Our story

We started at a kitchen bench too.

We're owners, and we still run our own brands.

Our first No Nasties trade show standTaking it to market
An early No Nasties stand with buntingWe all start the same

Once upon a time in a kitchen.

Natalia

In 2015, I started No Nasties Kids in my kitchen. Children's play makeup and haircare, and like most founders, I did nearly everything myself. Stacey has been in my corner since the early days, running our NZ market.

When it was time to grow, we tested the market first. Wholesale came next, then distribution, one careful step at a time. Today No Nasties Kids is sold through over 1,000 stockists across 30 countries. We still run it, every single day.

Business isn't all highs

  • A marketing agency ran up $150,000 worth of ads that weren't converting
  • A manufacturer went into liquidation while holding $75k of my stock
  • A business coach ripped me off $35k
  • Copycats arrived
  • I hit staffing issues and cash flow issues
  • I had to pivot the business more than once

So when you tell me you're exhausted, you've been burned and you refuse to give up, I get it.

Natalia

Meet us.

Natalia Michael
THE CREATIVE GENIUS

Natalia Michael

I studied International Business and Operations and worked in several Fortune 500 companies before founding No Nasties Kids in 2015. I've led it through every high and low since. Right now I'm actively working on the next steps for No Nasties Kids. I run the business with AI tools and have invested over $70,000 in training in the US. I see where your business could go, and the next right step to get there.

Stacey Beveridge
THE DETAIL QUEEN

Stacey Beveridge

I have been part of No Nasties Kids since the early days, running the New Zealand market. I am currently in the process of launching a new brand. I have studied psychology, business and law, and invested over US$150,000 in training across marketing, AI tools, copywriting and web optimisation. I go through your numbers line by line and find where the money is going.

Natalia and Stacey together at a trade fairBusiness is always better with someone in your corner

Facts, not hunches.

We don't make decisions on a hunch. Every call we make, for our brand and for yours, is based on facts and real numbers. We check the ad budgets every single day and change things when the numbers say so.

Stop guessing, so you can actually scale.

2015The year it started, in a kitchen
$200,000+Invested in sales, marketing and ecommerce training
1,000+Stockists across 30 countries, for our own brand
Every dayWe check the ad budgets and make changes as needed

Every touch point we look at

ProfitPricingMarginsWorkflowsPackagingYour offerCopy and messaging
BrandProduct pagesWebsite speedEase of buyingSEOAd spendAd strategy
Return customersCostsAppsAutomationsYour timeWholesale pricingStockists

Why we started Chain Business Co.

As owners, we were sick of being told to just make more ads and increase the budget, while any chance of profit went to agencies and the big corporates. We wanted to build success from the inside out: strong foundations first, then tell the world.

We see every business as an ecosystem, where each part is a link in one chain. The name comes from that idea: a business is only as strong as its weakest link. We find it, fix it with you, then move on to the next one.

Find your weak link