Verefina

Verefina's story starts at a kitchen table. In 2008, while pregnant with her youngest child, Jennifer "Jen" Lugo began looking closely at the products she used on her children every day. She did not like what she found. She taught herself to formulate and began making her own lotions, balms and cleansers from plant oils and butters.

Family and friends soon wanted them too. In 2011, the company said, Lugo was joined by "a strong group of business partners with over 35 years of combined experience in direct sales, marketing, finance and technology." Together they launched Verefina as a party-plan company, with a website where shoppers could find a Consultant, book a party or enroll. Lugo became a familiar local face, appearing on The Daily Dish TV show in Salt Lake City in 2012 and 2013 to talk about natural skin care.

“Verefina began with three young children, a mother asking harder questions, and one conviction: we should not have to choose between products that work and ingredients we can feel good about bringing into our homes.”

Jen Lugo, founder — “The Founder’s Story,” Verefina website (verefina.com), 2026

Verefina sold a complete personal care line. Its 2012 home page promised "real olive and calendula oils, powerful essential oils, natural butters from shea and cocoa, soothing aloe vera, and more." The range covered:

• Face: creams, cleansers such as the Lemon Coconut Creamy Facial Cleanser, masks and the Sea Buckthorn Facial Cream.
• Lips: flavored lip balms and shea lip butters.
• Hand and body: lotions, shea butter soaps, scrubs, massage bars and moisturizing deodorant creams.
• Baby and kids: bath products, lotions and first aid ointments.
• Essential oils: single oils and blends, including the Immunity line of roll-ons and sprays.

The company described its products as free of parabens, petrochemicals, artificial colors and artificial fragrances, and said it used a gentle preservative only where a water-based formula needed one.

Sellers were called Verefina Independent Consultants. They sold at home parties, where guests could try the products before buying, and took orders from customers who found them through the company's Consultant locator. Consultants received product discounts and recognition for reaching sales goals.

Business Kits

In 2014 the company said you could start "for as little as $99." New Consultants chose a $99 Basic Business Kit or a $189 Premium Business Kit, both packed with products. Our earlier profile described the basic kit as 25 catalogs, 50 invitations, a Consultant manual and 11 products for a first party, and the premium kit as adding a Hazard Scale poster, sampling spatulas and spoons and more than 20 products, enough for up to three parties.

Pay and host rewards

The company told prospects to ask a Consultant for its compensation plan. Our earlier profile reported personal commissions of 20% to 30% depending on monthly sales and leadership level, team commissions of 2% to 6% on a downline's sales, leadership bonuses, and no monthly minimum at the starting level. Hosts earned free products once a party reached $200 in sales, up to 25% of party sales in free products, and could buy up to four items at half price.

“This Verefina business team understands that the key to growing a successful direct sales company is to create a rewarding opportunity and support community for independent consultants to thrive and succeed.”

Verefina, “Our Story” page (verefina.com), 2013

Verefina did not publish an announcement about ending its Consultant program, but its website shows the change. Archived copies of verefina.com still show the party-plan site, with Find a Consultant, Host a Party and Become a Consultant links, on October 3, 2014. In December 2014 the old site was gone, and by January 2015 Verefina had reopened as an online shop. That store, captured in March 2015, sold directly to customers and offered an affiliate program, with no Consultants or parties.

The brand itself carried on. In 2026 Verefina sells its deodorants, lip care, facial care, body care and essential oils online from West Jordan, Utah, and offers a wholesale program for stores, with 40% off retail and a $500 minimum order. Lugo is still the founder and face of the company. Verefina's site also says it originally formulated and made several products for TRUVY, a separate brand, and in 2026 it was selling off the last of the TRUVY essential oils.

What ended was the chance to sell Verefina as an independent Consultant. People who want a natural skin care business of their own can look at live companies such as Arbonne on Direct Sales Aid. Shoppers can buy Verefina directly from the Verefina website.