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In the beauty world, brands are constantly tracking trends and trying to scale. The goal is always to go viral or claim "cult-status." But for Josie Maran, the goal of her namesake brand has always been about nontoxic ingredients and sustainability — even before sustainability became a buzz world. It all started in 2007 when Maran launched her ethically sourced 100% Pure Argan Oil; since then the company has grown leaps and bounds in an industry obsessed with "clean beauty" — only now, the beauty mogul is rebranding her beloved skin-care collection to make an even bigger impact.
The change is starting with the brand's three bestselling products: the 100% Pure Argan Oil, the Whipped Argan Oil Body Butter, and the Argan Oil Sugar Balm Body Scrub. Each one is getting an entirely new look and feel, going from plastic to glass packageing and getting a new refill system that's more environmentally (and user) friendly. "The whole goal was to reduce waste and plastic; get plastic out of here as much as possible," Maran says. "And if we're going to use any plastic, it's PCR. It's about reusing, upcycling all that 8 billion leftover plastic waste in the landfills."
Still, just because the products are more sustainable doesn't mean they can't also be sexy. "The whole goal is to make refilling easy and enjoyable and cool and fun and just normal, natural. If you can't make it luxurious and something someone's actually going to want to use every day, it's going to fall flat."
After 16 years in the industry, you might be wondering: why now? Maran says the motivation for this shift started three years ago. "I started to think, Why am I doing this? What are my values today?" At the end of the day, she determined she wanted to double-down on her original mission of eco-beauty, "but I wanted to go to the next level with sustainability and really help move the needle in the beauty industry toward more sustainable ways."
Keep scrolling to learn more about each reimagined product and shop the new Josie Maran collection.