022. Wild Ona

July 2024

How daydreaming of childhood Summers inspired a thriving cottage business.

With a view of cottage rooftops, ancient trees and wildlife in Scotland, a one-woman business is busy crafting shampoo bars from her garden workshop and has created an impressively professional brand while staying true to her creative roots.

Here’s Founder Kristina Motiejunaite’s story.

For many years, I struggled with sensitive skin and scalp. With each pregnancy (I have two daughters), my sensitivities seemed to worsen.

I made the switch to natural and gentle skincare and household products, however, finding suitable haircare products was a real challenge. I couldn’t find anything that met my needs. Either my hair looked good, but my scalp suffered from conventional shampoos, or my scalp felt less irritated but my hair looked dull and oily from using natural soap-based bars.

One morning, feeling utterly helpless, I found myself in tears in the shower. In that moment of despair, I had a knowing – I would discover a solution, learn how to make it and share it with others too.

Fast forward 12 months, my scalp was healthy, my hair was in great condition again, and Wild Ona was born.

As I stirred and breathed in the aroma, I felt a sense of life force

I am the sole person running the business. However, I call it a family business because my husband plays a crucial role in logistics and serves as a supportive listener for all my ideas, while my two daughters, aged 4 and 7 are always around me when they finish school and nursery.

The elder one is keen to help, whether it’s applying the shipping label on the order or sticking the batch number on the box. While the little one enjoys stealing the packaging materials and running away with them.

Additionally, I am fortunate to have a fantastic team of women, including a brand designer and photographers, who work alongside me to transform ideas into reality. I couldn’t do without them.

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My workshop is tiny, but it helps me stay organised and neat. The worktop is positioned in front of a large window that offers a view of a garden, the rooftops of cottages, and old wise trees.

During my working hours, I enjoy observing the garden visitors – a beautiful neighbour’s cat that wanders in to relax near the cat mint, squirrels, a variety of tiny birds, and even an eagle.

While making my products, I enjoy listening to podcasts on topics like well-being and small business. The insights shared by fellow business owners about their experiences and journeys have been invaluable to me.

Although my products were born out of the necessity for a more natural, sustainable, and high-quality hair care solution, the inspiration behind the brand is my granny Ona, after whom the brand is named.

Growing up in the city, I cherished the summers spent on my grandmother’s farm. Granny Ona lived a self-sufficient life. She grew her food, fished in the nearby lake, foraged mushrooms and berries and sourced wood from her forest. The fields around the house were full of wild strawberries and medicinal herbs. She knew her environment well and she made everything from scratch.

As a young adult navigating the corporate world, I often found myself daydreaming about the days on my grandmother’s farm, asking myself how could I bring more nature, self-sufficiency and freedom into my modern life.

When the demand for my products surged, the idea of outsourcing manufacturing crossed my mind. However, I learned that making shampoo bars on an industrial scale is like making bread on an industrial scale. I like to use the analogy of ‘supermarket bread’ versus ‘artisan sourdough’ which can be applied to other products too.

The artisanal and handmade approach allows for customisation and natural ingredient selection, ensuring unparalleled quality and freshness which can’t be achieved on an industrial scale.

It was a no-brainer; I chose to continue with my process and my currently 92-year-old granny Ona advised it was the right thing to do.

It brings me a lot of joy knowing that my earnings support other makers

One of the most unforgettable moments for me was the day I received the ingredients to create my very first product.

I was making lavender oil using dried lavender buds and sweet almond oil. As I stirred and breathed in the aroma, I felt a sense of life force, which sparked my inspiration, revealing a newfound passion and purpose in my life.

It’s a moment I will never forget.

I firmly believe that every individual possesses the innate desire to express themselves creatively. We are all creators at our core.

Whether it involves redecorating our surroundings (or ourselves), crafting a new product, or engaging in writing, the act of creation is essential for mental and overall well-being. When we suppress this creative impulse, we often find ourselves feeling stagnant and purposeless.

It may seem unusual, but my mission is to champion creatives and inspire others to unleash their creativity and share it with the world.

I enjoy discovering new brands and supporting their small businesses. Over the past few years, I’ve become very mindful of where I spend my money. I want to make sure it goes to local communities and supports families.

I make a point to shop at local grocers, instead of a supermarket. I have my favourite go-to’s for handmade soap, candles, lip balms, you name it.

It brings me a lot of joy knowing that my earnings support other makers, it’s about creating a value exchange that keeps on giving.

I received a lot of requests for private label manufacturing, but I never dreamt about becoming a manufacturer.

I view myself as creative, I love building a brand and sharing beauty with the world. So I decided to release a series of ebooks teaching other makers (especially soap makers) how to create their own shampoo and conditioner bars so they can add them to their existing line of products. The ebooks have been a success and sold in all corners of the world, in over 50 countries. I’m currently working on upgrading the ebooks into courses.

In the years ahead, my goal is to continue expanding my sustainable haircare brand while empowering others to create their own dream life and business.