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This is what mindful beauty looks like.

By Deanna Utroske

- Last updated on GMT

Related tags mindful beauty Sustainability

At IBE LA last week, Āether Beauty founder Tiila Abbitt spoke with Cosmetics Design about environmentally sustainable beauty packaging, how international trade relationships affect recycling in the US, her brand’s approach to ingredient sourcing, and more!

As it turns out, Tiila Abbitt, founder of Āether Beauty, may have just created a brand that epitomizes mindful beauty. She launched her color cosmetics brand in June 2018, and has been consistently impressing consumers and industry observers alike ever since, with products that support a conscious supply chain, come packaged in fully recyclable makeup palettes, and incorporate vibrational beauty in the brand story and product formulations as well. #goodvibesbeauty

In the Cosmetics Design beauty and personal care 2019 tends forecast video​, we described mindful beauty as “the next generation of all things natural, green, and clean​;” and explained that “it’s about vibrational beauty that incorporates crystals, astrology, and metaphysical learnings….And [that] this 2019 trend is not just about consciousness on the part of the cosmetics and personal care consumer; mindful beauty is about consciousness on the part of the brand and the supplier, the manufacturer and the distributor….It’s about designing for a circular economy [and] about ethical transparent business practices.”

This is very much the sort of brand Abbitt seems to be building. For instance, to create Āether Beauty’s recyclable eye shadow palettes, Abbitt tells Cosmetics Design, “I did not have to go outside the industry; it’s just more thinking differently.”

Watch the full video interview above to learn about Āether and Abbitt’s approach to mindful beauty.



Deanna Utroske, Editor, covers a full array of beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.

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