In this episode of How They Scaled It, host Courtney sits down with Cheree Ashley, Founder and CEO of Osier, a clean, affordable skincare brand rooted in recovery and reinvention.
If you’ve heard about Osier’s favorite Brighter Days Vitamin C Serum Daily Tone & Texture Treatment or their giveback mission, this is the story behind the brand that made it happen.
Watch the full podcast here.
Treatment Centers to Skincare: The Unlikely Entrepreneurial Pivot
Cheree Ashley didn’t just enter entrepreneurship, she charged into it at 24 years old as a new mom, launching her first mental health and substance abuse treatment center. With no financial backing and no roadmap, she relied on grit, instinct, and relentless drive. “Failure wasn’t an option,” she reflects. That same drive eventually fueled her leap into the skincare industry with Osier.
Her transition from treatment centers to skincare wasn’t a fluke, it was born from firsthand experience. After witnessing how recovery impacted her clients’ skin and self-esteem, Cheree saw a gap. Self-care, especially skincare, could play a crucial role in healing. “Skincare was my personal ritual,” she says, “and I wanted to give people products that helped them feel good again, physically and emotionally.”
The Meaning Behind “Osier”
Osier, which means “willow tree,” is a symbol of new beginnings, something deeply resonant with Cheree’s background in recovery. But the name didn’t come easy. After extensive trademark research and brainstorming, “Osier” stood out for its simplicity, elegance, and symbolism. Still, Cheree laughs about how often people mispronounce it, joking that she should compile a Reel of everyone’s attempts.
What started as a deeply personal idea has now evolved into a luxurious yet accessible skincare brand with two hero products: a gentle 3% vitamin C serum and a recovery ceramide cream, both designed for sensitive skin and everyday routines.
Building a Mission-Driven Brand in a Polished Industry
While many beauty founders shy away from vulnerability, Cheree leaned in. Sharing her story publicly in the highly polished world of beauty wasn’t easy. “There were days of imposter syndrome,” she admits. “But I had to remind myself—this is why I started.” That honesty has become one of Osier’s strongest brand pillars.
What sets Osier apart is its deep connection to purpose. A percentage of every sale is set aside to fund addiction recovery programs. Eventually, Cheree aims to fully sponsor at least one person per quarter through a full 30-day residential treatment. “There’s no cookie-cutter solution to recovery,” she says. “But skincare can be a gateway to self-worth—and that’s powerful.”
Lessons in Patience, Process, and Product Integrity
Launching Osier wasn’t quick or easy. From developing and testing formulas with Korean labs to designing packaging in Dubai, the process took nearly two years. But for Cheree, it was worth every 5:30 AM call and midnight meeting.
Her priority was making sure the products worked, especially for people with sensitive skin. “We’ve had zero negative feedback so far,” she says proudly. “I needed it to be perfect because all we have is word-of-mouth.”
She also had to navigate a brand-new world of social media and influencer marketing, which felt completely foreign after years of working with doctors and therapists. “I’m still getting used to showing up on camera,” she laughs. But again, she leans into the discomfort because growth requires it.
Leading with Purpose, Not Ego
Across all of Cheree’s ventures, one thing is clear: leadership is service. With over 50 employees across her businesses, she’s created a culture where hierarchy takes a backseat to purpose. “I don’t like the word ‘boss,’” she says. “I ask my team what they need from me. We’re each other’s support system.”
This collaborative leadership style has fostered loyalty and performance. Whether she’s stepping in to transport a client or cook when the chef is out, Cheree leads by example. “If I don’t do my job, their jobs are harder and vice versa. So we show up for each other.”
Habits, Balance, and Long-Term Vision
Despite juggling a business, multiple teams, and three kids, Cheree says her life feels calm because it’s structured. She’s mastered time-blocking, waking up at 5 AM to work out before the world starts moving. “Discipline gives you freedom,” she says. “If you eliminate bad habits, you’d be amazed at how much time opens up.”
Her advice to early-stage founders? “Set small goals. Celebrate the little wins. Breathe.” She also emphasizes the importance of staying true to your mission, even when everyone has an opinion on what you should be doing. “If I try to pivot for everyone else, I’ll lose sight of why I started this.”
In the next 3–5 years, Osier plans to expand its product line and hit retail shelves nationwide. But Cheree’s deeper goal remains unchanged: to create products that support recovery and self-worth and to make sure no one feels alone in their journey.
Want to hear the full conversation?
Listen to Episode 26 of How They Scaled It on Spotify: https://open.spotify.com/show/5YzxDiusg3CQSsTjxRcPhA
If you’re a founder looking to scale smarter, let’s talk. Right Left Agency helps brands like yours harness psychology-driven marketing for real growth. Get in touch today!
To learn more about Osier, visit www.osier.com.
