DELIVERING DIY SKIN CARE
In the age of Blue Apron cook-it-yourself delivery kits, it was only a matter
of time before similar beauty models emerged. Now, comes Oleum Vera, a
“home-cooked” beauty brand that offers cleansing, moisturizing, body care,
spa-style pampering, hair care and men’s body care kits that allow consumers
to whip-up their own products.
Each organic, non-GMO kit comprises plant-based oils and essential oils,
powdered clays (when applicable), algae and dried flower petals, and comes
with a how-to booklet. Ingredients can be replenished individually.
The brand claims that it “takes inspiration from bountiful nature to create
products that empower consumers to reclaim their beauty regimen, using
fresh ingredients from their pantry and fridge, natural clays, and organic but-
ters and oils.”
Community manager Èva Morin noted that a hesitance to trust mainstream
cosmetics, as well as the healthy eating movement, inspired Oleum Vera to
present an alternative that allows consumers to understand what ingredients
are going on their skin and hair and to know precisely how products are
formulated. Getting consumers directly involved in creating their own products
supports experimentation and customization that runs counter to a
one-size-fits-all industrial model.
Morin noted that this back-to-basics approach is supported with
information booklets included with each kit, which contain quick
recipes that can be tweaked, as well as an online community in
which consumers can share recipes and troubleshooting tips. In this
way, consumers are empowered to take the formulations beyond
Oleum Vera’s standard offering.
The range is currently available in France via OleumVera.com and
BienManger.com; Morin said the hope is to expand to the United
Additional kits are being developed, though Morin was unable to
provide additional details as of press time. n
Known for its lip balm and other skin care products, Burt’s
Bees recently launched plant-based protein shakes to nourish
users from the inside out, effectively bridging the brand into the
food and beverage world. The line includes the Protein +Healthy
Radiance with Antioxidant Vitamins A, C & E that “gives skin a
healthy glow,” according to Jim Geikie, general manager for Burt’s
Bees. The SKU provides 4. 5 servings of fruits and vegetables,
according to the brand. Each powder formula provides 15 grams
of protein per serving from five sources: pea, rice, flaxseed,
sunflower seed and oat.
“Burt’s Bees for 30 years has always been focused on
connecting people with the power and wisdom of nature, and
so [we] inherently ... always had ... that ‘beauty from within’
message,” said John Feeney, brand manager at Burt’s Bees.
“We’ve heard from people consistently that they’re living more
holistic lifestyles and increasingly connecting what they put in and
on their bodies.”