Beauty rituals have always been an important part of women and mens life and the new wave of natural beauty brands is here to restore our faith in cosmetics and give us the chance to indulge without any guilt. In addition to producing the videos, we delivered high-resolution stills from the shoot to be used on their website and across their social media channels. In crafting the scripts, we worked closely with the client to ensure that all messaging felt authentic to their voice. Wink, wink. Whats inside of Herbivores products is coveted, but the outside of them has perhaps been equally important to the brands success. Direct-to-consumer beauty juggernaut Glossier, which recently reached unicorn status, popped into Seattle with a shop in the citys Capitol Hill neighborhood this past spring. Julia and I still own 100 percent of the company, and I sleep well at night. 2022 Ezra Productions | Located in Los Angeles, CA & New York, NY | LA: (424) 259-2004 | NY: (917) 732-2798. The ingredients are so natural that, sometimes, they run out. We used voiceover to explain the origin and usage of the product. But despite the companys marked growth in a few short years, its staying true to its origins. Photo:Colleen Kerns. While Wills was taking a break from counseling work and contemplating what to do next, Kummerow gifted her the kit, and she began crafting soaps in the couples kitchen. Next up for Herbivore: A complexion product. SaaS, Android, Cloud Computing, Medical Device).
Have a scoop that you'd like GeekWire to cover? We produced a comprehensive brand story video, 12 product videos, and 5 Instagram videos that highlight Herbivores most popular products. Since the videos were designed to be featured on Sephora.com, we worked an approval process for Sephora into our timeline. Seed, Series A, Private Equity), Alternate or previous names for the organization, Whether an Organization is for profit or non-profit, General contact email for the organization. "Getting that call is one of my most memorable moments. Skincare was the initial category to embrace clean beauty, and Herbivore was one of the original brands helping to pioneer that movement, Kummerow, who serves as co-CEO along with Wills, said in a news release.
"It was definitely a struggle for the first few months", "I was working at Amazon at the time in video production and it was a scary move. Urban Decay Is Launching Skin Care (Yes, Really), La Mer Is Now Sold at Sephora (No, We're Not Kidding), This Ridiculously Refreshing Face Spray Sold Out "Immediately" At Ulta. I had been dealing with my skin condition for about three/four years at that point, so it was really quite eye opening. "I was really into Dr Bronner [an organic soap brand]. Their highly concentrated soaps, sprays, creams, and serums, are ethically sourced, thoughtfully formulated, and lovingly produced in Seattle. Subscribe to GeekWire's free newsletters to catch every headline. Cosmopolitan, Part of the Hearst UK Fashion & Beauty Network. They are so beautiful, so we packaged them in clear glass so everyone can see the colours.
Buy now Herbivore Citrine Body Oil, Spacenk.com, 22-36. The billion-dollar company started as a blog and grew into an online business, targeting younger customers who follow the brand on social channels. We were hanging out in our apartment and our phone started ringing. Naturally, they began receiving requests for other facial products with similar ingredients toners, masks, the works which is how the Pink Clay and Blue Clay masks came to be. To achieve a clean, cinematic look, we used cinema lenses but the cameramovement was free and improvisational to give the spot an attainable yet aspirational andpolished feel. The videos are engaging, beautiful, and informative introductions to the brands story and key products.
