To Jennifer Tinsley, founder of natural beauty brand FIELD and a 1996 graduate of SCAD, it’s these in-person experiences that will drive clean beauty forward in smaller Southern communities. “There is always online shopping, but the experience of trying out products and the educational component of brick and mortar shopping just can’t be replaced,” she says. “I am constantly amazed by customers coming into the store who are really concerned with personal care product ingredients, and are making a conscious decision to make the switch.” FIELD’s offerings are now available online at Urban Outfitters and American Eagle, but it’s the shop in Augusta, Georgia—complete with an event space for how-to workshops and a future refill station—that fuels growth. “My customers don’t just want beauty products; they are shopping at FIELD because it aligns with their lifestyle,” Tinsley says.