Created from a personal need, Snowberry’s founder, and cosmetician Soraya Hendesi was determined to create a skincare brand. But unlike so many, there was no compromise when it came to the ingredients or the efficacy. Editor Trudi Brewer discovers a natural, locally grown brand with a global consciousness.

Snowberry Founder Soraya Hendesi Image BeautyEQ — Snowberry Founder Soraya Hendesi
Image BeautyEQ

CAREER

Where did the brand name Snowberry come from?

It was a team effort. We came up with 400 names; we liked Snowberry best because snow is pure and fresh, and berries are nutritious- so it was the perfect name.

What or who inspired you to create the brand back in 2007?

I have had a lifelong passion for beauty, that just snowballed into Snowberry. As a child, I would spend hours in the garden making beauty potions for my mother and grandmother, so Snowberry is a tribute, to my mother’s passion for beauty and attention to craftsmanship, and my grandmother's humanitarian heart. It’s also a celebration of their values, which is why we carefully select the best ingredients New Zealand nature has to offer and at the same time taking care of the planet. I knew that to create a world-class, natural beauty brand that offered results, I would need the help of world-renowned scientists, and clever marketers, so I teamed up with the best, and Snowberry is the result.

Snowberry’s scientist, Dr Travis Badenhorst, with beauty blogger @misstiffanyma sharing the science behind the Snowberry peptide delivery system, e-Prolex. A peptide that permeates the lipid layer of the skin (a first) to travel deep into the dermis, where it can boost collagen production from within.

How has the natural skincare landscape changed since 2007?

There were only a few natural skincare lines around back then, and fewer creating carbon-neutral products. While today there are more startups, none are like Snowberry. We grow native botanicals and use renewable energy to power our biodiscovery laboratory, as well as, conducting gold-standard clinical trials for proven results.

What are the key native New Zealand ingredients in most of the Snowberry skincare range?

Most of the locally grown ingredients we use have been used in Māori traditional medicine (Rongoā) for centuries. Including, Harakeke seed oil which is hand-harvested at the Snowberry Gardens and is rich in omega acids to boost the skin's barrier helping to seal in natural moisture. Totarol extract from the Totara tree is packed with antioxidant properties to defend against free radical damage, and the antimicrobial properties of Totarol extract make it perfect for use in skincare as a natural preservative. Kanuka Honey the cousin to the famous Manuka honey, which has potent anti-inflammatory properties. As well as our world-first collagen peptides including copper tri-peptide, know as CU-PEP, a skin remodelling peptide, and eProlex , which helps old skin cells behave like young ones. Both these peptides help to improve skin elasticity and firmness over time.

Kanuka Honey grown at the Snowberry Gardens

What are the three top-selling products in the range, and why?

Our serums, all high tech, yet offering the best from Mother Nature. Including the Youth Renewing Serum, a new generation multi-functional serum featuring our trademark eProlex peptide complex. This contains three powerful anti-ageing peptides that are clinically proven to reduce wrinkle volume by 4.5x. It also features our Harakeke seed oil which is packed with antioxidants and omega fatty acids to build resilient skin and fight surface free radical damage. The New Radiance Serum, superior to retinol-based products, it's boosted with hyaluronic acid and soothing Kanuka Honey, this was our first serum and it’s still loved by thousands. Finally, the Smoothing Eye Serum, for helping to reduce eye bags and puffiness and smooth fine lines, it firms the skin under the eyes simultaneously.

Know for being efficacious the top-selling facial serums include, New Radiance Serum the first serum ever made, and the new generation serum, Youth Renewing Serum.

What are your top tips for budding entrepreneurs wanting to start a beauty business?

Have a clear vision, determination, a no failure mindset, and then partner with your dream team. Trust your gut feeling and enjoy the ride, but fasten your seatbelt, it may be rough. Most importantly, remember patience is a virtue.

How important is your carbon-neutral ethos?

It's integral and ingrained in our Snowberry values. From the onset, we recognised climate change is an imminent threat, and understand that every mitigating action is meaningful. We ensure everything we do results in a carbon-neutral footprint, which means practising environmentally-sustainable and ecologically friendly manufacturing, as well as contributing to waterway regeneration. We have won dozens of awards including Excellence in Climate Action Award, Product Carbon Category, in 2017 and 2019 for reducing our carbon footprint by a massive 79 per cent. We are proud to say that every Snowberry product is CarboNZero certified.

BEAUTY

What does beauty mean to you?

Unpretentious, authentic, individual style. If you were a gem, great skincare helps to add the polish, but you also need beauty to shine from within.

Editor Trudi Brewer’s favourites from the range include Snowberry Nourishing Rich Cream, $90. Snowberry RejuvenatingNight Cream, $90. Snowberry Smoothing Eye Serum, $69. Snowberry Youth Renewing Serum with eProlex, $110.

What would we always find in your beauty bag?

Snowberry Day Creams, which changes depending on the season, right now for winter it's the Nourishing Rich Day Cream, and there's one in my car as well. In summer, our Everyday SPF 30 is my constant companion.

What’s your one beauty indulgence?

I like spending a holiday in a relaxing spa resort somewhere in the world. However, during the Covid-19 lockdown, that was not possible, so it gave me a chance to pamper myself. After a shower or aromatic bath, I take the time to cleanse and moisturise my skin with Instant Deep Cleansing Oil, followed by the Nourishing Exfoliator, and Soothing Facial Massage Oil. For the body Renew Body Oil, and then I massage my skin in clockwise circular motions. To relax, I read, or watch a heart-warming movie with a cup of my favourite Persian Tea.

What is your best beauty tip?

Start a skincare regime, and stick to it daily. It's not a luxury; it's a necessity. Your skin is a living organ and loves to be cleansed and nourished. Invest in products that do not disturb the acid mantle of your skin so that you don't have skin issues like chronic low-level inflammation, which is a common problem caused by harsh cleansers. I'm so grateful for the efforts put into developing the skincare that I trust for myself, and all our Snowberry customers.