There is this exercise we like doing at Laconicum: Try and describe a brand as we would to a friend in private. We did it with Orveda and the result was: it is great, more expensive than usual but better than usual, the sum of many brands that we like.
Orveda is a brand founded by Sue Y. Nabi, a graduate in biochemistry, former world president of L'Oreal and Lancôme, and current CEO at Coty. She was the one who changed the slogan "Because I am worth it" to "Because we are worth it" and opened the door to ambassadors like Julia Roberts and Jane Fonda. Orveda's co-founder is Nicolas Vu.
They wanted to create cosmetics that reflected contemporary concerns and sensibilities. For someone who knows the industry as Sue does, it is easy to know what works and what doesn't. She wanted to launch a brand with highly concentrated active ingredients based on biotechnology, intense, but kind to the skin. Orveda appeals to elevated consumers who know what to buy, consumers who have tried everything. Paper City magazine defined Orveda as "the vegan version of La Mer".
But let Sue herself explain what Orveda is about. "Orveda is greener, cleaner, and vegan" she says. And yes, it is a green brand (88% of its assets are based on biotechnology and biofermentation), clean (packaging is 100% recyclable), and vegan.
"We don't want to grow big. We want to grow favourite. We want clients to say: this is the best thing that ever happened to my skin".
"Glow is the new lift". In other words, today we are more concerned with the skin being luminous than being taut and smooth. Luminosity means health and health mean beauty. As simple as that.
"Science in the future will be as kind to the skin as possible. It will not change the pH of the skin, it will not remove its natural oils or impact its microflora. Bacteria, yeasts, and enzymes made possible with the help of biotechnology are the new generators of beauty. "
Orveda look to the past and the future, to nature and science, working in favor of the skin and not against it. It is kind to the skin, to us, to others and the planet. This is the new cosmetics and Orveda is part of it.