Before the organic craze, Jane Kennedy opened her all-natural beauty store on Montana Avenue in 1985. A satellite location on Third Street opened in 2000 with the same clean products.

Kennedy's allergies flared up after moving to LA in the '80s, but she couldn't find healthy products that wouldnt aggravate her sensitive skin. She became a human guinea pig, testing out organic, herbal and natural products on herself before putting them into her store. At the time, a store touting all-natural products was rare. Although organic ingredients have become more mainstream, Kennedy offers old-school customer service and unique lines that are not mass produced, like Dr. Alkaitis' line from Lithuania, LA-based Nicci's all-natural lotions, and the Juara line, which uses botanicals native to Indonesia. She only chooses hair and skincare products that are 100-percent pure, meaning no colors, dyes, added fragrances or preservatives—and definitely no animal testing.