Full Transcript for Color, Culture, and the Future of Sustainable Beauty with Nour Tayara of AORA Makeup

opportunity on a silver plate to go back to my company and propose ideas. 00:04:47.040 --> 00:05:00.399 So went back to L'Oreal and suddenly became a bit of a poster boy for doing sustainability because I was willing to push the envelope on doing the first bottle that was 100% recycled plastic. 00:05:00.560 --> 00:05:01.920 And we had never done that before. 00:05:02.160 --> 00:05:09.600 Or doing the first shampoos and conditioners that had natural origin ingredients or were biodegradable. 00:05:09.680 --> 00:05:28.800 And then, same fast forward a career until about five years ago, where I worked on so many fun projects in a big, big, big company like L'Oreal, where honestly the impact could be huge because you can do something on one brand, and then I'm sure you know that really well in those big groups, everything trickles. 00:05:29.600 --> 00:05:36.160 Once an innovation is done, then Garnier can take it, L'Oreal Paris can take it, Kieles can take it, Lancombe can take it. 00:05:36.399 --> 00:05:43.839 So I'm still a strong believer that impact can happen as an intrapreneur or as an entrepreneur in big companies. 00:05:44.160 --> 00:05:44.560 I agree. 00:05:44.639 --> 00:05:45.920 I think that's a really good point, though. 00:05:46.000 --> 00:05:49.360 I want to I want to kind of pause there because you made such an excellent point just now. 00:05:49.519 --> 00:05:52.000 I mean, I think we forget that, you know what I mean? 00:05:52.160 --> 00:05:57.519 That there is this like pyramid, you know, and there's this trickle down of true science and innovation. 00:05:57.680 --> 00:06:13.360 And I when I just doing this podcast for almost six years, there have been so many times where I've talked to people such as yourself, you know, that are true innovators, and then your work, I see it, you know, like I'll see it down the road and I'm like, I remember where that came from, you know, like and it's really cool to watch that. 00:06:13.439 --> 00:06:29.120 And I think as consumers, we forget that the beauty industry isn't just an industry about like vanity or anything, you know, it's an industry that has like it interfaces with so many disciplines, you know, and we have the potential to create like magic, literally magic, and change the world, you know. 00:06:29.279 --> 00:06:30.879 So it's it's a beautiful thing, what you said. 00:06:30.959 --> 00:06:31.439 I agree. 00:06:31.839 --> 00:06:37.279 Magic, and we're all choosing to be in this industry, and the consumers are choosing to buy our products. 00:06:37.439 --> 00:06:42.800 I think at the end of the day, this is also for me, that's what I remind myself every day of. 00:06:42.959 --> 00:06:57.040 And that's why my biggest uh motto when it comes to sustainability is that we need to create something that is flavorful, we need to create something that is sexy, desirable to people, because no one needs most of what we are offering. 00:06:57.279 --> 00:07:05.279 At the end of the day, most of us have gone on a camping trip or hiking or traveled and forgot a toiletry bag, and life continues, life goes on. 00:07:05.439 --> 00:07:17.360 So, what we are offering, I think it's still our responsibility to offer an object that is beautiful, a performance that is spectacular, uh a brand story that is really, really great and compelling. 00:07:17.519 --> 00:07:21.360 Because at the end of the day, no one needs a lot of what we are offering. 00:07:21.600 --> 00:07:22.079 Yeah, yeah. 00:07:22.319 --> 00:07:26.560 I I mean it makes sense, but at the same time, I think that's the beauty of it, right? 00:07:26.639 --> 00:07:36.240 Because we don't need it, but we learn from what we because that's the interesting part about I think this entire industry is that we are choosing to participate as consumers in it. 00:07:36.560 --> 00:07:42.000 And so we're choosing, you know, we're voting with our dollars, we're voting for every single bit and piece of it. 00:07:42.399 --> 00:07:58.480 And so when I look at sustainability, you know, I really want to actually ask you this question because it's been on my mind for many years, you know, where it's like, where do you think we were stuck for so long with sustainability, or where do you think we're still stuck, you know, when it comes to bringing the true innovation forward? 00:07:58.639 --> 00:08:03.600 Do you think it's a cost problem or like brands just don't want to give up like the super nice aesthetic? 00:08:03.680 --> 00:08:04.639 I mean, what do you think it is? 00:08:05.199 --> 00:08:06.639 Okay, I think it's multiple things. 00:08:06.800 --> 00:08:12.079 I believe we've gotten an unlock on Aura Mexico on this topic is understanding a couple of things. 00:08:12.240 --> 00:08:15.519 I think one, the industry is stuck with fear. 00:08:15.839 --> 00:08:24.160 There is something where we need to have a lot of empathy for everyone that's working in beauty, is because sustainability could be scary sometimes. 00:08:24.399 --> 00:08:27.759 One, because there's still lacking a lot of education out there. 00:08:28.000 --> 00:08:42.639 So a lot of the people who work in our beauty industry are sometimes afraid of messing up, of saying the wrong thing, of their legal team being upset because are you writing PCR or recycled components without the cap. 00:08:42.960 --> 00:08:53.360 There's been so many rules and regulations sometimes that people choose to do the most vague claim or sometimes to avoid something because they're afraid of messing up. 00:08:53.519 --> 00:09:03.600 So I think number one is we need to all like chill a bit about it and realize that the best kind of environment environmentalist is an imperfect one. 00:09:03.679 --> 00:09:13.440 And that we can really, if we embrace a bit of imperfection, we can move, we can move our world in a great direction without waiting for the perfect, perfect, perfect claim. 00:09:13.519 --> 00:09:14.480 I think that's number one. 00:09:14.639 --> 00:09:21.360 Number

two, the biggest movers in the industry are still big, big, big, big, big box brands. 00:09:21.519 --> 00:09:26.080 There's still massive brands in the industry, and those brands still have their cash cows. 00:09:26.159 --> 00:09:48.480 You still have L'Oreal Paris with their number one hyaluron acid or Maybelline with their number one mascara, and you're still going through those big quality and quantity tests with Nielsen, where it seems like a little to us, but for a lot of big companies, if a consumer will walk down an aisle and not recognize their mascara, that's like a half a billion dollar loss. 00:09:48.639 --> 00:09:48.799 Yeah. 00:09:49.039 --> 00:10:07.519 So the stakes are super high, and we're still at the point where no one is willing to take that financial risk of switching something that is so big, and those little incremental innovations might actually be very disruptive in the PL of a big, big, big company. 00:10:07.679 --> 00:10:12.879 And I think number three is there's a lot of misconceptions still about sustainability. 00:10:13.120 --> 00:10:21.440 One that is it is not desirable, yeah, that it will never look exciting and sexy and cool and fun. 00:10:21.759 --> 00:10:27.039 Uh, number two, that it's expensive, that it's gonna cost you more to do something sustainable. 00:10:27.200 --> 00:10:37.600 And number three is that it is boring as a topic and actually very technical, and that's something that the CSO team is gonna take care of on the side. 00:10:37.759 --> 00:10:44.159 And I think once we get over those three big misconceptions, is really where the magic can start. 