RAW IS EVERYTHING is setting out to be an industry disrupter, and with one of its founders being a rock star, we should expect nothing less. The industry is beauty, and the issue at hand is that U.S. personal care product regulations have only been updated once in 76 years, and with women putting an average of 168 chemicals—all not necessarily safe—on their bodies each day, there comes the question and concern of what exactly are we, gals, putting on our skin, hair, and nails.
The notion of natural or organic beauty products comes with a certain stigma, that being of products that are created for women that don’t really care much for makeup. It is this perception and attitude where the founders of RAW IS EVERYTHING, Alexis Krauff (rock star) and Jessica Assaf (Harvard Business School student) found an opportunity, posing the question why can’t natural products be made and marketed to those that want to get “dolled-up”?
RAW IS EVERYTHING has its foundation in Beauty Lies Truth (BLT), a blog founded by Krauff and Assaf to “discover and share the truth about beauty.” Through BLT, products that are free of or have fewer artificial ingredients and toxic chemicals are highlighted, products are tested, small beauty business owners are featured, and experts are interviewed. Will BLT’s passion, strong point of view, and engaged community be enough to disrupt a $50B industry and help get the Personal Care Products Safety Act passed? Only time will tell, but what we do know is Beauty Lies Truth has developed an informative platform and now product line for those that are interested in making “healthy” beauty product choices.
Read more on Alexis Krauff and Jessica Assaf’s mission at Fast Company.
Photo: rawiseverything via Instagram