“It means choosing formulations that are free from harmful chemicals and toxins, and that are made with ethically sourced, natural ingredients“

San Diego’s skincare and beauty emporium Shop Good is a celebration of “clean beauty” – the hard-to-define but often bandied about term. Shop Good’s founder Leah Kirpalani defines it as using products that are safe for both our bodies and the environment. “It means choosing formulations that are free from harmful chemicals and toxins, and that are made with ethically sourced, natural ingredients,” she says. “It’s about an industry embracing transparency, sustainability, and a commitment to whole body wellness,” she adds.

Shop Good was born of Kirpalani’s arduous personal health journey – eight years of feeling sick which included missing periods, bloating, losing hair, and struggling with cystic acne in her 20s. As every type of traditional medicine failed her, Kirpalani began researching her symptoms and educating herself on holistic healing and nutrition. She became a Certified Holistic Health Coach via the Institute of Integrative Nutrition and in 2017 opened Shop Good to share her wisdom.

From the beginning, creating an inclusive environment and celebrating all types of natural beauty has been a cornerstone at Shop Good. Models are not retouched and all employee training includes gender inclusivity and BIPOC skincare and color matching. BIPOC-owned brands represent approximately a quarter of Shop Good’s product assortment, and Kirpalani is always searching for new brands to add to the mix. 

Through Shop Good’s in-store recycling program The Clean Cut, more than 20,000 beauty and skincare bottles and jars have been saved from landfills and several sustainability initiatives focus on reducing packaging and using biodegradable materials whenever possible, from compostable in-store makeup applicators to shipping materials. 

On behalf of Azure Road, I spoke to Kirpalani as both a business owner and mother of two about how she evaluates products, builds community around healthy living, and what’s next for the business.

AR: Your own health journey led you to become a Certified Holistic Health Coach. What inspired your transition from health coaching to opening Shop Good?

LK: While coaching my clients on their nutrition, mindfulness and physical movement, I found them to be so interested and intrigued by my clean product guides. Rather than sending them all to the closest organic grocery store for their natural shampoos and nail polish, I decided to buy some inventory of a few of my favorite clean products at the time, and sell them out of my office. This attracted a weekly crowd coming to shop my closet stock; to see the newest lip colors and feel the serums in person. It was then that I knew there was a need in the San Diego community for a physical, curated, one-stop shop. 

Further, after personally going through my health journey, and then coaching clients through theirs, it became even more clear to me that there was a need for more accessible and integrated support; a place where people could go to seek answers, recommendations, services and the products to heal the body… and find people that could relate. Shop Good serves to achieve this every day. 

How do you evaluate products at Shop Good? What are the criteria you use to determine if something meets your standards?

Since opening our doors in 2017, our commitment has always been to offer best-in-class, non-toxic products with a focus on wellbeing and results. However, in today’s world of social media, the words “clean beauty” can mean a myriad of things depending on who you ask.  

At Shop Good, we evaluate products through a rigorous process that considers several criteria. First, we ensure that the products are made with non-toxic ingredients and free from harmful chemicals and additives. We also look at the efficacy of the products, making sure they deliver real results. Additionally, we consider the brand’s values and ethics, such as their sustainability practices, and transparency in sourcing. We also personally test the products to ensure they meet our high standards before they make it to our shelves.

You’ve built so much trust and community at Shop Good by hosting in-store events and educational seminars along with the close relationships that estheticians establish with their guests. How is this sense of community a key to your success?

The sense of community at Shop Good is what sets us apart from others in the industry, and honestly, what I had hoped to offer at Shop Good in the first place. It was the space I wish I had access to when I was battling my health journey. The in-store events and educational masterclasses create opportunities for our customers to connect, learn, and share about their own wellness journeys. Further, the close knit relationships I see our estheticians build with their clients further enhances this feeling of being cared and advocated for. This strong bond with our customers is what drives our continued growth, despite the ups and downs. 

