Mastronardo Brothers Transform Skincare Venture into a Successful Brand

Nardo’s Natural is now available in several hundred locations across the United States. However, the company has shifted its focus primarily to manufacturing products for other brands.

Initially, DJ Mastronardo felt possessive about their brand when approached by another entrepreneur looking to sell their vitamin C serum under a different name. He recalled thinking, “This is our business. This is our baby.” The brothers recognized the agility small businesses have over larger competitors, allowing them to adapt quickly to customer feedback.

Originating from King of Prussia, Pennsylvania, the brothers relocated to Florida in 2004 when Danny enrolled at the University of Tampa. After working in a corporate job for 18 months, he left to join his brothers, DJ and Kyle, in a family condo in St. Petersburg.

DJ had previously imported coconut oil for personal use and realized he could combine it with essential oils to create skincare products. Dismayed by complex ingredient lists in commercial lotions, the brothers aimed to develop formulas made from recognizable ingredients.

They began creating products in their condo kitchen, mixing coconut oil with lavender, carrot seed oil, and vitamin A. Kyle contributed $6,000 from selling his car to fund their startup.

Sales began modestly in 2008, and they officially registered Nardo’s Natural in 2009. Their first customers came from the St. Petersburg Farmers Market, which served as both a selling venue and a research platform for customer feedback. They learned the importance of improving their packaging based on this feedback.

A breakthrough occurred when they approached the spa at the Don CeSar hotel, which happened to be looking for new skincare vendors that day. They left with an order for several cases, marking their entry into wholesale sales. Soon after, one of their formulas was identified as a bestseller at the spa, helping them gain traction with other hotels and spas in the region.

Despite early success, Nardo’s Natural struggled with limited wholesale accounts and annual sales of about $30,000. Kyle worked as a bartender to support the venture, while the brothers operated from a cramped office. Their youngest brother, Keith, then joined them and introduced the idea of applying to the TV show Shark Tank.

They submitted a playful audition video and managed to secure a deal with Barbara Corcoran for their first season in 2012. This opportunity led to more wholesale contracts and additional resources for growth.

In 2015, a client from a spa suggested selling their vitamin C serum under her name, an idea the brothers initially rejected. After reconsidering, they accepted the order, which enabled them to purchase raw materials in larger quantities, thereby reducing costs. This decision guided Nardo’s Natural toward a successful private labeling business model.

Today, the company produces both standard and custom formulas, offering around 75 SKUs, with a core team of seven and additional seasonal support.

Learning from past mistakes, such as an unsuccessful attempt to save money on lotion pumps, the brothers emphasize the importance of quality in their products. DJ, Danny, and Kyle are motivated to honor the memory of their late brother, Keith, who passed away in 2013, as they continue to grow their company.

Key takeaways include treating early customers as informal focus groups, moving swiftly to capitalize on opportunities, serving smaller clients overlooked by larger competitors, and being open to pivoting when necessary. Investing in quality is vital to maintaining a reputable brand.