00:10:44.399 --> 00:10:45.200 I agree with you. 00:10:45.279 --> 00:10:48.639 And I think it makes sense to me as well, you know, just hearing you say it out loud. 00:10:48.720 --> 00:10:54.799 I think for a long time, I'm not gonna lie, Nora, I thought sustainability became a trend for so long, you know? 00:10:54.960 --> 00:11:02.080 And I felt like there were people that were shopping products that almost looked like they were in like paper packaging, you know, to be the cool kid on the block. 00:11:02.240 --> 00:11:02.799 You know what I mean? 00:11:02.879 --> 00:11:06.240 Like, I'm cool, look at my paper, you know, whatever bottle. 00:11:06.320 --> 00:11:14.960 Like, and it was almost like I feel like we were pushing this the whole thing backwards when we did that, you know, because it created like a silo in the sustainability consumer side. 00:11:15.279 --> 00:11:18.320 So I mean, that's why I asked you that question is like, what is holding us back? 00:11:18.480 --> 00:11:22.960 Because at this point, it's like there are solutions, you know, and there are ways that we can get around it. 00:11:23.039 --> 00:11:29.200 And I just keep seeing huge, huge companies that are, I mean, it makes sense what you said, where it's like you can't change the look. 00:11:29.360 --> 00:11:31.279 You're not gonna recognize it when you walk down the aisle. 00:11:31.440

--> 00:11:32.399 That makes more sense to me. 00:11:32.480 --> 00:11:34.639 And I've just never heard someone say that out loud, you know? 00:11:34.720 --> 00:11:35.679 Um so very cool. 00:11:35.759 --> 00:11:38.960 But I want to talk about uh Aura because it's an amazing brand. 00:11:39.120 --> 00:11:41.120 I want to learn about your brand vision. 00:11:41.279 --> 00:11:43.279 Like, where did you first conceptualize the brand? 00:11:43.360 --> 00:11:46.879 Like, did you know this while you were at L'Oreal or what when did this come to life for you? 00:11:47.120 --> 00:11:48.399 Definitely started at L'Oreal. 00:11:48.559 --> 00:11:58.720 It started at L'Oreal for a couple of reasons, is because one, I got to really understand the waste problem of the beauty industry when I was at L'Oreal. 00:11:59.200 --> 00:12:01.919 It is the biggest beauty conglomerate in the world. 00:12:02.159 --> 00:12:05.759 So you get to understand the scale and the volume of things. 00:12:05.919 --> 00:12:19.440 And I learned very quickly that almost absolutely everything we create in makeup is designed, engineered, destined to become trash from inception, from the moment it's on a PowerPoint presentation in an office. 00:12:19.679 --> 00:12:30.399 So once you see the level of waste and trash that is created, and you know that hey, we can maybe engineer this and design it differently, it gave me quite a passion for it. 00:12:30.559 --> 00:12:48.879 Number two is I was tasked actually when I was at L'Oreal, one of my jobs in my last two years at L'Oreal was I was taken away from brands, I was given a budget, an office, and I was tasked by the CEO of L'Oreal USA at the time to create a clean and sustainable makeup brand, which I did. 00:12:49.039 --> 00:12:53.679 So I started creating for a while, and it wasn't 100% plastic free. 00:12:53.759 --> 00:13:02.159 The technology wasn't available back then, or at least it wasn't available when you're 10 middlemen away from every manufacturer because you're in a big, big company. 00:13:02.240 --> 00:13:06.480 Yeah, and we got far with that brand, and in the end, it had to stop. 00:13:06.639 --> 00:13:12.639 It was cancelled, and it was my biggest like dagger to the heart, honestly, because it was canceled for different reasons. 00:13:12.799 --> 00:13:27.039 One, because L'Oreal isn't great at creating brands, we buy brands, which is true, fair that um we can't do plastic free or talk that bad about plastic because all of the other brands is plastic. 00:13:27.200 --> 00:13:36.960 Unfortunately, true, fair, but also like you're gonna have to start somewhere one day because we're gonna all have to face the plastic problem one day or another. 00:13:37.120 --> 00:13:43.279 And number three, then I was told that brands like this that are very activistic need an angry founder. 00:13:43.360 --> 00:13:46.000 And at L'Oreal, we cannot have angry leaders. 00:13:46.159 --> 00:13:53.440 And this is where honestly, about two months after that, I quit and I left to not necessarily create my brand immediately. 00:13:53.600 --> 00:13:58.159 I think at the point it was COVID, it was the great resignation period. 00:13:58.320 --> 00:14:01.120 I was also rethinking what do I want to do with my life? 00:14:01.679 --> 00:14:07.519 And I hung out for a long time at a beach in Mexico that I've been going to for the past 20 years. 00:14:07.679 --> 00:14:15.200 It was my happy place, and that's where I met my co-founder, and he asked me what I want to do, and I said, I want to create a plastic-free brand. 00:14:15.360 --> 00:14:19.120 And he's like, Well, I'm also working on creating a beauty brand. 00:14:19.279 --> 00:14:26.159 And we got together and started out with all of our frustrations, really putting them into one place. 00:14:26.399 --> 00:14:33.360 It was one, why does the world have so many brands that end with the word Paris or Lancome or Dior? 00:14:34.000 --> 00:14:35.039 Like, think about it. 00:14:35.120 --> 00:14:38.879 I'm like, Chanel Paris, Hermes Paris, Lancome Paris, Dior, Paris. 00:14:39.039 --> 00:14:46.960 And why can't we have something with the word Mexico behind it, or with other countries, or with the global south a bit more represented? 00:14:47.200 --> 00:14:49.600 And it's not just about representation, by the way. 00:14:49.759 --> 00:14:59.120 I think it is not just for a way of affirmative action or because we need to balance out the top 10 of brands or what's on a shelf. 00:14:59.200 --> 00:15:04.159 It's also because I believe in curiosity and innovation and creativity and inspiration. 00:15:04.320 --> 00:15:07.200 Why are brands still doing Andy Warhol collections? 00:15:07.279 --> 00:15:07.919 He's dead. 00:15:08.080 --> 00:15:20.559 And there are thousands of alive artists around the world that are doing really cool things and that we could be supporting and we could be getting inspired from so many other points of views and beautiful things. 00:15:20.720 --> 00:15:24.720 So that's where for us it was important to like frustration number one. 00:15:24.879 --> 00:15:29.759 It's time for something new from somewhere else and not from the same places and tell new stories. 00:15:29.919 --> 00:15:37.919 And the second one was about clean beauty, because whether we like the word clean or not, because it says so many things and nothing at the same time. 00:15:38.080 --> 00:15:47.759 But when it comes to beauty that is, let's say, respectful, that is educational, that is actually checking are we using the right ingredients for the right things? 00:15:47.919 --> 00:15:49.519 Are we checking our supply chain? 00:15:49.679 --> 00:15:56.320 Are we really looking what's in the bottle and what are we doing to make sure we are delivering the right actives and the right products? 00:15:56.480 --> 00:15:58.720 That for me is what clean beauty is right now. 00:15:58.879 --> 00:15:59.759 It is pretty boring. 00:16:00.000 --> 00:16:07.360 Unfortunately, and to your point,

