There’s no question about it: Natural beauty is booming, and in the grand scheme of things, this is a very good thing for all of us. It signals a movement towards greater awareness, discernment, transparency and advocacy. It’s pushing conventional personal care companies to clean up their act, and even if they never win clean beauty awards, they’re making progress in the right direction, removing the most harmful ingredients and trumpeting their green initiatives, steering the masses to consider natural the new normal. It’s a sign of the times – we’re waking up and demanding better quality from brands. Yay, us.But, let’s be honest. We also know that natural is loosely defined, and since greenwashing is so much easier than becoming a natural beauty formulator, many brands have mastered the “look and feel” of natural, but don’t have the formula integrity to back it up. So, while they may get to hang out with the pros in the Naturals section, they haven’t earned their stripes.
When I think about how to be achieve super hydrated skin, images of water come to mind. Splashing my face in the morning, drinking my required 32 liters per day, even spritzing my skin with a refreshing hydrosol. What doesn’t come to my mind is oil. Oils deliver many important benefits to the skin, but they don’t penetrate into the deepest cellular layers the way water, or an emulsion that contains water as an ingredient, does. While oils are excellent to nourish and protect the top layer of our skin, lock in our natural moisture and prevent water from evaporating, oils do not actually hydrate. Only water can do this. But one needs the other, which is why oil and water are the two most fundamental ingredients for healthy skin.
Painting faces is more than a vain pursuit, but not until meeting Krysia Boinis and Kristine Keheley, the co-founders of Vapour Organic Beauty, did I fully appreciate the transformative power of makeup. Much more than just a “cover up”, the … Continued
Some would say the awareness of the natural beauty movement is growing, when in fact, it’s just a refined return to the way beauty products were crafted before the Industrial Revolution. Farm-to-skin, a seemingly new movement, is a remembering of … Continued
On the iBE showroom floor in LA, Shrankhla Holecek cast a spell on me. I couldn’t tear myself away from the petite and passionate founder of UMA Oils as she spilled mesmerizing details of centuries-old Indian beauty traditions that contained … Continued
Beauty Heroes continues to grow and evolve out of the learnings from our members, Brand Ambassadors, Spa Superheroes and the incredible group of Founders behind each of our clean beauty brands. It is this learning that inspires me to keep creating, keep envisioning “what’s next.” What I am most grateful for in 2015 was learning that there is a place for our service that delivers the very best in non-toxic beauty, one Hero Product at time. Thank you for being a part of this journey. While we’ll never give you More than you need (thus creating unnecessary waste), we certainly do plan on doing More of the things that bring us joy and make us feel beautiful. Here is our vision board for 2016.
Pure home, pure child, pure beauty. Yes to all three please. Meet Molly, the naturally beautiful woman behind Maison Pur who’s determined to share the news that you don’t need to give up glamour, beauty or results when cleaning up your beauty routine or your home. Through her popular blog, Molly shares her tried and tested finds that make it easy to give up toxic products and replace them with all that’s good. Learn more about Molly, her beauty philosophy and her favorite Superpower Ingredient as we welcome her to our Beauty Heroes Brand Ambassador community of women who are making clean look and feel amazing.
Unless you’ve been hiding under a rock for the past two years, face oils are still en vogue. In the winter, they are the beauty equivalent to a cozy cashmere sweater. In the spring, they can feel as light as silk against the skin. So why do some folks still hold dear to their phobia of oils? Partly because of the myths surrounding oils. Julie Elliott, founder of In Fiore, helps debunk three commonly heard fallacies of using a face oil…..