For The Purist’s first issue of Summer ’18, I wrote about how Influencers both macro and micro are shifting the way we discover new products in beauty and wellness—and how the savviest ones are launching brands of their own. “To create a cult beauty product, follow this recipe: Identify an unaddressed but universal need. Formulate a single, multitasking product of clean, cruelty-free ingredients. Package it in a sexy, selfie-worthy tube, stir in an evocative, hashtag-earning logo (don’t name your brand after yourself—that’s so analog-era), then mix in your secret ingredient: a squadron of online influencers who, eager for compelling content about prestige products, will tell the internet about your beauty-boosting invention, for free.” To read the whole piece, click here.
It’s not hard to have a false sense of security when it comes to the purity of your beauty products. You buy a botanical skin serum, book an aromatherapy facial, and imagine yourself a green, clean goddess. But meanwhile, you’ve got a vise grip on your high-gloss nail lacquer, you cherish your long-wearing eye shadow, and the thought of renouncing your colorist gives you the chills.
This head-in-the-sand state is understandable: Start reading about the dangers of formaldehyde in Brazilian blowouts or the lead levels in red lipstick and denial quickly sets in. Still, it’s time to acknowledge that we live in a complex terrain of chemical toxins. So why knowingly slather more of them onto your body? To read more of my piece about green beauty, visit here.