I first met Adina Grigore at ‘A Night For Green Beauty’ in Los Angeles, she was super sweet and I loved her product line SW Basics and her minimalist approach to beauty, everything in her line has five ingredients or less. This Brooklyn based product line uses all sustainable agriculture, by buying only from organic, Fair Trade, or small-farm sources for their ingredients. They have videos on their site where they show the farmers and where they source their products from. Currently I’m using their exfoliant and cream and loving it. Adina is having a busy year with her products set to launch at Target in March and a new book “Skin Cleanse” coming out, on February 18th (review will be up tomorrow).
What inspired to start SW Basics?
My super sensitive skin, my background in holistic nutrition, and the feeling that there really weren’t any products on the market that were exactly what I wanted. Everything was either too luxurious or too crunchy. I wanted to create something that was more approachable, simple, and authentic.
What efforts does SW make to be natural, earth-friendly brand?
Firstly, I can guarantee our list of no-no ingredients is longer than any other beauty company, period. In fact, the list of ingredients I would even consider putting in our products is very, very short. Secondly, we seek out organic, fair trade, and ethical companies to do our business with. We also are working on an organic certification, we are cruelty-free certified by PETA, and package our products in glass.
What is your go to beauty routine?
I wash with water every day, but I also love to apply our cream and our new oil serum. If I work out I use an oil based soap like Zoe Organics. I love Mac mascara, but that’s about it!
What is your proudest career moment?
I’m torn between getting the brand into Target or landing a book deal with Harper Collins. I’m feeling pretty proud (and lucky) these days!
What inspires you the most?
Girls who reject or ignore all of the beauty advice they’ve been given to just be themselves. That takes a lot of courage.
How do you try to stay balanced?
I work out regularly, eat home cooked food as much as possible (thank heavens my hubby loves to cook!), and indulge in a lot of HBO.
Do you have any beauty tips for busy women on the go like yourself?
See above! Ignore the beauty advice. Don’t rely on products. Your skin knows how to take care of itself if you give it a chance. Try washing with water once in a while, try wholesome ingredients from your kitchen on your skin, and don’t forget that if you take care of yourself, it’ll show on your skin.
What is next for your brand?