Giving women gorgeous lashes—naturally—is the main goal of Plume’s line of super-effective brow and lash enhancements and accessories. To learn about the unique origins of this line, we spoke with Plume Founder Lauren Bilon and her team.
What was the impetus for creating this line?
Plume, based in Canada, is an outcome of my personal experience and struggle. Following the birth of my first child, I had significant hair and eyelash loss. After turning to conventional lash serums as a solution, I experienced serious side effects, including discolored eyelids, burning skin and blurred vision. With no safe and natural options available, I decided to try making my own.
I worked continuously to make my vision come to life: to develop a highly effective product that enhances lashes and brows without sacrificing safety.
Through extensive research, I was able to unearth safe, all-natural and beneficial ingredients, achieving dramatic eyelash and brow growth. However, many of the ingredients were hard to find, required refrigeration, perished quickly or refused to bond. So I partnered with leading natural and organic cosmetics formulator Irene Schnell, a certified Master in Fragrance & Cosmetics science. Irene transformed these carefully curated ingredients into an all-natural, long-lasting, preservative-free, safe and effective formula.
What are the most common causes of lash loss?
There are many different causes ranging from age, climate, pregnancy and health issues—but we do observe that hormonal changes tend to be a
very common one.
What are some of the most interesting natural ingredients you’ve found that help boost lash and brow growth?
Coleus, castor oil, cinchona, coltsfoot and yarrow root to name a few! The key is to produce a three-dimensional effect—our ingredients target length, thickness and density all in one formula.
The most interesting aspect of our formula is that all 16 ingredients work synergistically together, creating an entourage effect, meaning the individual ingredients do not perform as well as they do when they are all present.
Are you committed to using only non-toxic ingredients in your products?
Absolutely. This is why Plume was developed—because there were no non-toxic, cruelty free, 100% natural products on the market that worked.
Does the company have any sustainability or corporate responsibility initiatives you’d want customers to know about?
We are happy to announce we have just released our first product in refillable packaging—the new Plume Nourish and Define Brow Pencil! In the future all packaging will transition to refillable and recyclable.
Why did you decide to partner with Pharmaca?
Pharamaca is known and trusted to provide only the best quality products and integrative wellness solutions. This aligns well with Plume’s mission statement of Beauty without Sacrifice. We believe no one should have to compromise health for effectiveness in their beauty products. And of course, we only use the best natural ingredients to produce best in class results, which is a solid fit with Pharmaca’s values.