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Avoiding Competitive Wellness, as the Category Merges With Beauty

The lines between beauty and wellness are blurring, underscored by three of today’s major indie players that are tying the two concepts together in atypical ways. First, there’s Vintner’s Daughter, a two-stock-keeping unit brand that takes inspiration from Napa Valley winemaking for its product formulations; then, there’s Love Wellness, a personal-care line that aims to tackle women’s health in a thoughtful, modernized way; and then there’s Kosas, a clean beauty line that revolutionized skin-care-makeup hybrids with the Launch of Tinted Face Oil. “If makeup doesn’t make you feel beautiful, it’s not contributing to your wellness,” said Sheena Yaitanes, chief executive officer and founder of Kosas. “There are times when the wellness world becomes very judgmental, very sexless, very shame-building.” April Gargiulo, the ceo and founder of Vintner’s Daughter, referred to that concept as “competitive wellness.” Yaitanes noted that it’s “damaging.” Lauren Bosworth, founder of Love Wellness, said that with her brand, the goal is to give women the information to make decisions for their bodies. Here are their three brand stories: Vintner’s Daughter  April Gargiulo had struggled with her skin forever, used luxury beauty products, and only peeked at an ingredient list when she was pregnant with her first child. She didn’t like what she saw. “I was

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