Wills explained inspiration for the products comes from distinctive ingredients and appealing ingredient colors revealed through Herbivores glass bottles and jars. Seattle also gave rise earlier this year to Gemma Labs, a Pioneer Square Labs spinout that sells custom-formulated shampoos. That was the idea behind it," Julia explains. While big brands are much more aware of indie beauty brands now, back in 2012 this was a huge deal and meant that they could officially hire their first employee. ", Buy now Herbivore Lapis Balancing Facial Oil, Spacenk.com, 22-60, One myth that Herbivore has managed to dispel is that natural beauty products always come in ugly packaging. In addition to creating products that give noticeable results, the duo also put an emphasis in making products youll want to indulge in. Back in 2011, they began making a clay soap, which took off in their Etsy shop. Based in Los Angeles and New York, Ezra Productions is a video production agency that produces motion-picture quality branded content videos that speak to the heart and mind. Herbivore Botanicals founders Julia Wills and Alex Kummerow started by making soap in their kitchen. Herbivores range of products and retail footprint have come a long way from the days of Wills making soap in the kitchen of her apartment and selling it on Etsy. Subscribe to GeekWire's free newsletters to catch every headline, US lawmakers raise questions about misleading Amazons Choice recommendations, Game Review: Nintendos Fire Emblem: Three Houses is well made, but way too easy for experienced players. Since the brand's ingredients can't exactly be created on-demand as they would in a lab the downside of Mother Nature they actually have to discontinue products if they run out of something. fresh ingredients, and on-screen callouts to highlight key features. He was a big supporter of the brand from the very beginning, when he helped his daughter pack orders and fill bottles. The videos were designed to be m. inimalist yet sophisticated, incorporating tones like marble, gold, pastels, and rich gemstone colors. retailers. Around that time circa 2011 she quit her job (kismet?)
", Alex's experience using Julia's soaps made them realise that this could be more than just a hobby, as Julia explains. All of their products have an emphasis on organic, high quality, and food-grade ingredients and their formulas are original, created and tested by us, on real people never on animals and always from scratch. We incorporated close-up shots of the production process to call attention to the fact thatthe products are made by real people and allthe care they put into it. "I just loved making it," she tells Allure. We have just launched in the UK, which is a huge deal to us and now we want to continue to expand globally. We engaged one of our seasoned beauty copywriters who had knowledge of the kinds of claims that can and cannot be made per FDA guidelines. Hawaii is a major source of inspiration for the products. If you need help purchasing a product directly from Allure, go to our FAQ. "We were unable to find large enough supplies of the Hinoki cypress oil needed for it," says Wills. The videos are cinematic, memorable, informative, and highly shareable across social media. From humble beginnings in a home kitchen to the shelves at Seattles own retail juggernaut. The doctor didnt really know what it was, and Julias product cleared up my skin immediately, recounted Kummerow. Wills detailed it took roughly a year to fine tune the design that has a straightforward, minimalistic quality. Once they had more soap on their hands than they could possibly use, they began selling it at their local farmer's market and on Etsy. In addition, the product, priced at $58, has prickly pear, goji berry, red raspberry seed, kokum and shea butters, alpha hydroxy acids, hyaluronic acid and enzymes derived from papaya, sugar lemon, orange, bilberry and cranberry. We dont aim to develop something from a commerce point of view as much as we aim to develop things that we love and are obsessed with and [reflect] who we are as people.. But it won't be, say, your average foundation. But if you thought they had forgotten their roots, think again. Each product video showcased close-ups of the products,fresh ingredients, and on-screen callouts to highlight key features. The rise of influencers was also credited as well as the notion that transparency-minded consumers are far more savvy about whats going into products as they help fuel theestimated $532 billion beauty industry. Shop now, This lipstick trend has 20m+ views on TikTok, Everywhere Kate Middleton has travelled as a royal, 12 best waterproof iPhone cases for your holiday, The 10 best things to watch on Netflix this August, 13 of the best all-natural skin care products, This content is created and maintained by a third party, and imported onto this page to help users provide their email addresses. A few years later, they received a very important phone call. "When we first asked him to make our soap we thought he would hire a bunch of people. 13 Black-Owned Businesses to Support in the Seattle Area. Four years after setting up their Etsy store a chance encounter with Sephora changed everything. The thoughtfully designed packaging, minimalistic, yet modern branding blended with intoxicating scents and luxurious textures, remind us that taking care of our body is not a luxury but a great way to carve out some much-needed downtime in our hectic routine. The individual product videos, Each product video included a model using the, product in a stylish home environment. Herbivore asked us todevelopa comprehensive video marketing campaign to support its new partnership with Sephora.com. We used voiceover to explain the origin and usage of the product.
