We're back with Behind the Beauty, where you get a glimpse into the little known stories about our newest brands. Today, we're chatting with White & Elm founder Sherelle Reed. White & Elm is our newest skincare line and we can't get enough of the simple, potent formulas and the accessible luxury. We love that the brand combines high-quality ingredients that you can pronounce at a price point that feels attainable for anyone looking to clean up their beauty routine—it's truly for the every woman! Read on to find out more about how the beautiful line was created and scrolls all the way to the bottom to get a FREE gift with your purchase of White & Elm this month!

Tell us how you started While & Elm.

I have had a lifelong struggle with cystic acne and skin sensitivities. Several years ago, I was in my early thirties and I was still struggling with my skin. Nothing had worked for me in the past and my skin felt more agitated than ever. It was embarrassing and frustrating. During that time of my life I had started learning more and more about organic produce and began juicing, practicing yoga and running. I couldn’t believe how amazing I felt inside and out. That awareness led me to start investigating what was in my beauty products. I was shocked at how many of the “organic” beauty products I was using still had lists of ingredients and questionable preservatives in them. So I took a radical step. I stopped using everything that I was buying at the store and started making my own products. When my skin healed itself so quickly and my friends and family noticed, I knew I had to share. White & Elm was born in my kitchen, but has grown from there. The goal has always been to make simple, effective and approachable skincare for the every woman.

What’s your beauty philosophy?

I believe that simple is better. I also believe that the power of plant-based and natural ingredients is beyond what can be manufactured in a lab. Your body knows how to be naturally in balance. It also knows how to be beautiful. You just have to get out of the way and start listening to what your skin needs from nature. Having a beauty routine that works with your skin and not against it makes all the difference.

Why is it important that we care about the ingredients in our skincare?

Our skin is the largest organ and it absorbs upwards of 60 percent of what we apply on it. The beauty products that we use are just as important to our health as the food we eat. But, even more than that, our beauty products help us to maintain our natural beauty. When we feel our most beautiful, we are more impactful in our lives. We feel freer to share our passions and our purpose. That is the kind of beauty we are after at White & Elm.

 We love that your line feels accessible to all women. Did you make that a priority or goal when you launched the line?

Our goal from the beginning was to create a line of skincare that was made for the every woman. And it’s a part of our approachable product philosophy. We believe that beautiful, well made and high quality skincare is not just for the artisanal or luxury markets. It should be part of every woman’s beauty routine.

Do you have a favorite ingredient? What do you love about it?

My favorite ingredient is rosehip seed oil. It is a powerhouse of skin nutrition. Plus, it’s light on the skin. It’s the superhero ingredient in our Rosehip & Argan Antioxidant Serum. And I can’t live without it!

What inspires you?

My daughters inspire me. They are 7 and 5 years old. They see the world in such an amazing way. They inspire me to be the kind of woman that they would want to be when they grow up. Whenever I question why I’ve chosen to live the life of an entrepreneur, I look at them and it gives me the strength to push a little harder.

Do you have a favorite spa treatment?

I love masks! I’m guilty of not doing as many at home as I should. I’m the founder of a skincare company after all! But, life is busy and I don’t get around to it as much as I’d like to. When I do have a spa treatment, my favorite mask is usually a brightening mask. It’s the perfect way to reset my complexion.

Can you share one thing we don’t know about you yet?

I’m currently training for a marathon in May. I’ve done several half marathons in the past, but never gone the distance of a full. I’m so nervous! I try to post updates on Instagram of my training, so keep an eye out and cheer me on! I could use it!

How do you unwind at the end of the day? How do you relax?

I’ve recently taken up knitting! I’m knitting baby blankets for some of my family that are expecting twins. It has been fun and relaxing! Plus it keeps me from opening my laptop or checking my phone. I recommend it if you want a digital detox!

In addition to your successful line, what else do you do hobbies and fun?

My family keeps me busy and hanging out with them is how I spend most of my downtime. We live in Fort Collins, Colorado, which is the most amazing place to live on earth. We are always out biking, hiking or trying a new place to eat downtown.

Thanks for opening us with us, Sherelle! And now, EcoDivas, get ready for your gift! With any purchase of $75 or more from White & Elm in the month of March, you'll receive a FREE travel-sized Sweet Almond Cleansing Oil. We'll add the cleanser to your cart once you hit the mark, so you don't even have to have a code. #ecodivalovesyou


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