Pure Vibes is “a sanctuary of skin products where you can pick the vibe you may need or the vibe you are going for,” says the store’s founder, Tiffany Snow Wesley. The 32-year-old was inspired to create the brand after embarking on her own personal quest, in 2013, to find vegan and gluten-free skincare products after suffering polycystic ovarian syndrome. In early June, she opened her first storefront at 8322 Olive Boulevard in University City.
“I’m not a fan of the artificial colors and dyes in skincare products,” Wesley says of why she pursued a career in skincare products. “From my initial curiosity, I began to look into the healing powers of scent and pursue this interest further.”
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She’s channeled that curiosity into the business that now offers deodorants, body bars, body cleansers, body butters, and body oils.
In 2017, Wesley completed the Workshop in Business Opportunity (WIBO) Curriculum, which specializes in entrepreneurship and entrepreneurial studies. The 16-week program helps its students develop the basic structure for their business plan, including cornerstone analytical tools that foster and sustain financial decision-making.
Wesley’s decision to turn her business into a “worker-owned cooperative” came as a result of her business training. But more than that, she wanted her brand to take on a life of its own, becoming bigger than her. “Worker-owned cooperative” means that Wesley isn’t the only owner; there are three other Pure Vibes proprietors who work in the store. She made this choice because she wanted the business to be equitable and unlike other operations. Community empowerment was always a core focus of Wesley’s vision, but a storefront wasn’t even necessarily a part of the plan.
“We were in a pandemic of not only health, but also one of race; we wanted to create the cooperative intentionally to create a path to wealth and ownership,” Wesley says. “While I created this brand out of my personal necessity, I wanted it to stand out in a world of brands that are also socially responsible.”
Pure Vibes’ philosophy is “Clean People, Clean Community, and Clean Planet.” This mission is best seen in their products like the Breathe Body Cleanser, which is infused with eucalyptus essential oil, aloe vera essential oil, and peppermint oil to encourage deep breathing to relax and soothe stress. “Our products are made with love and intention,” Wesley says.
The team at Pure Vibes is adhering to the CDC Guidelines. If individuals are fully vaccinated, they are allowed to enter the store without a mask. However, staff members strongly suggest wearing a mask in the store. The amount of people allowed in the store at one time is also limited.
Recently, Wesley was named to Forbes Next 1000, a list of entrepreneurs who forged their paths to owning a small business despite the pandemic. Next up, she hopes to offer soap-making and DIY classes. It’s all a part of creating a space where St. Louisans can gather and indulge in products that make them feel good. “If we can just slow down a minute and be intentional about the vibe we’re trying to create or want to have in our daily lives,” she says, “then we can live less stressful lives.”
