20 in their 20s: Ashley and Courtney Peldon

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Sisters Ashley and Courtney Peldon, professional actresses since they were 3, launched their line of eco-friendly perfumes shortly after graduating from college two years ago.

Taking advantage of downtime between acting gigs, Ashley Peldon began mixing and bottling naturally based scents that reflected the sisters’ Hollywood upbringing.

“I just wanted to create something natural but still beautiful,” said Ashley Peldon, now chief executive of Starring Fragrances, which has just secured a deal to have its products distributed through organic grocer Whole Foods. “There was a lack of natural and organic fragrances out there.”

Based in certified organic oils and with names like Bombshell a mix of vanilla, white orchids and berries and Child Star yellow cake and cookie crumbs each of the more than 20 scents is brainstormed and handcrafted by Ashley Peldon.

The perfumes, which retail for $40 an ounce, come in a gold-sheathed bottle with a gemstone. The package is designed to evoke “a glamorous, luxurious lifestyle,” said Courtney Peldon, who serves as the company’s creative director, handling design and advertising.

The sisters used approximately $25,000 of their savings to finance the line’s launch.

They began by building a customer base online by sending out samples to various Web sites and blogs. The sisters also went to trade shows as well as door to door to local retailers, samples in tow.

The line is now carried by a number of Los Angeles boutiques that the Peldons frequent themselves, such as Sugar, Gloss Denim Bar and Jennifer Kaufman.

Overall, the biggest challenge in establishing the business, according to Ashley Peldon, was the amount of time it demanded.

“I didn’t know anything when I started,” recalled Ashley Peldon. “There were so many aspects trademarking, getting affiliations with organic organizations. It was all-consuming.”

With the perfumes taking off, the sisters launched a jewelry line, Charmed, five months ago.

A big challenge is their youth. But their commitment overcomes that roadblock.

“It excites people when you’re young and passionate,” said Courtney Peldon. “As soon as people start speaking to us, all stereotypes about age, race, gender get thrown out the window. It’s about your passion.”


Jean Yung


Ashley Peldon

, 24, and

Courtney

Peldon

, 26, Chief Executive and Creative Director, Starring Fragrances, Los Angeles

Business: Eco-friendly organic perfumes

Employees: 6 – 2007 Revenue: More than $100,000

Fact: Has customers in Germany, the Netherlands, Africa and Philippines

Quote: “As soon as people start speaking to us, all stereotypes about age, race,

gender get thrown out the window.” (Courtney Peldon)

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