By Helene Ravlich
I am loving the seemingly never-ending growth in the clean AND affordable beauty category, which allows people of all budgets able to grab a slice of the good stuff. The newest is a luxe new hair and bodycare range from New Zealand called everblue, which launched exclusively into Countdown Supermarkets nationwide on 21 June. The premium and naturally derived range ticks all the boxes for the modern and conscious shopper, being made in New Zealand from PETA-certified vegan and cruelty-free ingredients. The Kiwi-owned brand has plans underway to launch an extensive range, consisting of clean and sustainable salon-quality haircare, haircare bars, Body Wash, Hand Wash, Hand Wash Refills, Hand and Body Bars and even Epsom Salts (which I love).
everblue is the brainchild of co-founder, Jade Hart (above right, with COO Renee), who set out to solve a problem – the majority of natural hair and bodycare products were either expensive and/or didn’t stack up performance-wise compared to their chemically-packed alternatives. After extensive development with New Zealand’s most experienced chemists and formulation team at one of New Zealand’s largest and most experienced manufacturers, Jade created the affordable-luxe everblue. I know Jade personally and can attest to the fact that she is never seen without a glow up, so you know she’s done her due diligence when it comes to efficacy and a great price point. Every product has been carefully crafted from natural origins with ingredients such as New Zealand native Kawakawa, Mānuka and Elderberry, without compromising on quality or performance.
Jade has partnered Renee Lee, who brings her expertise in global marketing and operations to her role as everblue COO. Jade, who has an extensive background in PR and Marketing, working on beauty brands such as Skinfood, essano, Moroccanoil, Unilever, little world and OPI says; ‘’The everblue philosophy is all about feeling good about what you use on your body and hair and in turn helping you to feel good about yourself – in current times this is more important than ever.
This means feeling good about the ingredients, good about the results, good about where it’s made, and good about the purpose of the company who make it.’’
Renee adds, “We saw an opportunity for natural, clean hair and body care items that truly worked without the hefty price tag. Shoppers want so much more out of their everyday items and so they should. Our goal was to create products that have a modern aesthetic, have less of an impact on the environment and exceed expectations in terms of how natural products can perform.”
The duo is joined by everblue CEO, Grant Taylor, well known in the FMCG world, having founded the hugely successful company Rascal & Friends Nappies. Taylor was awarded the EY Entrepreneur of the Year Product in 2019 and sold the company in 2020. Now everblue is one of his sustainably focused new ventures. Following its initial rollout at Countdown supermarkets, the everblue team hope to take the brand global.
The everblue lineup is made up of four scented collections which embody their feelgood mantra:
Empower – to feel empowered and empowering to others. The Empower collection contains natural extracts of Peony, Gardenia and Cocoa Butter.
Mindful – to have a calm and content mind and live in the present with gratitude. The Mindful collection contains natural extracts of Elderberry, Mānuka and Aloe Vera.
Fearless – to have the courage to take on adversity, adventure and write your own story. The Fearless collection contains natural extracts of Vanilla, Rosehip and Shea Butter.
Aspire – to have aspirations and goals that you don’t have to hide. The Aspire collection contains natural extracts of Peppermint, Jojoba and Kawakawa.
All bottles are made with recycled plastic and are recyclable, no labels are used in order to reduce waste and all bars have plastic free packaging and are FSC certified. everblue are also launching refills of their Hand Wash and are looking to launch refills of their haircare products later this year.
With a beautiful collection of products under $15, everblue gets my tick for a super impressive clean beauty steal.
Look out for it in Countdown now.