In a consumer culture that eschews sulfates in shampoo and parabens in soap, many of us still don’t understand why we’re rejecting them. We’ve created a high demand for “clean” and “natural” beauty products, but there are few, if any, regulations defining what those terms actually mean. In such a lawless land of labeling, we’re forced to trust that our favorite brands will advertise their wares in a way we can understand, but unfortunately the marketing claims aren’t always accurate.
That’s why we’ve decided to speak with founders of natural beauty companies on a one-on-one basis, to better to understand the terms they use on their labels, their ideals and their philosophies. We’re starting with a brand that’s been on our radar for more than a decade, Naturopathica
Easily identified by its signature marine-blue glass bottles, Naturopathica has been around since 1995. The brand was founded by Barbara Close, an herbalist, esthetician and aromatherapist who believes in taking a holistic approach to treating the source of imbalances, rather than trying to fix symptoms after they’ve sprouted.
We had the chance to ask Close about her product development philosophy, how she defines her brand’s principles, and when the all-natural route isn’t the best option. Check out the conversation below.
