This story is part of the #MissingEntrepreneurs 2023 campaign, which features an OECD-EC report analysing the challenges that underrepresented groups face as entrepreneurs. We will shine an entrepreneurial light on the stories of women, young people, seniors, people with disabilities, immigrants and unemployed people.
My entrepreneurial journey began at 17 when I joined Les Jeunes Entreprises in Belgium (JA Belgium). I was tasked with establishing a small business from scratch with zero budget and knowledge. This experience fueled my passion for creating and selling products and services from concept to sale.
During my studies at ICHEC Business School, BETREE emerged; a brand of solid, natural cosmetics products that I founded with the belief that as young adults, we must redefine our lives for a more eco-conscious future. As a young woman, I’ve noticed a lack of eco-friendly cosmetics, and a gap between our aspirations for zero waste practices and our daily beauty routines.
Today, as a young entrepreneur, I prioritise:
- Organic Growth: As with my High School Small Business, BETREE started with no investors and no budget. I started with a single handmade product; the Solid Shampoo, and reinvested revenues, gradually acquiring small machines, building an e-commerce platform, designing packagings, etc. After almost 4 years of slow and steady growth, BETREE now offers a 11-product range across three selling sectors: E-commerce, Retail and recently hotels. The third sector aims to replace liquid welcoming products in each hotels bathrooms by solid and natural ones.
- Managing risks: I have gradually outsourced the production of each BETREE product, selecting factories aligned with my social values. I also rely on freelance staff to remain flexible in case of change in the fortunes of my business.
- My own development: As a young entrepreneur I am still learning, and find many ways to do so. I participate in incubators, which help me connect with peers, receive coaching and benefit from workspace support. I commit to engaging with customers, including through B2B events but also B2C’s like Private Sales and Christmas markets. This helps me understand client needs and gather feedback. Because at the end of the day, if my products do not perfectly meet my current customers needs, the company will sink.
A new barrier in my opinion is Sustainability. Too many people still resist eco-friendly products due to perceived costs (Sustainability = Expensive for consumers). And yet despite this, young entrepreneurs remain committed to sustainable ideas and products, which is great news. In response, I’ve shifted BETREE’s messaging to help customers fall in love with the brand first, before emphasising its positive impact on our planet.
Find out more about The Missing Entrepreneurs 2023 here.
As a Belgian woman passionate about entrepreneurship, I dedicated five years of study (from 2016 to 2021) at ICHEC BRUSSELS MANAGEMENT SCHOOL in Brussels, where I specialized in business management with a focus on sustainable development and entrepreneurship. While I may not have had a specific vision for what I wanted to create, I was certain about my desire to make a positive impact at every level.
From my standpoint, there's unparalleled satisfaction in immersing myself in various professional domains, including accounting, creativity, research and development, marketing, and networking. These responsibilities occupy my weeks, all fueled by one force: my passion for BETREE, starting in 2020.
Bravo charlotte