it is very much like my skin, but better, uh, 10 shades of beige. 00:16:07.440 --> 00:16:07.679 Yes. 00:16:09.120 --> 00:16:17.519 I'm a 38-year-old woman that has children and realized I should take better care of the planet. 00:16:17.600 --> 00:16:19.440 And it's like, why? 00:16:19.600 --> 00:16:23.600 Why can't you be someone that is raving all night and want clean beauty? 00:16:23.759 --> 00:16:31.039 Why do you have to choose between clean or good formula and glitter or silver or a bold color? 00:16:31.120 --> 00:16:32.159 Why can't you have it all? 00:16:32.320 --> 00:16:45.360 I think the days of, to your point, all of clean and sustainable beauty being packaged into a yoga going class with let's go pick up strawberries in a field, and that's the commercial you're gonna get, is I I think now a bit absurd. 00:16:45.519 --> 00:17:01.039 Clean beauty is for everyone, just like electric cars are for everyone, just like you could choose to eat a vegan impossible burger because you're gonna digest better, not because you are a hundred percent against all things like you're not trying to fit into a box all the time. 00:17:01.200 --> 00:17:06.000 Like, and that's I love that you're saying this because and I and I want to bring this culture thing up, okay? 00:17:06.079 --> 00:17:07.440 Because I mean, I love this. 00:17:07.519 --> 00:17:14.480 I mean, I'm Indian, so being Indian myself, you know, Latin culture, South Asian culture, we have colors everywhere. 00:17:14.799 --> 00:17:17.200 We grow up on colors, we love colors. 00:17:17.359 --> 00:17:25.519 I mean, even now, when my mother, you know, she's an approaching 70, when she dresses up for any function or a party or whatever, she's wearing beautiful colors. 00:17:25.839 --> 00:17:27.680 That's just part of us, you know. 00:17:27.839 --> 00:17:34.799 And I feel like for so long, the westernization of beauty has forced multiple cultures into this muted look. 00:17:35.039 --> 00:17:36.720 And it's I've never understood that. 00:17:36.880 --> 00:17:42.400 I'm like, your vitality and your vibrance, it doesn't need to be muted after a certain age. 00:17:42.480 --> 00:17:46.400 And I don't know why here we do that, but we don't do it in other parts of the world, right? 00:17:46.559 --> 00:17:55.119 Like we don't do that in like in Mexico and India and in even in like anywhere I've seen, like when you travel the world, you realize like the world is colorful. 00:17:55.200 --> 00:17:56.799 And the world is so colorful. 00:17:57.119 --> 00:18:21.599 The world is so colorful, and suddenly we have gotten everything, and that's what happens as well in the millennial era, in like millennial pink and all of that, and it's just suddenly you look around, and all beauty packaging was the same white with the same kind of logo, and suddenly it was the clean girl aesthetic, and which is problematic in itself, by the way, because clean girl versus what am I dirty? 00:18:22.960 --> 00:18:23.759 You know what I mean? 00:18:23.920 --> 00:18:33.680 And I think it has it carried a certain judgment on maximalism, a certain judgment on expression, a certain judgment on a lot of these. 00:18:33.839 --> 00:18:38.880 It became a cookie-cutter world in everything really around us, but that world is changing right now. 00:18:39.039 --> 00:18:40.480 I think that was super interesting. 00:18:40.640 --> 00:18:46.960 Like our this second frustration with clean beauty is because we knew maximalism was about to come back, and it's coming back. 00:18:47.039 --> 00:18:53.279 If we look around us right now, it's coming back with force because that's the cyclicality of the world. 00:18:53.519 --> 00:18:57.200 Because look around you, our world is in a horrible place right now. 00:18:57.359 --> 00:18:58.160 We are in a war. 00:18:58.240 --> 00:18:59.599 I was gonna say on the brink of a war. 00:18:59.680 --> 00:19:01.359 No, we are in the war now. 00:19:07.279 --> 00:19:13.279 It's what we're living in, and there's a climate catastrophes happening, and there's risks. 00:19:13.519 --> 00:19:21.200 Sorry for to be a bit alarmist, but we are in a world that is always at a risk of a recession and always at a risk of another storm today. 00:19:21.359 --> 00:19:47.839 And when that happens, and history has taught us that, is that after World War I came the roaring twenties, and after World War II came the fun, fun, fun 50s, and after Vietnam came the 80s and disco and at Y2K, when we all thought our computers are gonna collapse one night while we sleep and it's gonna be the end of the world, came the amazing expressionism that happened with clothes and with boy bands and girl bands and all of that. 00:19:48.000 --> 00:20:04.240 And that is the world we're living in right now, because if we all think that we can take everything that is happening without having an outlet, and that outlet being super fun eyeshadows or dressing up in sequence, it's the comeback of Paco Rabban and of Carvin and of all of these super fun brands. 00:20:04.400 --> 00:20:06.079 We need that as human beings. 00:20:06.240 --> 00:20:18.400 We need to express ourselves and color and shiny and being able to take ourselves through the imaginary, the beauty that is beauty and fashion and film to take us into different imaginaries. 00:20:18.480 --> 00:20:21.920 I think that's a blessing that is great for all of us to take. 00:20:22.079 --> 00:20:24.240 And this is the moment we are living in right now. 00:20:24.400 --> 00:20:25.759 No, I couldn't agree with you more. 00:20:25.839 --> 00:20:27.680 I think it's it's profound what you said. 00:20:27.759 --> 00:20:30.480 And I and I really, really, I mean, I resonate so much with that. 00:20:30.559 --> 00:20:31.839 And I know so many people do. 00:20:32.000 --> 00:20:35.759 And it's not even just about like when I think of beauty anymore, I don't even think about products. 00:20:35.839 --> 00:20:36.880 Like, I'll be honest with you. 00:20:37.039 --> 00:20:39.119 I

think about a feeling at this point. 00:20:39.359 --> 00:20:40.559 And you know it's crazy. 00:20:40.720 --> 00:20:45.200 I was watching Mad Men again and I I started the series again like a week ago. 00:20:45.359 --> 00:20:50.880 And it really kind of like, I love that show because it always like makes me think of like advertising and marketing and all of this stuff. 00:20:51.119 --> 00:20:56.880 But more importantly, it makes it just made me realize like we really are always on a hamster wheel. 00:20:56.960 --> 00:21:00.640 You know, we're always on a hamster wheel that somebody else is putting in front of us. 00:21:00.799 --> 00:21:10.160 And as consumers, as much as we pretend to be like, well, now we're questioning more and now we're doing this, we always find ourselves on someone else's hamster wheel. 00:21:10.319 --> 00:21:23.519 And so it's like at some point, like I agree with everything you said, it's almost like you're being forced into the present moment right now because of everything that's going on, because there is no other place to find refuge mentally, you know, and I know a lot of people resonate with that. 00:21:23.680 --> 00:21:27.519 And so when you find that refuge and you're now, what are you surrounding yourself with? 00:21:27.680 --> 00:21:31.519 Are you going to surround yourself with the muted colors and the camel print? 00:21:31.599 --> 00:21:35.599 And you know, like what is it that you want to look at when you're in your present? 00:21:35.759 --> 00:21:39.839 And that's, I think we don't stop and you know, even consider that. 00:21:39.920 --> 00:21:42.799 Like we're still like, well, what box am I checking off? 00:21:42.960 --> 00:21:43.519 You know what I mean? 00:21:43.680 --> 00:21:49.279 If I look like this, what's Liberty will notice me online and like my social media posts because they resonate with my social. 00:21:49.920 --> 00:21:51.359 I mean, we just can't get it. 00:21:51.599 --> 00:21:56.240 And that's why I feel like a brand like yours is so important to remind us of that. 00:21:56.319 --> 00:21:59.680 You know, and I really would love for you to speak about when you were making your decisions. 00:22:00.240 --> 00:22:02.960 Like color palettes and like the choices of the products. 