Page 87 - BWM Dec 2012

December 2012 | Business World Magazine | 87
Saluting success among start-ups and stand-outs of industry
Antisthenes once observed, “When brothers agree, no fortress is so strong as their common life.” And
indeed, agreeability may also impart something of collective strength in directional sense, purpose
and professional success. For four brothers in St. Petersburg, Florida, the common goal of creating
an agreeable line of organic skin care products has led to uncommon national recognition and fi-
nancial reward.
When they were only teenag-
ers growing up in Philadel-
phia, Danny Mastronardo
says he and his brothers, (DJ, Kyle and KJ)
lived a relatively routine life with much of it
centered upon football, baseball and other
“guy stuff ”. For anyone surprised to learn
these brothers would go on to be the brains
behind an increasingly popular line of bou-
tique skin care products, just trust no one
may be more surprised than the brothers
themselves. “Ten years ago, if anyone had
told me that I would one day own my own
skin care company, I would have slapped my-
self in the face,” laughs Danny. “It just wasn’t
something we saw for our future.”
That future all came about after a
combination of laboratory and cooking ex-