Berlin – Adaptogens are natural ingredients that can help regulate the body’s response to stress and inflammation. Founded by Catarina Oliveira and Rui Liu, Herbar brings the versatile qualities of adaptogens to skincare. Its first product, the Face Oil, uses the tremella mushroom for detoxifying and hydrating, the reishi mushroom to reduce inflammation, and da zao (Chinese jujube dates) for blemishes, acne and scars.
As well as its use of adaptogenic ingredients, Herbar’s visual aesthetic also stands out. The founders gave artists Laura Le Gal and Lea Woo creative freedom to create visuals in response to a bottle of the brand’s Face Oil, resulting in a 1960s-inspired illustration and a jewellery box full of natural ingredients in soft focus. An accompanying ad campaign stars Oliveira’s grandmother and her best friend, promoting the brand’s ageless approach to beauty.
As their naturally occurring beneficial properties become better understood, mushrooms are becoming the next beauty sensation in the Western market.
Don’t neglect older consumers, who often feel overlooked by brands. Beauty brands should look to celebrate people of all ages in campaign and advertising imagery