a new dawn in the conversation
The word sustainability seems omnipresent. Everyone is for it, and every company claims to be it. But what is it, really? Sustain means to endure or keep alive. That doesn’t sound like a lofty goal to me. Shouldn’t we aspire to more?
The word sustainability and the word clean are close cousins. And if you know me, you know what I think of the word clean in the realm of beauty. Neither term has measurable meaning; both conceal inaction and support of the status quo. This is superficial language that feels good for a moment, until you scratch your head and ask, “what does that actually mean?” (Have you noticed that you can read and re-read company sustainability statements, and they are just a word salad, often copied from each other?) It’s frankly embarrassing, and as a society we can do better and we WILL do better. It all starts with a new, elevated conversation.
I escaped the rut of “reduce, re-use, recycle” long ago. That is perpetuating a status quo – that few of us want. Instead, I envision the conversation as an ever-elevating horizon on three trajectories: intelligence, connection, and faith. Let’s explore this…
Sustainability – “keeping alive” – is the bare minimum, is it not? And we are not put on earth to do the bare minimum. In all we do, we are intended to be in a process of expansion, of evolution. VRAI embraces a mindset of Eco Evolution – an ever-broadening horizon achieved across three dimensions: intelligence, connection, and faith.
INTELLIGENCE is humanity’s greatest resource, as it dictates the use of all other resources. After all, we can only do what we know and think. Intelligence is continually asking “why?” and then “how?” An inquisitiveness. An empathic perspective. Intelligence is not a benchmark to be achieved; it is a framework, a paradigm, on which all else is built. At VRAI, we ask “why is this the status quo, and how can we ELEVATE this, not just sustain it?” (Upon reflection, isn’t this a great question for all aspects of our lives?)
What do we mean by CONNECTION as a dimension of Eco Evolution? Simply, it is the foundation of quantum physics, that everything is connected, that nothing happens in isolation. When one has elevated to this understanding, “reduce, re-use, recycle” seems very rudimentary.
And FAITH? The opposite of fear. There is much anger and fear in low-vibration discussions of sustainability. Conversely, in a state of intelligence and connection, all that can exist is faith. Faith in the collective. Faith in divine intentions. And faith in a beautiful future.
There is no endpoint to Eco Evolution. I hope you’ll join this journey.
WOMEN KNOW
Women know that the “house” – from the micro definition of our bodies to the macro definition of our planet – must be protected.
Women know when we are being hustled, when the talk is all smoke and mirrors. Women know to demand facts, definition, truth.
Women know compromise is a sin, a violation of our contract with life purpose. (There is a reason compromise is accompanied by a sinking feeling in the gut.)
THE VISION
ECO EVOLUTION
At VRAI, luxury and sustainability are not mutually exclusive.
We understand the importance of creating beautiful, high-performing cosmetics while minimizing our environmental impact.
From thoughtfully designed products to responsible manufacturing practices, here you will discover how we strive to make a positive difference.
RESPONSIBILITY
VRAI embraces a culture of resourcefulness.
In our studio, we prioritize recycling and mindfully repurposing.
Additionally, our paper products are sourced from sustainably managed forests, ensuring a commitment to responsible forestry practices.
I am very proud of the choices behind VRAI packaging: paper made in the United States without coating (which is toxic); light coverage of VOC-free ink; no flood sealant over the paper; and vertically integrated manufacturing, eliminating wasteful transport. (And of course, the packaging is recyclable at your discretion.)
MINDFUL INNOVATION
At VRAI, simplicity is at the heart of our product development philosophy. We believe in creating multi-functional products that eliminate the need for excess.
Look for innovative offerings, like our Mineral Foundation that seamlessly blends coverage and concealment. VRAI is constantly evolving to offer more combination products that streamline your beauty routine.
Our richly pigmented formulas are designed to last longer, requiring less product for a flawless look.
Furthermore, key active ingredients take center stage in our formulations, minimizing the use of non functioning ingredient fillers, ensuring you get the most out of every application. Larger volume fills ensure lasting use, and assist in reducing waste.
PURPOSEFUL MANUFACTURING
We carefully consider every step of a product's journey, from conception to fulfillment, to minimize transportation distances and maximize efficiency.
By strategically selecting facilities located near our fulfillment studio and combining shipments, we significantly reduce our carbon footprint.
SUSTAINABLE FULFILLMENT & DISTRIBUTION
VRAI adheres to all regulatory labeling and secondary boxing standards.
We excel at transforming these logistical necessities into an aesthetically pleasing and elevated experience for our customers. The use of protective fillers minimizes the impact of shipping and ensures your products arrive in pristine condition, eliminating the need for replacements due to damage. Our reinforced boxes are not only aesthetically pleasing but also recyclable and sourced from sustainable forests whenever possible.
By minimizing the need for replacements, we significantly reduce our carbon footprint while maintaining optimal product cost control.
EMPOWERING CONSCIOUS CONSUMPTION
VRAI offers thoughtfully designed products with larger components, highly pigmented formulas, and mineral-rich complexes. This translates to long-lasting products that generate less waste compared to other brands.
We consider your entire beauty routine when developing our products, ensuring each item contributes to a streamlined and effortless routine while delivering the desired results.
RECYCLING & UPCYCLING
VRAI prioritizes selecting components that are easily recyclable whenever possible.
When recycling isn't an option, we encourage upcycling and repurposing our beautiful packaging.
YOU HAVE MY WORD
As VRAI evolves and expands, so does my awareness and commitment to environmental responsibility. I strive to see the whole picture, the whole process, the whole lifecycle.
How can we radically optimize resources, and simultaneously revolutionize results?
This is the question continually asked with the team.
I am constantly seeking new ways to reduce our impact and empower sustainable practices.
I am on this journey with you, and I invite you to join us in creating a more beautiful future for ourselves and the planet.
xo
Melissa