How Eunoia was Created
Welcome, and thank you for reading our first blog post. Together with my partner Cindy, and I, we have created Eunoia Beauty, a brand that offers offer a range of clinically proven skincare products that each contain between 12 and 18 powerful bioactive ingredients or complexes. This allows each product to address multiple concerns at once, covering everything from premature signs of aging, acne, hyperpigmentation, dullness, dryness, redness, sensitized skin and irritated and inflamed skin. But you don’t have to have a skin condition to use our products, they also work as an investment in your future skin health, because like everything prevention is better than cure.
Our brand is women-owned, so we know first-hand that a busy demanding lifestyle can take a toll on our skin. As we were either juggling either full-time work or the demands of having young children while running side-projects, we came to value multi-purpose, time-saving products that could replace an overly complicated multi-step routine and eliminate the need for products that only covered one skin concern at a time, because let's be honest, who has only one area of their skin they wish to improve?
What were our goals?
Our number one goal was efficacy, if products don’t work, we don’t have time for them. And we don’t want to waste any more money on skincare that claims it works, we wanted the proof! All the ingredients we chose had to be scientifically validated with In vitro trials (medical studies performed in a laboratory) and In vivo trials (medical studies done on living people) to verify they were going to deliver results. They had to be of the highest quality and used in our formulations at the highest concentration because what is the point of having a standout ingredient sit at the bottom of the INCI list (the skincare ingredient list) where it is not going to do anything except sound good for marketing purposes.
How did we achieve these goals:
The first step was sourcing the best ingredients. The majority came from the most renowned ingredient manufacturers worldwide, but it was also important to us not to overlook what amazing resources we have here in NZ. We have some of the most biodiverse and unique ecosystems on the planet. The indigenous Māori people have been using these plants as an integral part of their traditional medicine for many generations, and we wanted to utilize this knowledge into our formulations. While these natural extracts from indigenous plants can be powerful, raw botanical extracts are volatile and can vary in concentration of bioactive ingredients from season to season, so scientific intervention is essential to make sure they are not only stable but to allow for the control of a consistent product so they are as effective as possible every time they are incorporated in our formulations.
We also knew how important the concept of what’s not included in skincare formulations is equally as important as the ingredients that are included. That’s why we have a list of ingredients that we purposely did not included in any of our products, such as sulfates, short-chain alcohols, parabens, formaldehyde, essential oils, fragrance, animal derived ingredients, and many more that can damage the delicate microbiological ecosystem.
We also take considerable time when developing our products. We have developed every one of our products from scratch. Every product idea has fulfilled the desire to solve a variety of skincare problems, but we only wanted to produce products that had a real purpose, as the skincare market is oversaturated with products that can interact with other things people might be using, or may be unnecessary for certain people. We spent two years researching, consulting experts, creating product samples and testing them (on real people) before finalizing the formulas. For example, we only finally felt we were ready to bring our Active Moisturizer to market after recreating the formula 23 times before we felt it was able to give real results and was suitable for everyone regardless of their skin type.
Our partnering formulation manufacturer has ISO Certification, meaning that each and every ingredient that is used in our formula has passed through a rigorous certification process. All ingredients are safety tested, and challenge testing and sterility testing starts with samples and continues throughout the 36-month self-life of every batch. By having such strict quality control systems we can ensure that all the ingredients, as well as the finished products, are of the highest quality and are completely safe for use by everyone. It also guarantees our products were produced using ethical and transparent production practices. We also ensure none of the raw ingredients used has been tested on animals, and we are proud to be PETA certified as cruelty-free.
We also spent over a year considering the best packaging for our skincare products. What we chose were Airless vacuum pump bottles. As many ingredients are sensitive to oxidation, meaning the quality and shelf life of a product is compromised every time a jar is opened and the formula is exposed to light and oxygen. No one wants to be spending money on a product that becomes less effective over time, the last drop in the bottle needs to be just as effective as the first! In addition, our recyclable plastic packaging has one-tenth the weight of an identical glass container, significantly reducing the carbon footprint associated with shipping, making it the most environmentally friendly choice.
Where we are at currently:
Even the best intentions don’t always go to plan, and some of our ideas just haven't worked out. We will not proceed with any product if there is even a tiny bit of doubt that it is not the best it can be. That’s why our current range might seem limited at first, but it shows how serious we are about bringing you, the customer, the best possible and the highest quality products on the market.
We plan on sharing our knowledge and love of skin health with everyone and hope our website and blog will provide inspirational, educational and empowering content that will help you achieve the healthy, beautiful skin we all deserve.
To read more about the origins of Eunoia, read our article in The Nelson Magazine.