As consumer awareness around hormonal health and ingredient transparency intensifies, some indie beauty brands are carving out new spaces at the intersection of wellness and skincare.
From fertility and pregnancy to postpartum and perimenopause, shifting hormones can bring visible skin changes that many beauty buyers say remain underserved by conventional beauty products.
Verli, founded by Laura and Marky Beverlin, is one such brand positioning itself within this evolving category. Built around what the company describes as a hormone-conscious philosophy, Verli formulates products to support skin during hormonally sensitive life stages, adhering to EU cosmetic standards and excluding more than 1,600 ingredients it considers questionable.
For this month’s Indie Insights, we spoke with Laura Beverlin, who discusses the brand’s origin story, its approach to defining and communicating endocrine-disruptor-free claims, and how it is building consumer trust in a category often described as confusing by consumers.
CDU: Verli was built around the idea that hormonal health and skincare are deeply connected. What inspired you to create a brand at this intersection of wellness and beauty?
Laura Beverlin: We created Verli because so many women, myself included, were struggling with skin changes that traditional beauty wasn’t addressing.
Once we understood how closely hormones and skin health are connected, it became clear that we wanted to create a skincare brand that was both truly clean and supportive during sensitive life stages.
CDU: Pregnancy-safe skincare is a confusing and often underregulated category. How does Verli approach ingredient selection and formulation to ensure both safety and efficacy?
Laura Beverlin: At Verli, safety is non-negotiable. Because “pregnancy-safe” lacks universal regulation, we choose to lead with rigorous standards rather than marketing language.
Every formula is created in compliance with strict EU guidelines and is meticulously developed without more than 1,600+ questionable ingredients, including parabens, phthalates, endocrine disruptors, and common irritants.
Each formula is biocompatible, pH-balanced, and intentionally crafted to work in harmony with the skin, supporting its natural processes without introducing potential hormonal stressors.
We combine advanced botanical ingredients with clinical testing to ensure that our products are both gentle enough for delicate skin and effective enough for everyday use.
In short: we never ask women to choose between safety and performance.
CDU: You emphasize formulating without endocrine-disrupting ingredients. How do you define and communicate that standard to consumers while staying transparent about what’s truly hormone-conscious?
Laura Beverlin: Hormone-conscious skincare is a responsibility we take seriously and carefully.
Because the science of endocrine disruption is evolving, we focus on what is evidence-supported, transparent, and grounded in consumer safety.
We define endocrine-disrupting ingredients as substances that are known or strongly suspected to interfere with hormonal balance.
This includes phthalates, parabens, BPA, certain fragrance allergens, and other compounds we proactively exclude.
While regulatory agencies debate exposure thresholds, we choose a precautionary approach: we remove them entirely.
CDU: Hormonal shifts, from trying to conceive (TTC) to perimenopause, are often underserved moments in the beauty industry. How does Verli design products and messaging to meet women where they are in these life stages?
Laura Beverlin: Our products are designed to be gentle, non-disruptive, and effective through every stage- pregnancy, postpartum, perimenopause, and beyond.
We meet women where they are with supportive formulas and messaging that acknowledges real hormonal changes without overwhelm or fear.
CDU: As an indie brand, how are you approaching community-building and brand trust in such a sensitive wellness space?
Laura Beverlin: By leading with transparency, researched formulation standards, and warm, educational communication.
We focus on connection over transactions, guiding, validating, and supporting our community with honest, accessible information and high-performing products they can rely on.
Our community shapes our products, our content, and our decisions. That transparency builds trust.
CDU: What role do you see hormone-conscious beauty playing in the broader future of skincare, and how do you hope Verli will influence that evolution?
Laura Beverlin: Hormone-conscious beauty is the next evolution of skincare: one that prioritizes long-term wellness and ingredient integrity.
Verli aims to set the standard with botanically grounded, scientifically backed, non-disruptive formulations that support skin and body harmony at every life stage.
