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For this new natural beauty brand, “anti-aging” is a bad word

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Photo: Stocksy/Jayme Burrows

When two beauty industry veterans from an uber-fancy brand decide to create a plant-based line on their own, you take notice. Opting to leave La Prairie—which features products infused with caviar and gold priced from $200 to $1,165—was a big move, but one that both Renee Tavoularis and Lynne Florio were compelled to do. Why? Because, in their own lives, they were focusing more and more on wellness.

“We wanted to deliver natural, organic, plant-based products due to our belief that beauty lies within nutrition and lifestyle,” says Florio of the duo’s upcoming skin-care line, called Planted in Beauty. “We want to help people become the healthiest version of themselves.”

“Instead of fighting aging or anti-aging, we embrace healthy aging—even celebrate it.”

And because they’re basically creating something they want for themselves, the high-end beauty alums believe it’ll have extra appeal for their age group: women in their 50s and 60s, as well as those in their 30s and beyond.

But don’t expect a focus on anti-aging with this skin-care line. “Instead of fighting aging or anti-aging, we embrace healthy aging—even celebrate it,” says Tavoularis. Florio adds that they’re appealing to those who are more concerned with feeling good than “fixing sick.”

In other words, they’re catering to those interested in holistic health—a far cry from their former brand’s customer base, who undoubtedly cared more about prestige than how natural the ingredients in their beauty products are. In fact, Florio and Tavoularis are proving the mythologized connection between stature and chemically engineered ingredients is just that—a myth.

planted in beauty skincare
Photo: Planted in Beauty

The line will include seven different products, with different cleansers, serums, and moisturizers that each have specific benefits, ranging from $65 to $200. It launches in April, as part of a website called Well Within Beauty that’ll focus on nutrition, beauty, and lifestyle for a holistic approach to well-being.

“Lynne and I have worked over 20 years together, and over the last couple of years we spoke a lot about collaborating on our own brand,” says Tavoularis, a certified integrative nutrition health coach, who adds that The Planted in Beauty line is manufactured based on European guidelines—much more stringent than US rules. (Is it a surprise that two La Prairie vets have high standards?) “We want to help people become the healthiest version of themselves.”

Also new in the clean beauty world? Birkenstock’s upcoming skin-care line. Yes, really. And beauty boutique Bluemercury is expanding its natural product selection across the country.

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