‘Clean’, ‘sustainable’, ‘free from’- words that are a buzz in the beauty industry, and have been for some time. While conscious consumers are trying to do better by themselves and the environment, new and emerging skincare brands are meeting the demand, paving the way for huge industry change.
Everyone seems to have a different definition, but consumers today are more knowledgeable and nuanced than ever. They understand that there is purpose in both natural and synthetic ingredients. Oftentimes, synthetic ingredients can be far more sustainable than natural ingredients given the amount of natural resources that are required to cultivate/harvest plants.
Our formulations are a careful blend of both synthetics and natural ingredients. Obviously there are synthetics that are harmful to our health and wellbeing but we’ve found that many of the fear-mongering angles associated with synthetics and chemicals are more marketing than reality.
We don’t use simple marketing buzz terms such as “clean” or “organic” as there are so many layers and complexities to how skincare formulas are created. Our responsibility is more in helping consumers understand what place ingredients (both natural and synthetic) play in skincare, because both are absolutely essential.
We don’t use simple marketing buzz terms such as “clean” or “organic” as there are so many layers and complexities to how skincare formulas are created.
Our focuses gravitated towards ingredients. We were fascinated by the process of how ingredients are sourced and engineered. We realised that sustainability and efficacy are deeply connected—in how they’re extracted and the method in which they’re processed that uphold the integrity of its nutrients.
This is what sets us apart. Our ingredients are of the highest quality - sourced in their native habitats, to preserve bioactive integrity - and processed in a way that allows us to return leftovers to the Earth as compost.
This is what sets us apart. Our ingredients are of the highest quality - sourced in their native habitats, to preserve bioactive integrity
After two years of research and development, we launched an industry-first initiative in sustainability called Waste-Not Sourcing Initiative in 2020. Instead of looking at traditional waste as just that, we see it as a viable resource and seek out agriculture-driven industries to source their byproducts and upcycle into skincare.
Most recently, partnered with modern pantry essentials brand, Brightland to source an incredible ingredient that we incorporated into our Daily Regenerative Gel Cleanser. As Brightland works to craft high quality olive oil products, there naturally comes a point in the process when there's an excess of unusable botanical materials—olive leaves—that have no purpose in Brightland's final good. To prevent these precious resources from going to waste, we stepped in to steward them to their next phase as Olea Europaea (Olive Leaf) Extract—a highly potent, bioactive skincare ingredient that powers our cleanser. Once we’ve extracted what we need from the leaves, we then reintegrate the residual into the farming cycle as compost to fortify the soil once more.
This level of innovative sourcing practice and transparency is truly unprecedented in our industry and we continue to expand on our portfolio of ingredients including Grape Leaf Extract from the Wine industry and more.
This level of innovative sourcing practice and transparency is truly unprecedented in our industry and we continue to expand on our portfolio of ingredients....Our hope is to inspire other brands and industries to follow in stride and integrate into their own business models.
We hope to be a clear and transparent voice amidst a world of greenwashing and fear mongering. Our followers have asked for this type of information and insights, so we have started to share more lifestyle tips on social. For beauty, I would say:
1. Due diligence - ask questions, email the brands, research their practices and founders. You’ll notice enough dissonance between what brands are claiming and what they’re being transparent about. Empower yourself as consumers to best understand where your money is going.
2. Minimize - The minimalism movement isn’t just about pretty aesthetics but a philosophy that can be applied to your life as a consumer. Cutting down on making unnecessary purchases and buying essentials that you know you’ll actually use can make a big difference.
3. Support the brands you believe in - whether its environmental, social, economical issues at hand, support the brands that you feel strongly will make a positive impact. There are a lot of brands who are doing incredible things and your money stretches a lot further in the impact you can have by supporting these brands. As the brand grows, so does their reach, which ultimately helps to grow their impact across the industry.
We hope to be a clear and transparent voice amidst a world of greenwashing and fear mongering.
My skincare routine is very simple — I use our latest - the Daily Regenerative Gel Cleanser, followed by our Toner as the first steps to “prime” my skin. It helps to really hydrate and open up my pores. I then layer on our Vital-C Antioxidant Day Serum - literally everyday - followed by either our Active Restorative Moisturizing Cream or Pure Balancing Botanical Face Oil. Depending on the day, sometimes both if my skin needs the extra moisture.
Act+Acre is another New York-based brand that has educated me on the importance of scalp health. I love their entire line of cold processed haircare. Their new plant based hair capsules have made my hair so incredibly soft.
As New York City is opening up, I’ve been getting back into my makeup routine. Recently, I’ve been really loving Westman Atelier’s Eye Love You Mascara and Baby Cheeks and Saie’s Glowy Super Gel for a quick get-out-and-go look.