Meet Shasta Widdows, the visionary founder of Metsä Cosmetics, a brand that seamlessly merges self-care, wellness, health, and environmental advocacy. Inspired by her deep-rooted connection to nature and a passion for ritualistic beauty, Shasta embarked on a journey to create a business that not only nurtures inner well-being but also champions sustainability and ethical practices in the beauty industry. In this interview, she shares her insights, challenges, and aspirations, offering a glimpse into her empowering entrepreneurial journey and the transformative ethos of Metsä Cosmetics.
What inspired you to combine self-care, wellness, health, and environmental advocacy in your business?
I’ve always been drawn to the idea of starting my own business, inspired by my family’s entrepreneurial spirit and the fulfillment I’ve seen it bring. Witnessing the dedication and passion required to build something from scratch fueled my desire to pursue a venture aligned with my own passions. Ritualistic beauty and wellness have always held a special place in my heart, stemming from my childhood experiences of spa visits with family members and friends. As I grew older and developed my beauty and wellness routines, I realized they had become more than just mundane tasks—they had evolved into meaningful rituals. Lighting a candle, playing soothing music, and immersing myself in the experience allowed me to decompress and reconnect with myself on a deeper level. Skincare, in particular, became a form of self-care—an opportunity to show myself love and attention.
Having grown up in the Smoky Mountains, my connection to nature runs deep. The tranquility of the mountains, the lush forests, and the sounds of wildlife have always brought me a sense of peace and grounding. Whether hiking along a secluded trail or listening to the gentle flow of a nearby creek, I find solace in nature’s embrace—a connection I carry with me in all aspects of my life, including my business endeavors. Combining my passion for ritualistic beauty and wellness with my deep connection to nature felt like the most natural and fulfilling path to pursue.
Can you tell us about any challenges or struggles you faced while starting or running Metsä Cosmetics, and how you overcame them?
Many. As any small business owner or aspiring entrepreneur will tell you, it takes blood sweat, and tears – which is the exact opposite of what my brand is about – quite ironic! One of the most challenging aspects of building this business is establishing a presence in the competitive beauty industry and standing out amongst well-established and trendy brands. It requires strategic marketing efforts and consistent engagement on social platforms which is not my strong suit. It’s been a major learning experience and has taken a lot of practice and patience to create content for Instagram, Facebook, TikTok, etc. Most images/videos don’t even get published because they’re not up to my standards! It’s an ongoing challenge but like anything, it requires resilience, determination, and willingness to adapt and learn.
What have been some of the most valuable lessons you’ve learned from running your business?
Some people will take advantage of your situation, so you have to be headstrong. It’s important to remain vigilant and assertive when navigating the business world, as some companies may exploit your circumstances for their gain. Some companies may appear supportive of entrepreneurs and offer assistance in navigating the industry, it’s crucial to discern their true intentions, as their primary objective may be to sell you their services rather than genuinely support your business growth. It was a difficult lesson for me to learn as I always see the good in others and I’m a face-value type of person, so coming to the realization that actually these companies are not being completely truthful and just see me and my company as a way to make money was a difficult but necessary lesson, and I would advise other young women entrepreneurs to be cautious and maintain their guard in such situations.
How do you stay motivated and inspired when faced with obstacles or setbacks?
Nothing worth having ever comes easy. Knowing the big picture keeps me going. My end goal for Metsä Cosmetics is to have a high-end environmentally conscious and health/wellness-focused spa and product line.
What advice would you give to aspiring entrepreneurs who are looking to start their own business in a similar industry?
Be honest. Stick to your gut. Follow your heart, morals, and values. Don’t change how you run your business because someone else is doing something you wouldn’t, even if it’s working for them. What I mean by this, is that I want people to purchase my products because they work, because they’re healthier for your body than alternatives, because the packaging is more sustainable than other brands, and because the mission behind Metsä Cosmetics is more than to make a buck. I will never lie to my customers, I will never tell them that they need Product A, or Product B to look younger and more beautiful, I will never target an insecurity just to sell them a product or service that does the same thing as another or is unnecessary. I feel the beauty industry is oversaturated in many ways, but I truly dislike the way so many popular brands market so many niche products (which when you look at the ingredients are all eerily similar) as things the consumer needs. Or better yet when they market a product as a miracle in age-defying technology, when in reality you’re only going to get ‘those’ results with cosmetic procedures/treatments.
