So, last week I attended a trade event in LA, focused on holistic beauty:
“The indie beauty market is one of the fastest growing industry sectors. Learn more about this booming niche at a unique showcase of small, independent beauty, wellness, and lifestyle brands. The first two days are devoted to indie entrepreneurs; day 3 is a shopping day open to the public. The expo wraps up with a day exclusively for industry professionals”
– SkinDeep Magazine
I’ve been to a good number of shows like this, primarily in London. My technique for investigating is pretty basic: I collect their promotional material mainly, and sift through it at home with the aid of google. I take apart the actual philosophy of the brand, and see if it truly viable.
I so often feel I am at such a great advantage at a show like this, having had both serious acne and scarring for most of my life. When it comes to acne the results are not debatable: Either it works or it doesn’t. It’s with this mindset that I investigate new products and treatments…will it really WORK? Or is it just a nice idea that SHOULD work…but doesn’t?
I think we have all had the experience of walking into the skincare department of Sephora, and being fully overwhelmed by what seem like glorious, innovative options. The branding is slick…it has ingredients that seem healthy? I have heard of that one before, people swear by this one? Might as well give it a go.
And then you get it home and within weeks or months discover nope! Not working. Back to the internet I mean drawing board. And you start again that vicious circle of research, experimentation, dissapointment…repeat ad infinitum.
Or…you go to a dermatologist or an esthetician, and invest loads of time and money in their approach. And still, nothing. The heartbreaker here to me is the time wasted, the weeks/months/years of suffering with skin you don’t feel comfortable in.
It’s my goal to save you from wasting that time. I might not have the answer immediately…but I am creative and invested. If we don’t nail it straight out the gate we will get there eventually, don’t you worry. I am relentless, as only someone who has had problem skin can be.
And so! What did I see at this trade show? A lot of gorgeous, heartfelt, hand-crafted products made by well meaning individuals (for the most part)…that simply aren’t going to work.
Here’s why: the delivery system. If you are a client of mine you have heard me talk about the issue of absorption and molecule size. The larger the molecule the less it will absorb. This is why I am not a fan of skin oils…the molecule is too large. And putting an active ingredient you want to deliver results (say retinal) in an oil…forget about it. Total waste. A lot more goes in to formulating a truly effective product than just putting lovely ingredients in. The order they are put in, the combination of ingredients, the stability of the ingredients…it’s a painstaking task to get it right.
Now, not every product needs to mean business like this! I make a sweet little toner people like a lot…it’s not terribly sophisticated, but it does its job (cleaning) well. It would be a good fit in this show.
But when it comes to serum…moisturizer…and treatments? Unless you have glowing perfect skin you need something that’s going to do some work for you. And if you DO have perfect skin…don’t you want to keep it that way? Well use a product that delivers then!
And look: I completely support the desire to get away from toxic chemicals in our products. In fact I am fanatical about it…I think so many health issues today relate to man-made toxins. The products I saw at this show are certainly non-toxic, so better than the alternative. But I want it all: holistic products that produce visible results. It’s completely possible. In fact, that’s what we do.
I describe the “holistic” approach to skincare to clients this way: We are deducing the imbalance that is causing the symptom (such as acne) in your skin. And then – respecting that and not trying to suppress it – we feed and nourish your skin and body so that it can rebalance, and release the symptom. Like it wants to!
I use this approach because it works the most effectively. When you suppress a symptom…you just get another (different) symptom. The symptom is there to help you! It’s doing a very important job! Respect that, and you have a much greater chance of resolving the issue completely.
So, at an event such as the one I just attended…I just feel so lucky that we have not one but TWO stellar holistic brands/philosophies we ascribe to. Which (btw) marry perfectly in their approach and application. Can’t be an accident, that…great minds think alike?
These brands are Osmosis skincare and DMK. It’s fair to say the former has completely changed my life. The latter is brand new to us! But equally brilliant. I’ll be discussing each line in greater detail in future blog posts…they are just too smart to NOT be communicated. I have such a trememdous respect for the creators of these lines…to think outside the box and create products so unique and effective is no easy feat! They are true innovators.
And…the exhibitors I saw at the show may be in the future as well. But for the time being I am quite content that I could not ask for better products…we have all we need to truly transform your skin, from the inside out.