How do you define luxury?

by Rayna van Aalst July 18, 2017

How do you define luxury?

I will never forget a lunch with an influential woman working in the fashion industry. Her name is a legend. She has it all, also when it comes to skincare. She could literally have any beauty product on the market, if she wanted to. Beauty brands would do anything to have her as a client. All she needs to do is say one word, any word.

The table was full of Reina Organics brands, eco chic beauty galore. Her excitement, admiration and respect were palpable. Soaking in every word of the stories behind our brands, gently caressing the bottles and the jars and admiring the sophisticated scents and textures. Speechless, mesmerized, in complete awe.

Why was this ultra-successful woman here with me instead of with a PR agent of La Prairie, Chanel, La Mer or another mainstream luxury skincare brand?

The exclusivity of these brands is created mainly by their price. Nowadays you only need to go out for a walk, even in a small town in the Netherlands, and you can buy all of them. If you're willing to pay that much, of course. But if you can afford to spend that amount of money on skincare, the chances are that the people in your circles can too.

As expensive all these luxury brands are, they are produced in mass quantities. And as Josh Rosebrook says "the best {quality} rarely comes out of the factory".

And what else do you have left when the quality of the product is left out of the equation because of mechanizing the production process and using ingredients which are meant to last for years in a jar?

Shiny jars and bottles, produced en masse.

Fancy advertisements.

Grand launch parties.

Paid celebrity endorsements.

Eco chic beauty on the other hand puts a premium on what goes IN the jars. Eco chic brands are crafted by artists. Their products are not for everyone. To appreciate these products you need to be a connoisseur, you need to understand the art of creating them.

The difference between a dress from fast fashion store, a designer one and a custom hand made gown for the red carpet at the Oscars.

There's nothing glamorous about the process of formulating and making eco chic beauty. It takes love and dedication. The process is laborious and time consuming but the results are exquisite and it shows on your skin.

How do you define luxury?





Rayna van Aalst
Rayna van Aalst

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