MeetTheBrand is a window on the world of emerging and independent brands in Italy. The time of a break from work or the evening appointment you’ve been waiting for, to hear the voices of the founders. Everything you wanted to know about cosmetics and the world of beauty entrepreneurship. A column that stops the hands of time, new discoveries and insights.
Today the MeetTheBrand lounge hosts Valentina Curcio, founder of Greendust Cosmetics. A brand inspired by anhydrous cosmetics, i.e. water-free and characterized by a high concentration of active ingredients. She is in charge of the brand, in all respects, I asked her a few questions to deepen her story and understand something more about her products.
Hi Valentina, thank you for accepting my invitation. How and when was your cosmetics brand born?
Thanks to you for this wonderful opportunity!
Greendust Cosmetics was officially born in January 2020, but the idea of creating my own natural cosmetics brand began to take shape in 2018, when I was working for a well-known Australian cosmetics brand. That opportunity gave me the opportunity to pull my dream out of the drawer and turn it into reality, stimulating me to create something personal.
I have always been attracted by creativity and manual skills, i studied as a Fashion Designer, so i always wanted to find a job that allowed me to be free to create and build something of my own. I decided to follow my greatest passion: cosmetics. As a young girl she was my obsession, i liked to try new products and one day to solve a skin problem i began to approach natural cosmetics.
It was a wonderful discovery and I have never abandoned it again.
In 2019 I decided to embark on this enterprise, dedicated to those who want to approach natural skincare in a simple way, and maybe don’t know where to start.
Do you think that the Pandemic has somehow affected the birth of your brand?
I founded Greendust Cosmetics in January 2020, the products were supposed to go into production shortly thereafter and the pandemic broke out in February. A hard blow, the production of cosmetics was stopped and the crops of raw materials were also blocked. No certainty about the future. I was a little worried, but I didn’t want to give up at the first obstacle, i wanted to make my dream come true.
I don’t think the Pandemic has affected the birth of the brand, it certainly made me understand that if you really want something you have to go beyond every obstacle with strength and determination. Sooner or later the storm passes and the calm returns.
Do you think it has changed the consumption habits of consumers who buy beauty?
I don’t think it has dramatically changed consumption, i believe rather that the environmental situation is giving a great stimulus to people to change their daily habits, also with regard to the beauty sector. Through my brand, i want to communicate that by adopting small daily changes, we can first of all improve the relationship we have with our skin in a healthy and conscious way and respect the environment around us, preserving it in every possible way.
Visualizza questo post su Instagram
What prompted you to take this path and what do you expect from the future?
What prompted me to undertake this work and personal path was the idea of creating a cosmetic line that could help people approach natural cosmetics for the first time and at the same time do something that could highlight the natural world such as something essential for our life.
I expect a lot of satisfaction from the future: to see my brand in stores, alongside important brands of international natural cosmetics. It would be a huge satisfaction! And why not see my cosmetics used by some movie stars. It would be crazy!
An anecdote from that period that you remember with pleasure and that you want to share with Wait! Fashion readers?
I remember the first meeting with the person who produces my cosmetics in the laboratory. It was a meeting that i define as “love at first sight”. I immediately found a strong harmony with her who managed to capture, through my words and ideas, the essence of my project. I must say that without her great professionalism and support i probably wouldn’t be at this point. I believe that finding the right people throughout your career is the key to much of success.
Would you tell us how a Greendust Cosmetics product is born? What are the strong points?
Each product is born first of all from the needs of the consumer and his habits. Then we move on to the selection and formulation of the ingredients that are the basis of a good product. They must be of quality, organic as much as possible and available in Italy. Then we develop the texture and fragrance of the product, which I believe are a very important part for the success of a good cosmetic.
Most natural products have textures that are not suitable for oily skin, have strong and often unpleasant odors, being derived from plants and seeds. With my products i wanted to combine all these characteristics to create a finished product that is pleasant to use, a cuddle for body and mind.
The strong points are precisely the quality of the raw materials and the pleasantness of use. The ingredient lists are short and concentrated in plant active ingredients. There is no water inside the formulations that draw inspiration from anhydrous cosmetics, with greater effectiveness in the constant release of active ingredients on the skin.