00:22:03.119 --> 00:22:04.640 What were some of the things that you kept in mind? 00:22:04.799 --> 00:22:07.839 I know culture was a big part of it, but like walk us through that. 00:22:08.079 --> 00:22:11.039 For me, I wanted to before anything stand out in color. 00:22:11.200 --> 00:22:16.240 Like, I mean, I love color, so it's just like at all moments, you're gonna see me wearing ridiculous amounts of it. 00:22:16.319 --> 00:22:17.680 I love your I love your sweater, by the way. 00:22:18.640 --> 00:22:18.799 Beautiful. 00:22:19.119 --> 00:22:22.720 Uh, color makes me happy, and I think color makes people happy in general. 00:22:22.880 --> 00:22:40.480 Yeah, uh, and um, it was important for us to one, when it came to our secondary packaging, to show really fun combination of color that one can have a deep root in Mexican culture, and two, to be colors that are also known to signal certain things to people. 00:22:40.720 --> 00:22:45.759 So, for example, our palette is blue and pink, and then there's a gold inside. 00:22:46.000 --> 00:22:48.559 Um, that's what the actual packaging is: gold. 00:22:48.720 --> 00:22:53.920 That pink is called the Rosa Mexicano, but it's also, by the way, very similar to a Barbie pink. 00:22:54.000 --> 00:22:57.119 So you're getting you're getting two worlds in one. 00:22:57.279 --> 00:23:02.559 The blue is a royal blue, you can call it a Frida blue, you can call it an Eve Klein's blue. 00:23:02.640 --> 00:23:09.599 And the gold is not just any gold, the gold is the same gold as a 10 peso coin fresh from the bank. 00:23:09.759 --> 00:23:13.200 That is the gold that we mimicked because it's the most Mexican gold. 00:23:13.279 --> 00:23:17.440 There's no gold that's more Mexican than the most used coin in all of Mexico. 00:23:17.599 --> 00:23:32.000 And when you put the three of them together, they make a pink, blue, and gold that is one of the most famous exhibitions by Yves Klein in Berlin about 35 years ago, that is really about the beautiful combinations of these three colors together. 00:23:32.160 --> 00:23:36.000 All right, Acadisium is solid lip serum comes in a pink and orange packaging. 00:23:36.160 --> 00:23:40.559 And that pink and orange packaging, I mean, pink and orange is a beautiful combination to start with. 00:23:40.640 --> 00:23:42.640 It's a beautiful combination I love. 00:23:43.039 --> 00:23:51.839 But it's also the combination of the Mexico Olympics of 1968, which was probably one of the best design Olympics possible. 00:23:52.000 --> 00:23:57.839 And it's what they they painted the whole stadium in circles of this pink and orange. 00:23:58.000 --> 00:24:00.720 So it's also very rooted in history. 00:24:00.880 --> 00:24:02.640 No one needs to know that, by the way. 00:24:02.799 --> 00:24:04.640 But I think it's just like it tells me. 00:24:04.880 --> 00:24:06.880 I think they know, I think they do need to know that though. 00:24:07.039 --> 00:24:10.880 Because I mean, here's the thing, and this is what drew me into the brand. 00:24:10.960 --> 00:24:12.400 I'll be very honest with you. 00:24:12.559 --> 00:24:16.640 I love that you're bringing culture forward because I think that's how people learn. 00:24:16.720 --> 00:24:22.319 You know, like when you're looking at a product and you're holding it, you're using it every day, you're that's learning. 00:24:22.400 --> 00:24:24.079 And we don't learn anymore for some reason. 00:24:24.240 --> 00:24:37.599 Our culture has completely deviated from this idea of like, we need to understand other people's actual cultures, you know, we need to understand the art, we need to understand the architecture, the beautiful things that manifested in that part of the world that we can

learn from, you know. 00:24:37.680 --> 00:24:43.599 So I would say that's amazing, you know, and I think you should put that everywhere, you know, you put the history everywhere. 00:24:43.839 --> 00:24:44.079 Thank you. 00:24:44.400 --> 00:24:45.440 We are, we are, we are. 00:24:45.599 --> 00:24:53.279 We put it at the end of the day, I think the emotion that someone gets when they see a product is still always what is what is the most important for me. 00:24:53.440 --> 00:24:57.599 But whenever we have the opportunity to tell our stories, we take them, we welcome them. 00:24:57.839 --> 00:25:01.279 When it came to choosing the colors inside of the products, it was also the same. 00:25:01.359 --> 00:25:09.759 It was a mix of figuring out with makeup artists what are colors that people will use, what are colors that can complement the biggest amount of skin tones possible. 00:25:09.920 --> 00:25:13.119 What are colors that will also stand out and shock a bit? 00:25:13.279 --> 00:25:15.839 Our palette has our palette is very colorful. 00:25:16.240 --> 00:25:21.200 And we keep getting told, like, oh my god, there's so many colors and why. 00:25:21.359 --> 00:25:23.359 And I think it's a great conversation starter. 00:25:23.440 --> 00:25:42.960 And it's yes, it's an uphill battle, but a lot of people feel like color is not something you should wear in the day, color is not something you should wear outside of a party, that this color is not gonna go well with me just because we've been so used to this kind of education on TV shows and online that says, oh, if your skin tone is this, you can use green. 00:25:43.119 --> 00:25:44.240 Or if you're why? 00:25:44.480 --> 00:25:51.200 No, like I come from a culture and you come from a culture, and many of us where color is good for everything. 00:25:51.359 --> 00:25:56.480 Um, you look at a dinner table, it has 19 colors and they look great together. 00:25:56.640 --> 00:26:00.319 Look at a garden, it's full of so many flowers, and they look great together. 00:26:00.559 --> 00:26:15.440 Look at the houses on the streets, yeah, we maybe because it's uh it's not the most developed country in the world, so everything is not gray and white buildings next to each other, but it's a green building next to a yellow building, next to a purple building, and it looks spectacular. 00:26:15.599 --> 00:26:16.160 And you know what? 00:26:16.240 --> 00:26:18.319 Those are the postcards that people want to see. 00:26:18.480 --> 00:26:24.079 So we also come from the belief that an abundance of color does look good. 00:26:24.240 --> 00:26:26.880 I think color doesn't ask permission to go well together. 00:26:27.039 --> 00:26:37.839 We have as a society created a thing where we have almost pushed people's insecurities to the point where they have to think 10 times before getting dressed in the morning, will this look good with this? 00:26:38.000 --> 00:26:41.119 Like if you love what you're looking like, go for it. 00:26:41.200

