Earthwise Beauty has always been guided by a clear internal vision, but it’s a vision that can sometimes be hard for me to portray to the world: On the one hand, our brand is deeply rooted in herbalism and handwork, but on the other hand, our products are categorized as luxury items. As soon as the word luxury is attached to a brand, resellers at boutiques and spas may expect a certain big-city way of thinking and conducting business. But when we say that Earthwise Beauty is a luxury brand, we do not mean the luxury of gilded shopping bags, boxes, and ribbons, or of products so exclusive that they’re purely aspirational for the average customer.
An artisan who makes high-quality products by hand today faces extremely high costs of living and working, so unfortunately, they must charge more than a mass-market producer would, even if they are not operating from the mindset of creating a “luxury good.” The sad truth is that in today’s world of factory farms and environmentally destructive growing practices, it simply costs more to source ingredients that are grown organically and sustainably. And that same math applies at every stage of the production process. We choose to spend more on reusable and recyclable bottles and shipping supplies, for example, because that choice aligns with our company’s values, even if it’s not the most cost-effective option. And while many larger companies may outsource their labor or charge minimum wage at their large production facilities, it’s important to us to provide a fair wage for each of our employees. Add in the expense of high taxes, utilities, fuel, and other overhead costs, and it’s easy to see how an artisanally handmade product can quickly acquire a luxury-level price tag.
But despite the high cost of producing them, our products have always found a way into regular people’s homes. We consider ourselves “luxury” in terms of quality and artistry, but never in the sense of being exclusionary or ostentatious. We know that for our devoted customers, our products are worth saving up for, and they will find a way to stretch a bottle of Paloma of the High Desert Oil to make it last, or to save up for a bottle of Passion Eye Serum and appreciate every last drop.
Our customers choose us for the values we hold: freshness, authenticity, a commitment to supporting local and women-run cooperatives, and an emphasis on giving back to environmental-protection nonprofit organizations. Whether you would call Earthwise Beauty a luxury brand or not, ultimately, we make the kinds of products I like to buy myself, with the goal of bringing goodness and a little sensual beauty into every day.