Herbivore is getting a lot of love from its recent SpaceNK launch. In theory, it’s absolutely bang on for what people are searching for right now – it looks like a grown up Glossier with its clean, tell-it-straight packaging and an emphasis on organic, food grade ingredients. This back-to-basics with a high performance twist trend is all about skin, something millenials are prepared to pay well for. Don’t forget that this target market is less interested in anti-ageing and time heavy routines – they’re after simple, smart and safe. So, how products look is so important in attracting this audience. Herbivore looks simple, uncluttered and straightforward with names that make you want to grab it off the shelf: Moon Fruit, Pink Cloud and Sea Mist for example. So far, so good.
Yes, you guessed it, there is a ‘but’ coming! I was sent three products to try, of which I’ve now tested two. Brighten Instant Glow Mask and Rose Hibiscus Coconut Water Hydrating Face Mist. Neither lived up to any kind of expectation. It’s one of my big bug bears about natural and *mindful* formulas – without those damn chemicals, they don’t necessarily give any results. It’s all very well to declare your products ‘non-toxic’ and therefore imply that other products are toxic (when they’re tested within an inch of their lives by the way to ensure non-toxicity) and take the moral high ground that way but when your £28 face mist actually dries skin rather than hydrating it, as it did mine, then I find that high ground questionable. This brand has all the Instagramabilty factors, all the right looks and all the right marketing but even the Brighten Mask (£38) did nothing other than make my cheeks a tiny bit pink. That’s not brightening in my book and right on the packaging it says ‘instant’. There was really nothing – it’s also very runny (the brand doesn’t use fillers) rendering the spoon/scoop pointless. It’s using fruit enzymes which is something I love, but compared to my favourite Elemis Papaya Enzyme Mask, it didn’t come close.
Sorry to be a Debbie Downer on a Monday, but while everything about Herbivore looks right, nothing about it performed right. It’s a massive miss from me and a reminder not to be fooled by appearances.
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