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Meet Micaela Hoo of Drifter Organics in Oakland

Today we’d like to introduce you to Micaela Hoo.

Micaela, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
I’m the co-founder and CEO of a women’s natural skincare company I run with my mom called Drifter Organics. We started Drifter out of my own needs for clean skincare due to a chronic illness I have. I’m also a content creator and lifestyle entrepreneur focusing on ethical fashion, sustainable living, and wellness. I love thrifting, old movies, and the sunshine on my back. I’m an extroverted introvert, an optimistic cynic, and a sucker for nostalgia.

Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
OMG nooooo. While we’re fortunate to have valuable mentors, my mom and I don’t come from manufacturing backgrounds, so every day is on-the-job training. We also don’t have any employees, so we’re the product developers, graphic designers, photographers, copywriters, administrators, marketing outreach, and the list goes on. Running a business is the hardest thing we’ve ever done, but there is truly nothing more rewarding than seeing all of your efforts being used towards something you built yourself from nothing!

Alright – so let’s talk business. Tell us about Drifter Organics – what should we know?
We’re Drifter Organics, a mother-daughter duo who believes that nature looks good on you (and on your shelf). That’s why we create all-natural products that are gentle, fun, and inclusive. Drifter Organics is the skincare solution for anyone who wouldn’t put anything on their skin they wouldn’t trust eating. We believe in treating your skin the way you want to be treated—with kindness, care, and absolutely none of that toxic stuff. When we say our products are natural, we mean it. All our products are certified organic by Oregon Tilth and certified cruelty-free by Leaping Bunny. Additionally, every product is vegan, plant-based, soy-free, gluten-free, paraben-free, and non-GMO. We are based in Oakland, California where we make, pour, label, package, and ship everything by hand to ensure you get the best quality possible.

Any shoutouts? Who else deserves credit in this story – who has played a meaningful role?
No man is an island and no business ever succeeded with one person. We wouldn’t be where we are without our business mentors, supportive family members, social media community, and our loyal customers. We most recently have added on interns who we delegate tasks to and that has taken a huge burden off of our never-ending to-do list!

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