Brooklyn Park’s Aster & Co. Finds Success in All-Natural Care Products
There’s an increased focus about what we not only put in, but on our body. The growth in all natural personal care products has surged in recent years. And it’s expected to increase from a $34.5 billion global industry in 2018 to $54.5 billion in 2027, according to a report from Statista.
You’ll find an example of that growth at a home in Brooklyn Park. There you’ll find Valerie Bruder hard at work for her business Aster & Co. CCX News caught up with her as she was making scented candles and a tray of bath bombs.
“They’re filled with oils and butters and moisturizers so they’re super great for your skin,” said Bruder, referring to the bath bombs. “You don’t have to put lotion on when you get out of the bath tub.”
Bruder says she never liked science. But you could never tell by the way she talks about her products, which she says are 100 percent toxic free.
“You’re taking out the petroleum, you’re taking out the sulfates. You’re taking out all the junk that’s in your products and see how your body reacts to something that’s 100 percent earth to bottle.”
After the birth of her first child eight years ago, Bruder said her passion grew for all-natural living.
“It was not my intentions or my heart to ever do this. It just kind of happened,” said Bruder, a mother of four children, ages 2, 4, 6 and 8.
Aster & Co.’s product line now includes more than 50 items in its catalog, everything from body butters and lip balms to a product called Healed Up Balm.
“It’s good for cuts and burns and bug bites, psoriasis and eczema, just dry skin,” said Bruder, referring to the latter product.
Made on Aster Drive
Bruder left a job the corporate world to start her business. She became fed up with many commercial personal care products.
“So many American products are not into Europe because they’re so dirty. The toxins in the product are not okay,” she said.
In 2019 Bruder launched Aster & Co., named after the street she and her family live on.
“My husband was like, ‘what about aster?’ That’s a flower. You can’t get more natural than a flower,” she said.
Not only does Aster & Co. stay away from synthetic chemicals, it tries to keep its ingredients locally sourced.
“Our beeswax comes from a beekeeper in Rogers, Minnesota,” said Bruder. “We try to source as locally as we can.”
For so many companies that saw hardships caused by the pandemic, Bruder’s company saw growth. It started with an all-natural hand sanitizer.
“A friend of ours, their business needed hand sanitizer. And she’s like ‘can you make it?’ And I was like ‘I can do that.'”
Valerie Bruder dispenses essential oils for her all-natural candles
Popularity Grows by Word of Mouth
From hand sanitizers to self care, word of mouth has spread the company’s name. Her products are now found in places like Thistles and Threads Boutique in Osseo.
“We wanted everything to be locally made, locally produced,” said Jessica Puccini about her store.
And Bruder’s array of beauty products fit the bill.
“Honestly, I love all her products. Her bath bombs are her No. 1 seller. They fly off the counter,” said Puccini.
“Her perfumes are actually one of my favorites,” said Lacey Olson, a customer. “I get complemented on them everywhere I go. And they don’t give me a headache because they don’t have any of the synthetic fragrances in them.”
Bruder also found herself shipping to customers around the globe, mentioning a shipment this past winter to Israel.
But she says the most satisfying part is helping others solve their skin problems.
“Someone has eczema, okay, I have something that will work, that I know works that will help with that,” said Bruder. “This is so satisfying because I get to work with people and help people.”
CCX News photojournalist Jason Melillo contributed to this report.
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