--> 00:26:46.559 And you might actually make someone on the street stop and tell you you look fantastic and with a smile on their face. 00:26:46.799 --> 00:26:48.160 Well, ease up too, right? 00:26:48.240 --> 00:26:53.359 It's like I don't know how to just I'm like if if someone could see me or I mean like, what's wrong with them like battling out? 00:26:53.440 --> 00:26:55.599 It's like I it's like a visceral feeling. 00:26:55.759 --> 00:27:01.119 Like when I see somebody who's just dressed the way they want to dress, they are wearing the makeup they want to wear. 00:27:01.359 --> 00:27:03.759 I feel a sigh of relief go through me. 00:27:03.920 --> 00:27:13.759 And I'm just like, that's the most magnificent feeling as a human being because you're just like, you know, like, okay, be yourself, be okay, no one's judging you. 00:27:13.920 --> 00:27:15.519 And I think that's the beauty of it. 00:27:15.839 --> 00:27:20.559 I mean, you brought up like, you know, in that part of the world, like in different parts of the world, you see color everywhere. 00:27:20.640 --> 00:27:27.440 And I just sometimes it makes you wonder like, what led us to a place where we went from like, you know, look at ancient civilizations, right? 00:27:27.599 --> 00:27:30.079 They used to use color to signal life. 00:27:30.240 --> 00:27:37.279 Like green was vitality, blue represented the ocean and like endless possibility and depth, and you know, so many things. 00:27:37.440 --> 00:27:45.440 Purple was regality, you know, it was so many colors had much more to them than just this is what I would feel like, you know, wearing or not wearing. 00:27:45.519 --> 00:27:53.359 Or I mean, it just, and even in art, when you look at like true older, you know, older art, you see like colors are representation of much more. 00:27:53.519 --> 00:27:57.359 It's emotions, it's it's like feelings, it's places, it's experiences. 00:27:57.440 --> 00:28:01.039 And I don't know when we went from that to like, well, now it's like optional. 00:28:01.119 --> 00:28:03.279 I don't, I don't have to have, I mean, yes, you do. 00:28:03.440 --> 00:28:17.279 I mean, even inside of the human body, I interviewed, I interviewed a wonderful person a long time ago and he told me, you know, when you look at the human body and you look inside of the human body, the colors you will find are actually the colors that complement your your look the best, you know, in makeup. 00:28:17.440 --> 00:28:24.000 And it never that will never leave me because it really just it makes you realize like that's intrinsically been built into who we are. 00:28:24.079 --> 00:28:25.279 And we can't run away from it. 00:28:25.359 --> 00:28:27.519 No matter how hard we try, we can't run away from this. 00:28:27.599 --> 00:28:30.000 So pushing it is actually against our nature. 00:28:30.240 --> 00:28:35.759 And, you know, I would love for you to speak on this culture that I'm I'm seeing this more of now, like on TikTok, for example. 00:28:35.920 --> 00:28:40.799 There's so many Gen Z creators now that are pushing back and they're saying, I'm sick of the clean girl aesthetic. 00:28:40.880 --> 00:28:43.039 I want to wear makeup, stop shaming me. 00:28:43.119 --> 00:28:45.759 You know, I would love to get your thoughts on that whole movement. 00:28:46.079 --> 00:28:48.640 I mean, I'm very thankful for that movement. 00:28:48.799 --> 00:28:49.119 Yeah. 00:28:49.279 --> 00:28:52.480 Uh, because we have really seen a shift on the brand as well. 00:28:52.640 --> 00:29:00.480 We have seen a shift on how many people are gravitating towards our eyeshadow palette, towards our eyeliners that are very colorful since that started. 00:29:00.559 --> 00:29:02.640 And it started really in November, December. 00:29:02.799 --> 00:29:12.000 Um, I think it was a bit aggressive at the start, I have to say, because a lot of people started using the expression, we put clean girl into a coma. 00:29:12.640 --> 00:29:15.599 Like that was really what was, which is a bit like too much. 00:29:15.680 --> 00:29:15.839 Yeah. 00:29:16.000 --> 00:29:24.880 I think it's more we on the brand start saying like we're holding the clean girl's hand and taking her towards color and things that are a bit more welcoming into the world of color. 00:29:25.039 --> 00:29:40.880 I think it's an expected outcome, what is going on, because I think we were in a repressive beauty culture, because there's a duality and a duplicity that was starting to happen, which is the message of the beauty industry is be who you are, you're welcome, whoever you are. 00:29:41.039 --> 00:29:49.759 And it was so much of I mean, that's the campaigns of Alta and Sephora and Target, and like every big beauty retailer is almost like come as you are. 00:29:49.920 --> 00:29:54.400 But then a lot of brands were telling you, this is exactly how you should do your makeup. 00:29:54.480 --> 00:29:57.839 And look at how everyone on our feed looks the same in the end. 00:29:57.920 --> 00:30:07.440 And it was this is the blush you should use, and this is the contour you should use, and this is the three shades of eyeshadow you should use, and it's everyone should fit the same way. 00:30:07.599 --> 00:30:21.599 And that was a pressure cooker, honestly, because you get to a point where in an attention world online where the algorithm wants to also showcase different and it's content at the end of the day, and we are in a content economy. 00:30:21.680 --> 00:30:28.240 Yeah, and I think a lot of people realize that my content should stand out, and you have many ways to do it. 00:30:28.319 --> 00:30:41.039 You can keep trying to do it, do crazy hooks and acrobatics so that people will stay beyond your first five seconds of your video, or maybe we should go back to expressing ourselves in a creative and inspiring, beautiful way. 00:30:41.119 --> 00:30:43.200 And suddenly a lot of things happen at the same time. 00:30:43.359 --> 00:30:49.200 You've also had Chapel

Ronan, and you've had, I mean, you have a lot of artists that are coming back as well. 00:30:49.279 --> 00:30:57.119 You have the fashion worlds that's coming, you have this cyclic thing, and I think it's a perfect storm for expression, color to come back. 00:30:57.279 --> 00:31:01.839 I think we're gonna have a great years, uh, years toward that. 00:31:02.079 --> 00:31:05.279 And hopefully the same is gonna happen with sustainability. 00:31:05.440 --> 00:31:05.680 Yeah. 00:31:05.759 --> 00:31:11.920 No, I think they can, I mean, this is very, very exciting for me because I think, you know, also from just the color, one more thing about the color. 00:31:12.000 --> 00:31:16.400 It just made me think about how inclusivity is such a big conversation for us now. 00:31:16.480 --> 00:31:26.559 And I'm so happy that we're here because when I think about like the old days of like YouTube, you know, influencers and like how hard they were pushing for this, like Jackie Ina always comes to my mind immediately. 00:31:26.640 --> 00:31:29.759 You know, she's somebody I I watched like, you know, religiously. 00:31:29.839 --> 00:31:34.079 And I mean, people like her have pushed for this for so long on like the consumer side. 00:31:34.160 --> 00:31:38.079 And now we're finally coming to a place where inclusivity is built into a lot. 00:31:38.240 --> 00:31:43.119 We are seeing better shade ranges, you know, in foundation, in you know, complexion products. 00:31:43.200 --> 00:31:52.160 But then no one talks about inclusivity as it pertains to color, you know, like in terms of the like your palette is to me inclusivity in a nutshell. 00:31:52.319 --> 00:31:59.519 You're giving people of all shade ranges an option to go as bold as you want, as light as you want, do whatever you want. 00:31:59.680 --> 00:32:01.680 And if you don't, I mean, you had said this earlier, right? 00:32:01.759 --> 00:32:06.640 You were like, it's when people open it, it is a little like you have so many colors, but that's the point. 00:32:06.799 --> 00:32:11.039 You have so many colors because people figure it out, you know? 00:32:11.359 --> 00:32:13.839 It's an invitation, it's an invitation to play. 00:32:14.079 --> 00:32:19.839 It's I'm so happy you're saying this because it's also inclusivity and diversity in a different point of view. 00:32:20.000 --> 00:32:27.200 I saw an article yesterday how it's officially purple eyeshadow season because like a bunch of people at the Oscars did that. 00:32:27.279 --> 00:32:28.240 But I'm like, why? 00:32:28.480 --> 00:32:28.880 Really? 