As the founder of beauty sales and marketing agency, Créme Collective, Leilah Mundt partners everyday with burgeoning indie brands bridging the gap between brand creators and retailers. Her agency’s roster of clientele reads like a who’s who of the luxury, clean beauty arena (Pursoma, The Beauty Chef and Vapour Organic Beauty, to name a few). Curious about Leilah’s take on green beauty trends, we reached out to learn more about brands she’s excited about, how the landscape of the industry is changing, and what the ritual of beauty means to this California mom.
“As an agency we don’t come out with a set of clean standards that we go by. I’m almost past demanding certain standards. We just feel like beauty should be that now. There is no reason to have lots of filler and inactive ingredients in our beauty products. There is no need for that. I’m about – What’s your story? What makes your brand compelling? What does your brand do for the planet?
Worker B is a brand we work with for instance that are really great advocates for sustainable bee keeping and that’s a huge passion of mine and everyone on my team. We love working with that brand because we know we are doing something really good for the planet.
We’ve come from a time where organic and natural beauty was sort of whatever you could get your hands on at a health foods store and then it became more elegant, although it was still made mostly in somebody’s kitchen. And there are a lot of great products made that way, but I’m really excited about brands that are using a lab to isolate different components in natural ingredients that make them more effective in the skin.
For instance, any green biotech brands, like this one out of Paris we work with called Patyka. Everything is eco-organic, which is a very difficult certification to get in Europe, and they have an amazing French lab that isolates certain ingredients, like peptides that trigger responses we want in the skin – primarily, reducing inflammation. Their Radiant Cleansing Ritual has completely changed my life and is made up of three of the most beautiful products you have ever used. I am obsessed with it.
I’m also excited on a personal level about ingestible beauty, which is anything you can put into your body that will manifest beauty in your skin and increase overall wellness. I love that because it’s been for the past 15 years something I have practiced in my own life and I didn’t think that there would be a day when brands sold next to skincare and hair care would be products you can ingest.
One of these ingestible beauty brands we represent is The Beauty Chef. It’s a brand from Australia that’s incredible. This woman from Australia, who was a beauty editor, suffered from eczema and had some issues she wanted to fix. She ended up finding the answer for her issues in fermented foods. Traditional fermented foods are sauerkraut and kimchi that we all know, but she took it a step further. She wanted to ferment super foods and make it taste really good. When you ferment foods you increase the bioavailability (your body will take in) up to about 80% from around 14-18%, so when you ferment a superfood it becomes even more of a superfood rich in probiotics. There is so much about The Beauty Chef that is incredible and people see the results immediately in their skin. It’s game changing.
I really feel that beauty and wellness are becoming one. Just like in fashion right now you see “athleisure” sweeping the nation where people, like Tori Burch are doing athletic lines. I think the same shift is happening in beauty. It’s not so much about indie beauty, but it’s about this overall search for wellness that is becoming very fashionable and also becoming essential. As much as I love the Estee Lauders and the Cliniques of the world, I don’t see anything compelling coming from them. I think we are shifting away from that inauthentic and unapproachable idea of beauty towards ‘You are beautiful – work on your wellness, mental health, physical health and use great products you feel really connected to.’ That’s the direction beauty is going in.
I have a daughter now and one of the lessons for me after having a daughter is that beauty is wellness, ritual, self care and self love. It’s so far from everything we see in advertisements and on tv. It’s very different than that. I think women crave beauty in that sense; they crave ritual. I’m half Persian and when I went back to Iran and lived there for months, I intimately saw how households work. Women take care of each other: They do each other’s hair and shower together. I love the ritual where the scarves come off of their heads and they are feeling free, giggling and drinking tea and sharing all of these beauty secrets. I think that ultimately is what we crave here in America, but it has been exploited. That desire has been exploited by thoughtless marketing. I’ve learned a lot about what beauty actually means and I am excited about where the beauty industry is headed. I think it’s a good time.”
-as told to BOND EN AVANT
Image source: Creme Collective
Read about this $1,400 “Blood Cream.”
Or how Dr. Barbara Sturm invented the “Vampire Facial” in “Dr. Barbara Sturm, founder of Dr. Barbara Sturm Molecular Cosmetics.”[/vc_column_text][/vc_column][/vc_row]