Article by Tristan Dyer
As the beauty industry continues to rapidly excel, it is evident that taking furtherance and attentive care of ones skin is a priority to many. Holistic remedies and scientific concoctions have proven that the longevity of a sustainable youthful completion is attainable without undergoing cosmetic surgery. I sat down with founder Nina LaBruna and partner Aliett Buttelman of ‘LaBruna Skincare’, additionally both being co-founders of ’Fazit’, to unpack their immeasurable journey of developing two successful beauty companies in a dense and competitive market. Touching on the honest reality of acknowledging the importance of maintenance to ones face was an evident conclusion to sustaining a youthful complexion.
‘LaBruna Skincare’ was launched in 2018 with the intention to create products of a top tier level at an affordable price point. Nina, who resides in Los Angeles, grew up surrounded by the cosmetic industry with her mother being an orthodontist and her father a well renowned plastic surgeon. The company was developed and inaugurated during her time at college where she assembled formulas of a holistic nature integrating science and beauty which gained popular attraction by her peers. Despite her interest in the medical field, her enjoyment of entrepreneurship was a driving force to catapult her company to further heights.
Residing New York City, Aliett’s background was established in the fashion industry working for well known publications in addition to modeling. With a passion to understand all angles of a field she is focused on, Aliett expressed, “From an early age I had an affinity in what goes into creating a brand.” This exhilaration was a talent she nurtured as she founded her own consulting company, bringing her educated and nuanced encyclopedia of knowledge into action joining Nina at ‘LaBruna Skincare’.
As the company gained exposure and expanded its wings, Nina and Aliett’s cultivated force of determination to excel resulted in rapidly accelerating the company’s growth. Aimed for a consumer that is sophisticated and enjoys a sensational experience, the refined and understated packaging proves this to fit the mold of a sleek and amiable woman about town.
One of their stand out products that more than holds its own is the ‘Nourishing Face Oil’ that is considered to be liquid gold and an impactful regenerative source of replenishment made for all skin types. Another mastered and highlighted product is their ‘Anytime Hyaluronic Créme’ that is nutritious and revitalizing, designed for intensive repair.
New on the scene and in a victorious stride, their sister company ‘Fazit’ was launched in 2022 and is designed for the girl that is ‘fun, young and chaotic who is looking for a satisfying quick fix.’ Creating the first of its kind on the market, they have successfully developed face patches for makeup and skincare. Keeping on trend to their clientele, another best seller is the ‘Speckles’, removable gold or silver freckle like art that graces the central face region.
“We decided we wanted to start more of a mass market beauty company together that was differentiated from the others that already existed. We saw patches as a technology to apply not only in skincare but make up as well; we wanted to be innovated and disrupt the beauty industry,” Aliett confidently voiced on how ‘Fazit’ was first invented.
As the battle to contend in a market with a wide range of global companies, it was evident that knowledge is power and Nina and Aliett recognized that they must navigate asserting themselves with a strict understanding of their consumer. Aliett astutely reflected saying, “After covid we saw a crowded space, especially within clean beauty and people realizing that the barrier of entry to creating a beauty company was not that difficult. Many of those companies did not stand the test of time as it’s not only an incredible product you have to make anymore, you have to innovate whilst having an interesting brand and be able to break through social media.”
Continuing on this tangent with a voice of cognizance, Nina expressed, “It is such a saturated market so you have to be able to show the results. People want to know the product works and they need to see it on camera happening in real time. We’re going to start to see more of that, products that actually work and that create a real change in appearance.”
With sustainability progressively at the forefront of many industries, it is a passion of theirs to take production and manufacturing into consideration. Avoiding a stagnant stance on this reputable topic, ‘LaBruna Skincare’ products are produced in glass containers and they proudly offer a recyclable program to return used bottles for reuse and additionally focusing on minimizing packaging. “The beauty space is so demanding of sustainability right now and the whole industry is moving in that direction with more accessibility to it; it’s definitely something we consider and care about,” Nina openly expressed.
With 12 step rituals becoming a common ritualistic demand, it is not always the case that this is the most effective answer for the wider audience. “If you’re someone who puts effort into selfceare then you are probably someone who is diligent in other aspects of life too. I think maintaining a beauty routine is important and our ‘LaBruna Face Oil’ is a one in all product that doesn’t require a multiple step method," Nina voiced proving that less is more with the accurate product.
Furthering our discussion on a daily regime, Aliett notably stated, “It depends on the product you are using, for example a chemical retinal should be applied at night and it is important to also have supplementary products that are hydrating to avoid any side affects like dry skin or irritation.”
Remaining sentient and passionate about innovation and differentiating themselves from the rest of the market, their belief in what they do permeates into their products and the results prove to be validating and accurate.
Closing out our perspicacious conversation, Aliett markedly stated, “Skincare is that first barrier to affordable luxury and people will feel good immediately once they purchase something. At the end of the day, beauty is a reflection of self-expression and an extension of your personality.”
Writer/Interview Tristan Dyer @tristandyer
Photographer Macrae Marran @macraemarran