00:32:29.039 --> 00:32:50.960 Like, is now everyone supposed to stop everything and just do purple eyeshadow, just like butter yellow was a thing, and I think it's just we all need to hold hands and I think say no to this herd mentality where every couple of weeks someone is gonna tell us walk in that direction and walk in that direction and post in that direction, just so that the algorithm picks it up. 00:32:51.119 --> 00:32:56.480 No, I think let's all there's another way for the algorithm to pick you up, do something very original. 00:32:56.720 --> 00:32:57.519 Right, exactly. 00:32:57.599 --> 00:32:59.680 And like let that space exist, you know. 00:32:59.759 --> 00:33:24.880 That's another thing is like you've created a brand where it's like you're creating a space, you know, and that's how I see or it's like it's a space that you're creating and it's allowing for people to experience something, but at the same time, it's creative and it lets you also think like, well, if I were to do something right following this, if I were to create a brand, I don't have to feel like there's a sustainability bubble, I can't pop anymore, you know? 00:33:25.039 --> 00:33:26.160 That's the real thing. 00:33:26.319 --> 00:33:31.279 And I feel like we don't acknowledge that enough in terms of like, I mean, in science, this happens a lot, right? 00:33:31.359 --> 00:33:42.640 Where like a scientist will come up with an innovation or a technology or whatever, and we say, okay, give them the Nobel Prize because they've paved the way now for us for us to understand, you know, it's like a step-by-step process. 00:33:42.720 --> 00:33:45.359 It's like unfolding, all the leaflets are coming apart. 00:33:45.519 --> 00:33:47.200 But in beauty, we never talk about this. 00:33:47.359 --> 00:33:57.359 And I had this same conversation, like, I mean, you know, I've had this conversation about like dupes, for example, you know, like when people dupe something, that's opening a gateway, you know, like that's how I look at dupes. 00:33:57.440 --> 00:34:00.079 It's like you opened a gateway and now look at all the other people doing it. 00:34:00.160 --> 00:34:11.840 I mean, what are your thoughts on like just how beauty needs to be in terms of the speed at which we innovate, you know, the speed at which we allow for these things to roll out and be present and blow up, you know, in our space? 00:34:12.079 --> 00:34:18.719 On dupes, I wish more people would dupe the right innovations that I think take our role in the right place. 00:34:18.960 --> 00:34:23.360 Like for me, right now, I'm in a stage of please dupe us, dupe a plastic-free technology. 00:34:23.519 --> 00:34:23.920 Let's go. 00:34:24.079 --> 00:34:24.960 Like, I'll help you. 00:34:25.119 --> 00:34:28.559 I think look, the market is going in a in a very speedy way. 00:34:28.719 --> 00:34:30.400 I think that is super exciting right now. 00:34:30.559 --> 00:34:35.440 I'm seeing, for example, us that are 100% plastic free and 100% recyclable. 00:34:35.599 --> 00:34:43.599 I am already the aluminum technologies that exist in the world out there, we've already gone like three generations up in maybe three years. 00:34:43.920 --> 00:34:48.960 Where we're able to get so close to what you're able to achieve with plastic, it is fantastic. 00:34:49.039 --> 00:34:51.360 But when when when you see that. 00:34:51.519 --> 00:34:55.119 So the speed

of adoption is becoming super fast. 00:34:55.360 --> 00:35:05.760 I think though, the problem is that it's not fast enough yet, for example, for sustainable technologies, for someone to get to jump on the train. 00:35:05.840 --> 00:35:13.679 The market is so fast and needs you to bring so many innovations so fast, unfortunately, that it's almost like for a lot of other brands. 00:35:13.760 --> 00:35:19.199 I feel we're not giving them enough time to stop and think and be okay, are we doing the right thing? 00:35:19.440 --> 00:35:22.800 Can there's something, can we do something to reduce our footprint? 00:35:22.960 --> 00:35:26.320 Because it's becoming ridiculous the amount of plastic we're putting out there. 00:35:26.800 --> 00:35:35.199 But it almost feels like a train that is going so fast that it never slows down enough for you to get down to take the next one. 00:35:35.440 --> 00:35:52.719 And like that's the best analogy I can give you is that the train is so fast, or the bus is so fast, or you're in a car that doesn't have a good uh brake system, and you kind of know that there's a better car next to it, or there, or the next train will be less crowded, or whatever it is, but you cannot get off. 00:35:53.039 --> 00:36:04.400 And I I wish everyone can get that little breathing room so that we can have a conversation as an industry about about how bad the direction is we are going, because honestly, it is. 00:36:04.559 --> 00:36:08.559 I love by the way that we haven't talked about sustainability so far for one reason. 00:36:08.719 --> 00:36:10.639 That's exactly our mission on the brand. 00:36:10.800 --> 00:36:13.519 I don't want you to think of us as sustainability first. 00:36:13.679 --> 00:36:16.400 Yeah, it's supposed to be fun, it's supposed to be cool. 00:36:16.639 --> 00:36:22.320 I often say that plastic could never because we're here to create a better experience. 00:36:22.480 --> 00:36:26.880 No one is buying organic strawberries because they're trying to save the soil. 00:36:27.119 --> 00:36:33.199 People are buying organic strawberries because they're tiny and they're red and they're juicy and they're flavorful and they're sugary. 00:36:33.519 --> 00:36:40.639 No one was buying electric cars when they looked really bad, until like Tesla and Grivian and all of these cars came. 00:36:40.800 --> 00:37:00.960 No one was buying a vegan burger when it was a dry lentil burger, until Impossible and Beyond make it super exciting, and then McDonald and Burger King put advertising money to make it super desirable for everyone to realize okay, wow, I can have impossible ground meat in my fridge, and you actually digest better and it tastes the same and often better. 00:37:01.119 --> 00:37:12.719 So I love that we were able to just have an insightful, creative, inspired conversation without talking about the fact that this brand at the same time offers products that are 100% recyclable. 00:37:12.880 --> 00:37:18.079 They will disappear into

the stream of circularity that is aluminum and tin. 00:37:18.480 --> 00:37:21.679 And it's what excites me the most about what we are doing, honestly. 00:37:21.920 --> 00:37:26.400 Almost 95% of everything in makeup is not recyclable. 00:37:26.559 --> 00:37:27.519 It's not recyclable. 00:37:27.679 --> 00:37:39.199 Your lipstick, your mascara, your pencils, and the length brands go to complicate a product, to make it so many multimaterials that you cannot separate. 00:37:39.440 --> 00:37:45.119 And we created something that I think is extremely desirable, very design-led. 00:37:45.440 --> 00:37:54.079 For me, it's the equivalent of drinking a nice cup of wine in a glass cup and eating a nice meal on a personal plate, another plastic plate. 00:37:54.320 --> 00:37:57.039 And I think how do we elevate that experience? 00:37:57.199 --> 00:38:02.880 I think a lot of what we do doesn't come out of a rejection of the industry or of beauty. 00:38:02.960 --> 00:38:14.079 On the contrary, it comes actually, and I think this is where sustainability failed a lot of times, because yes, sustainable, the most sustainable choice is always going to be not to consume, but we're not playing in that field. 00:38:14.559 --> 00:38:16.800 We are playing in a field of consumption. 00:38:17.039 --> 00:38:21.679 I also believe that brands and corporations will save the world and not governments. 00:38:21.920 --> 00:38:38.880 So I think it's time we all look around us and think that it's my dollars that will affect things, and that some of the coolest things that are happening today are happening because business people are choosing to put the money in the right places and open the right conversations. 