Designers will be the first to admit the world doesn’t need more brands—and yet we crave beautiful things that make us feel good, inside and out. As shoppers, we’re always searching for our next go-t0, whether in fashion or beauty. That’s why many brands today are choosing to make it all, creating a full lifestyle for their customers to dive into.
These four companies are doing just that, by offering natural beauty products and apparel or accessories.
Saie was founded in 2019 to prove that makeup can be “clean, cool and unforgettable,” the brand’s founder and CEO, Laney Crowell, said.
After Crowell left her job as a fashion editor at Estée Lauder, she started a blog where she wrote about health, wellness and clean beauty. She was constantly testing out products, and over time she realized there was a big gap in the color market for “clean products that were high performing but also had chic, fashionable branding, weren’t too expensive and were thoughtful about sustainability,” she said.
After having many conversations with her social media followers—who were also seeking cute, affordable and clean products—she launched Saie with the mission to change the way people approach beauty.
“I have always been super conscious about what I put in my body and wanted to be just as sure of what I was putting on my body,” she said. “I was detoxing in every area of my life—nutrition, meditation and eventually beauty—but makeup was just so far behind. I didn’t want anyone to have to choose between clean makeup they should buy and the cool makeup they want to buy. I wanted to create a world where both could exist.”
Due to her fashion background, she has also always paid close attention to style, so she said it is very important to her that Saie has chic design and packaging that makes shoppers excited to see the products in their makeup bags.
It’s because of that that she decided to offer Saie merch, such as a makeup bag in the brand’s signature lilac, a tote and the Saie x JOON lilac face mask, which is their elegant, sustainable spin on what has now become a wardrobe staple. Apart from its beautiful color, texture and design, what’s great about the silky mask is it doesn’t smudge your Saie makeup, not even the new super creamy Sun Melt bronzer which the team just launched to give customers that deep summer glow.
“Beyond good makeup, we wanted to promote a good lifestyle and brand. The merchandise we offer is a reflection of that,” Crowell said.
Mr. Smith launched on November 1, 2015, in Australia, and is now available in over 10 countries across the globe. Founder David Justin said he started the brand because he wanted to develop a hair care line that reflected his own personal values: something he would feel comfortable using on himself, that was ethical, sustainable, clean and aesthetically pleasing.
“Being Australian made and owned we are lucky enough to have access to a vast selection of beautiful ingredients and it would be naive of us not to capitalize on this opportunity,” Justin said, speaking of his commitment to natural products. “It is really important for us to know where ingredients are coming from so we can stand by their quality.”
The Mr. Smith team is currently in the process of setting up their own ingredients farm and growing facility in Melbourne’s Mornington Peninsula.
Apart from shampoos, hair masks and hair pigments, the brand also sells backpacks, travel totes bag and reusable shopping totes.
“Selling merchandise is very important, as it creates a connection between the client and the brand. As a consumer myself, I love to support the brands I use in many ways, so having high-quality merchandise, such as tote bags, bandanas and toiletry bags, is very important,” Justin said.
The founder said he often takes inspiration from what he sees coming off the runways—from the hairstyles, the hair length, cut and color, to the products used. He and his teammates are also constantly taking notes on fashion industry trends and listening to customer feedback. Soon, they hope to introduce more fashion products to support their beauty launches.
Created in California in early 2012, Mint & Rose’s philosophy has always been clear: offer impeccable craftsmanship, top-quality materials, Mediterranean-inspired designs and locally-made products.
“If we have learned something from the past year, it is that sometimes we have to slow down our pace of life a bit, stop, breathe and think,” the Mint & Rose team said. “Taking care of ourselves inside and out and choosing high-quality products that are as natural as possible goes along this line.”
It’s because of that, they said, that they decided to increase the brand’s product range and offer their community a “more complete Mediterranean lifestyle.”
They now offer apparel, shoes, bags, accessories and beauty products. Their most recent launch included three body oils, a hand cream and two different scented candles—all made in Spain, like their coveted espadrilles.
“Taking care of yourself on the inside,” the team said, “is also closely related to the type of products you choose to wear on the outside.”
Bella Skin Beauty founders Diana Shneider and Alexandra Bella just launched a cozy waffle robe made out of 100% cotton to complement their all-natural beauty line.
The mother-daughter duo—known for their luxurious body oils, serums, toners, face scrubs and more—said they created the robe because they wanted their customers to have a real at-home spa experience. After all, the two created their company in 2019 in order to detox their bodies after Shneider suffered from health issues for years, so full-body wellness has always been top of mind.
“We want every customer to feel like they are experiencing something wonderful while using clean beauty,” they said.
Shneider and Bella debuted the robe earlier this month and have already gotten wonderful feedback from shoppers who said their skin care routines were enhanced by it. And because they want to keep offering their customers an entire beauty experience, the founders said they are looking to introduce more loungewear and merchandise.
“Here at Bella Skin Beauty we absolutely believe that beauty and fashion go hand in hand. Both beauty and fashion are powerful categories that help us look and feel more confident,” they said, adding that they want to do everything they can to make their customers “feel the power of clean beauty and beautiful fashion.”