Behind the Brand: How I Hope Adélie Will Transform the Way Women Care for Their Skin

May 03, 2018 4 Comments

Adelie facial serums are formulated by the founder by hand

Confession: I’m a minimalist. There are only three products on my bathroom counter that I use to care for my skin daily. I believe in efficiency, not clutter. I can get a little overwhelmed by multi-step, product-intensive beauty regimes. As a solopreneur and work-from-home mother of two, I certainly don’t have time for it. Even if I did have time, like in a fantasy world where I could have 30 minutes of uninterrupted time in the bathroom, I still wouldn’t choose to follow a routine with too many steps or products. I just don’t think it’s necessary.

I think of skincare products as skin food packed with nutrients to care for the skin's integrity. Our skin is porous, which means it is capable of responding to whatever products we apply. My philosophy is that whatever we put on our skin should be mindfully selected to nourish our skin, just as we shop for healthy foods to eat. You’ve probably noticed that when you eat unhealthy foods, your body feels it and maybe even shows it. That’s why they say, “you are what you eat.” I’d venture to add, “your skin is what it eats, too.” Skin that is fed a healthy diet (inside and out!) will look healthy. I encourage you to get into the mindset of feeding your skin with intention and purpose.

I want you to know that it’s ok—in fact, it’s great—to cut down on excessive or unnecessary steps and products and concentrate on using only what your skin really needs to be healthy in that precise moment. It’s liberating not to have to check off every box (cleanser, exfoliator, toner, treatment, moisturizer, etc.) and just go through the motions of a routine. Everyone’s skin is unique, so their routine should be, too. Some will need to exfoliate 1-2 per week, while some would benefit from 3 times per week. Some may need a face mask to fight hormonal breakouts. When cosmetics brands market their products, they might lead you to believe you need more products than you do. When other women ask about your routine and are surprised to find out you just wash with a mild cleanser and apply a dab of oil, you might believe you should be doing something more elaborate. Let yourself off the hook and do as much or as little for your skin as you need. You know your body best. The only thing you should pay close attention to is what you’re feeding it.

That’s why I believe that the quality of skincare products is so important. I’ve experienced the difference the right skincare makes firsthand. At the age of 7, I was diagnosed with hypothyroidism. Back then, my skin was very dry and sensitive, and it never felt fully hydrated or moisturized enough. Then, later in life, my oldest daughter developed eczema as a baby. Out of my own frustration to ease her discomfort, I began creating my own organic formulations and, in tandem with a few changes to our lifestyle, saw her skin transformed. We became more mindful about what we put on our bodies and what we put in our bodies, and the difference was smooth, healthy, happy skin. I even began selling my creations as a hobby. You can read more about this part of my journey [here].



Why is it so hard to figure out exactly what’s in a product and where those ingredients come from? The challenge to figure out how to nourish my own skin and the transformation I saw in myself, my husband, my mother, my daughter, and the outstanding feedback from my clients, ignited in me what evolved into my passion: what is now Adélie. During this period I did try multiple well-known organic skincare products for myself, but what I experienced was that they weren’t up to the high-standards of formulation complexity and efficacy I wanted. Why aren’t there more options available for nutrient-dense, plant-based skincare? I felt like as a consumer I didn’t have a choice.

I wanted to empower women to care for their evolving skin needs merging minimalism, efficacy, and above all, safety. I’ve done all my homework, so you don’t have to. Each and every ingredient was thoroughly researched and meticulously sourced. I can recite every ingredient and its origins just as easily as I can list the names of members of my family. I intend to share that information with my customers. After all, if you’re putting it on your skin, you should know what it is and where it comes from. My mission in growing my brand is to remain transparent about my products and the high quality ingredients that comprise them, as well as to continue to strive for sustainability without compromising the luxury of premium skincare and chic minimalist lifestyle.

I created this brand to support the specific needs of early and maturing skin while being mindful of the modern woman’s time—or lack thereof, to be more accurate. As we mature, like any good vintage, our skin evolves and its skincare needs to, as well. I’ve intentionally decided to launch with only two products: a concise duo of facial serums to address the distinctive middle-aged  woman’s skincare needs. These products can be the perfect complement to your existing beauty routine, or be all you need. I believe the choice is yours, it is always yours. Nobody knows your body better than you, therefore my purpose is solely to empower you.

To tell you a bit more about my upcoming products, my formulations were intentionally and meticulously crafted to support the self-repair, self-regeneration, and nourishment of the skin. They contain essential fatty acids, potent yet safe botanical ingredients, highly targeted actives, and organic/wildcrafted essential oils to balance your skin and provide everything your skin needs for that time of day.

To ensure safety, quality, and efficacy (the three most important qualities of any skincare product, in my opinion), the technical aspect of the composition has been thoroughly studied and and tested in a single-blind study with 30 happy human volunteers ranging from ages 25 to 65. Their feedback was unanimously positive (8.5/10 agreed to recommend), confirming that the products performed as intended with excellent results.

In terms of legal cosmetic compliance, I chose to ensure that my formulations also meet the European Union cosmetic compliance guidelines, which are the strictest in the world. Our formulations are also laboratory tested. The extremely thorough process of trials, selection, and testing the formulations has taken over two years. This was not a requirement, but a deliberate choice to ensure the highest quality possible.

When I began crafting my formulations, my heart was set on launching the brand with organic certification from the strictest certification body based in the European Union, COSMOS Standard for Organic Cosmetics. Once I received their quote, I had to reevaluate and make the hard decision, that for now I’ll need to hold off. The formulas and ingredients I use in my products will meet their requirement, but the organic certification is simply too costly at this point in the journey. I’ll be putting this certification off momentarily in order to successfully launch the brand first. I can assure you all the professional consideration behind the formulation, packaging, aesthetics, messaging, and philosophy behind our brand represent my core values. The product and packaging have been designed to maintain environmental sustainability, premium quality, and an overall distinctive experience that I’m positive you’re going to love.

I’ll be telling you more about my products as I near my brand launch in September. In the meantime, I’m so excited to share this part of Adélie’s journey with you!

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