BeautyTalks with Allison Daniels, Sales Program Manager of AllWell Beauty

What inspired the creation of AllWell Beauty?

We embarked, 10 years ago, on creating a new technology that would find new uses for discarded or leftover plants. We developed and patented the Plantrose® process, a technology that uses just water, heat and pressure to alter the size and shape of plant particles, ultimately separating the cellulose and lignin, two of the most abundant biopolymers in nature. We experimented with a variety of plants over the last decade, and we discovered a powerful multipurpose ingredient that is well-suited for use in skincare products: acer rubrum.

We had high hopes for acer rubrum (the scientific name for red maple) because it's known to be rich in cellulose and lignin. Cellulose has hydrating properties and lignin has antioxidant properties. When we began sourcing leftover FSC®-certified red maple that was grown and harvested in upstate NY according to sustainable forestry practices, the development of AllWell Beauty really came together. We launched the brand in late 2020 with our branded formulations featuring Acer Rubrum Extract as a hero ingredient. 

“We experimented with a variety of plants over the last decade, and we discovered a powerful multipurpose ingredient that is well-suited for use in skincare products: acer rubrum.”

Tell us more about Upcycled Beauty!

Upcycled beauty is one of our favorite topics! To upcycle is to find a new use for something that was originally made for a different purpose, like when old jeans get upcycled to insulation meant to hold the indoor temperature of a building. In our case, it’s the Acer Rubrum Extract I just mentioned, and which we make in-house from red maple. Upcycled beauty is a growing movement, and we strive to support that industry as much as possible. In our formulations, we have been able to source upcycled ingredients that were once materials like corn cobs, sugarcane bagasse, orange blossoms, sugar beets and avocados that were “too ugly” to put for sale in grocery stores. 

We’re in awe of nature and we’re convinced that plants have the power to do more for people. We see it in our skincare line that’s clinically proven to yield great results. And we love that we get to find new ways to use materials that in many cases would go to waste otherwise.

“Upcycled beauty is a growing movement, and we strive to support that industry as much as possible.”

What is your staple AllWell Beauty product?

It’s hard to choose just one, but Daily Glow AOX Serum is my pick. It addresses a wide variety of skin concerns and leaves your skin glowing. It’s clinically proven to improve the appearance of fine lines, wrinkles, and dark spots. It helps brighten, tighten and smooth the complexion. It contains antioxidants like vitamins C and E, glycolic acid (AHA), niacinamide, and other powerful plant-based ingredients, including our upcycled acer rubrum extract. There are so many statistics from our clinical studies I could share with you, but my favorite might be that after using the serum twice a day for eight weeks, 91% of the participants said they felt happy with their skin. I think that it is so fantastic when a product has the potential to affect how you feel, not just how you look.

How important is sustainability to AllWell Beauty?

In addition to using Plantrose technology to make our upcycled Acer Rubrum Extract, we go a step further ensuring the red maple we source is FSC®-certified, meaning it’s sourced from responsibly managed forests that provide environmental, social and economic benefits. And because we so strongly believe that upcycled is a movement, we opt for upcycled ingredients from other suppliers, when available, such as avocado extract made from damaged avocados. We also ran campaigns this year where every order plants a tree through One Tree Planted, something that we plan to implement again next year.  

While our products are recyclable, we’re really excited to roll out 50% PCR (post-consumer resin) containers next year and are actively (and always) searching for better materials for our products. 

What are the clinically proven benefits of the Botanical Radiance Mask?

Botanical Radiance Face + Body Mask is clinically proven to fade the look of dark spots and hyperpigmentation, improve the appearance of blemishes, and reduce the appearance of enlarged pores. And you can use it anywhere, which I love. Give your arms, legs and chest some attention and you’ll get that glow this face is known for.

What are AllWell Beauty’s hero ingredients?

Our upcycled Acer Rubrum Extract, of course, but we also think of these great ingredients as heroes: 3-0-Ethyl Ascorbic Acid, Glycolic Acid, Peptides, and Nicinamide.

What has been your most memorable moment with AllWell Beauty?

Of course it’s exciting to launch new products and see our audience grow, but I often think about an initiative in which we gave away lots of skincare. In 2021, during the peak of the COVID-19 pandemic, we gave away thousands of Botanical Radiance Masks to nursing professionals to help alleviate the harsh effects wearing N95 masks in hospitals can have on their skin. We partnered with Cooper Hospital in New Jersey, UPMC in Pittsburgh, the University of California Health System, and Temple University in Philadelphia. It felt so good to be part of this project.

Run us through your night-time routine!

First, I cleanse my face, then I apply the Daily Glow AOX Serum followed by the Illuminating 360° Eye Cream and Botanical Hydrating Moisturizer. In the daytime, I finish off with sunscreen. A few times a week, I’ll apply Botanical Radiance Mask after cleansing. I leave it on for about 20 minutes, remove it and continue with my routine. I love the mild exfoliation and the way it makes my skin glow and feel so soft.

What goes into developing an AllWell Beauty product?

Though we are a smaller brand, we develop, formulate, and produce our line in-house. The process begins at our headquarters in Wayne, PA, outside of Philadelphia. There, the cosmetic chemists who make up our formulation team develop and formulate each product. Every product goes through many variations, but once we're nearly certain it’s “there,” we conduct testing in-house for things like stability (shelf life), quality control and compatibility with packaging. There is also additional testing done externally for safety and performance. Once a product gets the green light, we’re able to work on scaling up production at our facility in Kennesaw, Georgia, near Atlanta. Our products also get packaged there!

We strongly believe in the value of clinical testing. Though it’s costly, it’s an investment worth making because our claims are backed by evidence. We work with independent third-party laboratories to evaluate participants’ skin throughout the study, measuring improvements through all sorts of interesting instruments and tools. Clinical trials can run at various lengths, most of our products have between 4–8-week studies. At the end of the study, we are given a report of how the product performed with the participants, ultimately determining what claims we can make about each product with data to back it up. 

“We strongly believe in the value of clinical testing. Though it’s costly, it’s an investment worth making because our claims are backed by evidence.”

How has AllWell Beauty evolved throughout the years?

We’re coming up on the company’s second birthday. We launched with just one skincare product, our mask in 2020. Since then, we’ve added a moisturizer, eye cream and serum, and we’ve got several more products at different stages of development. We’ve stayed true to our mission, which is to lead the way for upcycling in the beauty industry while offering products that are clinically proven to be effective. 

What’s next for AllWell Beauty?

You’ll have to wait and see! Lots of exciting things coming down the pipeline.