Visualizza questo post su Instagram
What is the motivation behind choosing to implement a few products at a time?
The brand’s starting idea is precisely that of wanting an easy, fast but above all minimalist beauty routine. I believe that advertising and marketing have made our purchasing choices more and more difficult. Too much choice and little effectiveness. The skin is one, we don’t need a thousand products for all areas of the face and body.
Just a few products, selected, suitable for our demanding and concentrated in active ingredients.
In this way the same product can be used for multiple parts of the face and body. I also liked the idea of being able to always carry the products with you, while traveling or to the office, thanks to their small size.
Do you have in mind the release of some new product? And which? If you can reveal it to readers.
I certainly have a lot of news in mind, but at the moment I can’t reveal them. I still want the line to remain minimalist and functional. One thing i can mention is that products dedicated to deep facial cleansing may soon arrive.
Visualizza questo post su Instagram
Do you have a favorite product of your brand?
I love them all but what gives me the most satisfaction, especially on my skin, is the rebalancing face treatment. It is a serum in oil, with a light and nourishing texture that can be used on the face and eye area. I like to apply it through a nice manual massage to relax and pamper the skin of the face morning and evening. In addition, the ingredients inside are really precious: Camellia oil and Rosa Mosqueta that stretch and smooth the skin, illuminating it naturally. I recommend it for all skin types, especially those mixed with small wrinkles and scars.
What would you say to those who still don’t know you?
My line was born from the love for nature. Everything I have done so far has been designed to minimize the impact on the natural environment.
Furthermore, the line is vegan. Love for animals has always influenced me in my cosmetic and food choices.
There are 3 products and they are all based on Organic Hazelnut oil. When I discovered this ingredient, i fell madly in love with it, because it is akin to all skin types, especially combination ones, tending to grease and sensitive and reactive ones.
In the Greendust Cosmetics line we find the Multi-purpose delicate oil, a face / eye make-up remover that turns into a pleasant massage body oil when needed. It is a light but consistent oil, it removes any type of make-up, leaving the skin clean, soft and supple.
Then we have the Rebalancing Facial Treatment which, as the name implies, restores skin imbalances and skin inflammations, optimally hydrating it, and illuminating it day after day. Its ingredients have a sebum-balancing and regenerating action, acting on small wrinkles, spots and scars, smoothing and refining the skin, stimulating the natural production of collagen.
The latest product in the line is the Multipurpose regenerating balm that concludes the skincare routine thanks to its multiple uses. Thanks to the high content of vegetable butters and oils, it nourishes and repairs dry and cracked skin. The texture is soft and enveloping, rapidly absorbed, and can be used in all those parts of the face and body that need a nourishing boost. In fact, there are no limits to its use.
I’ll tell you a secret, I use it in the evening, before going to bed, around the eyes on small expression lines, on dry and cracked lips and heels.
All Greendust Cosmetics products can be combined with each other and in easy-to-carry formats even when traveling. We hope to return to travel soon!
I recommend trying them because those who try them fall in love with them. On my site there is also a Mini size kit that allows you to try all three products in a reduced size for more than 7 days.
What distinguishes the brand in three adjectives?
Minimal, Effective, but above all Eco-compatible
The word of the Beauty Editor: Valentina has already illustrated her products just above, three versatile products, which encourage you to listen to the real needs of the skin. The use is not static and routine, with a little imagination they can be used in different ways. For example, the multipurpose regenerating balm is also ideal for recovering some body or hand cream that does not convince you, adding a plus of nourishment. In addition, it contains cocoa butter and its fragrance does not lie, get yourself a chocolate bar because you may not resist the temptation.
The Multi-purpose delicate oil is really as described by the name, and is particularly suitable after a shower, when, still wet, the skin collects the greatest absorption from the applied products.
The Balancing facial treatment is ideal for all skin types, and also for beards, perfect for Spring and Summer.
The Green Dust Cosmetics line is certainly suitable for those who want to undertake the use of oils in cosmetics, they can be combined together and managed according to their needs. They are ideal for everyone, the fragrances are delicate but pleasant, to experience a moment of well-being all to yourself.
Visualizza questo post su Instagram
Info & Contacts
Website & Shop: greendustcosmetics.com
Instagram: @greendustcosmetics
____________________
READ ALSO:
