Aisling Organics Provides Organic Makeup For Health-Conscious Consumers

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The cosmetics industry continues to boom. From traditional brands like Maybelline to Kylie Cosmetics, women continue to select the makeup that reflects who they are. However, the ingredients used in conventional makeup brands are known to cause medical issues for users. Krysta Lewis suffered ailments for years until finally discovering the cause being the makeup she used. Lewis went on to create Aisling Organics, a fashion tech startup whose mission statement is “to be the leading provider in organic cosmetics for the health-conscious individual by offering superior customer service, beauty and product education and inspiring people worldwide to take control of their health.” The Salem, New Hampshire-based company is backed by Lear Capital Partners.

Marc Lussier, a partner at the firm, says, "I became aware of the issues surrounding clean beauty when I was lucky enough to be present for a pitch by Krysta. She presented the data and issues so clearly and concisely that my immediate thoughts went to the women in my life, and I hoped that they were using products like Aisling."

Frederick Daso: What led to the discovery of your cosmetics as the source of your illnesses? 

Krysta Lewis: I grew up in the industry as my family owned the largest beauty supply distributor on the East Coast, which got acquired by L'Oreal. Makeup artistry has always been a hobby and artistic channel for me, but I didn't realize something I adored could be hurting me in the way it was. For years, I suffered from migraines and nausea, and even the best of the best doctors couldn't figure out what the culprit was. One morning I was sitting at my vanity, and it hit me that I didn't know what was in these products I was smothering all over my face yet I read ingredient labels diligently for the food I consumed. 

This led me to send the products off to be tested, and they came back with formaldehyde, flame retardants, mercury, aluminum, and more! Things you'd expect to find in an auto shop and certainly not your favorite beauty products. I stopped using makeup for a couple of weeks post this discovery, and my migraines and nausea completely disappeared. Astonished by this personal discovery, I ran to beauty stores to try to find makeup that was natural but quickly came to a halt as products were either clean OR worked. Nothing truly was botanically based and worked as my conventional favorites had in terms of long wear or color ranges. This led me to the concept of Aisling Organics, which was launched after I graduated from college in 2016.  

Daso: What was it like having those illnesses for years, unaware that it was your cosmetics? Did it fundamentally change how you value makeup and other beauty products? 

Lewis: It was shocking that I was never asked by a doctor what products I use. Western medicine doesn't fundamentally stand behind the belief that the products you put on your skin can harm you. This is ironic as drugs are often produced in dermal patches, such as birth control or nicotine, which is an effective gateway to the bloodstream. Yet, it's usually not considered referring to makeup or other personal care products. Not only was this a significant discovery, but I also realized that the FDA doesn't regulate cosmetics. I had always assumed what I purchased on the shelf of a well-known store was safe, but that's not still the case. These discoveries made me question everything I knew about the products I had been using and, more so, concerned me as others must be feeling confused as well. 

Daso: How is the term "pure" defined when it comes to cosmetic products? Why aren't off-the-shelf brands not long-lasting, as you have asserted? 

Lewis: There are many definitions for pure/clean/natural, but for us, it's products made with wholesome botanicals that are derived from the ground. The issue with many "clean" lines is that they are composed of minerals (aka small stones/rocks) that are crushed and made into a powder. While this may be a pure alternative to conventional makeup, the performance element is missing. If your skin is dry, you can apply a powder on top, but it won't stick to the skin as there isn't a vehicle to adhere it. That's why many believe natural makeup doesn't work as it's mineral-based products that have limited wearability. Our line is composed of crushed plants and herbs, such as kaolin clay, aloe vera, and lavender, which are combined to make cream-based products that last on the skin for hours and provide high pigmentation. This combination allows our line to outperform many familiar favorites. 

Daso: What's driving the growth in the natural personal care market? 

Lewis: The natural personal care market is gaining quick traction, making it the fastest-growing segment in the global beauty industry. This growth can likely be attributed to our society wanting to live a healthier life. Clean eating has been popular over the years, and now those people are looking to make their transition to botanically based personal care products. Many times, she ends up making the switch during pregnancy as she starts learning about the effects of products on the body and doesn't want them to harm her baby. In other circumstances, she develops an unexpected allergy to an ingredient in conventional products as she is forced to look for alternatives to her former favorites. 

Daso: How have you sourced ingredients to create beauty products that won't cause allergic reactions/illnesses? 

Lewis: We only use highly vetted ingredient suppliers who are often small farmers in the US and Canada. These suppliers take pride in the quality of their ingredients, and we love to support small businesses. In terms of allergies, we cannot prevent those. People, unfortunately, can have allergies to incredibly pure ingredients such as chamomile, although more infrequent than chemical reactions. 

Daso: What's the most significant advantage your team has in the space? 

Lewis: Our most significant advantage is our team is dedicated to educating the consumer and empowering them to know how to read ingredient labels and vet products themselves. Too many brands miss this component and focus their attention on selling; we believe purchases will naturally happen after the education phase. We recently launched a media component to our company, Talk Clean To Me Magazine, to heighten the experience for our current and prospective customers and those who want to be more informed in this space.

Want news on the hottest startups delivered to your inbox weekly? Subscribe to my mailing list, Founder to Founder (F2F): f2f.substack.com. Check out my latest F2F story: Case Study: Popl CEO Jason Alvarez-Cohen Discusses How His Startup Handled Product Logistics As Their Growth Exploded.

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