If you have the fortune to meet Axiology Founder, Ericka Rodriguez, in person, you’ll quickly learn that for this California-born beauty, she’s not into playing small. A vegan since her tween years, Ericka has been an advocate against animal cruelty for as long as she can remember, using her voice to protect the voiceless. She also had a mad crush on lipstick, amassing a collection of shades to pair with her current mood. Imagine her shock when she realized many of her favorite brands tested on animals and even contained animal byproducts. She turned her anger into action and set out to create the most comfortable, wearable, sustainable lipstick on the planet, starting with small batches from her kitchen.
Behind the Scenes
When I stumble upon a new skincare or beauty brand, I start with Why. “Why did this Founder have to create this brand?” More often than not, there’s a compelling story that captivates me, and I immediately want to share it with the Beauty Heroes Tribe. But, when I first discovered LINNÉ Botanicals, my first question wasn’t Why?; it was How? I just couldn’t wrap my mind around how this founder created a brand so luxurious, with formulas that were as unique as they were effective. LINNÉ Botanicals was unlike anything else I’ve come across. In fact, when I first applied this month’s Hero product duo, PURIFY Face Wash and ACTIVATE Body Wash, I told Jenna Levine, the Founder of LINNÉ Botanicals, that I simply could not choose between the two! They were both Hero worthy and I felt they both deserved the spotlight. So, in the first time in Beauty Heroes history, we celebrate a double feature Beauty Discovery that is pure, effective and unique.
Svetlana Zakharevich, Founder of GRESSA, is the first to tell you there’s no such thing as a miracle in a jar, which makes her stunning beauty and lit from-within, radiant skin seem even more enviable, because you know she comes by it honestly. In fact, Svetlana has dedicated her career to demystifying healthy, glowing skin. While earning her PreMed degree, she discovered that the topic of nutrition was barely broached, so she pursued degrees in natural sciences in biochemistry to offset this gap in her education. What she learned through her studies is that total body wellness begins in the gut through a healthy diet and a balanced biome. A love for all things glamorous happily collided with her passion for science, and she set out on a mission to formulate products to highlight and support healthy skin. Her skincare-first makeup line is a range of natural skincare and color formulations that nourish the complexion, illuminate its best features and wears like a second skin. With each product taking years to perfect, Svetlana takes us behind the scenes and reveals her inspiration for her brand and shares the philosophy that has made GRESSA a cult-favorite among the most discerning audience – celebrities, makeup artists and beauty editors. Meet Svetlana.
A distinguishing factor of Indie Beauty brands is that more often than not, products are formulated based on the founders’ personal values. SkinOwl Founder Annie Tevelin so perfectly demonstrates this in the relaunch of her Hero product, Beauty Drops PM. … Continued
Connected by our shared love for Hawaii, Maryna and I have long dreamt of a girls trip to the island of Kaua’i, the home and inspiration for her artisan beauty brand, Mahalo Skin Care. As we planned for our third collaboration, the timing was right to make this dream a reality. I flew to meet Maryna and for 4 sacred days we escaped the daily to-do’s of our ordinary lives and ventured into the lush and sometimes precarious terrain of the island Maryna now calls home. Days of hiking, swimming, deep breathing and absorbing the energy of the island led to incredible breakthroughs and divine inspiration for both of us, some of which we share in the video below. Perhaps one of my greatest revelations was how the land can hold space for our personal transformation. While I’ve always known that the island has so many gifts of nature to offer – botanicals, ocean, indigenous wisdom, and Mana (the word for the energy the Hawaiians derived from the land and nature) – I witnessed first hand how these bountiful gifts have offered Maryna a safe space for her evolution.
Nothing brings me back to my Hawaiian roots quite like the first days of summer. Vibrant green foliage in bloom, white capped waves crashing on the shore and the warmth of the sun on my skin transport me to my carefree childhood in Honolulu. What better way to usher in the Aloha spirit of summer than with Honua Skincare, a minimalist green beauty brand based on the traditional healing methods of the Hawaiian people. With a luscious range of products crafted with traditional Hawaiian plants like ʻōlena (Turmeric), Kamani ( Tamanu), Alo Alo ( hibiscus), and noni, Honua’s aim is to revive, support and sustain the few agricultural land and farms left in Hawaii. To dig a little deeper into the story and science of Honua, I sat down the founder, Kapua Browning, at the Beauty Heroes Headquarters. A mother of four and wife of a traditional Hawaiian medicine man, she is a glowing earth mama and a warrior for peace who exemplifies Aloha in everything thing she does. Read, watch and meet my friend and soul-sister, Kapua.
I have been holding my breath for nearly a year, waiting to deliver the beautiful cylindrical boxes – each hand made in Bulgaria – that encase this month’s Hero Product, Circle of Protection Body Oil. But before we get there, … Continued
I’ll never forget my first encounter with LILFOX. I received a generous assortment of products, each packaged with an artful design. Immediately sensing that these products were special, I took my time to study each box, read each whimsical word, … Continued
Northern California is home to many beauty entrepreneurs, but it’s not everyday I get to spend quality time with them and with their families, so I felt especially honored to be invited to the Innersense Headquarters last month. Greg and Joanne Starkman, the passionate founders behind the brand, gave Beauty Heroes the exclusive on the unveiling of their stunning new packaging and branding, as well as the launch of their Hydrate Collection, featured as this month’s beauty discovery. As you will soon learn, these changes represent much more than a facelift. Never interested in doing anything that’s merely superficial, Greg and Joanne have spent over two years in deep exploration into the most effective raw materials for high performance hair care, uncovering unique ingredient synergies that deliver unparalleled results while maintaining their commitment to clean. Innersense devotees will also notice a considerable change in the brand’s look and voice. The cleaner, more elegant packaging and the invitation to “raise your hair consciousness”, are both meant to inspire a deeper relationship with oneself, inside and out.
The relationship between health and beauty continues to intrigue us, pushing us to explore and innovate in beauty and medicine. While most approach the conversation from one side or the other, Sarah Villafranco falls squarely in the middle, making one … Continued