Cosmetics do work and they do make a difference but the hyperbole and over-exaggeration of their performance is something I can’t stand behind and will not ever succumb to in my business practices. It’s unethical to lie or lie by omission just to get someone to buy something – and that goes for every industry.
How do you incorporate sustainability and environmental consciousness into your products and business practices?
At Metsä Cosmetics, I prioritize sustainability and environmental responsibility in every aspect of my business. Metsä’s commitment to eco-conscious practices extends to the product packaging, shipping materials, and overall business ethos. All the formulas are housed in glass jars or bottles, as they are better for the environment because they can be easily recycled without degrading in quality, promoting a circular economy.
The product packaging is made of 100% compostable and plantable boxes. When planted, these boxes bloom into beautiful wildflowers, contributing to biodiversity and environmental conservation. We ship our products using 100% post-consumer recycled bubble mailers, an eco-friendly alternative to virgin plastics. These mailers are recyclable at thin-film drop-off centers, further reducing our environmental footprint. In cases where cardboard boxes are necessary, we ensure they are recyclable. Additionally, any extra padding used in our packages is made from plantable seed-paper waste, promoting sustainability and zero-waste practices. The shipping labels are made from 100% post-consumer recycled white paper with a non-toxic adhesive, ensuring they are compostable and environmentally friendly.
For every purchase made at Metsä Cosmetics, we pledge to plant one tree, contributing to reforestation efforts and a greener future. Furthermore, we are proud to be a cruelty-free company, committed to never testing our products on animals and upholding ethical standards in sourcing and production.
For the month of May, I am also donating a portion of the profits to Iva’s Place, a charity serving victims of domestic violence based in Knoxville, Tennessee. The more Metsä Cosmetics grows I plan to continue donating profits to environmental charities and charities supporting women and children.
What role do you believe self-care plays in overall wellness, and how does Metsä Cosmetics contribute to this concept?
Taking care of yourself internally is essential for contributing positively to the world around you. Just as the saying goes, you can’t truly love another until you love yourself. I believe that feeling at peace within yourself is crucial, as it allows you to bring positivity and harmony into your interactions with others. That’s why I prioritize self-care—it’s more than just a physical routine; it’s about nurturing your inner well-being. When I neglect my self-care rituals, I feel like I’ve let myself down because I’ve missed out on the opportunity to connect inwardly, pamper myself, and replenish my energy. By prioritizing self-care, I ensure that I’m in the best position to contribute positively to the world around me.
Metsä Cosmetics is supplying the base to begin this personal ritual. Incorporating natural ingredients into your skincare routine is a meaningful way to reconnect with nature. I feel our core beliefs are also reflected not only in our product formulations but also in our bi-weekly blog, The Journal. Here, we explore various avenues for enhancing self-care, wellness, and overall health, empowering our community to live more fulfilling and balanced lives.
Looking ahead, what are your goals and aspirations for Metsä Cosmetics in the future?
I have ambitious plans to expand Metsä Cosmetics’ skincare line, offering high-quality basics and purposeful products that enhance people’s lives. Beyond this, my ultimate dream is to open a Day-Spa where clients can experience the full essence of Metsä Cosmetics. I envision a tranquil sanctuary where women can escape the hustle and bustle of everyday life and indulge in rejuvenating treatments and a serene ambiance. My goal is to create a safe, calming space where every visitor feels completely at ease and cared for.
Blog: https://metsacosmetics.com/journal
Metsä Cosmetics Website: https://www.metsacosmetics.com/
Metsä Ingredients Page: https://metsacosmetics.com/ingredients
