Portrait
Interview with Alex Kummerow, founder of Herbivore
Because reducing the success of Herbivore to the simple aesthetics of its colorful bottles would be frankly reductive, we gave the floor to Alex Kummerow, one of the founders of Herbivore. So, if you want to hear about homemade soap recipes, love stories... but also about social justice and sustainability, we advise you to read on :-)
How did the idea to create Herbivore come about?
In 2011, Julia and I had been together for 2 years. And one of the things that has always united us is the joy of creating. Creativity has always been the core of our relationship, so we were looking to do something that we could work on together. Our favorite local handmade soap store in Capitol Hill (in Seattle), had just closed. It was really sad: it was run by a person who sold her soaps right in front of her store and made them in the back... That inspired us and we thought "Hey, that could be us!". We had seen him behind his counter and had a vague idea of how to make soap. So we started looking for do-it-yourself soap recipes in books, and we were totally hooked! When we started experimenting with new recipes with different ingredients, I had a huge crush on a clay soap I had just made. It was so amazing that I was like, "Oh my gosh, this soap has changed my life.Oh my God, this soap changed my life!". Well, in retrospect, I think it was mostly a premonition that something incredible was about to happen... Then Julia had the same experience. That was the birth of soaps to which we added clay, that natural ingredient that makes your skin soft!
I read that at the very beginning, Julia only sold her soaps on Etsy and that she was quickly overwhelmed by success... How do you explain that Herbivore became so successful, so quickly?
It was a matter of timing. Ten years ago, soaps on Etsy were incredibly successful. There was a lot of creativity, and lots of cool and interesting new ingredients. So we made sure that our creativity would not only be in our products but also in our photos, in an overall aesthetic, that would really make us stand out. For us, a treatment should not "just" be efficient (even if it is obviously important). How it makes you feel when you use it is just as important. All we've ever wanted to do is provide an overall experience to boost people's mood and brighten their routine, not just their skin. Herbivore's simple, airy aesthetic is what set us apart from other brands on Etsy. We also wanted to prove that natural products could be beautiful and luxurious. And besides, that they should become a standard, a normality: after all, they have the same benefits as their synthetic counterparts, but without the drawbacks. And then some!
"If you have a voice, use it. If you have a brand, use it. If you have celebrity status, use it. We can all initiate change, but it only really works when we all come together."
Behind the colorful and "ultra-instragrammable" Herbivore packaging, there is a real social and environmental involvement. Could you tell us more about this?
When we started the Herbivore adventure, I remember going to a bottle wholesaler in Seattle and realizing "What?! It's that easy to get glass bottles instead of plastic ones?". They were a little more expensive, yes, but the difference wasn't that huge and more importantly, they were much more recyclable. Plastic waste is a big problem in the beauty industry, and we've always done our best to avoid it. Now that our brand has grown a lot, we can leverage our packaging suppliers and ask them to innovate for a greener future. We are now aiming for the complete elimination of virgin plastic caps by 2022. Finally, we have always been very careful about ingredients: we make sure that each supplier follows our guidelines around environmental and ethical sustainability. And we have always used our brand as a means, a platform to fight social injustice. When we first started doing this, a lot of people told us to stick to beauty and that they didn't care about our views on equality, on the planet... But frankly, this is not the time to be silent. If you have a voice, use it. If you have a brand, use it. If you have celebrity status, use it. We can all start the change, but it only really works when we all unite.
Well, we know that is a very tricky question but... What is your favorite Herbivore product? The one maybe with a particular history?
It's hard, but my favorite is the Lapis Facial Oil. Julia and I personally formulate 95% of the Herbivore products and this is the one I'm most proud of. It's also the one I like to use the most. This oil has a very deep blue-ink colour due to a high concentration of blue chamomile, a plant from Morocco that is known for its soothing and anti-inflammatory properties. Extracted from olive oil, squalane is the main vegetable oil in the formula and has an incredible, silky texture... it is the most luxurious. Finally, its scent is a subtle combination of blue chamomile and Hawaiian jasmine sambac flower. And I love the generous glass bottle, it looks great in the bathroom!
What is the best beauty advice someone ever gave you?
Stand up straight and wash your face! No... more seriously, as a boy, I didn't get much beauty advice (though I would have loved it!). And I know it's not what you'd want to hear or read so let's be serious: skin needs regularity and consistency, try to make a real routine for yourself and keep it as minimal as possible. Also avoid products that do double duty, like those with exfoliating properties for example. And if you are changing your routine, try to incorporate your new products as you go along to avoid sensitivities. And of course... natural products work!
Did you like this post? Then you should love "We tested for you... the cult products Herbivore"
Herbivore cult products
Herbivore Botanicals
Lapis Facial Oil Huile Visage Anti-Imperfections
Herbivore Botanicals
Prism Exfoliating Glow Facial Masque Eclat Exfoliant AHA & BHA
Herbivore Botanicals
Coco Rose Exfoliating Body Scrub Exfoliant Corps
