At Laconicum we always do an exercise: define a brand as we would tell it to a friend in private. We did this with Orveda and the result was expressions like: "Great", "more expensive than usual and better than usual" or "the sum of many brands that we like".
Orveda is a brand founded by Sue Y. Nabi, a graduate in biochemistry and former world president of L'Oreal and Lancôme and current CEO of Coty. She was the one who changed the slogan "Because I am worth it" to "Because we are worth it" and gave way to ambassadors like Julia Roberts and Jane Fonda. Orveda's co-founder is Nicolas Vu.
She wanted to create a cosmetic brand that concentrated contemporary sensibilities and concerns. Someone who controls the cosmetic market like her knows what works and what doesn't. She wanted a brand with highly concentrated active ingredients based on biotechnology, intense, but kind to the skin. Orveda appeals to an elevated cosmetic consumer, who knows what to buy, who has tried a lot. In the magazine Paper city they defined it as "the vegan version of La Mer".
Let it be the words of this woman of Algerian origin, who knows everything about cosmetics, the ones that tell what Orveda is like:
"Greener, cleaner and vegan". It is a very green brand (the 88% of its assets are based on biotechnology and biofermentation), with a very clean and vegan formula. It's a very concentrated brand, and that places it very high in today's industry. 100% of the packaging is recyclable.
"We don't want to become something big. We want to become something favorite. We want someone to say: this is the best thing that has ever happened to my skin," the founder told The Cut.
"Glow is the new lift"; In other words, now we are more concerned with a skin being luminous than being taut and smooth. Light implies health and health implies beauty. As simple as that.
"The science of the future will be as kind to the skin as possible. It will not change the pH of the skin, it will not remove its natural oils or impact its microflora. Bacteria, yeasts and enzymes, which are made possible by the power of biotechnology are the new generators of beauty and its future. "
Orveda look to the past and the future, to nature and science, work in favor of the skin and not against it. It is kind to the skin, to oneself, to others and to the planet. This is the new cosmetics and Orveda it is one of their flags.