I need all the 'Little Patagonia's' to survive.

Hi Friends,

Can I just tell you, I love writing this monthly letter. It’s an outlet to me. And if just a few of my friends read it, or thousands of you, just the writing of it feels so satisfying. So if you are taking your Sunday morning to spend a few minutes with me, thank you. That really does mean something to me. 

Lately, I've been reflecting on the elusive nature of true quality. So much of what we encounter daily is merely functional—utilitarian items designed to serve a purpose without much thought to longevity or impact. But then there are those exceptional things that touch our lives deeply: the quality of foods we choose, the natural fibers and slow fashion finds we live in, and, of course, the skincare that touches the tiniest corners of our bodies that become moments of self-care. 

These are the products where quality isn't just a feature; it's the essence.

At Beauty Heroes, I'm privileged to collaborate with remarkable makers who pour their hearts into creating such high-quality products. It's a privilege I hold dear, and one I believe we should all cherish. Notably, many of these makers are women who navigate additional complexities in their entrepreneurial journeys. Despite representing a growing force in the business world, women-owned companies astonishingly receive only about 1% of venture capital funding. Honestly, 5% would be just as shocking, but in reality, the number is a mere, 1%. This stark disparity is not just a statistic; it's a call to action. While Beauty Heroes remains proudly independent and isn't seeking funding at this time, I find myself grappling with this reality, wondering how we must collectively shift this imbalance.

In my heartfelt conversations with brand founders, I'm continually inspired by their relentless pursuit of quality, sustainability, and integrity. Yet, I also hear the poignant stories of passionate creators who, despite their dedication, find the path unsustainable—financially or energetically—and choose to close their businesses. Take, for example, Mara Hoffman, who, after 24 years of championing sustainable fashion (and dressing everyone from Kim Kardashian to Beyoncé), made the difficult decision to close her eponymous label. Her journey underscores the harsh realities that even the most committed face in maintaining quality amidst systemic challenges.

These reflections fuel my commitment to support and uplift the makers who dare to prioritize quality over convenience, sustainability over shortcuts. It's a journey we embark on together, honoring the stories behind the products that enrich our lives.

When I think about the brands we work with at Beauty Heroes, I often see them in my mind’s eye as ‘Little Patagonias’. Patagonia, the global clothing company is the rare company that has truly figured it out—a unicorn that proves you can uphold exceptional quality, grow profitably, and still do the right thing. They’ve taken it one step further by pledging all of their profits to environmental causes. It's visionary, and honestly, I’m surprised we don’t hear more people talking about Patagonia as the beacon it is. I can tell you, I think about them often. 

So yes, our brands are like little Patagonias. They may be small, but they are mighty—meticulously sourcing every ingredient, every component of lightweight packaging, every piece of recycled paperboard. They are creating products that are more than just “clean” or “natural”; they are crafted with integrity from start to finish. These are the antidotes to fast food, fast fashion, and fast beauty. 

I want all of the little Patagonias to survive, and thrive. I need them to.

At Beauty Heroes, we’re currently working with 95 brands from around the world. Of those, 86 are female-founded or female co-founded. At least 6 are LGBTQ-founded. 17 are owned or co-owned by people of color. And 83 of them are fully independent. These are not just numbers—they represent a vibrant community of makers. 

In all honesty, you don’t see us talking about this a lot. My team and I have always been careful about how we communicate these things—because so much of it comes across as performative. And, we don’t evaluate brands based on who founded them, but we do evaluate their quality. The intersection isn’t exactly coincidental, but it is authentic. But in this moment, it feels important. It feels relevant to acknowledge who we’re choosing to support, who we’re inviting into our lives, who we’re building community with.

From the inside out, I know that we don’t perform at Beauty Heroes. We recognize, value, and relentlessly pursue quality. And I hope that every touchpoint you have with Beauty Heroes—whether it’s a product, an email, an event, or a conversation—reflects that. These brands, and this movement, are bound by a common thread: an unwavering commitment to doing things well.

This brings me to this month’s Discovery—a brand that oozes quality and integrity at every level: One Love Organics. Founded by Suzanne LeRoux, this OG Green Beauty Brand quietly does everything right. And when I say everything, I mean everything.

Early on, Suzanne tried outsourcing her formulas, working with third-party labs to bring her vision to life. But it never met her standards. It just wasn’t good enough. So she did something both wildly ambitious and incredibly rare—she built her own lab. Not just any lab, but an Ecocert–licensed facility on St. Simons Island, Georgia. If you’re wondering how hard that is… it’s very hard. So hard, in fact, that if she had known what it would take at the beginning, she might not have done it. But thank goodness she did—because from that lab come some of the most exquisite certified natural products in the world. And you get to experience three of them in this month’s Discovery.

Honestly, any one of these products could have been our Hero product. But we chose the Botanical B Enzyme Cleansing Oil because it does something I consider truly heroic: it makes you want to wash your face. And that’s no small feat. With papain and pumpkin enzymes that gently exfoliate, and a lush blend of oils that dissolve makeup and daily grime without stripping the skin, this cleanser is pure sensorial joy. The scent—a blend of sweet citrus and warm vanilla—turns your evening cleanse into a full-body sigh of relief.

Then there’s Brand New Day, a face exfoliator that manages to be gentle and effective, a rare combo in the world of face scrubs. It’s one of the few exfoliators I truly trust—it’s non abrasive, doubles up as a mask (leave it on for 10 minutes then gently scrub and see what happens), no redness, just soft, glowing skin. And the tube travels well and is effortless in the shower. So good! 

And finally, the product that sealed the deal for this Discovery: Botanical C Body Oil. As you probably know, I have a thing for a great body oil—and when I discovered this one, I knew we had to send it to you. Yes, we sent a body oil just two months ago from Routine (and yes, I still adore that one), but this is totally different. Anyone who thinks all body oils are the same just hasn’t subscribed to Beauty Heroes. This one has that X-factor—thank the vitamin C esters, which brighten and protect while delivering serious hydration. The texture is silky, never greasy. The scent is crisp and uplifting and oh-so wearable.

If you received this body oil, I’d really love to hear what you think. Reply to this email and tell me. Truly—I want to know.

Hero On! 

Jeannie