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Alex Kummerow bought Julia Wills a soap-making kit back in 2011 as a gift, and the couples interest in creating natural skincare products was launched. "Growing up, my mum was an aesthetician which meant she had her own day spa and always used a lot of natural ingredients in her treatments. Find More Contacts for Herbivore Botanicals, Edit Lists Featuring This Company Section, Herbivore Botanicals Appoints Sandy Saputo Chief Executive Officer, Private United States Companies (Top 10K). Then Instagram came around and people wanted to put pictures of Herbivore on Instagram. But this year hes planning on producing one hundred thousand bars of soap all by himself, with no team. We drove over and set up everything and this guy came along who was just asking us so many questions. The goals of the videos were to educate Sephora salespeople and customers about Herbivores brand story, what sets the products apart, and to build brand awareness and affinity. At the time, I was actually dealing with psoriasis and upon using the soap that Julia had made my psoriasis dissipated within a few weeks. The aesthetic was a throwback to luxury perfumes from way back. Now, find out which products to add to your skin-care routine in your 20s: 2022 Cond Nast. Active, Closed, Last funding round type (e.g. Four products that have been strong online for the beauty specialty chain gel mask Blue Tansy, facial oil Lapis, body polish Coco Rose and face mist Rose Hibiscus and one new exclusive item, night treatment Moon Fruit, are entering the discovery wall sections at Sephora stores. The videos were designed to be minimalist yet sophisticated, incorporating tones like marble, gold, pastels, and rich gemstone colors. We are eager to leverage this capital infusion to expand our manufacturing capabilities and increase brand awareness through digital and in-store marketing., Wills called it a tremendously exciting time for Herbivore and added that the company is well-positioned for strategic and meaningful growth as we continue to solidify our standing as a category leader in clean skincare., What are you putting on your skin today? Kummerow and Wills say the success of their company begets success of the natural products as a whole, those made sans parabens, sulfates, and phthalates. I just thought how fun would it be if the both of us could do it and make enough money to pay rent and our cell phone bill. "Sephora called us one morning while we were making breakfast to let us know they were going to launch Herbivore," recalls Wills. "I got off the phone and cried.". Every year, we have tripled our growth. Silas has also backed ILIA Beauty, HATCH, Boll & Branch, Bellroy, Casper, Naadam, Summersalt and Lord Jones. We relied heavily on b-roll to showcase the founders genuineday-to-day, the love that goes into making each product,and their attention to detail. Today, using all natural, organic ingredients, tested only on people, Herbivore sells more than 35 different items ranging from skincare to bath and body. Fri Jan 13 & Sat Jan 14Winter Beauty EventNordstrom, Downtown Seattle.
skin rose infused beauty care allure skincare courtesy brand If you cant make it to your nearest Nordstrom Natural Beauty Outpost, neighborhood boutiques have been carrying Herbivore Botanicals for some time too, among them: Herbivore Botanicals Debuts in Nordstrom This Weekend, We Needed This: Eco Collective Safety Razors Smooth Out Your Shaving Routine. Although I majored in psychology, my favorite electives were aromatherapy and Chinese medicine. Shes probably made 100 different products, Wills chimed in, I went to natural health college [Bastyr University]. "It was my mom's favorite, so we did make her a small batch for Christmas.".
