Founder Spotlight: Carmel Hagen (Supernatural)
Meet Carmel Hagen:
Supernatural is the only locally-made and woman-led baking brand whose colorful products are made entirely from natural and plant-based sources, and free of controversial artificial colors, preservatives, animal products, and the top eight most common food allergens, unlike old-school decorating supplies that have historically dominated the market. Supernatural was launched in 2017 by Carmel Hagen with the modern baker in mind – from professional to first-time bakers – with the goal of providing better-for-you essentials that make every kitchen a classroom for creativity, healthy eating, and human connection.
Location:
New York, NY, USA
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When did you launch the business?
2017
Startup Stage:
Seed
What led you to where you are today?
I grew up in a health-conscious household, which didn’t always square up with my childhood love for making colorful and creative desserts (in the 90s, it was impossible to find clean alternatives to common ingredients like food colors and sprinkles, so bakers were forced to use the products made with artificial dyes, titanium dioxide, and other controversial stuff). Over 20 years later, the product options hadn’t gotten any better – but there had been enough advances in natural colors that I was convinced there was a better way. That led me to launch Supernatural in 2017, and today, we offer a variety of premium, plant-based, all-natural baking products, from sprinkles to baking chips to frosting mixes, and more, all of which are just as vibrant, imaginative, and fun as the versions we grew up with.
What do you wish you knew before embarking on your entrepreneurial journey?
I wish I knew how long it often takes for food companies to be profitable. If you are growing at a healthy rate, spending conservatively, operating leanly, and re-investing your revenue into making your company great, it is still absolutely likely that you will be losing money for five years or more. And if you can’t find a source for that financing, you will need to close your doors.
What is the most difficult decision you've had to make regarding your business so far?
About a year ago, I made the decision to rehome our entire manufacturing and distribution process to the U.S. in order to both streamline the supply chain and meet demand for retailers and our new foodservice partners. It was a daunting decision to embark on such a massive shift in our supply chain, but I knew it would prove to be the right decision in the end. Now, over a year later, we are a truly local company and, as one of just two full-capability sprinkle manufacturers in the U.S., this shift has opened so many doors for us as it relates to scalability, capabilities, and potential for price competitiveness in comparison to artificial baking decorations.
What can you help the VEGPRENEUR community with?
I hope to inspire the VEGPRENEUR community to continue pushing forward on their entrepreneurial journeys. It can be easy to get distracted by competitors and lose sight of your core mission and purpose, but there’s no one roadmap for success in this industry especially. My advice: surround yourself with good, smart people –– like those in the VEGPRENEUR–– who will both support you and challenge you to show up as your best self every day.
How can the VEGPRENEUR community help you?
We’re specifically interested in ways fellow entrepreneurs have used emerging platforms like TikTok to tell their stories.
Fun fact about you:
I won a Pillsbury Bakeoff in the third grade, so in a way, this was destiny!
Anything else you would like to share?
Yes, I'd like to express my gratitude to the VEGPRENEUR community for the opportunity to share my journey and insights. I am proud to champion the use of Chinese herbs in my own way, introducing more people to the magic of these herbs and the timeless wisdom of TCM. Lövve Beauty is not just a skincare brand; it’s a cultural bridge, bringing the ancient traditions of Chinese herbs to the forefront of modern skincare. If anyone has further questions or would like to connect, please feel free to reach out. Let's continue to support and inspire each other on our entrepreneurial paths.
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