This month, we’re shining the spotlight on Tara Greene, founder of Dacosta-Joy Naturals—a vegan-friendly skincare brand born out of personal healing and driven by purpose. With a background in academia and a passion for wellbeing, Tara is combining her research skills and resilience to build a business that’s already making a real difference in people’s lives.
Let’s start with you—what’s your background and how did your journey begin?
I come from an academic background where I was involved in planning and promoting events, liaising with suppliers, and making sure everything ran smoothly. I’ve always been someone who’s flexible, self-motivated, and ready to throw myself into a task with full commitment.
In 2019, my sister and I co-founded a grief blog called Grief Probate Journey after we lost our Dad in 2017. It’s our way of supporting others navigating grief, sharing what we’ve learned through our own experience.
Tell us about Dacosta-Joy Naturals—what inspired you to start the business?
Dacosta-Joy Naturals started from a very personal place. After being in the early stages of sepsis and undergoing a medical procedure that led to severe skin peeling, I created a body cream to help heal my own skin.
I gifted that cream to the nurses who had looked after me—they were so grateful and encouraged me to sell it. That was never the original plan, but their response gave me the confidence to turn something so personal into a public offering. It’s been almost two years now, and I’m so glad I took that leap.
What do you offer through Dacosta-Joy Naturals?
Our mission is to provide vegan-friendly, handmade skincare products using ethically sourced ingredients. Every product is made with care, rooted in real needs. In 2024, I launched two new items:
- Hair and beard oil
- Aluminium-free, alcohol-free deodorant
I’m especially proud of the deodorants because I didn’t realise how many commercial ones contain aluminium and alcohol. Ours are kinder to the skin and suitable for all skin types. Launching these within two years of starting the business felt like a real milestone.
How did you first come across Tree Shepherd?
I discovered Tree Shepherd through Instagram. Since joining, I’ve become part of a welcoming community of fellow creatives and business owners. I’ve attended workshops, traded at markets, and built a customer base along the way.
What kind of impact has Tree Shepherd had on your journey so far?
The workshops have been so valuable. They gave me reassurance that I was on the right track, but also opened my eyes to the many ways I could improve and grow.
More than anything, Tree Shepherd has helped me feel part of something. It’s more than business—it’s community, learning, encouragement and real support. Trading regularly with them has also helped me meet more customers and fellow makers.
What achievement are you most proud of?
Creating and launching my new products—especially the deodorants—has been a big one. When I first launched the business, I said that haircare products would be coming, and I delivered on that.
But I’m also proud of how far I’ve come from that initial moment—gifting creams to my nurses—to now having a fully functioning business. I used to think I needed everything to be perfect before launching, but I’ve realised that taking the first step is the most important thing.
Looking ahead, what are your hopes for Dacosta-Joy Naturals?
My vision is for Dacosta-Joy Naturals to become a legacy—something that can be passed down to my nephews one day. I want to continue growing the brand, reaching more people, and staying true to the values the business was built on: healing, honesty, and community.
Being part of Tree Shepherd and continuing to access their courses and support is a big part of how I plan to get there.
What advice would you give to someone starting their own business?
If you have a passion for something—just start. You might feel fearful, you might doubt yourself, but starting is the only way to see what’s possible. You’ll learn by doing. Every single day brings new experience and growth.
I always recommend Tree Shepherd to other creatives I meet at markets. They’re local, supportive, and the combination of trading opportunities and business development tools really helps you elevate and grow.
Where can people find out more about you and your products?
You can find me and all my products at:
🌐 Website: dacostajoynaturals.co.uk
📸 Instagram: @dacostajoynaturals
🎵 TikTok: @dacostajoy.natura
🐦 Twitter: @DacostaNaturals
📘 Facebook: @DacostaJoyNaturals
Final thoughts?
I didn’t set out to start a business. But life—and healing—led me here. And now, almost two years on, I’m enjoying every part of the journey. Every market, every conversation, every new product—it all adds up to something beautiful.
Inspired by Tara’s story? Whether you’re just starting out or ready to grow, Tree Shepherd is here to help.
📩 Book a 1:1 mentoring session or sign up for a workshop today by emailing: april@treeshepherd.org.uk
Let’s grow together.
