Recent McIntire graduates Julien Simonin and Jacob Taylor have only recently wrapped up their education, but they’ve been deeply committed to their entrepreneurial venture for many months. Having launched an innovative natural skincare startup named Cléry, inspired by Simonin’s familial roots in France, the duo is focused on repurposing wine grape compounds, and incorporating other fruit compounds and extractions from flowers, to distinguish their brand from established competitors overseas. As they prepare for the product’s launch in the coming year, their dedication to developing and refining their approach signifies strong potential for future success.
The origins of Cléry are deeply intertwined with Simonin’s upbringing amid the vineyards of France and Virginia. “My family is deeply rooted in wine industry,” Simonin shares, referring to his early exposure through helping his father in the wine distribution business and working in vineyards locally. That connection to the wine-making process piqued his curiosity about the potential of grape compounds in skincare: potent antioxidants known for anti-aging and anti-inflammatory properties.
In an Entrepreneurship course he took with Professor Eric Martin, Simonin was collaborating with a team on a company concept for repurposing natural waste from vineyards and distributing it as compost. “It was such a cool idea in terms of sustainability and the impact it could have on our local community, but we realized that it wasn’t profitable. So we started to think and realized that the cosmetic space is a really profitable [industry],” Simonin says. At that point, Martin served as a helpful mentor, guiding the students in the right direction. “He had us think on a higher level about not just formulating a cream, but how we were going to market it. Who are we going to sell it to? And where are we going to position ourselves in the industry?” he says, admitting that he hadn’t yet formed a clear understanding about how to take his idea and work it into a viable startup.
For Taylor, who studied under Professor Chip Ransler, guest speakers such as David Roselle (McIntire ’23) of DoorList and Sophie Smith (McIntire ’23) of College Contact proved essential. “Hearing those stories and understanding that you don’t start off with the idea [were eye-opening]. There’s this pivoting process. Things change. And seeing that people who are in your position did it made it seem more realistic than it did prior,” says Taylor.
Distinguishing Cléry from larger established brands obviously requires more than the influence of heritage; it demands strategic insight, marketing, and adaptability. Simonin recounts their thought process: “We needed to find ways to differentiate ourselves by crafting a compelling brand story supported by key natural ingredients. We started designing formulations for facial serums, facial moisturizers, eye creams, and exfoliants. We also added powerful floral extracts, non-fruit ingredients renowned for their skincare benefits. Many of these ingredients are sourced directly from France, reinforcing both the efficacy and elegance we want Cléry to embody.”
It’s also one thing to get the idea and another to do the work. But for newly minted grads, striking out on their own instead of going a more traditional route comes with its own set of challenges. Simonin and Taylor have already faced the complexities of funding, risk management, and credibility among peers. But they’re ready to test their resolve in order to advance their vision. As Simonin candidly admits, “You’re always going to have some people in your ear saying this might not be a good idea. But if you believe in what you do, you’ll stick with it.”
Education at McIntire has given them a solid foundation for Cléry’s development. The duo credits the School’s focus on strategy, financial planning, and market research as pivotal in shaping their business acumen.
“Our Comm School education has played a huge role in building this venture,” says Simonin. “We drew on the entire curriculum from ICE [Integrated Core] to gather insights and apply them to Cléry’s development. We were producing another ICE deck, but on a very high level, where we had to source the material ourselves. We had to build out our own models; make our own assumptions; and conduct market research, including interviews with over a hundred people at Ulta, Sephora, and Bluemercury. We created product mockups, negotiated contracts, and worked through every stage ourselves. It was extensive. It’s been a months-long process for Jake and me.”
That process is extensive and exhaustive. “When we weren’t in class, we were building Cléry late into the night—it became our second life,” Simonin says, explaining how—in addition to everything else involved in putting Cléry together—marketing plays an essential part in the industry. “We’ve got to partner with micro-influencers for posts on TikTok and Instagram. We’re not content creators on social media, but we’ve had to learn a lot about all these different aspects,” he says, explaining that his introduction to the supply chain aspects of the skincare industry came from his experience working in private equity on a contract manufacturing deal for healthcare creams. “Now we’re really getting our hands dirty and immersing ourselves in industry data. It is pure curiosity.”
Their participation in the Darden School of Business iLab incubator has been critical to helping them inch closer to realizing their aspirations. “We knew that if we got into iLab, we’d get credibility for what we’re doing,” Taylor acknowledges, recognizing the incubator as a crucial steppingstone. It should assist them in their immediate aims: raising capital, refining product formulations, and honing their marketing strategy to effectively penetrate the expanding natural cosmetics market.
“We’re starting to get investor meetings. It’s not a quick process,” Simonin notes, highlighting both the necessary patience involved in entrepreneurship as well as their methodical approach to establishing Cléry within the industry.
Yet even as they navigate the business landscape, Simonin and Taylor maintain a balance between professionalism and enjoyment. “Starting a business is very serious, but we’ve found every way to make it fun,” Simonin affirms. As they talk about the workload and what they’re up against, they’ve got smiles on their faces and can’t help but make jokes as they recount the effort they’ve been putting into Cléry.
As they continue to move toward launching their product line, Simonin and Taylor’s unwavering dedication to their venture remains rooted in the authenticity of their vision and strengthened by their McIntire education.
