How a young entrepreneur is putting the natural in naturally beautiful: Ashley Caldwell, Body Luxe & Co.


With COVID-19 raining on everyone’s parade, Ashley Caldwell has shined a light on more sustainable skincare that is not only better for you but better for the environment.

Ashley Caldwell, owner of Body Luxe & Co.

Fueled by her difficulties finding beauty and cosmetic products that worked for her and a need for another source of income due to the pandemic, Caldwell took on the challenge of making her own line of products. Starting with products primarily for herself, family, and friends, Caldwell has grown her passion into a small business. She now offers products to women everywhere looking for an alternative to the pricey products currently being offered from big box stores.

“I’ve always had very dry and sensitive skin, and I’ve had a tough time finding high-quality products for an affordable price…I started Body Luxe & Co. because I wanted to offer natural products that would work for people with sensitive skin without them having to break the bank.” Caldwell explained.

Gift options featuring the eucalyptus and coconut sugar scrubs

Based in Waterloo, Ontario, Body Luxe & Co. is an all-natural, cruelty-free bath and body company for women who are conscious of the quality of the products they are using, how much they’re spending, and their impact on the environment. Business is booming with products such as the whipped sugar scrubs taking off and new bath bomb scents garnering positive feedback from current users, all obsessed with the products currently being offered.

“The COVID-19 pandemic has worked in my favour… many people are conscious of small businesses and shopping local, and that has helped the business take off..” Caldwell said.

Lavender and eucalyptus all-natural and cruelty-free sugar scrubs

Body Luxe & Co. currently offers many different whipped sugar scrubs, including; lavender, coconut, lemon, eucalyptus, and the new spring scents; green apple and strawberry. The most popular being their coconut scrub which has been flying off the shelves since day one. The line also features various bath bombs, including; vanilla, baby pink eucalyptus, lavender, and the newest exciting release, birthday cake. These products are hand-crafted to perfection using 100 percent natural ingredients and essential oils, with scentless options for those not looking for a particular scent.

Making each product on her own, Caldwell has faced her own set of challenges in building this business. From doing all the research herself to the ongoing trial and error in creating new products to finding different suppliers for packaging materials, running this business hasn’t been easy.

The recently released and extremely popular birthday cake bath bomb

“I thought it would be a lot easier than it is. Many people don’t see the amount of work that goes on behind the scenes or the hours it takes to perfect the formulas for the products,” Caldwell said.

Introduced to the practice through a management position at Hollister Co., Caldwell is currently a full-time student studying Visual Merchandising Arts at Conestoga College. Caldwell explained how passionate she is about visual merchandising, emphasizing her love for retail’s artistic and marketing side. Learning the ability to transform ideas into creative displays only aids her new business venture.

The newest spring scents; green apple and strawberry sugar scrubs

The future holds great things for Body Luxe & Co. with a variety of new products being introduced to the line in the coming weeks and physical appearances in HERmanas, a collaborative boutique in Apsley, Ontario, which features beachwear, clothing, beauty, and lifestyle products from a variety of local vendors.

“My next step would be building a formal website and just gaining more exposure through social media and other forms of communication,” Caldwell said.

All Body Luxe & Co. products, including the new birthday cake bath bomb, are available through Instagram and Facebook Get yours before they’re gone!

Abbey Marie Steeneveld

Author: Abbey Marie Steeneveld, Content Writer, Waterloo, Canada. Abbey is a student at the University of Waterloo studying Recreation and Sports Business.

Having recently completed a co-op as a social media and communications coordinator; she has emerged as a junior writer just beginning to tap into her passion for journalism.   In her free time, Abbey can be found on a run, with her nose in a book or spending time with family and friends, If you have any stories or comments to share, kindly email:

SOURCEBody Luxe & Co.


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