2017 was an amazing year for green beauty. Green brands became more popular than ever, and it stopped being a niche segment of the beauty industry. Mainstream bloggers began promoting smaller indie brands alongside big names like Estee Lauder and L’Oreal. Big department stores like Neiman Marcus started recognising the potential of green brands and collaborated with indie brands to curate personalised selections.
From a green beauty perspective, the biggest trend was a welcome shift away from face oils. 2016 was the year of face oils; and it was amazing to see green beauty brands expand their offerings in 2017 to include more hydrating products. In fact, I’d call 2017 the year of the hydrating serum because they were everywhere! Brands, beauty stores and influencers began waxing lyrical about the benefits of hydration (and how it differed from ‘moisture’), and it became one of the hottest beauty topics on Instagram!
Below, I’ve selected my top picks of 2017. While some of them were released in 2017, a number of them were selected because I discovered these new-to-me products in 2017.
When I first tried Earthwise Beauty’s Nap In The Meadow, I liked it, but it didn’t immediately blow me away. However, the more I used it the more I loved it. It visibly makes a difference to the tone, texture and clarity of my skin when I use it regularly, and it has become one of my favourite hydrating serums (no easy feat considering I currently have about 30 serums on rotation!). Carrot-a-Day was love at first sight (or should I say, use?), and I still adore it. Others like Ruby Facial Oil and Blackstrap Molasses Face Mask have become skincare staples, and I am yet to meet an Earthwise Beauty product that hasn’t impressed me with its cleverness.
A couple of months ago, the brand sent me a few more of their products to try (Tigress was a more recent gift), and I’ve been loving them all. I’ve been meaning to write about them, but I have been struggling to find the time to work on detailed, essay-length reviews. I guess haikus can be just as effective as epic-length poems – so on that vein, I’m trialling a new, shorter approach to reviews. In fact, I’ve given myself the challenge of reviewing all these products as succinctly as possible in a single sentence. Without further ado, here are my one-liner reviews of some of my recent favourites from Earthwise Beauty.
I was introduced to Earthwise Beauty through Boxwalla. I’d been impressed by the uniqueness of their products, and I loved its founder Ava Zhan’s fresh take on green beauty. After my Boxwalla review, Ava kindly sent me more of her products to try. She sent products that specifically suited my skin type, and after trying them, I can confidently say that Earthwise Beauty is currently one of my favourite skincare brands. Without further ado, let’s get right into the (mini) reviews. View Post
All the Boxwalla boxes I’ve received in the past have contained multiple brands. The June box, however, contains three products, all from Earthwise Beauty. For any of you who haven’t heard of it, Earthwise Beauty is a US-based green beauty brand founded by herbalist Ava Zhan. I’d tried most of the products in the box already, so I had a good idea in terms of what to expect. What I find amazing about Earthwise Beauty is that their products are unlike anything else on the green beauty market. Ava uses very unusual ingredients in unique ways, and I really admire that about the brand.This unique approach is reflected in their packaging, which is colourful and instantly recognisable. People seem to either love it or hate it: I personally like it for the fact that it makes the brand instantly recognisable (and gives it personality) in what has become an endless sea of Miron glass bottles. View Post