Taylor Heath for Phaedra Botanicals
American model Taylor Heath captured by Anna Tabakova for Phaedra Botanicals

THIS MICROBRAND WILL CHANGE YOUR PERSPECTIVE ON SKINCARE

Phaedra Botanicals, an independent beauty microbrand, helps us shed light on the skincare industry’s issues and lack of transparency. The small team refuses to mass-produce and turns its attention to those few who demand more than what mass production can offer. Phaedra’s products grow in demand, and yet, the company just launched ON-DEMAND FRESH SERIES limited to those devoted few.

by Alexis, Freedom Writers | Published

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Skincare industry: the STATUS QUO

Micro-skincare brands sprout like mushrooms after a rain, but many copies what is already out there. Sometimes it feels like each continent has a similar copy of what already exists in another. It is understandable, the proof of concept exists, and what already sells well in one place might as well sell in another, giving a competitive advantage even in our globalized world.

If you are a natural skincare fan, you must have come across many skincare companies that claim their products to be non-toxic and fresh.

Finding this information is satisfactory for some of you, and taking the product off the shelf or adding it to the shopping bag will be the next step. However, few of us wonder what it takes for the product to be non-toxic or fresh. Phaedra Botanicals founder, Lucie, says that the very purpose behind her company is to create products for those few that wonder.

The matter of NON-TOXIC

Welcome to the world of greenwashing obscurity that omits the details that make all the difference. Let the magic unfold and explore how do skincare companies avoid coming under the light of scrutiny. Here comes the magical “free-from” formula.

A product that carries this “free-from formula” can seem a much better option than the one that does not, at least to a laik’s eye. It will probably prevent you from digging deeper into the long list of ingredients that might uncover other harmful compounds than those that everyone already banned from their cosmetic cabinets, such as SLES, animal-by products, and parabens.

Some companies go even further, incorporating as little as six group elements to their “free-from” list, ignoring the many other toxic compounds that can be present in skincare.

Welcome to the world of greenwashing-obscurity that omits the details that make all the difference. Let the magic unfold and explore how do companies avoid coming under the light of scrutiny. Here comes the magical “free-from” formula.

A product that carries this “free-from” formula can appear much better to many of us. It will probably prevent you from digging deeper into the long list of ingredients that might uncover other harmful compounds than those that everyone already banned from their cosmetic cabinets, such as SLES, animal-by products, and parabens.

“Claiming non-toxicity in today’s polluted world can be very misleading. Why? The answer is simple: trace elements accumulating in the environment and are literally everywhere, including organic farms. The only way to guarantee non-toxicity is to measure these trace elements in a lab and make sure they are within the most recent established non-toxic norms.” Lucie, Phaedra Botanicals founder

The matter of FRESH

Fresh skincare or skincare made in small batches is also on the rise.

So, how do skincare companies guarantee non-toxicity? Most of them don’t. Laboratory testing that includes heavy metals, mycotoxins, phthalates, and other compounds can be costly, and many companies are unwilling to pay. They rely on the assurance of their suppliers or ask for organic ingredients that cannot guarantee the absence of trace elements, such as heavy metals.

Phaedra Botanicals: the difference

Lucie posing for PhMagg
Lucie, Phaedra Botanicals founder, posing for PhMagg

Lucie has academic background, which explains her attention to detail that is absolutely essential in science.