orders placed after 12 July will be shipped 31 July onward

Why it took us so long to launch the new and reformulated Axiology shades

by Rayna van Aalst January 17, 2019

Why it took us so long to launch the new and reformulated Axiology shades

If you’ve been following Reina Organics for a while, you’d know by now I have special feelings for Axiology (I wrote this ode to their lipsticks about 2 years ago) so when they sent a letter announcing they were in the midst of rebranding, I was excited to see what was in the making.

One of the big changes they announced was “3x more pigment”, as well as “enhanced, richer color” and I was ecstatic.

I counted the days till my samples arrived like a child counts the days till Christmas.

Then the day came I finally had the new Axiology colors in my hands.  

It was play time.

I spent a good hour in front of the mirror gushing over the shades, at least the ones that are “my” colors.

And that was that. I was happy with what I saw.

Then a few weeks later the new and reformulated Axiology colors were available for ordering and I realized I hadn’t checked how the new formula differs from the old one. Comparing the ingredients I noticed the words “May contain […] Synthetic Fluorphlogopite” in the new formula.

I felt confused and probably a little disappointed.

I know that using a few synthetic ingredients in some shades is a common practice in the natural makeup world. Many beloved, leading green makeup brands do that in order to achieve vibrant shades without using carmine (example 1, example 2, example 3).

I know that veganism is in the core of Axiology and they would never use carmine. I also know that clients have complained that their colors are too “earthy”.

While I understood what I assumed the reasoning behind addition of the Synthetic Fluorphlogopite to the formula of some Axiology shades was, and I am personally fine with that choice, I wish that Axiology had communicated that change.

A few weeks later Ericka, founder of Axiology, contacted me and I asked her about the change. I came clean and shared my feelings and concerns which were what had been holding me back from stocking the new Axiology shades.

After confirming the reasons behind their choice, the pigment was indeed used in order to help Axiology achieve richer red hues, and reassuring me of the safety of the new ingredient, I decided to go ahead and order the new and reformulated Axiology colors.

Since I also believe that ingredients hold a central position in the green beauty world, I've decided to mention in the description of each shade if it contains Synthetic Fluorphlogopite. Then each client can make an informed decision.

Probably I am just being too sensitive here because of the ever growing number of green washing in natural beauty and companies taking advantage of consumers. There’s also a chance I’m making a mountain out of a molehill but I felt it was important for the Reina Organics clients to know about this formulation change.

Enjoy the new and reformulated Axiology colors. More are on the way.

xo Rayna 

founder of Reina Organics





Rayna van Aalst
Rayna van Aalst

Author



Also in Journal

A big announcement
A big announcement

by Rayna van Aalst January 07, 2019 0 Comments

For a very long time, over two years now, I have been trying hard to bend reality and make two separate interests of mine blend – empowering beauty and women empowerment. While the two have something in common, they remain two separate things.

View full article →

Something better than New Year's Resolutions
Something better than New Year's Resolutions

by Rayna van Aalst December 30, 2018 0 Comments

This year has almost come to an end. Many people are busy with New Year’s resolutions. Others are reviewing the past year. Some are busy with both. Here's something which I believe most of us forget.

View full article →

When is a skincare product too expensive?
When is a skincare product too expensive?

by Rayna van Aalst December 15, 2018 0 Comments

View full article →