Beth Antonioli is a self-described make-up junkie. She is also keen on using natural products, giving back to those in need and incorporating artful design. Her passions led her to found Tangerine Betty, a unique cosmetic business that blends all of these seemingly disparate characteristics into one beautifying, healthy, ethical company. Although she lives in Wernersville now, the Berks native and her cool biz arrived there by way of Philadelphia, New York City and Nashville, so she’s come home to set up shop and help customers from everywhere cultivate lovely lips.
Q: Why Wernersville?
I’m from Wyomissing; I graduated from Wilson. I went to college in Philadelphia and lived in New York, in Queens, for a year. I then worked in Nashville for seven years. I returned to Berks County because I’m a city girl at heart but I want to be close to family.
Q: Did you always want to get into the cosmetics business?
No. I have a degree in advertising and marketing. I’ve been working in that industry for years, but started making lip balms for myself because I was often disappointed in products I bought. Some made my lips dry; others faded too quickly – there were many that let me down. In 2012, I started researching what worked and what didn’t and created something from scratch. I tested a lot of formulas with the help of friends and family members. It was important to me to use organic ingredients, but I also wanted products that are beautiful, with staying power.
Q: Do you live an organic lifestyle?
I try, but like most people I find it difficult. From research, however, I know that buying organic counts more for some things than others, and anything you put on your lips – when you’re eating, drinking, licking your lips – is important. In addition to finding the performance of many organic lip products lacking, I also feel many existing organic lines are packaged in a less than attractive way. Many are clinical looking or too earthy – not as pretty and feminine as mainstream cosmetics – and I like pretty packaging. So Tangerine Betty balms taste better, smell better and look better. They are true beauty products.
Q: The company is also socially conscious, correct?
Yes, in addition to operating with the motto “do no wrong,” I want to give back. Our Kiss Of Kindness program is a way to do that. Through it, a portion of every purchase is donated to Operation Smile, a reputable, caring U.S. charity that helps children from around the world who have facial deformities get treatment or surgery.
Q: Like the products, the name Tangerine Betty is really unique. Where did it come from?
My grandmother always calls me Betty, and when I started and was testing balms, I made one for my cousin. On the label I wrote ‘Tangerine’ for the flavor and ‘Betty’ for me. She liked the two words together and so did I, so it was a happy accident.
Q: I see you have a lot of flavors and options – even a men’s line. How can people buy your products?
The best way is through the website. I have had some local shops sell for me, but they sold out quickly, and it can be hard to keep fresh product in stock at a retail location. When someone orders, I make it fresh. So even with a couple of days for shipping, customers are getting a product that was just made, just for them. I get a lot of orders from far away, and shipping it is the only way to get it to them, but it’s also ideal for customers who are close to make sure they get the best quality.
