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March 23, 2019
Featured Brands: Alder New York
Can you tell us a little bit about yourself and what you do?
I'm the cofounder and CEO at Alder New York. I handle operations, business partnerships, and strategy for Alder New York as we continue to expand.
Tell us about how Alder New York was formed?
We formed Alder New York at the end of 2016, because my business partner, David, and I wanted truly clean, genderless, vegan skincare and haircare that was sleek and cool. We are both passionate about clean safe personal care products, but felt that so often those products on the market don't meet our expectation for high design.
What’s the concept behind the line?
Alder New York is the go-to holistic personal care line for truly clean, genderless, vegan skincare and haircare that is as sleek and cool as it is effective.
Photo: The Oxfordist
“Clean” beauty is a buzz-y word in the beauty industry currently. What does the phrase mean to you and how you formulate your products?
To us clean means safe- both safe for us, and for our environment. Everything we use must be considered safe according the Environmental Working Group.
How do you decide what ingredients are going to combine properly for each product?
It takes a lot of research. Not all great ingredients work well together, and some ingredients get way better when combined, like Vitamin C and E. It always starts with a lot of research on the latest in skincare science. And then there's a whole bunch of testing- sometimes a formula will go through over 100 iterations before we approve it.
For someone who may not know about your line, can you tell us how you recommend incorporating your products in a daily routine?
Everything we do at Alder New York is about ease of use in your life, so the products are meant to work pretty seamlessly. Right now we have our Everyday Skincare products- this includes our cleanser, serum, and moisturizer, which we recommend using all together, and supplementing with our weekly use face masks, which can be used for specific treatments. Since our products are packed with ingredients that play really well together, we find our customers get incredible results when they use the full line all together.
Photo: Alder New York
Of the products we carry at GUSTO + CO, what are your essentials (i.e.: if a customer has to start with 1-2 to purchase first) and why?
Oh boy- again, I love them all together which makes choosing one or 2 tough! But if I had to, I would say the Everyday Face Cleanser and the Everyday Face Serum. The glycolic acid cleanser because it has such incredible results- it's our hero product; people try it and realize they've just fallen in love with a cleanser, which most of the time is a product one feels kind of "bleh" about. And then the serum because I think it's such an accessible price point for a real powerhouse product. It's packed with hyaluronic acid, vitamin B3, and plant extracts which deliver incredible results.
What’s the hardest part of running your own business?
Growing pains. There are often times when the company is growing and needs a person with another type of skill set- and usually that hire doesn't happen right when you need it. So as the owner of the company, I absorb the extra work, that extra stress. On the other hand, I also get to be my own boss, so I'm not complaining.
What's your morning skincare routine like?
In the morning I really don't do much. I'm a night time showerer so all my products go on in the evening. But if I need a bit of a refresh, I usually do a little bit of Everyday face Serum to get some glow going on, and then pat in a bit of our Everyday Face Oil to lock in moisture.
Photo: The Oxfordist
What about your skincare routine at night?
I wash my face with Alder New York's Everyday Face Serum. and then apply a bit of our serum and moisturizer layered on top. Then I take a bit of Everyday Face Oil and pat it in under my eyes where I need an extra bit of moisture and suppleness.
Are there any beauty items you find yourself constantly carrying around?
Yes, I never leave home without Alder New York's Texture Powder. It's our dry shampoo and as a curly haired girl with very thick hair, it's my secret weapon. If it's humid, it gives me some lift, or if I sweat during the day, it keeps my bangs clean. There's never a day I don't use it.
Are there any new products / projects in the works you’re particularly excited about?
YES! Stay tuned for Bath and Body...I can't say more, but it's coming.
What’s next for Alder New York? Lots of new products- we're moving down to your neck, shoulders, knees, and toes.