Going Green with Skincare Guru Rianna Loving

Rianna Loving

Rianna Loving

Youth in a bottle? Not quite, but Organic to Green has got green living bottled up like nobody else. The line is the brainchild of Rianna Loving, former television actress and professional dancer, who saw the need for a line of products for herself and for others choosing to live a decidedly organic lifestyle. Not only is she giving the OC Mart Mix her brand of green goods, she’s set out to give little-known beauty brands a boost with her retail concept Beauty Cirque.

“I had already been eating organic,” says Loving, “but realized the disconnect with all the treatments and products I had been using.”

After formulating masques in her own kitchen, she realized that she needed to expand the operation (while she also got her esthetician’s license) and find a way to stand out. So Loving chose to package her products in upcycled glass containers in conjunction with ReUse Glass Bottles, the fresh approach to beauty and the  powerful philosophy behind the products caught the attention of venerable L.A. boutique Fred Segal, which was the first to stock Loving’s line.

“There is definitely no shortage in glass bottle donations, the challenge is the practicality of glass bottles,” says Loving. “We are a society with a huge influence in marketing and packaging, so it has had its limitations. We were so original that Fred Segal launched Organic to Green! This was a homerun in the highly competitive world of prestige beauty.” Organic to Green is still the only beauty brand to use the donated wine, sake and beer bottles sourced from restaurants and other donors in and around Venice, California.

Organic to Green

Organic to Green

Because Loving knew the difficulties of starting an indie beauty brand, she worked to develop a second space within the OC Mart Mix to bring more attention to under-the-radar beauty brands.

“There was the need for a store to just focus on indie prestige beauty,” says Loving, “there are no longer any retailers acting as brand incubators any longer for small, new, niche brands like Sephora was five to seven years ago.”

Organic to Green at the OC Mart Mix

Organic to Green at the OC Mart Mix

Together Brad Jones (the man behind big name labels like Ted Gibson, Oprah’s hair stylist Andre Walker, Neil George, Drybar, the Blind Barber and more) and Loving opened Beauty Cirque, a beauty emporium at the OC Mart Mix that highlights brands that are both innovative and have a clear point of difference — labels like Further, One Love Organics and Juara won’t be popping up at Sephora anytime soon. Doing double duty with her own line and promoting these indie labels may seem like a daunting task, but Loving is taking it all in stride and even promoting Organic to Green products at festivals like Coachella. “I want to help these brands gain exposure with consumers,” says Loving, “larger retailers only focus on established brands.”

And continuing to highlight smaller brands is what Beauty Cirque is all about, even when Loving and Jones open more doors in the future. “Our focus for brand assortment [is] to select star products from brands we love and to begin to cover all the beauty categories,” says Loving, “our store does not have 20 options for each, but we have what we think are two or three of the best ones in the marketplace.”

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Author:Christopher Luu for Fashion Trends Daily

Christopher Luu is a Fashion Trends Daily Senior Writer and Menswear Editor.