Behind the Brand: Earth Tu Face
Organic + Wildcrafted Skincare
"We believe in truth and transparency in the personal care industry. We believe you should never put something on your skin that you would not put in your mouth."
Earth Tu Face Founders, Sarah Buscho and Marina Storm
Behind the Brand: Earth Tu Face
This week we sit down with Earth Tu Face founders, Sarah Buscho and Marina Storm for our "Behind the Brand" interview. In this feature we discuss how the two California Herbalists created one of the most popular natural skincare brands, their beauty secrets, as well as what inspires them. When it comes to the best natural skincare products, Earth Tu Face is a brand you want to know! Let's take a look inside...
Our Story
In 2010 Earth Tu Face began with two herbalists, a garden, and focus on creating a purely plant-based 100% natural skincare line, free of toxins or synthetic compounds. Founders Sarah and Marina grow their skincare line from the ground up, intentionally choosing plants that heal, restore and rejuvenate skin cells. They believe that you should never put on your skin what you wouldn't put in your mouth.
Every ingredient that is included in all the products is there for a specific therapeutic reason. At Earth Tu Face, they do not use fillers of any kind, meaning every ingredient in the products is an “active” ingredient. All of the formulas are original, created and tested by the founders, on real people — never on animals. They are the best of the best. All of the products are made from organic, high quality, and food-grade ingredients with the best natural compounds the earth has to offer. They are formulated to be concentrated and have a long life.
Earth Tu Face - Vanilla & Peppermint Lip Balm
"Created by two California herbalists, every ingredient we use is there for a specific therapeutic reason."
Started in their kitchen and herbal garden in California, Earth Tu Face products are created with 100% plant-based, food grade ingredients. At Earth Tu Face, all ingredients are chosen to heal your body and our planet. Some of the key ingredients that we use include Non-GMO, plant derived Vitamin E, Organic Beeswax, Organic, Virgin Cold-Pressed Oils, etc. All of our products are packaged in reusable, compostable and recyclable containers made in the USA.
"At Earth Tu Face, we believe in truth and transparency in the personal care industry. We believe that you should never putting on your skin what you would not put in your mouth, hence no synthetics and preservatives in all our products. We also believe in minimal waste packaging, love your skin and our earth!"
Earth Tu Face - Toning Mist & Face Serum
What inspired you to create your natural skincare company Earth Tu Face?
"The business officially started in 2010. I guess you could say it started out of need. It wasn't something I planned to do (to have a business). I made products for my own use and working in health care as an herbalist. People I knew started using the products and word spread to a few little boutiques in the area. The community became interested, which showed there was a need for the line.
I wanted to deliver natural products, 100% biodegradable and food grade that create glowing results & are safe for everyone from children on (I intentionally chose ingredients with low allergy risks). On top of that the ingredients need to be sustainable for the earth over a long trajectory, so no sexy plant of the moment decimating a population and palm oil free. Packaging also had to be as minimal waste as possible so that the entire life cycle of the product from the hands that touch each ingredient, the use on our bodies, the elimination back into the earth and the packaging reuse or reabsorbed had to be intentional."
What is the mission of Earth Tu Face?
"We want to leave the industry and the earth better than the way we found it. Our products are are "honest" in that we don't use fillers, we don't water the products down, we don't add chemicals to emulsify or preserve the products, and we don't add anything that doesn't fit with our values-conscious business philosophy. But we keep a long shelf life because we formulate with shelf stable cold pressed oils and essential oils that naturally preserve (among other things). I think we are the most lean, mean and green full skincare line out there right now in terms of the products, packaging, and sourcing and I hope we continue to create and innovate."
What experience do you want people to have with Earth Tu Face skincare products?
"We want people to feel reconnected to nature. We want them to enjoy using the best of the best botanicals, to see the difference in their skin, get the benefits of aromatherapy and to have all the good feelings of knowing that they are making a choice that benefits the planet."
What is your skincare ritual?
"I wash my face morning and evening. I love how it feels to wash my day off or have a fresh new start every morning. I follow with spritzing toner and then a hydrator like our face balm or skin serum. I’m a fan of sunhats so you’ll find me rocking a straw one in the garden."
What personal beauty tips can you share?
"As I get older I am reminded over and over again that less is more. It’s fun to get dressed up and wear all the adornments too but on a day to day basis people look so beautiful naturally. I love seeing people’s skin shine through, the natural shape of their face and wrinkles that have been earned. To me that is radiant. Eating healthily and laughing often are the best beauty treatments."
What are your favorite Earth Tu Face products?
"Choosing a favorite product is like trying to choose a favorite child, because I really love them all. I love using the Coconut Body Butter because I feel it quenches the thirst of my skin more than the lotions do, so much so that you will still feel moisturized the next day. We blend in organic cocoa butter, sunflower derived Vitamin E and essential oils to promote skin healing, scar reduction and deep hydration. I also love our Skin Stick because the healing salve is good for so many things! Chapped lips! Dry patches! Cuticles! Hand hydration and more…
And in terms of the packaging we really broke out of the mold creating the biodegradable tube. So that one will always be dear to my heart. The Repair Serum is my summer skin staple. It adds a plump glow that keeps my face happy all day long. It perfectly hydrates and heals. When my skin is extra dry I use it as an oil cleanser, and it takes off makeup."
Shop Earth Tu Face Collections
What challenges have you experienced on your skincare journey?
"My skin is sensitive. When I was born I could only wear a 100% cotton any other material would give me eczema all over. Sunscreen has been a journey. Growing up I never found skincare that I could use without a reaction. That prompted me to learn about how to make products to use. I used simple, very pure, organic food formulations on my face from my kitchen. The more education in holistic health and medicine the more the formulas changed and came to life."
What makes you passionate about your brand?
"I’m passionate about thinking outside the box and having the line to come from a place of putting health first: health of the people using the products, and health of the planet creating and supporting the products. Nature is my constant inspiration.In healthy ecosystems there is no waste. Every byproduct is up-taken and used in another way to benefit the system, to me that is a-win-win and is the goal."
What do you love about being in the clean beauty industry?
"I love that green beauty is replacing an industry with toxic chemicals because it translates to doing less harm to ourselves and our planet. Sustainability is our most important value. It is a love of the earth and all of it's creatures that drives the brand. It is why we created the biodegradable paper tube for our best selling skin stick (no more plastic in our oceans!) and how we formulated each product."
What city is Earth Tu Face based?
"We are based in Oakland, California."
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