Featured Brand: DeVita Natural Skincare
“I truly do believe we are seeing & experiencing a real paradigm shift.”
Q & A with Lisa Reuer, Director of Marketing & Product Development
DeVita Natural Skincare (Phoenix, AZ)
Do you envision a growth of vegan cosmetics & beauty lines in the future? How is the reception there locally in your region (or the SW in general) for vegan cosmetics in general?
We do see a growth in natural/organic brands and I think the vegan sector has grown too. Not as fast as the overall “natural” category though. I think that even if they (the customers) are not vegan themselves, they perceive that vegan brands are safer, better and cleaner and they seek them out as a better option. It’s an extra layer of insurance that a brand is clean. There is a very real paradigm shift and the consumer is gaining enlightenment. They are becoming more aware of the body burden connection and how putting on toxic products 24-7 can lead to long term negative results. They are also becoming aware of “factory farms” and how mainstream companies use many animal products/fillers from those same factory farm animals. It’s horrible and people are beginning to make the choice to at least try to choose “cruelty free” options in their cosmetics. This overall awareness will fuel the need for more and better natural vegan brands, in my opinion.
In your company’s story, the beginning of DeVita was when you “began working with organic aloe vera as a dynamic delivery system together with cutting edge advancements in active natural ingredients (…)” Why aloe vera? What was the ‘A ha!’ moment that led to the central role of organic aloe vera in your brand?
Dr. DeVita had a friend who was a cosmetic chemist, and he specialized in working with organic aloe vera. We love it for many reasons, but here are some of our main “loves”: Aloe enhances bio-availablility and provides a natural time release effect (gives better and longer lasting effect from all the active ingredients within a formula). Aloe is also a proven natural healer, natural antiseptic (functions as an important part of our natural preservation system) and natural moisturizer. Aloe is also an exceptional carrier (brings other actives with it) – it has the ability to enter the skin 4 times deeper and faster than water. Everyone should have an aloe vera plant in their kitchen – best burn healer around!
What are some of your favorite vegan restaurants in your city?
For me it’s the Sage Kitchen (with Chakra 4 herb shop).
DeVita Sun Damage Repair Serum
DeVita Whipped Crème Foundation
DeVita Absolute Lips: ‘Sanguine Angel’