For entrepreneurs in the health and wellness space, passion is the fuel that launches the brand. But for inventory-based businesses, growth brings complexity that passion alone can't manage.
This is the story of how Untoxicated Skincare, a science-backed brand for sensitive skin, partnered with BELAY to find the financial clarity needed to scale with confidence, navigate fundraising, and focus on innovation.
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Untoxicated Skincare was born from a real-world need observed by Dr. Martin A. Smith, a double board-certified allergist and immunologist. He saw countless patients suffering from eczema, rosacea, and other inflammatory conditions who reacted even to products recommended by dermatologists.
Dr. Smith sought out to fill that void and was soon joined by co-founder Annie Meyer, a veteran leader from the beauty and wellness industry who had struggled with her own sensitive skin.
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Together, they built a brand that stands apart:
"Untoxicated is not just another 'clean beauty' brand. We are a clinical brand, founded by a physician, backed by science, and created specifically for sensitive and reactive skin," Smith explained.
"We’ve eliminated over 1,500 known irritants and allergens, rigorously test all formulas, and focus on real healing — not just temporary relief.”
With this unique approach to health and wellness, it's not surprising that Untoxicated experienced rapid growth. Their Moisture Boost Hydrating Cream even won "Best Moisturizer of the Year 2024" from Women’s Health.
But with success came complexity. Managing inventory, tracking cost of goods sold (COGS), and preparing for fundraising became overwhelming.
"After about a year on the market, once sales grew and we expanded into new channels," Smith reflected, "preparing for our first institutional fundraise made it clear we needed accurate, investor-ready financials."
The stress of inaccurate bookkeeping was mounting, and their previous provider wasn't meeting their needs. They needed a partner who understood the nuances of an inventory-based CPG business.
Untoxicated needed more than just a bookkeeper; they needed a financial team that could provide strategic guidance. They found that in Accountfully, now a part of BELAY.
"Switching from Bench to Accountfully relieved stress and gave us confidence in accurate, on-time financials," Smith shared.
Through Accountfully's team of experts, BELAY provided a comprehensive suite of services tailored to Untoxicated's specific needs: bookkeeping, finance and tax advisory, and inventory management. This integrated approach immediately began to create clarity from the chaos.
For a product-based company, inventory is cash. BELAY’s team implemented robust inventory management systems, a process made seamless through a partnership with Cin7. This allowed for precise tracking of everything from finished goods to samples and influencer send-outs, preventing costly overstocking and damaging stockouts. This clarity into their inventory data gave Untoxicated the confidence they needed to make bold, profitable decisions for their brand.
"These services help us navigate fundraising and tax compliance better, and ensure healthy inventory levels for cash flow optimization," Smith remarked.
With a fundraising round on the horizon, having pristine financials was non-negotiable. BELAY's bookkeeping and finance advisory services delivered real-time insights into key performance indicators (KPIs) and contribution margins.
"It’s been a major unlock—giving us visibility into contribution margins, key KPIs, and cash flow," said Smith. "We can now make smarter, data-driven decisions, and approach investor conversations with confidence."
BELAY's Financial Experts ensured compliance across multiple states and guided crucial decisions around cash flow planning and hiring. They became more than a service provider; they became a core part of the team. As Untoxicated notes, BELAY "acts as a true strategic partner."
With their financial foundation secure, the Untoxicated team was free to focus on what they do best: creating revolutionary products. This fall, they are launching two exciting new items:
This type of innovation is only possible when leaders aren't bogged down by financial ambiguity. BELAY's support provided the margin for both founders to focus on product development, marketing, and a mission to raise the bar for what "sensitive skincare" means.
Having navigated the challenges of scaling an inventory-based business, the Untoxicated founders have clear advice for other entrepreneurs:
"Don’t wait too long to outsource. Partnering early with a specialized firm like Accountfully [a BELAY company] will save time, money, and headaches — and let you focus on growth."
Their story is a powerful testament to the value of expert financial guidance. By investing in a partnership that provides clarity and confidence, founders can avoid common pitfalls and build a resilient, profitable brand.
Untoxicated Skincare’s success highlights the value of a strong financial partner. BELAY offers expert, U.S.-based financial solutions for health and wellness entrepreneurs juggling complex needs and rapid growth.
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We specialize in COGS, accurate inventory data, and investor-ready financials, so you get the clarity you need to make data-driven decisions and focus on growing your brand.