Shop Good facials are truly extraordinary – more thoughtful and bespoke than any other facial I’ve had. How do you train estheticians to deliver this level of service? They are all so knowledgeable about skincare and the various products.

We take a lot of pride in the level of service and education our estheticians provide. Our training program is comprehensive and ongoing, ensuring that our team is always up-to-date with the latest in skincare science, techniques, and holistic health. We focus on personalized care, ensuring our estheticians listen to each client’s unique concerns and then tailor their facial treatments accordingly. Our estheticians are also trained extensively on our product lines, Botnia and Marie Veronique, so they can make informed recommendations that yield results. I think it’s this combination of knowledge paired with their fiery passion for making a difference in people’s skin is what makes our facials truly extraordinary.

You recently rolled out a loyalty program – tell us more about that and the business strategy behind it.

The strategy behind Club Good, our loyalty program, is to simply thank our customers and spa clients for choosing to shop with us. We know they have so many choices in the beauty space, so we wanted a way to reward them by offering exclusive benefits, discounts, early access to new products and promotions, and special invites to events. By recognizing our loyal customers this way, we aim to build long-term relationships, that in turn, help to sustain our business.

What are your biggest challenges as an independent brick-and-mortar retailer?

Our chief challenge is competing with larger retailers and e-commerce giants. We have to work a lot harder to attract and retain customers who are often drawn to convenience and competitive pricing of online shopping. Other challenges range from inventory management to the many overhead costs of a physical store. We lean heavily on being known for personalized service, community engagement, and the expertly curated selection of clean beauty products to differentiate ourselves from the bigger guys out there. 

It seems like everything is available online now, and you offer e-commerce as well. When do you find guests are shopping in-store vs online?

Our in-store, personalized experience is the bread and butter of our business. We like to think of each customer interaction as a mini holistic wellness consultation. So, we find that customers tend to shop in-store when they’re searching for a new wellness regimen, makeup color matching, or seeking general advice from our Product Experts. In-store is also popular during our many in-store events and activations; we really see our community crave the connection and interaction, something that’s hard to offer online. 

On the other hand, our online store makes it easy for customers who prefer the convenience of shopping from home, need to replenish their tried-and-true favorite products, or live outside of San Diego. By offering both options, we can offer a wide range of access.

What’s next for you and Shop Good? Are you planning to open additional locations, focus on e-commerce, or maybe launch your own skincare line with your knowledge and expertise?

I am always thinking about ways I can reach and support more people.  Expanding our physical presence with additional locations is definitely a possibility. We’re constantly working on enhancing our e-commerce platform to reach more customers nationwide. Additionally, we are having fun growing our own private label line! We’re working on filling in the holes we see in the clean beauty and wellness space, leveraging our almost 10 years of experience in the industry, and creating products that both align with our values and meet the needs of our customers.

What are three products you’re currently a little obsessed with and why?

No matter how many products I am trialing in one week, my top three hold relatively steadfast. These are products that have changed my wellness and beauty game!

Juna ‘Detox Drops’: These easy chlorophyll drops are enhanced with lemon and mint to kickstart the detoxification princess, cleanse toxins from the liver (and thus, the skin) and support digestion and energy all day. I can’t imagine my mornings without them, and have noticed a true difference in my skin and even blood sugar balance throughout the day. 

Botnia ‘Well Serum’: Finally a sun safe and pregnancy safe retinoid serum. The Vitamin A in this serum is derived from Algae that is sustainably sourced from Spain, and encourages healing of tissues and building collagen inside the skin. It’s the only retinol that has been gentle enough for my skin to use long-term. My skin has seriously never felt healthier. If you know me personally, I’ve likely already prescribed you Well Serum. 

Kosas ‘Dreambeam’ SPF 40: The no-brainer, everyday layer under my makeup or worn alone with a little concealer. It has a flawless, hydrating finish that’s lightweight, never greasy, and locks in moisture. It’s hypoallergenic, non-comedogenic, fragrance-free, and water-resistant. So many wins with this daily SPF.