The settings weresimple, clean and sophisticated, with a lot ofgreenery and natural surfaces. I just feel like we had grown this brand from nothing and now we were in the major league." It just started happening.. "Everyone I knew thought I'd lost my mind for at least the first year, but I was happy. The brand does not use fillers of any kind, meaning that almost every ingredient in their products is an active ingredient. In fact, we have never taken a loan, and we are proud of that. I had eczema or psoriasis on my skin. Frequently emulated since Herbivore introduced it, the look helped the brand transcend the hippie-dippy reputation that has often pigeonholed natural beauty brands. Not for the ultra-rich buyers of L.A.s 8-figure condos, Arts groups raced to be more diverse. Fun fact: It's still a bestseller to this day. Even though it's becoming more difficult with each passing minute to agree on anything (thanks, 2017) one undebatable truth survives: Herbivore Botanicals is the shit. "These days, my dad makes all of our soap," says Wills. Photo: Julia Manchik. Notably, Wills and Kummerow turned away Target to concentrate on Sephora. He elaborated Sephoras step-by-step process tested Herbivore online before placing it on discovery walls and possibly building upon its presence in stores later on. Your California Privacy Rights. Herbivore now employ around seventy people, with fifty of them working in production and shipping. ", Buy now Herbivore Pink Cloud Rosewater Moisture Cream, Spacenk.com, 42, While Julia's upbringing and education meant she had an 'encyclopedic' knowledge of all things natural beauty, Alex was only just beginning his natural journey when he met Julia. Herbivore requested that we shoot the videos at their headquarters and production facility in Seattle, Washington, to make them as authentic and grassroots as possible. Ingredients range from French pink clay to Brazilian gemstone, and every ingredient has a specific therapeutic purpose. There might be a time where we might not have enough money to get to the next step, and we may want to seek an investor because we wont have the funds in our back account to do that, so we are open, but we have not taken investment. "Right now, we're getting a lot of requests for an under-eye product," says Wills. As Alex explains, the call that followed that encounter changed everything.
This feature is in beta and may change with future updates. Celebrate summer, soccer and sensational views at GeekWires festive rooftop BBQ, taking place Tuesday, August 2nd before the Seattle Sounders face FC Dallas. Their natural bath and skin care brand is a herald of all that is toxin free, cruelty free, plant based, and not to mention pretty damn luxurious too. User Agreement and Privacy Policy and Cookie Statement and And so the Bamboo Charcoal Bar was a born and soon became a hit. And never underestimate your support network, as Alex explains. It also creates their products with personal rejuvenation and a little indulgence in mind. Speaking of Etsy, that's what put the brand on the beauty map. Kummerow expounded, Its a multitasking product thats loaded with all of our favorite ingredients. Ad Choices. Seriously. We earn a commission for products purchased through some links in this article. Herbivore Botanicals is a clean beauty brand that brings you products that are safe, non-toxic, and highly effective. 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"A passion or something that is important to you, because theres not going to be a lot of money at first, or possibly ever." Total amount raised across all funding rounds, Total number of Crunchbase contacts associated with this organization, Total number of employee profiles an organization has on Crunchbase, Total number of investment firms and individual investors, Total number of organizations similar to the given organization, Descriptive keyword for an Organization (e.g. "We were doing a craft show in San Francisco, which is funny because it was one of the only craft shows we ever did. If you haven't heard of Herbivore Botanicals yet, the chances are you will have seen their products all over your Instagram feed. Alex Kummerow, Wills's husband and Herbivore Botanicals co-founder, bought her a soap-making starter kit and she was immediately hooked. We incorporated sun flairs, slow motion, and reflections to elevate the videos. If you cant make it to your nearest Nordstrom Natural Beauty Outpost, neighborhood boutiques have been carrying Herbivore Botanicals for some time too, among them: Click in West Seattle, Moorea Seal in Belltown, Prism in Ballard, Essenza in Fremont, and Glasswing on Capitol Hill, where you can find the entire lineup of intoxicating goods. Hot summer days are no match for these long-lasting products. At college I took a lot of classes on aromatherapy and Chinese medicine and that's where my interest in natural beauty really developed. (Their shop on the site still exists, although it's not currently selling products. But not everything has a beautiful ending, as was the case with Julep, the once high-flying online cosmetics startup. I knew I'd found something I loved doing, so I just went with it." "I don't want to give away too much, but it's sort of a skin care-meets-makeup hybrid," says Wills. It makes your skin really smooth and hydrated, and its a night treatment that can also be used in the day.. Hint, hint. Moon Fruits formula, for example, contains the anti-inflammatory ingredient indigo powder giving it a lavender hue. The goals of the videos were to educate Sephora salespeople and customers about Herbivores brand story, what sets the products apart, and to build brand awareness and affinity. In addition to producing the videos, we delivered high-resolution stills from the shoot to be used on their website and across their social media channels.
day-to-day, the love that goes into making each product, We incorporated close-up shots of the production process to call attention to the fact that, the products are made by real people and all, We highlighted their production facility and showcased its family atmosphere, their diverse staff. We asked them to share their story of how they turned a hobby into one of beauty's most talked about new brands. San Francisco Bay Area, Silicon Valley), Operating Status of Organization e.g.
