As today’s consumers become more aware of the ingredients they’re putting into their body and on their skin, the demand for natural, organic skincare is growing. But with so much conflicting information out there, knowing what products truly work can be a challenge, especially when you’re just beginning your wellness journey. Lynne Florio and Renee Tavoularis completely understand, and they want to help.
After more than 20 years working side-by-side at luxury beauty company La Prairie, Florio and Tavoularis were ready for their second act. “We’d always talked about starting our own business,” says Florio. “We’d both reached that age of reflection where we’re thinking, ‘What do we want to do for the rest of our lives?’”
In April of 2017, the duo finally launched their own beauty brand, Well Within, which offers an edited collection of vegan skincare called Planted in Beauty. “Wellness was something we’d put on the backburner for years because of demanding schedules and crazy traveling,” says Florio. “So we made the switch to a line that is all natural, organic, and nontoxic — something that we thought would be a better way to embrace skincare in our own lives.”
It’s also extremely transparent, which is becoming increasingly important in the beauty industry. Planted in Beauty is certified by Vegan Action, which confirms that products are 100 percent vegan; Leaping Bunny, which ensures no cruelty to animals has occurred; EWG, a data hub where shoppers can look up the safety level of ingredients; and Ecocert, which certifies that products are 100 percent natural and organic. The line was also put through the same rigorous clinical and consumer tests that La Prairie products face. “We live in a world where people are quick to claim a lot of things. We didn’t want customers to just have to take our word for it,” adds Florio.
As former natural skincare skeptics themselves, the duo was equally adamant about addressing common concerns in the industry. “Do the products really work? Is it unstable? Does it smell weird?” Florio asked. Everything in the Planted in Beauty line has a 30-month shelf life, smells beautiful, and guarantees ingredients with proven efficacy.
But with all of Well Within’s third party certifications, the biggest endorsement of all may have come by way of Neiman Marcus. The Dallas-based department store included Planted in Beauty in their new Indie Beauty Store, which showcases a highly-edited selection of emerging brands that beauty junkies should be watching. “We knew them from our prior life, and we’re so happy to be back there,” adds Florio.
