For as long as we can remember the beauty industry has been ruled by large companies. They formed an untouchable reign that dictated our dreams and beliefs. Communication worked one way: top-down — and nobody questioned their authenticity. Advertising exploited our anxieties in order to make us buy products that were going to make us feel better about ourselves: younger, slimmer, sexier. But most of the time having the opposite effect. We became compulsive buyers, obsessed with how we would appear to others, dependent of a handful of multibillion-dollar brands.
And what it’s worse, not only would the whole industry make us feel unattractive, but their products were also full of dirty ingredients that poorly impacted our physical health. Great times, right?
But then technology and social media came along, and we finally hit a tipping point. We suddenly became enabled to upend the relationship we - consumers - had with brands. We now have the power to change the conversation about beauty. To say NO to unrealistic fantasies of what beauty should look like. NO to false promises. NO to toxic ingredients that hurt our skin and the planet. NO to animal testing. NO to shady business practices. And to open a world of possible.
That’s how ROWSE was born. Like many of you, we had our share of disappointment with the traditional beauty industry. And like you, we wanted to take action. We studied hard to understand what was a clean, planet-friendly alternative to cosmetics. We interviewed beauty and health leaders. Met with dozens of laboratories in Europe. Listened to an enlarged community of teens, young adults, moms, dads, grandparents. And we saw the light. What we were looking for was there all along: P L A N T S. Yes, plants like in flowers, fruits, vegetables, nuts… Everything that’s raw and was used by our ancestors — at a time when no such things as sodium lauryl, parabens, petroleum, paraffin, synthetic fragrances (insert here the name of any other of the 1000+ now banned ingredients)… existed.
So here we are, going back to the basics. Foodists will know what we’re talking about. Because Beauty and Food are intrinsically linked. If you had the choice between a frozen GMO lasagna that has been sitting on a supermarket shelf for 12 months, and your mom’s homemade equivalent baked with organic ingredients, which one would you have for diner? Well, it’s just about the same with beauty products. You can choose between a face mask made with suspicious ingredients 12 to 24 months before you purchase it, and a fresh mask rich in natural and organic ingredients made at home.
The good news is… you now have the choice!
Beauty ingredients should be natural and fresh — something you could eat really. That is why at ROWSE we are committed to selecting only organic ingredients that would not be out of place in your kitchen.
In that spirit, allow us to share some universal beauty truths.
Skin care means taking care of all of your skin, not just your face
Beauty happens while you sleep
Everything you know about wrinkles is wrong: they won’t disappear!
Eye cream is just any other cream in a smaller pot
The only real anti-aging is sunscreen
Exfoliation will keep your glow
Water is your best beauty ally
And also, your beauty regimen definitely comes from the inside out (=what you eat!)
And because we care not only about what goes inside our products but also the impact they have on Mother Nature, we have defined from Day 1 our three guiding principles:
BE OBSESSED WITH MINIMALISM
Scaling back complicated routines to the minimum. Aside from saving time and money, it’s healthier for the skin, can be impacted from heavy product layering. It’s also more sustainable. In the end, it all comes down to finding the right balance with natural ingredients that can be used for a multitude of purposes. Our obsession extends to our packaging, which we want to be effective but stylish - something you’re proud to have on your nightstand.
SOURCE 100% PLANT-BASED INGREDIENTS
Did you know there are over 1,000 nasty ingredients that have been banned in Europe? But what about the rest that still needs to be tested? At ROWSE, we have a simple solution: Cut chemicals out and make room for plant-based alternatives. It’s not a new concept, people have trusted the power of nature for centuries. We interviewed dozens of labs and experts before launching ROWSE to make sure our ingredients were the best out there with the strongest properties.
THINK PLANET FIRST
From sourcing to production to delivery, we want to do our part to help the environment. Because no matter how young we are, we should all do our best to protect it. We favor small, local producers over industry leaders. We avoid bad chemicals (any chemicals actually) and choose natural ingredients that are traceable, vegan and cruelty-free. We want to help turn the tide on plastic, which is why we are continuously testing ourselves on reducing plastic waste.
Nuria Val is a contemporary explorer, photographer, model and creative director. The Barcelona-born artist sources her vital energy from her travels. Always immersed in nature, her work takes us on an initiatory journey of self-reflection to reconnect with what really matters.
With ROWSE, Nuria wants to share her honest approach to beauty through a collection of raw ingredients — the new essentials to any beauty regimen.