Meet richard welch | Founder and CEO

We had the good fortune of connecting with richard welch and we’ve shared our conversation below.

Hi richard, what do you attribute your success to?
I believe deeply that the continuing success of Utu is based upon our clear unwavering commitment to our core values and beliefs. Many brands all too easily shift their perspective or value system based upon pressure from external factors. For example, when we were developing our plastic-free packaging so many suppliers and even potential retailers were keen to tell us that plastic remains the best material, that people don’t really care about plastic pollution or that using non-plastic materials to create premium packaging would result in profit margins that would make it impossible to succeed. We remained focused on our vision and although the journey was long and complex we can proudly say that we have achieved plastic free packaging that is premium, beautiful and admired by retailers, customers and suppliers alike. I guess the message is stay committed to your vision and have persistence, it will ultimately pay off.

Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?

Utu, the advanced SPF skincare brand I launched earlier this year was born from a lifelong recognition that being in nature is a profound human need and something I personally need to do every single day – the longer the better! I’m a child of the late 70s, when people were freeing their minds and their souls by reconnecting with the natural world and appreciating it on a deeper level, which always stuck with me. But that way of thinking became lost and with Utu we are bringing it back by creating a lifestyle brand that encourages people to spend more time on adventures in nature, free from the worries about the damage to their skin that’s caused by spending long periods of time outdoors.
Traditional chemical sunscreens have been proven time and again – and there’s more information coming out every day – that they are bad for our health and bad for environmental health. As an olive-skinned human that never burned, I used to think to myself that I didn’t really need to put this toxic product on my body, I would rather go without. It stung my eyes, smelled like a pina colada, and I just felt like I needed a shower after wearing it. Frankly, it’s basic. The mineral products were better, mildly, but left you looking like a ghost. And those that didn’t were still not offering anymore than sunblock. Not to mention I couldn’t fathom why we are all still so addicted to plastic packaging even though we love to spend time in nature – all of these thoughts and feelings added up and one day the idea for Utu was born. Clean mineral SPF. No fragrance. Added benefits of the best of reparative skincare. Treatment for the most common causes of skin damage. And – drum roll – zero plastic. I did not realize at that moment how difficult this would be – it all seemed so easy and straightforward!
First of all, Utu is totally reimagining the traditional sunscreen category by formulating advanced SPF skincare that is clean, efficacious and more than anything, desirable. Our unique formulations bring together non-toxic SPF with advanced skincare actives that protect, nourish and repair the skin from the adverse affects of all nature’s elements; UVA/B, wind, extreme temperatures, salt water and elevation.

As a veteran brand strategist I know how to develop compelling and successful brand strategies that resonate with a target consumer. I have helped create, build, reimagine and grow many brands from helping launch the careers of DJ’s and electronic musicians (Air, Basement Jaxx, MY Cole, Femi Kuti), to creating global strategies for skincare, fashion, food, and alcohol brands (Nike, Smirnoff, Diesel, Tom Ford Beauty, REN).

Working with so many brands across the world was instrumental in allowing me to see how visionaries can affect positive change whilst simultaneously achieving business results. I learnt so much from these leaders and it fueled my desire to return to the ‘suncare idea’, that had waited on the sidelines for far too long.

So in 2019 I set out to build Utu. What I very quickly learned is that being proficient at brand strategy is not the same as being a brand builder, the latter necessitating you wear multiple hats simultaneously. That is one of the core challenges of being an entrepreneur, be prepared to work across everything, all at the same time, all the time. It is a steep learning curve and an even steeper roller coaster with some days being great (I have a breakthrough!) and some days not so much (why am I doing this again?). The key in these moments is to go back to why you started this in the first place – to make change, to help people, to remind us all that we are but part of a bigger world where small, incremental change really does matter. Whenever I have moments of doubt, I stop what I am doing, head outside, hike in the mountains or just let the sun beat down on my face (which is covered in our SPF 50!) and soon enough I am reminded of why i am doing this and why the world needs this.

It is critical to focus and refocus on your original vision, look back through all the work you have done so far, appreciate yourself and what you have achieved with little to nothing and just stick with it. There will be more naysayers than supporters, there will be the biggest challenges, emotionally and financially, that you have ever faced, but you must believe in yourself and what you are bringing to the world. My vision for Utu to be zero plastic is not only out of my grand respect for mother nature, but also to try to show an entire industry that it IS possible to change – we just have to do it.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?

Runyon Canyon – I start every day with a hike up the West Trail in Runyon Canyon, usually at sunrise, with my partner and our golden retriever, Claudio – if you come early enough you’ll almost certainly see us. Although Runyon has a reputation as a tourist trap, which it can be, there’s a reason for that! It’s beautiful, and in the early morning it is really quiet.
LA river – I am weirdly drawn to the dystopian reality of a river imprisoned by man’s desire to control. It’s a poignant reminder of how we must relearn to live with nature and not try and contain or control it. I love to walk along the sections that are being rewilded to observe how mother nature is slowly reasserting herself. You can almost imagine the glory this river once held and now with the rewilding projects there is now hope that one day together we can return this beautiful natural resource back into it’s natural state, with parks and trees and perhaps even fish..

Glenice Venice – Head down to the Venice Fishing Pier to say hello to the infamous, remarkable surfer Glen. He’s an out and proud gay surfer that does a daily surf report and he inspires us every day by changing the surf world bit by bit. He also gives the best surf lessons around! The Venice surf community has been one of our biggest supporters and it really is full of the kindest, most full-hearted people in LA.

Mister Green Life Store – Love this hidden gem of a store in Silver Lake. Not only does it carry Utu it has a unique selection of very cool independent brands, but Ariel the owner also curates an ever-changing stellar line-up of vintage high-end audio and green related cultural artefacts.

Usal Outdoor Research Center – Next door to Mister Green you’ll find Usal – thi is the basecamp for all the community outdoor events they curate and host. Each year michael and Zoe deliver an inspiring and wide range of events and trips, such as bouldering weekends in the high desert or fly fishing in the sierra’s. Usal are a shining light in the emerging LA outdoor community.

Anajak Thai – this is the best Thai food i’ve eaten in LA, let alone the nation. It’s classic Los Angeles – small unassuming restaurant in a strip mall – but with an incredible natural wine list and fried chicken to die for.

Highway 395 – it may not be Los Angeles, but this is my favorite highway in the nation. From the edges of the Mojave desert into the beautiful Payahuunadu river valley, you will be blown away by driving along hundreds of miles of the Eastern Sierras, with the highest peak in the lower 48, Mount Whitney, as a major highlight.

Who else deserves some credit and recognition?
I dedicate my Shoutout to my life and business partner Joseph Eardly. Since we met on a London dancefloor in 1999 Joseph has and continues to be an immeasurable inspiration to me. His boundless creativity, generosity, love and kindness help guide and inspire me every day.

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