What inspired you to create your brand?
When I was working in DC as a nuclear analyst, I lived next to Blue Mercury and would spend a lot of time in there playing with the different lines. I wore some of the cleanest brands they had, but my skin was still reacting poorly so I did my research. When I found that there were still synthetics in the “natural” brands I was using, I took to my kitchen and experimented until I had created makeup that was truly healthy. That’s about when it hit me that there was a tremendous gap in the clean cosmetic market, and I decided I wanted to be the one to fill it.
If you could go back to the beginning of the creation of your brand what would you do differently?
I would have hired a good accountant more quickly than I did and I would have micromanaged less.
What advice do you have to offer for those entrepreneurs in the green beauty industry just starting out?
It is always smart to strive for multiple points of difference from your competitors and to find a way to connect with your consumer on a values level. And never give up!
What is your most favorite product you have created and why?
I am definitely most proud of our foundations and concealers. My objective for this line has always been to give everyone a cosmetic line with the healthy standards that they deserve. Finding a perfect foundation and concealer match is tough enough in the non-natural space, so I am proud to have curated such an expansive list of colors that are both high performing and inclusive. I love these collections because our consumers love them and because they make it possible for everyone to start their own #CleanBeautyRevolution.
How do you juggle your life with such huge demands from your company?
I try to set time aside for self-care, and for me that means getting outside to bike or hike or catching a plane to one of my favorite places to clear my mind and hit reset.
What is your morning and evening beauty routine?
I shower in the evening, so I’ll cleanse & mask with Honua’s Pa’akai Cleansing Cream & Mask. Then I apply the Osmea Balance Facial Serum with a toner and head to bed. In the morning I use a gentle cleanser and toner and then apply my makeup!
What ingredients are never added to any of your products?
Talc, synthetics, artificial preservatives, animal bi-products (emphasis on no Carmine) or any ingredients that have been tested on animals! That is definitely an oversimplification of our ingredient story, but the general rule of thumb is that if it isn’t safe to eat, it should not be in your makeup either.
What is the best beauty advice you have received?
To get some sleep.
What sets you apart from the sea of competition?
We have total control over our supply chain and make out products fresh in our own lab. We also advocate for regulation so we are both walking the walk and talking the talk. We are totally transparent so there’s zero green washing in our domain.
