Clean beauty innovator Josie Maran’s skincare line was among the first to combine earth-friendly practices with luxurious formulas. Here, she discusses the revamp of her successful brand, how California inspires her and the healthy practices that bring out that enviable glow.
PHOTO COURTESY OF BRAND
Congratulations on Josie Maran 2.0! What’s new with the brand you started 17 years ago?
About three years ago, I started thinking about what the combination of luxury and ecologically responsible practices looks like today. That led me to rethink every aspect of my company. The result is that we did a complete overhaul of how we show up in the world. We’re introducing new packaging that’s more earth-friendly and has even more of a luxury feel. It’s in gorgeous amber glass with a refill system that helps reduce waste. We are introducing three new fragrances that are made with 100% plant and flower essences but are as sophisticated and nuanced as those made with chemicals. And I’m introducing a new tagline, “Feel Good Naked,” because I want Josie Maran Beauty to help everyone feel good in their skin, inside and outside.
What inspired you to make these changes, especially considering how successful your brand is? A little birdie told me you have the #1 selling body scrub in the U.S. and that one of your body butters sells every 14 seconds.
My goal was to make the new packaging and fragrances so appealing and compelling that it would make people want to adopt more environmentally responsible practices without it being a chore. My goal has always been to push the industry toward more sustainable practices. For the actual formulas, I decided to relaunch with our top products. That gave us the best chance of having the strongest impact right away.
I love that the rebrand centers around California. As I imagined and planned my rebrand, I realized that my California roots inform and inspire everything I do. Growing up outside of San Francisco, not only is there the focus on more environmentally friendly practices, but there is that spirit of innovation, the feeling that there are always new ways to solve challenges. I designed a new packaging and refill strategy, doing everything possible to help divert our share of the 100 billion single-use plastic bottles ending up in landfills and oceans. California also inspired the three new fragrances called The California Collection. I wanted to share the scents that always take me back home: fresh-churned ice cream flecked with pure vanilla bean; the pixie tangerines specific to Ojai, so cute and so juicy; the purple figs that grew plump and fat right in our backyard. We shot the campaign on the beach in Malibu with the gorgeous campaign models and my daughter—another Cali girl!
We all know that looking great on the outside depends on how well you treat your body. What are some things you do to stay healthy?
I’m big on meditation, a practice I started 15 years ago. I discovered Julia Camerons’s The Artist’s Way in 2000, and it was life-changing, so I do “morning pages,” essentially journaling three pages every morning. Spending time outside in nature is essential to my health growth and inspiration, and I find a way to go outside and take a walk or a hike every day. Anytime I can get to the beach and swim in the ocean, I’m there! I also love Pilates and Kundalini yoga and have been practicing both as long as I have meditated.
What can readers expect next from you?
We’re going to continue the momentum of examining every part of our company to make it more environmentally responsible. We’ll continue to look at every part of the manufacturing process, supply chain and packaging for ways to do better by mama earth. We’re also launching an exciting new category this Spring. I can’t wait to share it with you when it’s ready!
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