The model actually came before the products. I was a lawyer in Manhattan who wanted to do something helpful for the world.  Looking at models like Newman’s Own, I thought if I could make something better, be transparent and real, and partner with and support non-profits with a big chunk of our profits, people would notice.  I always prefer to use my consuming dollars on products or companies that seem responsible, and I figured I wasn’t alone.

It’s not easy elbowing into a crowded marketplace with competitors that spend millions in advertising, and so I was determined to find an audience that was informed and active. I looked around and decided the most informed, thorough consumers on Earth were new mothers.  It was only half way into the process that I had my own child and came to fully appreciate the need for safer products.

I, along with my partners in crime (another lawyer, a mother, an organic farmer/teacher, and a renewable energy specialist) spent months researching everything we could about ingredients, skin physiology, and formulation in the latest studies and academic journals.  We started with sunscreens because we quickly discovered it was an area where mislabeling and questionable ingredients were particularly prevalent.

We went to a house in upstate New York and started cooking.  Eventually, we got to a place where we were ready to bring in chemists, labs and manufacturers.

Since we approached the whole thing fresh, weren’t confined or burdened by the traditional approaches and corner cutting.  The far more common approach is to hand it off to the professionals right away, or even more common, to simply repackage an existing formulation. We got a lot of grief, and it took an awfully long time to develop, but ultimately we came out with unique products.  Starting from scratch is usually more conducive to real innovation!What efforts do you make to keep the production process easy on the environment?

The two biggest things are materials and location.

Organics
We decided synthetics were off the table from the get go, but soon decided that even naturals had issues.  Typically, crops grown by Big Agro are chock full of synthetic pesticides, herbicides, fertilizers – as is the surrounding air, water, and ground.   Ultimately, it’s both an health and an environmental issue:  Recent studies have shown newborns already have over 200 industrial chemicals in their system.

Organic crops are subject to strict requirements on the manner in which they grown and harvested.  Plus, organic crops are typically local and use less energy to make and transport.  All of our organic ingredients were grown in the US.

Packaging
First, all of our packaging is US made – the overwhelming percentage of plastic packaging in the US comes from China. Second, the packaging is entirely sustainable.  The boxes are FSC Certified, and are manufactured with renewable energy.  The tubes are aluminum, which, along with glass, are one of the few infinitely recyclable materials.  It is also the most plentiful mineral in the Earth’s crust. The downside is a fair amount of energy is used in its manufacture, but after considering all the options, we felt it was by far the best.

Manufacturing
Again, the key is staying local.  Our manufacturing, filling, warehousing, pacaking sources and headquarters are all in proximity. It’s more efficient and less polluting.What’s next for the Vivesana line?

Dopo moisturizer.   I believe it’s a little more than 99% organic in formulation and we are seeking the 95%+ USDA Certified Organic Seal.  It’s something we would have gotten for the sunscreen, if it had been possible.  Zinc and Titanium might be natural and safe, but they’re minerals (not animal or vegetable), so they can’t be organic.

Dopo should be out toward the end of summer.

We’re also looking into a sunscreen stick for on-the-go outdoor application.What green practices do you maintain at home?

Good question!  We just moved from a tiny apartment in Park Slope to a beautiful (not terribly energy efficient) old stone house in Philadelphia.  We’ve got our work cut out for us!  Very first thing I did was start a compost and plant a vegetable garden. I’ve been waiting to do that for years of NY living.

Next, we are joining the local co-op,which gets local produce.

Later this summer we’ll install storm windows (which gets an energy-saver tax deduction).

Finally, next week we’re having a consultant (ok, he’s my brother, but he is an expert) come in to assess the feasibility of solar panels on our roof.