How One Popular Beauty Brand Became Organic
By Liz Ritter, Executive Editor |
Shannon McLinden wears Gucci perfume and loves a fresh hair of highlights, yet still finds that slathering her face in “an inch of her brand’s organic probiotic milk mask literally erases a bad day or breakout.”
Like a lot of women, McLinden doesn’t consider herself “all” anything but, as founder and president of the popular natural brand FarmHouse Fresh, she does recognize that almost everyone is looking to make their lives a little more “organic,” something she knew her brand had to step up to meet the demand of in an industry that can sometimes be more than a little convoluted.
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“Many of the thousands of spas serving FarmHouse Fresh treatments specifically requested we expand our U.S.-grown natural line to also offer an organic collection. In an industry where so many brands appear to be organic, yet bear no certifications at all, we knew we wanted to pursue certification so that spa-goers would know that we are championing their journey with honesty and integrity.”
For consumers who lead an organic lifestyle, McLinden thinks using skin-care products that are certified free from synthetic herbicides, pesticides and GMOs is critically important. “From clothing to bedding, the organic buyer strives to limit their daily exposure to these chemicals in every way possible. They ask. We listen.”
Earlier this year, FarmHouse Fresh debuted the FarmHouse Fresh Organics collection, a subsection of the original offering that McLinden admits is “completely opposite to traditional product development.” It’s something the brand takes very seriously and doesn't scrimp on—even going so far as to using only certified organic gloves to pick the ingredients used in the products.
“We say our FarmHouse Fresh Organics collection promises ‘Purity Down to the Roots’ because it absolutely does,” McLinden says. “Think about it: For a product to be certified free of synthetic herbicides, pesticides and GMOs every step from dirt and seed, to the gloves used to pick the harvest, to the bins the harvest is placed in, to the equipment used to process the ingredient, the storage area surrounding the ingredients, to the jar itself, the pumps, lids, liners, all of it, is certified so that there is no exposure to synthetic herbicides, pesticides and GMOs.”
While the brand admits it’s an incredible amount of work, they also say they were surprised to find that the development time takes at least three times as long to bring to market, over the natural line.
“The labs that are certified to handle process, and develop certified organic products should win an award,” McLinden says. “They undergo some of the strictest compliance measures, including surprise inspections by auditors.”
There’s no doubt that consumers are much more aware of the connection between harmful chemicals and their health, and McLinden holds that fact to be one of the driving factors behind the line’s popularity.
“Nearly everyone is touched by cancer, and as long as there are lingering questions around what chemicals might be causing cancer and other diseases, there will be a growing interest in limiting our exposure to chemicals. It’s a fine balance, though. As a brand, we are committed to creating a range of products for all of our customers to enjoy because not everyone follows strict organic, vegan or gluten-free guidelines. People want a variety.”