Conversations with Jennifer Peterson

Today we’d like to introduce you to Jennifer Peterson.

Hi Jennifer, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
After more than 20 years in the beauty industry, I was inspired to create a premium, eco-friendly shampoo to address my own hair loss and that of others–a condition that had increased significantly during the pandemic (probably due to increased levels of stress). I reached out to a former P&G colleague, a renowned haircare formulator, with 4 simple priorities:

1. Scalp health + hair growth
2. Powder to lather formula
3. Simple but luxurious experience
4. Clean ingredients

I was also determined to have more eco-conscious packaging, because let’s be honest, no one wants to sacrifice great hair just to be more sustainable. I chose Oceanworks PCR plastic for our packaging.

Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
In some ways, launching VACAVILLE has been smooth because our formulas have been met with high customer satisfaction rates and referrals, which has been great. There is some education involved on the front end because our shampoos are a powder to lather formula. Consumers have to be willing to adopt a new and better way to shampoo that’s also more eco-friendly.

The real struggles we’ve encountered have been with the on-again off-again tariff situation. We were ready to expand into Canada in early 2025, but those accounts were put on ice due to the deteriorating international relationship. Supply chains were also affected, which has made inventory and packaging production, and new product development difficult to virtually impossible. Consumer sentiment and the current economic crisis are a continuing concern.

Can you tell our readers more about what you do and what you think sets you apart from others?
My professional career has been on the creative side. I’m a graphic designer who focused on packaging and branding, primarily in the beauty industry, with a brief stint at Russell Stover Candies–yum!

I’m most successful when thinking about the future: rebranding existing beauty brands or creating concepts for new brands, and then developing pitch decks to help visualize the possibilities.

That skill set helped me with starting VACAVILLE. I don’t have a business or financial background, but I saw the market research for hair loss product demand at the end of the pandemic and believed in the potential for a shampoo to solve the problem. I had the industry experience to make it a reality.

What do you like and dislike about the city?
I LOVE Los Angeles. It’s so vibrant, colorful, creative, diverse, and full of possibility. There is so much beauty here. There is something for everyone: urban neighborhoods, quiet neighborhoods, hiking trails, beaches. I love its history and also the fact that is is always moving forward, pushing the envelope, ever changing. The weather is amazing–I grew up in the midwest, so I find the sunshine and warmth in L.A. to be heaven. PSA: wear your sunscreen, people! 😉

What I don’t like is what everyone says: the traffic. When I’m stuck in it, I take the opportunity to look at the beauty around me, and then all is well. I truly love L.A.

Contact Info:

• Website: https://vacavillebeauty.com/
• Instagram: https://www.instagram.com/vacavillehair/
• Facebook: https://www.facebook.com/vacavillebeauty/
• LinkedIn: https://www.linkedin.com/company/vacavillebeauty/
• Youtube: https://www.youtube.com/@vacavillebeauty

Image Credits
Elena Kulikova, Eliot Tolot