2024: The EXPANSIVE Year

2024 was an EXPANSIVE year for Silver Stone Apothecary.

Every year, I reflect on the theme that presented itself over and over again and the last 12 months have been all about expanding in so many ways.

Not only did we expand past our business goals, we expanded our service to you and your curls, and ultimately, expanded our purpose as a brand.

We spent the year bringing you new products and new insights. We made new relationships that have allowed us to meet so many more of you. The trajectory we are on together is absolutely amazing.

Let's take a look at all the things 2024 brought to fruition.

NEW PRODUCTS

The additions to our curly hair product lineup is the most obvious place to start, and probably what has brought you the most joy this year! We have been consolidating our brand into primarily a curly hair care brand for a couple of years, but this year we have made a huge splash in the curly hair community.

First, we brought you the Apple Aura Curl Serum last Spring. The Aqua Aura Curl Cream has been a popular product of ours for years, but it is for a very specific type of hair. We pride ourselves on serving curls of ALL types, so a lightweight, curl-activating leave-in was definitely something we NEEDED to develop.

It was exactly what was being asked for and has become on of our top 5 best-selling products.

In the summer, we brought you the Mystic Aura Shampoo and Conditioner, a fragrance-free line. We had been receiving pleas from our community for an unscented option for a while, and the calls were getting louder! So, we developed a versatile shampoo and conditioner that filled a gap in our lineup as far as function and left it with no added scent. Not only is the Mystic line fragrance-free, it features hair-thickening ingredients that offers hydration without weight and a special focus on scalp health.

Last, but certainly not least, the Mystic Aura Strong-hold Styling Gel.

This gel tested my skills as a formulator. I had very specific requirements because I am personally very reactive to the more common gel ingredients. It had to be a gel that I could use, and that provided a strong cast with weightless properties. Basically, it had to have it all.

Trial after trial, and always one box was left unchecked. Until finally, I discovered the perfect combination of ingredients. We tested it on a range of hair, and it performed very well. We launched the gel at the beginning of November.

I was very happy with the gel formulation, but I was also nervous about its reception. Curly hair is very particular, so I prepped myself for a mixed response. I couldn't have made a gel that would work for everyone, right?

Well, the response was far better than I could have EVER imagined! From super fine, Irish curls to thick, coarse, coily curls and everything in between- the response was overwhelmingly positive! At the time of this writing, the gel has only been available for 2 months, and it is one of the most reviewed items on the website. Definitely, go check it out for yourself.

NEW STOCKIST CONNECTIONS

We opened up for wholesale in 2023, but didn't really push it much. 2024, however, had stockists reaching out to us! We now have 10 salons across the country who stock our curly hair care, including one local salon who also uses our products back of house on curly-haired clients!

The wonderful Cat Amos of Painted Curly discovered us from a client, and has been using our shampoos, conditioners, and stylers in the chair. Our travel-size products are available there to purchase as well. If you are looking for a curly cut in the Salem, Oregon area, definitely check out this salon.

Our crystal-inspired soaps have also been picked up by metaphysical shops around the country as well. A map of our current stockists is in the works!

NEW EVENTS

A majority of our weekends are spent at in-person events meeting curly-haired people and chatting with them about their specific hair needs. This year, we invested in a new set-up that calls out curly-haired people with obnoxiously large flags and banners. We want to make sure you know we are there for you!

In addition to our usual Salem Saturday Market appearance, we made it to quite a few larger shows as well.

Of course, we were at the local Renaissance Faires. The Oregon Renaissance Faire, Canterbury Renaissance Faire, and the Washington Midsummer Renaissance Faire. I enjoy dressing up entirely too much.

We also visited Bend three times: The Bend Winterfest, Summerfest, and Fallfest! Chris and I do these shows together and provides as a little workcation in Central Oregon.

In September, we dipped our toes into our first Comic Con at the Rose City Comic Con in Portland, Oregon. That was definitely an experience!

WHAT'S COMING

With all that happened in 2024, I am so excited for 2025. We have plans to continue this expansive energy by offering you more of what you ask for!

I have really enjoyed honing my expertise in curly hair, and plan to really lean into the education side of things.

I used to think basic curly hair education was saturated, and there was no room for me and my knowledge- that everyone already knew the foundation. I was very wrong.

I discovered from thousands of one on one conversations, that the foundation for healthy curls is a subject that many people do not know. There is so much information available, that it's overwhelming to those of you who are starting out on your curly hair journey (and a lot of that information is bad advice).

There is a need for simple, foundational knowledge on where to start. Through these conversations, I have helped many individuals get on the right track to bringing out the best in their curls, and I want to be able to help even more. This year, I want to bring you more guides and tutorials.

To see the tutorials and guides we added this year, check out Insights from the Alchemist.

I'm not going to say we won't launch any new products this year, but I can say that is not currently on my agenda. I want to make the products we already have even more accessible to people.

The big project I'm working on right now is a method to offer refills on our Aqua Curl Cream, Apple Curl Serum, and Mystic Strong-hold Gel. Large refill pouches are on the agenda, and finding the right machinery to make that happen. It's going to be a huge investment, but will complete my vision of reducing waste in the bathroom.

I hope your 2024 was wonderful and full of growth! Thanks for being part of our community and helping us expand further than we thought was possible.

Cheers to an amazing 2025!