Made in Switzerland, with the promise of never using more than five ingredients per product, comes a fresh vegan-friendly skincare brand for the green minimalist in you.
BC Brand to Watch:
Why would a face cream need thirty ingredients?
Before she founded FIVE, Anna Pfeiffer was looking for efficient skincare for her sensitive skin, and wasn’t all too happy with what she found.
Sounds like just about any start up story? Perhaps. But the idea was good: why throw dozens of ingredients at your skin, this beautiful organ designed to function all by itself? Why base skincare on mainly water, an ingredient that has no real benefits for the skin but requests preservatives and stabilizing agents?
FIVE is about ingredients, as you might’ve noticed, about ingredients and about a sensible approach that puts skin benefits first.
The minimalistic formulas speak to those who like a pure, synergetic approach to skincare, while the minimalistic blue/ transparent packaging and the range – four versatile products – appeal to those who don’t want their bathroom cluttered with dozens of products.
FIVE Website (only a German version in the moment).
– Anna, so your motto starting FIVE Skincare was “no empty promises”. That’s an excellent idea! But how do you explain the efficiency of your products to someone who’s used to bold claims?
– My background is not beauty business but graphic design, and I’ve been looking for efficient yet sensible skincare for my sensitive skin starting out as a consumer, and one that couln’t really believe those claims anymore.
What I wanted to do instead, was understand the products and how they worked. I realised quickly that I couldn’t do it. The INCI lists on the back of the products had over thirty ingredients on average, and these were not intelligible for me as a consumer.
I wasn’t alone back then and I’m not alone now. More and more women and men want to know what it is they’re putting onto their skin everday. FIVE customers are individuals who want to understand the ingredients, understand how they work. Many question the big claims and don’t believe in the miracles promised. So, what I say is: our products protect and nourish the skin, nothing more, nothing less. And that’s enough.
– I was able to find one bold promise by FIVE though 🙂 On the website you’re saying “Our range spans only four products, and yet you can use them to replace almost the complete content of your bathroom cabinet.” So fill me in, what can I do with the four FIVEs?
– All of our products have a multi-use concept. I care about not making skincare complex; it should be simple and of course adaptable to individual needs. As an example, you can use our Moisture Serum, made from two ingredients only, as a hair conditioner. On the other hand, the main active – squalane, an ingredient found in human sebum – makes it a great lightweight facial oil. With this rich product alone your travel beauty case will be nearly empty.
Another example is our Make-Up Remover made of high quality organic ingredients, and none of them needs to be rinsed. This make-up remover doubles as a facial oil. Our nourishing Shea Cream is designed to be used for your face, your hands or your body.
– Do you ave any unusual application example as well?
– Yes, our Shea Cream formula is water-free. So we don’t need preservatives – water gets germy real quick. Also tap water is available in good quality. So the trick is to damp your skin prior to the appication. Thus we can keep our Shea Cream really concentrated, which in turn saves resources: packaging and transportation.
– Time for a tough one! Do you have a favourite product?
– Oh yes, the essential question 🙂 I use all of our products, but my favourites change according to the season: I’m not leaving the house without the Shea Cream during winter; in summer the Make-Up Remover is enough that I’m using over the year to remove makeup. I simply apply it onto damp skin in the morning as a facial oil.
– Three of the four products contain Neroli oil. Why this particular choice?
– We reasoned for a while whether our products should or should not be scented. My initial experience has shown me however that almost every person would try to smell the product first when testing it. To me it’s important to not just produce products with minimalistic formulas, but also products that speak to the senses and allow for a pleasant haptic sensation. After all you have to like to apply your skincare.
The precious essential Neroli oil has a perfect scent, which is rare to find in a singular EO. This, and the fact that it has good skin tolerance, were the decisive factors.
– Now a value chain question. As fas as I know, FIVE is manufactured in Bavaria. Where do you source the ingredients and how do you make sure they are ethical? And how do the customers dispose of the empty bottles and the one PET jar correctly?
– In the moment – and I’m completely honest here – it wouldn’t have been feasible for me to launch FIVE and a complete circular economy value chain; this is too big of an endeavour.
Right now our ingredients come directly from our manufacturer. We opt for organic whenever possible and declare the percentage of organic ingredients on the product. My dream is to be able to track back any ingredient for our customers. For me that’s the logical continuation of the whole idea behind FIVE. But it was part of my learning process to realise I can’t achieve everything at once. We’re on it and discussing with direct import companies.
Our bottles and the jar are all made in Germany. The disposal is simply using the regular recycling. By the way, our blue glass belongs into the green glass containers.
– And the last question: what do you enjoy the most being an ethical entrepreneur?
– I had to fight a lot already for our clear positioning, for keeping each formula under five ingredients. But it’s worth it because our customer feedback is really positive. This is the most beautiful thing for it shows me that we’re on the right path and it gives me the energy to further develop our young brand.
To all my German-speaking readers: Schaut Euch unbedingt die Hautpflege-Tipps auf Annas Blog an, der übrigens auch sehr schöne Blicke hinter die Kulissen dieser jungen Beautymarke bietet.
Right now, there are four products available:
⭐ Make-Up Remover – Cleansing Oil for Face & Eyes (50 ml, €19.90): Organic almond oil, organic jojoba oil, organic apricot kernel oil, vitamin E, organic essential Neroli oil, Linalool*, Limonene*, Farnesol*, Geraniol*. (* Parts of the Neroli oil)
A perfectly versatile, skin-smoothing formulation you could use even to soften dry hair tips. However, if you’re prone to clogged pores, you might want to avoid products with apricot kernel oil.
⭐ Shea Cream – Face & Body (50 ml, €27.90): Organic shea butter, organic jojoba oil, organic argan oil, Vitamin E, organic essential Neroli oil, Linalool*, Limonene*, Farnesol*, Geraniol*. (* Parts of the Neroli oil)
Photography: Five, collage: Beautycalypse.
A rich, soothing and nourishing cream formulated without water.
⭐ Body Scrub Coconut & Bergamot (150 g, €22.90): Organic sugar, organic coconut oil, organic shea butter, red kaolin clay, organic essential Bergamot oil, Limonene*, Linalool*. (* Parts of the Bergamot oil)
A gentle, natural body scrub with a rich and nourishing melt. Red clay can help reduce inflammations (but of course you don’t scrub highly irritated or acneic skin).
⭐ Moisture Serum Soft & Glossy Hair (30 ml, €29.90): Squalane, Neroli oil, Linalool*, Limonene*, Farnesol*, Geraniol*. (* Parts of the Neroli oil)
Designated as a hair product, this simple but powerful 2-ingredient serum moisturises skin, scalp or the hair lenghts. Olive-derived squalane is one of the safest ingredients for sensitive skin. It leaves skin and hair feeling silky and smooth, with no oily residue.
We’ve teamed up with FIVE Skincare to give away one Moisture Serum Soft & Glossy Hair to one lucky BEAUTYCALYPSE reader.
To enter, you need to be following BEAUTYCALYPSE via WordPress Reader or via email alerts and to answer the question in the form below before Wednesday May 16th 2018, 12:00 CET.