Vonda Simon, Founder & CEO of Seacliff Beauty, has had a vision for providing brands with “complete packages” since she established her company 25 years ago. With her passion for the sea, she has evolved the company’s sustainability offerings in keeping with the industry’s new initiatives—including aligning with a Swiss company called #tide Ocean Bound material that offers 100% ocean-bound plastics.
 
In addition to a wide variety of decorated stock lines, Simon says, “With every custom project, we have our engineers and designers working from the very beginning with creative concepts through final launch.”
 
Jamie Matusow: Can you please provide us with a brief history of Seacliff?
Vonda Simon: Seacliff was founded back in 1999 after I had a successful career in sales, working for several plastic manufacturers and packaging companies.
 
My vision was to start a company where we could offer custom and stock packaging in addition to full-service formula and filling for our clients as a one-stop service. We are one of the first companies in the industry to also offer full-service turnkey solutions with our decorated stock and custom-designed packaging offerings. 
 
When I started in this business back in the early 1990’s it was primarily dominated by men, so it was interesting navigating through the packaging world, but my passion is the same today as it was when I first started in the business, if not more. 
 
JM: How did you name your company and what made you start a company?
VS: The name Seacliff Beauty originated from the community of Seacliff that I used to live in. I love the ocean and I wanted to name the company with some reference to the ocean. I wanted to start the company after I reached a peak at my previous employer which was when I became their top salesperson in a very large billion-dollar company, and I knew I could do more with all of my experience. I wanted to be able to work on my own, and what a challenge it has been for the last 25 years. 
 
JM: What has thrilled you recently about working with a specific client?
VS: Recently we have been working with a well-known YouTube star and I am having so much fun guiding them through the world of packaging and formulations for color cosmetics and skincare. Working directly with the talent is such a thrill for me since I love to educate and give them insight into this world of beauty from the component and formula side.
 
Seacliff provides this client with complete full-service packaging and formulations shipped directly to their distribution centers which eliminates so many steps for them. We provide packaging, formulations, filling, testing of the packaging and the formulas, logistics, unit cartons, accessories such as brushes, applicators, gift sets and more. 
 
JM: What makes you stand out from other suppliers as far as packaging/formulations/testing?
VS: We like to assist our clients with the “complete package” by offering full-service solutions. There are so many steps required to launch a product, so each brand must have a full team of packaging engineers, project managers, fillers, formulators, and testing labs to launch a product correctly, efficiently and without problems.
 
Seacliff offers all these services in one package so there is basically no need to have a full-time staff member in all these areas of expertise, which is great for smaller brands. We have so many clients who specialize in different areas of services such as the clothing industry, food, nutraceutical, and household products who have introduced beauty products in their portfolios and they work with Seacliff for our expertise in the beauty industry.
 
JM: Can clients visit a Seacliff Beauty showroom? 
VS: Yes, of course. We have a beautiful showroom which showcases our brand launches and new packaging innovations. Every client is encouraged to visit the Seacliff Beauty showroom to give them inspiration and ideas for their new product launches.
 
Our showroom is in Irvine, California with another showroom coming soon in the Henderson, Nevada area. We are always innovating and love the influence of the fashion industry in beauty. Our buildings reflect my passion for interior design as well.
 
JM: How has your company evolved over the past few years regarding your services/offerings? 
VS: Seacliff has evolved in our sustainability offerings and keeps evolving with the needs of the industry such as new sustainability initiatives. We need to keep educating our clients with the latest sustainable options and since I have a love for cleaning up the oceans, we aligned with a Swiss company called #tide Ocean Bound material that offers 100% ocean-bound plastics.
 
#tide gives our clients the ability to use a QR code to track the material from the collection of ocean-bound plastic waste by local fisherman to production. #tide is available in many different materials such as PET, PP, HDPE and LDPE allowing us the ability to use this material in packages such as plastic bottles to airless pumps and much more, such as tubes and jars. We have many clients who are now using #tide material in their packaging, and we are very excited to be able to offer #tide to our clients due to its amazing ability to trace the ocean-bound plastic to production. 
 
JM: Any product/collection you are most proud of?
VS: Yes! However due to customer privacy and NDA’s I can’t share too much, but we are so proud of a recent turnkey launch with a large, well-known, beauty influencer. This brand just launched in 2023 and we have had the privilege to work on all the product offerings together. Customers are giving such great and positive feedback on the formula’s performance as well as admiring the amazing custom-designed packaging we were able to bring to life! We are working on so much more for this brand—so more to come in 2024.
 
JM: Briefly describe a recent innovative or challenging product that you produced—and how it reflects your expertise.
VS: Innovation is today’s leading global trend. Seacliff has many well-known brands that are constantly working with us on their next innovative custom project. With every custom project, we have our engineers and designers working from the very beginning with creative concepts through final launch. With any challenges that may occur, our team is extremely involved and determined to find a solution within a timely manner.
 
For example, a client came to us with a project that required specific sustainability concepts to meet the requirements of a major retailer’s sustainability checklist. Our team of engineers worked together with the client at a high degree of transparency to execute these challenges together.
 
JM: What’s next for Seacliff?
VS: Seacliff continues to evolve year after year with innovative and sustainable offerings, which also reflects through our growing Turnkey division. Our team is looking forward to elevating our partnerships with our existing clients and building on new relationships.