If the saying: 'Our very being, essence, health, and happiness relies on Mother Nature’, Rivka Rose is onto a good thing. Editor Trudi Brewer chats with the founder of Faith in Nature, an idea that grew from an avocado seed.
Image BeautyEQ
'Faith in Nature' is booming. Clean and green, it has a clear purpose, to create effective, affordable products from naturally derived sources. It's cruelty-free and contains 100 per cent natural fragrance, the company believes in harnessing the powers of nature, but not harming it in the process. It's a great story, that began 45 years ago, with a young woman bound for Britain with a dream to make organic shampoo. It all started after a summer of growing avocado seeds on her windowsill, which leads to Rose studying herbalism, in her native New York City. Today, the brand is a significant player in the clean beauty movement, the company posted a 5.8 million turnover last year from a range of products that are affordable, accessible, good for you and the planet - and they have just landed in NZ. Meet the brand founder and discover more about Faith in Nature.
“All the essential oils we use in the formulas because they smell beautiful, blend well and are hugely beneficial to your skin and hair. ”
Image Faith in Nature
When you launched back 1974 'green beauty' wasn't a thing, where did you get the idea?
There was little or no understanding of natural toiletries or 'green beauty', vegan products, aromatherapy oils vs synthetic perfumes, and natural colourants; all were unknown concepts in the UK back in the '70s. Petroleum oil was the base for most products. However, I knew from my herbalist background and nutrition that I could make a green beauty brand. I also realised quite quickly that I was going to have to educate a generation. Even among the few wholefood shops in the UK at that time, there was also little understanding of natural raw materials, so in that great possibilities lay ahead. Also, I am a vegetarian, and Faith in Nature was a lifestyle choice for me; I wanted to create products that I felt comfortable using myself.
How challenging was it to make your products back then?
Very. But interestingly, I didn't feel that it was a challenge at the time. I shared what I was doing, providing product information on the harmful effects of petroleum (which was widely used, even among so-called natural products), and the allergies produced by artificial perfumes. I also shared the options of natural colourants available at that time. Our first soap, the Orange Soap, contains natural carotene as a colouring; (we were one of the first brands to do this) it's more expensive indeed, but for us the only way. We are focused, I was then, and will always on nature; our mission is never to let anything or anyone distract what we want to achieve with the brand.
How has your manufacturing changed today?
I started the brand at the kitchen sink. Eventually, I bought a food mixer; it took some time to understand the subtle and not so subtle differences between creating luxurious skincare and robust shampoo products, blending ingredients in the same way you make bread. However, I learned, and soon enough, we were on the way to making suitable emulsifiers and fabulous shampoos, as well as beneficial essential oil blends. Today, we have sophisticated systems and equipment, and we're continuing to improve and make changes.
For those who don't know your brand, can you describe it in a few words?
Eco. Fabulous (of course!). Gorgeous. Beneficial. Elegant. Honest. Addictive. Loving.
Some of our favourites from the 11 fragrances in the collection. Faith in Nature Coconut Soap, $7. Faith in Nature Avocado Shampoo, $15. Faith in Nature Shampoo Bar in Lavender & Geranium, $15. Faith in Nature Hemp & Meadowfoam Body Wash, $15.
What ingredients do you like using the most?
Lavender oil and lavender extract. Orange oil, green tea extract, geranium oil, rose oil, and grapefruit oil (to mention just a few). All the essential oils we use in the formulas because they smell beautiful, blend well and are hugely beneficial to your skin and hair.
What is your favourite Faith in Nature product, and why?
Hard to narrow it down to just one. I love our new Wild Rose range (launching in NZ in March), and how rose oil is so beneficial hydrating and calming to the hair and the skin. Also, the Grapefruit and Orange Handwash, and the Dragon Fruit Shampoo and Conditioner - I know that's more than one!
Founder Rivka Rose has her favourites including the Faith in Nature Grapefruit & Orange Body Wash, $15. Faith in Nature Dragon Fruit Shampoo, $15. Faith in Nature Dragon Fruit Conditioner, $15. The famous Faith in Nature Orange Soap, $7, one of the first products to launch.
What could each of us do, a small step to being more eco-conscious?
Use ethically manufactured products, and that includes packaging. Recycle, buy products from companies who have are eco-conscious, and not those who have joined the bandwagon because it's a trend.
What's the one skincare tip you always share?
Always massage your skin upward, be gentle with the skin under the eyes, and moisturise your face twice a day. Keep smiling, that tones the muscles in your face and helps to make your skin look radiant.