00:38:39.039 --> 00:38:47.119 And we really chose, I think, to put a product that is gonna disrupt in a very non-incremental way. 00:38:47.280 --> 00:39:00.719 It wasn't about reducing plastic, it's about showing you can do something 100% without plastic and still manage to have a full conversation and manage to get people to come into your brand, not because of that. 00:39:00.880 --> 00:39:03.039 Because it will never be just about that. 00:39:03.360 --> 00:39:11.679 We are gonna keep receiving McKinsey studies that are gonna say that 80% of Gen Z prefer a sustainable product, but no, they don't. 00:39:11.840 --> 00:39:15.119 Once they're in front of a shelf, they're not choosing a more sustainable product. 00:39:15.280 --> 00:39:22.239 Everyone is gonna choose a better product, a more desirable product, a more flavorful product, and that is what we need to thrive for. 00:39:22.400 --> 00:39:28.559 And the good news is that plastic is a very mediocre material, so we can do better. 00:39:29.280 --> 00:39:32.000 It doesn't feel good, like it doesn't feel luxury at all. 00:39:32.159 --> 00:39:35.840 Like I don't ever pick up a plastic compact and think, oh, I feel so luxurious. 00:39:35.920 --> 00:39:37.679 You know, like, yeah, I mean, I agree with you. 00:39:37.760 --> 00:39:39.440 And I wanted to ask you this question actually. 00:39:39.519 --> 00:39:47.280 And there's a reason I didn't focus on the sustainability because to me, when I look at your products and I use them, I didn't feel like I needed focus on that. 00:39:47.360 --> 00:39:52.960 You know, it's again that same comment I made to you where sustainability became that cool kid on the block, right? 00:39:53.039 --> 00:39:57.039 And everybody was like, look at how sustainable I am, you know, like it was like, no, dude. 00:39:57.119 --> 00:40:00.880 Like the idea is do you like what you're using, you know, and do you like this product? 00:40:01.039 --> 00:40:04.000 And I, when I first experienced your products, I was like, this is beautiful. 00:40:04.159 --> 00:40:08.239 I love this makeup brand, you know, this is this is beautiful makeup. 00:40:08.400 --> 00:40:12.320 I didn't think like, I'm so glad that this is in, you know, XYZ material. 00:40:12.480 --> 00:40:24.480 Like, I don't get me wrong, I'm very happy that you've solved this problem, but I love that you've taken that spotlight off of that very generic sustainability conversation and shifted it to that. 00:40:24.559 --> 00:40:25.519 This is the baseline. 00:40:25.679 --> 00:40:26.639 This is the baseline. 00:40:26.800 --> 00:40:28.079 You have to do this at this point. 00:40:28.159 --> 00:40:32.880 And if you choose not to do this at this point, then you're just being, in my opinion, ignorant, you know. 00:40:33.039 --> 00:40:34.320 And that's my best, you know. 00:40:34.559 --> 00:40:37.679 So I I think that's the that's one of my biggest questions. 00:40:37.760 --> 00:40:51.280 And coming back to that, what in your mind are the most, I mean, right now, if you're looking at the industry, what is the most accessible uh material that people can use, even if they're a very small brand, that is going to really push them down this road of true sustainability? 00:40:51.519 --> 00:40:54.320 I I would say for me, the easiest answer is to say aluminum. 00:40:54.480 --> 00:40:54.639 Okay. 00:40:54.719 --> 00:40:54.960 Yeah. 00:40:55.199 --> 00:40:58.960 Aluminum, because it is a very widespread material. 00:40:59.199 --> 00:41:07.280 Aluminum is almost 80% of the aluminum that is in circulation in today's world is over 80 years old as well. 00:41:07.440 --> 00:41:09.199 That means it has been in circulation. 00:41:09.440 --> 00:41:10.800 Think about it, aluminum. 00:41:10.960 --> 00:41:13.840 I know a lot of people are gonna say maybe there isn't enough aluminum. 00:41:14.000 --> 00:41:14.320 There is. 00:41:14.480 --> 00:41:19.519 If liquid death can become what it became with aluminum, we can also, as an industry, move. 00:41:19.679 --> 00:41:27.679 Aluminum is every can of beer you see, is every soda, seltzer, whatever you want to call it, is every Coca-Cola can. 00:41:28.000 --> 00:41:32.400 Tin is very similar and it's every soup can and every garbanzo bean can. 00:41:32.559 --> 00:41:33.760

Look at your supermarkets. 00:41:33.920 --> 00:41:36.159 Half of a supermarket is aluminum or tin. 00:41:36.480 --> 00:41:41.119 As an industry of beauty, we have chosen not to gravitate towards these ingredients. 00:41:41.360 --> 00:41:54.880 One, they can be more expensive sometimes, but two, they can also not be always the easiest to create with, but at the same time, they are noble, valuable materials that keep going and giving. 00:41:55.039 --> 00:41:58.719 Every time you recycle aluminum, it keeps its values. 00:41:58.880 --> 00:42:02.079 It's gonna be as shiny, as strong as it's true. 00:42:02.239 --> 00:42:02.960 Recycling. 00:42:03.119 --> 00:42:06.400 The re in recycling means really re. 00:42:06.800 --> 00:42:11.920 It's when you say reuse, uh you reuse a t-shirt, you reuse it as a t-shirt. 00:42:12.079 --> 00:42:13.599 It's not the case with plastic. 00:42:13.840 --> 00:42:16.239 Plastic is a degrading material. 00:42:16.400 --> 00:42:19.440 That means that there's no recycling really in plastic. 00:42:19.840 --> 00:42:21.920 A bottle can rarely become another bottle. 00:42:22.079 --> 00:42:22.320 Right. 00:42:22.639 --> 00:42:26.559 It has to be transparent, PCR, in the right facility. 00:42:26.800 --> 00:42:29.679 And even then, it's gonna lose a bit of its rigidity. 00:42:29.840 --> 00:42:32.480 You're gonna go from something very rigid to something a bit softer. 00:42:32.800 --> 00:42:38.559 But usually a bottle will become a bag that will then become a carpet, that will become simply microplastic. 00:42:38.960 --> 00:42:45.119 And I think aluminum probably would be the material that I mean, I'm fascinated with that material. 00:42:45.280 --> 00:42:47.039 I love what it's given us really. 00:42:47.199 --> 00:42:51.840 I love the fact that it is something that is widespread and understood. 00:42:52.000 --> 00:42:58.159 Because for me, a big challenge we have in the beauty industry is when we keep saying, Yeah, but consumers don't know. 00:42:58.320 --> 00:43:01.599 We keep putting the responsibility and the blame on consumers. 00:43:01.840 --> 00:43:04.880 It almost feels like, oh, you're not recycling. 00:43:05.039 --> 00:43:05.280 Yes. 00:43:05.519 --> 00:43:09.280 We've got it to the point where consumers are like, How can I recycle better? 00:43:09.440 --> 00:43:18.960 How can I cut this product into four pieces, separate it, wash it, dry it, then drive somewhere to bring it back to I don't know what service. 00:43:19.199 --> 00:43:28.480 But since when did we forget about the great topic that now is becoming legal, which is the manufacturer responsibility of things? 00:43:28.639 --> 00:43:33.280 It is up to brands, it's up to design to do something that becomes almost. 00:43:33.440 --> 00:43:36.719 Do you ever think about how to recycle your beer bottle? 00:43:36.880 --> 00:43:46.480 No, it's you it just goes or your can of soup or beans or your big, big bottle of transparent plastic, because you kind of know where these things go. 00:43:46.719 --> 00:43:53.679 So, what the what we've decided on the brand to do is why don't we why don't we go down that beaten path? 00:43:53.840 --> 00:43:59.760 That is the fact that everyone that this is a material, our lip gloss, you just do something called. 00:44:00.239 --> 00:44:00.800 Nesting. 