The challenges this entrepreneur overcame to launch ATHR Beauty — an ethical and sustainable makeup brand – The Wise Consumer

The Wise Consumer

The challenges this entrepreneur overcame to launch ATHR Beauty — an ethical and sustainable makeup brand

August 4, 2020

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The challenges this entrepreneur overcame to launch ATHR Beauty

By: Madeleine Wisecup

Athr Beauty

From harmful ingredients in cosmetics to launching a clean & zero-waste beauty brand with Tiila Abbitt, founder of Āether Beauty

Meet Tiila Abbitt, the founder of Āether Beauty, a zero-waste, vegan, cruelty free, non-toxic, and ethically created makeup brand! From the harmful ingredients found in most commercial cosmetic products to the challenges of running a clean and responsibly sourced makeup brand, Tiila and I cover it all!

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Meet Tiila Abbitt, the founder of ATHR Beauty, a low-waste, vegan, cruelty free, non-toxic, and ethically created makeup brand! From the harmful ingredients found in most commercial cosmetic products to the challenges of running a “clean” and responsibly sourced makeup brand, Tiila and I cover so much in this episode!

In this episode we chat about all things ATHR Beauty, including:

  • The journey that Tiila to launching ATHR Beauty, a sustainable and non-toxic makeup brand.
  • Her passion for color/color forecasting + how she creates her products (this was super interesting!)
  • Greenwashing in the beauty industry and the list of harmful ingredients used throughout the industry.
  • The challenges around defining the term “clean beauty”
  • The problems with the recycling industry.
  • The heartbreaking reality of child labor used in mica mines.
  • Why not all synthetic ingredients are harmful, i.e. just because it’s natural doesn’t mean it’s better for you.
  • How she’s overcome entrepreneurial challenges

This was such a wonderful, insightful, and inspiring conversation! Happy listening.

Get to know the founder of ATHR Beauty a bit more!

  1. City of residence: San Francisco, CA
  2. Place of birth: New Jersey
  3. In under five sentences, define your business: A fully ethical + sustainable makeup brand- without compromise. Vegan, Cruelty-free and clean- as a baseline. ATHR Beauty also makes sure each ingredient is child labor free, made with fair wage labor, and completely sustainable packaging.
  4.  What is the best part of the work you’re doing? Why? Being a trail blazer is not always the easiest routes to take but when I launched the brand, no one was talking about sustainability in beauty. I’m so happy to see the change in the beauty industry!
  5. Out of all the products you produce, which is your favorite? Why? I love all my children equally but if I had to be one, it would be the Supernova Crushed Diamond Highlighters, a new innovative formula that uses real ethically sourced diamonds instead of mica to create pure sparkle and bonus: if you add the highlighter and mix it with a little body oil, it creates an amazing shimmer body glow!
  6. If you could share just one piece of wisdom with the world, what would it be? Vote with your dollar. Just take a little bit of extra time with your next purchase, understanding the ingredients, including the packaging.
  7. Quote you (try to) live by? There’s enough sand in the sandbox for everyone. Basically, there’s no reason to be competitive — it’s better to be collaborative and help lift each other up.
  8. Using one word, how would you describe yourself? Resilient
  9. What is one random fact that most people don’t know about you? I’m the only employee for the entire brand.

Connect with ATHR Beauty on Instagram, Facebook and online.

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