A Decade of Deliberate Growth: Fablerune’s Journey in Sustainable Skincare
In the heart of California’s central coast, two women have cultivated a unique business philosophy, prioritizing slow, sustainable growth and community engagement over the allure of rapid expansion and venture capital. For over a decade, Jeriel Sydney and Bobbie Cunningham, the founders of Fablerune, have nurtured their eco-conscious skincare and self-care brand, prioritizing ethical sourcing, small-batch production, and a deep commitment to their local community. Their journey, marked by resilience, adaptability, and a steadfast adherence to their values, offers a refreshing counterpoint to the often frenetic pace of the beauty industry.
Fablerune’s origins trace back to a series of fortuitous events. Following a series of floods in her Bay Area home, Jeriel Sydney, then a graduate student, embarked on a transformative six-month journey through Italy with her husband. Working on farms through the WOOF program, Sydney discovered a passion for soapmaking, learning the craft from a local farmer in Parma. Inspired, she returned to the States, abandoned her graduate studies, and launched Fable Soap Co. in 2013. Driven by her background in gender studies and work at a women’s resource center, Sydney implemented a buy-one-give-one model, donating a bar of soap for every purchase. The brand quickly expanded to include lotions, candles, and other bath products, gaining popularity in Bay Area shops and markets.
Seeking a slower pace of life and the opportunity to raise a family, Sydney and her husband relocated to the Central Coast, reuniting with friends Bobbie and Dan Cunningham. This move marked the beginning of Fablerune’s second chapter. Bobbie, an environmentalist seeking a career change, found deep resonance with Sydney’s values and product philosophy. Together, they refocused the brand, emphasizing meticulous ingredient sourcing and small-batch production. "This company has always been about making products that everyone can feel safe using," explains Cunningham. "We’re very much part of the sourcing and making process. It’s still small batch, and intentional."
Fablerune’s product line blends trending skincare ingredients like niacinamide and hyaluronic acid with time-honored staples such as clays, turmeric, rosehip, and tea tree oil. Sydney and Cunningham are committed to rigorous research, delving into the origins and ethical implications of each ingredient. "It’s not easy," admits Cunningham, "but we really get into the weeds." While the brand had secured shelf space in major retailers like Erewhon and Whole Foods pre-pandemic, they ultimately opted for a more focused approach, prioritizing partnerships with select clean beauty retailers and a local hotel group. This strategic shift allowed them to better connect with their target audience and cultivate deeper relationships within their community.
Fablerune’s operations remain deeply rooted in community and collaboration. The small team, often supported by friends and family, embodies the spirit of a local enterprise. "We have friends who will come to the shop and help out. Jerry’s parents step in," says Cunningham. "It’s such a family and community business for us." This collaborative spirit extends to fulfilling large orders, such as a recent gift order from Google, where the entire network rallies to meet the demand. This approach stands in stark contrast to the often impersonal and heavily marketed strategies of larger beauty brands.
In a beauty industry dominated by massive product launches, celebrity endorsements, and influencer marketing, Fablerune’s success story is a testament to the power of authenticity and deliberate growth. Resisting the pressure of venture capital funding, Sydney and Cunningham have maintained control over their brand’s trajectory, prioritizing quality, ethical practices, and customer relationships. "We have capacity to scale further," Cunningham asserts, "But we’re doing it slowly so we can be proud of what we’re putting out there." This measured approach has yielded impressive results, with a 30% year-on-year growth and a remarkable 59% returning customer rate.
The founders acknowledge the challenges of their chosen path, admitting to occasional moments of doubt. "There are days where we question it all," jokes Sydney. "But I always wanted to build a business that was connected to nature, safe for everyone, and enjoyable." Their commitment to sustainable growth reflects a conscious rejection of the industry’s obsession with rapid scaling and unsustainable marketing expenditures. "I’m of the mindset that steady growth that you can actually maintain and manage is healthier," Sydney explains. This philosophy, coupled with their dedication to community and ethical practices, has allowed Fablerune to carve a unique niche in the competitive landscape of the beauty industry, demonstrating that success can be achieved through mindful growth and a genuine connection to values.