00:44:00.960 --> 00:44:05.599 Take it, put it inside of the hole of a Coca-Cola bottle and push it together. 00:44:05.679 --> 00:44:07.119 That's aluminum and aluminum. 00:44:07.199 --> 00:44:08.559 It will go through recycling. 00:44:08.639 --> 00:44:09.599 And our palette is tin. 00:44:09.920 --> 00:44:11.280 The palette is 100% tin. 00:44:11.599 --> 00:44:13.760 It used to be a can of soup and will be again. 00:44:13.920 --> 00:44:16.000 Even that mirror in it is not glass. 00:44:16.079 --> 00:44:28.400 It's tin with a special coating that makes it feel exactly like a mirror, and it will melt again next to a can of Campbell soup and can become a can of soup or hopefully another palette or a product from someone else in the industry one day. 00:44:28.559 --> 00:44:31.840 But the idea is to remove the thought process. 00:44:31.920 --> 00:44:32.639 We don't need to. 00:44:32.800 --> 00:44:41.440 We all have so much to think about every day, adding to the consumer a thought of here's a five-page manual about this, how this product is going to be recycled. 00:44:41.599 --> 00:44:43.119 When actually it never really will. 00:44:43.280 --> 00:44:50.559 It's wish cycling, it's greenwashing, it's all of these things, put it's dream cycling as well, sometimes put together. 00:44:50.719 --> 00:44:57.840 But at the end of the day, the easiest solution right now is to start switching into materials that are monomaterial in general. 00:44:58.000 --> 00:45:10.400 I think that or that already is a good first step for the industry, but also to switch to materials that have proven to us through years and years and years and years that they're a valuable material to invest in. 00:45:10.639 --> 00:45:11.199 I love that. 00:45:11.440 --> 00:45:11.920 I love that. 00:45:12.000 --> 00:45:20.639 And I thank you for reminding us of that because I think we I know like I definitely got lost in that mess of thinking, oh, it's too difficult. 00:45:20.719 --> 00:45:25.360 You know, it's too difficult to recycle beauty products and like make this an everyday thing. 00:45:25.440 --> 00:45:28.159 And I and I am guilty of that, you know, as a person. 00:45:28.320 --> 00:45:34.320 Like I fell into that trap, and I know a lot of us do because we kind of like and I watched this happen, right? 00:45:34.400 --> 00:45:38.719 Because it's like we fell into this like hole of thinking of like, well, we tried, it's all happening. 00:45:38.880 --> 00:45:41.360 Just buy the, you know, just go buy the plastic mascara. 00:45:41.440 --> 00:45:50.480 And it's like I I feel like this entire brand that you've created is such a beautiful way to remind people that like no guys, like

it's very, very doable. 00:45:50.559 --> 00:45:57.840 And it's not, it doesn't need to be, like you said, another thing on your list, another thing to think about and to like you know, stross over because I don't know. 00:45:57.920 --> 00:46:01.599 I think I don't think in the heart of hearts, people don't want to recycle, right? 00:46:01.840 --> 00:46:07.519 Like there's nobody I don't know anybody that's like saying yes, plastic, you know. 00:46:07.920 --> 00:46:08.880 We're good people. 00:46:09.039 --> 00:46:12.159 I think human nature is good to start. 00:46:12.320 --> 00:46:17.599 I think this has to, it's a topic that is so important and it's so beyond beauty and recycling. 00:46:17.760 --> 00:46:21.440 I think overall, people want to help, people want to do the right thing. 00:46:21.599 --> 00:46:23.119 I think people want to recycle. 00:46:23.280 --> 00:46:25.280 No one wants to just throw something away. 00:46:25.519 --> 00:46:31.199 We get to a point where we either feel like we have no choice or we either feel like we've tried and it didn't work. 00:46:31.360 --> 00:46:32.000 It's like voting. 00:46:32.079 --> 00:46:35.920 And it's just like you get people to a point where they feel like, well, I'm gonna give up. 00:46:36.000 --> 00:46:40.719 Like I just read, I just read a study that says because also the world is full of negative studies. 00:46:40.880 --> 00:46:49.119 Everyone is just pushing out their like the same thing, like beauty creates 120 billion amount of products, and almost everything is not recyclable or recycled. 00:46:49.280 --> 00:46:51.280 So people are like, So what am I gonna change? 00:46:51.360 --> 00:46:57.199 Yeah, versus showing that there are a lot of possibilities happening, that there are a lot of technologies. 00:46:57.360 --> 00:47:13.199 We're one of many companies and technologies that are trying to put something very positive out there to show that there are solutions, and we want other companies to join us because to your point, no one wakes up in the morning and says, Today I want to create a big pile of trash. 00:47:13.440 --> 00:47:15.760 Like, really, they don't. 00:47:16.079 --> 00:47:23.519 People are are they want to try to do something good, but then they also want to spend their money in a way that gives them pleasure. 00:47:23.679 --> 00:47:27.599 So I think it's our responsibility as well to figure out how do we give them both. 00:47:27.760 --> 00:47:35.519 How do we give them the most innocent to the planet and the least harmful, pleasureful beauty product we can? 00:47:35.760 --> 00:47:36.159 I love it. 00:47:36.239 --> 00:47:43.599 Well, I'm a huge fan of what you've created, and for all of our listeners, there's a very special discount code that you're very gracious to offer to us. 00:47:43.679 --> 00:47:45.280 So I'm going to be linking that in our show notes. 00:47:45.360 --> 00:47:47.440 Make sure you guys scroll down and check that out. 00:47:47.599 --> 00:47:50.480 But really, hats off to you, you know, Nora, for doing this. 00:47:50.639 --> 00:47:53.039 I mean, I can't, I just can't applaud you enough for it. 00:47:53.119 --> 00:47:54.719 I think it's something that I've been waiting for. 00:47:54.880 --> 00:47:58.800 I know as a consumer and also as just a person, like it's wonderful to see this happening. 00:47:58.880 --> 00:48:01.119 So thank you for bringing this to the beauty industry. 00:48:01.360 --> 00:48:02.159 Oh, thank you so much. 00:48:02.320 --> 00:48:02.960 Thank you so much. 00:48:03.039 --> 00:48:06.880 We're we're I think also this episode is going to come out on a very special moment. 00:48:06.960 --> 00:48:12.960 Yeah, uh, we are at the beginning of Earth Month, which uh the name of our brand, ahora means now. 00:48:13.119 --> 00:48:16.880 And for us, all of our sustainability objectives have been achieved now. 00:48:17.039 --> 00:48:19.840 We're reducing by 100% plastic now. 00:48:20.000 --> 00:48:22.400 It's not by 2030, it's not by 2040. 00:48:22.480 --> 00:48:23.360 Everything is now. 00:48:23.519 --> 00:48:28.559 It's also now because in a world of Paris, London, and New York, now it's time for Mexico. 00:48:29.199 --> 00:48:33.039 And as we speak, actually, on the 7th, we are launching at Credo. 00:48:33.199 --> 00:48:39.039 So we're super happy because we're gonna have our first national retailer and people can touch and feel the products. 00:48:39.280 --> 00:48:45.440 And uh there are examples of how we can go towards a full, full, full circular beauty product. 00:48:45.679 --> 00:48:48.159 So I wanted to just announce that today as well. 00:48:48.400 --> 00:48:49.519 Yeah, well, congratulations. 00:48:49.599 --> 00:48:51.199 I'm so happy that you're gonna be at Credo. 00:48:51.360 --> 00:48:54.960 And you know, just I really urge everybody listening, check out the brand, guys. 00:48:55.119 --> 00:48:57.519 It's a beautiful, beautiful brand, like truly. 00:48:57.679 --> 00:48:58.880 And let us know what you think. 00:48:58.960 --> 00:49:00.079 And thank you so much, Nora. 00:49:00.320 --> 00:49:00.880 This is awesome. 00:49:01.119 --> 00:49:01.679 Thank you.