As vitruvi branches out from essential oils into skincare, the company's co-founder explains how it takes a wellness approach to beauty, empowering consumers with quality, natural ingredients to care for their skin on their own terms

The influence of wellness continues to bleed into other categories beyond supplements, fitness and health food, reaching particular resonance in skincare and beauty categories. Meanwhile, consumers are becoming more educated and empowered, demanding to know what's in their products and why.

Billing its product range as “dynamic skincare,” Vancouver-based brand vitruvi is quickly establishing itself within an increasingly crowded market for natural and organic beauty products. Key to vitruvi's retail strategy is an element of customization, allowing shoppers to tailor their own blend based on specific needs. The brand provides education when necessary, encouraging self-care above simply seeing physical results. On shelves and ecommerce storefronts with retail partners including Sephora, Anthropologie and Goop, vitruvi is building its brand by simply being in the places its core demographic might already be shopping for skincare and personal care items.

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