just Can’t Help Believin’.

Best place for a coffee?
A sophisticated independent little tea place, with loose leaf and vintage atmosphere all the way, I don’t drink coffee.

Most memorable piece of advice given to you?
‘Always practice the right thing in life, and you’ll never go far wrong’, wise words from my father when I was very young, and I still live by this today, the grown up word for his advice is ‘integrity’.

Guilty pleasure?
Sweet Sherry…. But only occasionally, I promise you.

If you could spent 24 hours in anywhere in the world, where would it be?
Macaroni Beach on Mustique in the Caribbean, it’s a deserted tropical white beach with azure sea but you need to walk through the woods to get to it, so very few people go there.

In future, how do you plan on expanding the company?
We are developing the availability from retail only, to professional spa, and creating a few other products which will sit alongside with the same ethos and branding, and exploring the EMEA markets too.  Grow the charitable foundation the ‘Beautiful Hero which sits behind the product to support all sorts of heroes in our world today.

Find out more…

Get involved by following the Tribe and nominating your own Beautiful Hero

Tribe517.com  , follow us on IG @tribe517.com  twitter @tribe517.com  FB @tribe517.com

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