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Our Beauty Journey to America

12th October 2017 | By Fiona Ngo

At Maslow & Co. we scour and travel the world to find you, our beauty elite, the latest and greatest in all things new, niche and special. Having travelled to the America before, we decided to go back again this year as the USA is filled with some of the world’s most effortlessly cool products. You may not have heard of these brands before, but you'll be so glad we introduced you. Welcome to the USA Beauty Edit.

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Image taken by Samara Clifford

Before we take our passports and fly off over to the West Coast of the USA, we start our beauty journey with apotheca by inner ego, a homegrown Australian brand that makes supplements with a difference. Founded by local Perth juice cleanse expert Lynda, apotheca takes the passion of 'you are what you eat' nationwide, producing beauty and wellness supplements. The range uses unique, organic and wild-crafted ingredients in each and every blend. We felt that the Immortal blend for our Mavens was the perfect addition to one’s beauty routine with Spring in the air and summer just around the corner. Immortal will help boost the skin’s function and is filled antioxidant goodness to have you glow both inside and out. Missed out on the maven gift? Fear not – don’t forget to fill in your surveys as the next edition’s gift is one not to be missed! 

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Image taken by Samara Clifford

As we fly over the Pacific Ocean, we land at LAX, the closest airport to Los Angeles, the home of our next beauty discovery. We were super excited to bring you CLE Cosmetics, the brainchild of the ever so talented (and effortlessly cool) Lauren Jin. Finding a gap in the market for products that used innovative Korean technologies but catered for a Western audience, Lauren created CLE (pronounced clay). Using Korean cushion compact technology, the Essence Moonlighter Cushion in Copper Rose is a portable highlighter that gives the skin that effortless dewy glow. Your new best friend at the races? Yes, we think so too.

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Image taken by Samara Clifford

There is no doubt that Green Beauty is a movement that is huge in the USA and one green beauty brand that is doing something a little different is Odacité. Founded by Valerie Grandury, Odacite’s approach to skincare is showcased through small but powerful bottles of ultra concentrated serums. The aim of these serums is that they are to be used how YOU wish for them to be used. They can be a spot treatment, used all over the face, mixed with another serum or moisturiser or even act as a boost to a mask. The beauty of Odacité is you can completely customise your routine. Don’t be put off by the size of these vials in your USA Beauty Edit as the tiniest bit is all that you need.

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Image taken by Samara Clifford

Also in LA is skincare brand Purlisse who was founded by ex-Power Rangers villainess Jennifer Yen. Her skin being completely ruined by lights and heavy stage makeup, Jennifer sought her grandmother for advice. Sharing with her the wisdom of her Asian heritage, she introduced Jennifer to unique ingredients such as the Blue Lotus seed which helped Jen’s skin heal. With this ancient wisdom, Jen created Purlisse and we chose The Purlisse Blue Lotus Seed Mud Mask + Exfoliant as it takes this star ingredient to a whole new level, leaving the skin youthful and radiant. This mask that has been compared to the infamous GlamGlow and has been praised by the likes of Byrdie and New Beauty. We couldn’t resist adding this to your edit.

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Image taken by Samara Clifford

It's no secret that we love empowered female entrepreneurs and Zineb Oukach is a woman like no other. When we first met Zineb, her brand OUiGLO had only been launched for less than 100 days and she was already creating headlines. Featured in publications like the Zoe Report and Allure Beauty, OUiGLO’s Rich Collagen Sheet Masks plumps and lifts the skin like no other. A fuss-free, affordable and easy to use sheet mask, OUiGLO was created for the woman who wants great skin with zero effort. Yup, Zineb is speaking our language.

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Image taken by Samara Clifford

Finally, our journey to the USA wraps up in New York City. Doucce is a brand that delivers on all fronts- it’s contemporary, it’s colourful, it’s innovative, and it’s professional. That could be because the two NYC founders first created the brand to celebrate individuality & in keeping with this philosophy created a customizable line of eye palettes for you to create your perfect look. 100% you. We specially created two eye palette shades in cool brown and smokey, and gave the choice to our members to select which one they would like to play with for the party season ahead. Highly recommend you check these guys out and curated your own shade.

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Image taken by Samara Clifford

What was in the box?

  • The Immortal - apotheca by inner ego, 20g ($15)
  • Oacité Concentrate Serum (You will receive 3 of 4 vials), 1ml each ($27)
  • Doucce Freematic System Eyeshadow Quad in either Cool Brown or Smokey ($49.95)
  • OUiGLO Rich Collagen Face Mask x 3 ($15)
  • Purlisse Blue Lotus Seed Mud Mask + Exfoliant, 15ml ($27)
  • Cle Cosmetics Essence Moonlighter Cushion. Full-size ($39)

Total box value $172.95

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