I was actually really surprised when retailers started reaching out to us and wanting to carry the products, said Kummerow, who established Herbivore with his wife Julia Wills. ", Buy now Herbivore Phoenix Regenerating Facial Oil, Spacenk.com, 24-74, In just seven years Herbivore has gone from being sold in farmer's markets to being a Sephora best-seller, but that doesn't mean Julia and Alex are resting on their laurels. document.getElementById( "ak_js_1" ).setAttribute( "value", ( new Date() ).getTime() ); All Rights Reserved. But Kummerow and Wills emphasized they arent in a rush to explode sales. Freitas will be amongst Nordstrom associates, answering your skin care questions and likely waxing poetic about their Coco Rose coconut oil body polish or Blue Tansy resurfacing mask, both key to sloughing away dry winter skin. Not surprisingly, it has five stars, 13,555 sales, and more than 4,000 reviews.) 2. Herbivore Botanicals Website and Instagram, How to launch a sustainable fashion boutique, How to release tensions and survive a career transition with Michele Kadison, Ten key strategies to launch a successful digital-first brand : Outdoor Voices, How to combine traditional craftsmanship with modern style, Harare : An exciting new sustainable fashion label, Matter, Ethical Pants for the Modern Nomad, On The Sly, Australian eco-conscious homeware with Scandinavian flair, SALT SURF, Product Design and Branding at its best, Hannah Anderson, singer, composer and artist, A beginners guide to Kaizen : The Art of Improving continously, Sackcloth & Ashes, Blankets with a Mission. Learn more and register here. Learn more about underwritten and sponsored content on GeekWire. We have grown the company off of profits alone., Californians and other Americans are flooding Mexico City. While shooting the videos, we createdseveral opportunities for still photography of products and lifestyle shots in different environments for the client to use across its website and social media channels. Finally, the beauty gods have answered our prayers. We can only grow as fast as we can grow, Kummerow said. To ensure brand continuity across platforms, we developed a visual language that felt like an extension of Herbivores unique online presence. "In 2016, he did upwards of 50,000 bars of soap single-handedly," she says. All rights reserved. We relied heavily on b-roll to showcase the founders genuine. treatments that combine essential vitamins, minerals, and botanicals to restore skin to its optimum health and vitality.
micellar It never hurts to learn from someone else and be humble. Wills and her husband spend a lot of time on the Hawaiian island of Kauai. Thanks to our presenting sponsor First Mode. Cool little indie brand Herbivore Botanicals is growing up. They formulate. Herbivore originated with an endearing beauty meet-cute between a woman trying to find her way and a soap-making kit. The all natural, certified organic, US skincare brand has finally launched in the UK after becoming one of Sephora's best-selling brands. "I was just experimenting in my kitchen when we realised I had made so much soap that we should probably start selling it. We felt like, when we put a natural product into luxurious packaging, that we had something new, especially in 2011, said Kummerow, continuing about the brand, It is our artistic outlet. It's more of a work vacation than an actual vacation, but the couple certainly doesn't mind. He is so good at it. Herbivore requested that we shoot the videos at their headquarters and production facility in Seattle, Washington, to make them as authentic and grassroots as possible.
4. As Julia puts it "we could never have imagined it would go so far". The retail push puts Herbivore on track to reach $6 million in wholesale revenues this year, up from $2.2 million last year, according to cofounder Alex Kummerow. At that point it had taken about a year for everything to line up and for Sephora to decide they were ready to stock us.
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