Indie Beauty Profile
Jené Roestorf, Luxe Botanics
There is no shortage of natural indie skin care brands these days. And while consumer demand for these sorts of products is nudging conventional ingredient makers and multinational beauty brands to innovate cleaner, greener skin care options, the proliferation of brands is also raising the bar on what an ethical, sustainable, natural beauty brand looks like.
Jené Roestorf and her Luxe Botanics brand seem to be up to the challenge. Here, the beauty entrepreneur shares a profile of herself and the brand.
Name: Jené Roestorf, Founder and Chief of Botanicals
Indie Beauty Company: Luxe Botanics
Launched: November 2015
Cash flow: Luxe Botanics has had 300+ percent growth in 2017.
And Roesdorf points to this early achievement as a financial milestone: … supporting communities in Africa through our partnership with Buy1Give1. With every purchase of Luxe Botanics our customers actively give back in a meaningful way to the communities that harvest our core botanicals whether it be providing women with an independent source of income, business training, school supplies for children or planting new trees on the land. I look forward to being able to increase our local community support as wellness conscious customers join us in our mission to allow nature to nurture.
Team work: 2 full-time: Founder & Chief of Botanicals and Chief of Relationships; and 4 part-time: Strategic Business & Legal Director, Social Media Manager, Marketing & Sales Consultant, and Copy Writer
Distribution: Luxe Botanics is sold globally through our own ecommerce site www.luxebotanics.com; Across the US from October 20th at www.neimanmarcus.com/indiebeauty and at online retailers AHAlife and Musely.
In Australia Luxe Botanics is sold at Tonic The Organic Beauty Store, in Singapore at Après Avant. As of next month Luxe Botanics will be available in Canada at Maison Etiket and The Green Jungle Beauty Shop.
And in Q1 of 2018 the brand will announce further retailer partnerships in the US, Spain, Portugal, and the UK.
Years in beauty: 2
Years at Luxe Botanics: 2
Entrepreneurial experience: A biotechnologist by training, Luxe Botanics is my first venture, but I come from a family of entrepreneurs so it seems inevitable now that I’d pursue my own path.
With my South African upbringing and growing up surrounded by the most eco-diverse flora and fauna, I’ve always had a vision to create a business that not only values the environment, but can change culture for the better and give back to communities in a meaningful way.
Luxe Botanics blends my African roots, scientific background and sense of responsibility to make a difference by uplifiting the lives of disadvantaged women.
The business: Luxe Botanics is inspired by nature’s most time-honoured, visibly proven ingredients, reflecting my passionate belief in nature’s nurturing abilities and the remarkable intersection between science and nature.
Selecting active, exotic botanicals based on scientific performance, we harness the skin-transforming powers of three nutrient-rich core botanicals – hydrating Marula Oil from Kenya, brightening Camu camu berry from Brazil and clarifying Kigelia africana from Malawi – to create potent and regenerative beauty elixirs conscientiously crafted with plant-powered innovation.
The wow-factor: I’m proud to be able to say that Luxe Botanics is the definition of a truly mindful skincare ritual. We not only embrace true to nature ingredients that look after the earth (using only wild harvested, certified organic, botanic and natural ingredients), we are formulated with a socially conscious ethos that does a world of good in return. Our formulas not only deeply nourish and care for skin, they instill wellness as part of a daily beauty ritual.
The customer: The wellness conscious woman who chooses to allow her skin to thrive naturally. She is empowered by a skin care ritual that is luxurious and effective and that enriches skin health, nature, and the community.
Milestone moment: Being selected by Neiman Marcus to feature as part of their Under The Radar in-store event this October 20 – 21 and being part of their curated Indie Beauty selection. Only 15 brands have been chosen be part of this curation so we're very proud to have been chosen.
Advice for fellow indie beauty entrepreneurs: Focus on the problem you are solving for your customer. That’s it. Don’t waste your time following paths that you think are right – learn to listen.
Just one: When it comes to skincare I’m all about pureness and raw simplicity. At the moment I love our new Camu Brightening Mist, an instant pick me to rehydrate and revitalize a dull, tired complexion.
Rich in vitamin C, sodium hyaluronate, damascus rose water and soothing botanical antioxidants, it effortlessly ignites cellular energy to repair, protect and illuminate skin. The Camu Brightening Mist was formulated exclusively for Neiman Marcus to celebrate our partnership.