The founder of sustainable & organic beauty brand Seed Phytonutrients explains how the shift in natural beauty and personal care distribution channels has the potential to benefit everyone, from farmers and brands to consumers and the environment

Though shelves from the grocery store to the department store beauty department are increasingly dotted with “natural” and “organic” beauty and personal care products, brands often leave consumers woefully undereducated when it comes to what that actually means.

Seed Phytonutrients is expanding beyond marketing buzzwords, however, prioritizing transparency and consumer education by sharing everything from aroma formula and locations of its seed farmers to the exact amount of plastic packaging used. The brand was founded by Shane Wolf, a former L'Oréal executive who noticed the coming sea change in consumer preferences for products that are both good for the environment and the self.

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