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Audry magazine describes Erbe as the"cosmetics cult" made in Italy. |
“Since 1988,my work has been the testimony of an ancient tradition of Italian Herbalism in the U.S.”. “From a dream of quality, herbs and alchemy came a business.”
- Ms Carmen Miraglia-Erbe founder
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| Director of NprthAmercian Operations, Erbe Sue Fogleman- 2 WomenDoingBusiness 2womendobiz@gmail.com 678-708-9294 www.2womendobiz.com www.erbeusa.com www.erbeskincare.com |
But how the Everlasting Beauty Secrets of the Italian Culture have helped ERBE achieve this status among the media?
Interviewer;After working in your parents 18th Century pharmacy
custom blending curative creams from essential oils you went on to develop
products for major cosmetic companies. What motivated you to create your own
line of phytocosmetics (phyto meaning plant based) called Erbe?
Carmen Miraglia(Erbe owner and
product developer): Growing up in Italy it was customary to be acquainted
with the natural healing methods from the folk medicine, everyone knows that
Chamomile soothes and Rosemary stimulates. These plants are our foundations
applied in the everyday life, including beauty receipts used for centuries and
improved overtime. As a former product developer, for other cosmetic companies,
I became more and more disenchanted with this world of ordinary formulations
with no functional activity but only for commercial purposes. I felt I had to
go back to what I knew best, personalized natural formulations, ready to use
receipts for beauty and personal hygiene, based on extremely pure ingredients
and without additives or chemicals but no shelf life. They were classic
preparations previously available only custom made in local pharmacies. Soon my
small artisan activity became a business and
started researching for the appropriated additives to incorporate in my
formulations, without altering or diminishing the effects of the botanical
ingredients but, enhancing their efficacy to convey and maintain the properties of
our herbs, roots and flowers.
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The inspiration for your line is so
interesting. You studied the work of Italian herbalist, alchemists and
physicians from celebrated ancient monasteries. How do you combine
ancient alchemy with modern science?
Carmen Miraglia: There are “chemicals” deriving from plants and
“transformed” into a preservatives or antibacterial that may complete or
enhance the functional activity of the plants. Essential oils, in their pure
form and extracted in a safe way, are great preservatives and anti-oxidants, if
we extract the active principal of the Lemon, we obtain the “ascorbic acid”
used as a preservative and so on. Many plants, once they go under a
transformation process may assume a fantasy name, we rigorously select the
additives to incorporate in our products. The process of “transformation”, of
vegetal origin ingredients, is fundamental to realize our line of products.
How do you insure quality in your
production and manufacturing?
Carmen Miraglia: We
rely on the work of family owned business for years who are determined to
continue and maintain a traditional method of manufacturing passed on from
generation to generation. We work very close for over 25 years now. Actually
the new generation is more dedicated to quality, they have chosen to improve
and grow with particular attention to quality and integrity. From our sources
of the plants, their transformation and their employment, we control every
aspect of production, including our packaging and designs. My suppliers, my
graphic designer, my lab collaborators and I have formed a trustworthy team and
by learning from each other, we create these products that are designed to be
safe, functional and pleasant to use.
What are some major things you’ve
learned while running ERBE?
Carmen Miraglia: Confidence and trust are the major assets we have had all along our
retail operation. I learned that people are not just consumers, I felt all the
way that there is a lack of professional skills among retail
operators, they undervalue the power of honesty and loving approach
with clients. Is all aimed to make a quick sale and not to cultivate a
clientele. When I was running the retail operation, I found that people need to
feel unique and important, they have to trust that the product suggested is the
perfect and appropriate product for them. Of course this have to be sustained
by a trained personnel
What has been your favorite or most poignant memory of your company to
date?
Carmen Miraglia; There are many good memories
starting with my clients bringing their teen age children from great
compliments I had from several celebrity clients but, the most moving thing is when I saw people
regaining a youthful skin and appearance a see their total satisfaction and
happiness. I have to admit that most of the people who have been
using ERBE products methodically for a long time, they kept a younger skin and
vs. people who did not.
Any plans you can share with us about the future of ERBE?
Carmen Miraglia: I see there is an empty space in
the market for true herbal products, I would like to cover that market. There
is a growing public seeking natural products but it is difficult to discern
among the many so called “ natural” “organic” brands. There is a lot of
confusion and I feel is important for me to be distinguished by that type of
categories because, regardless of their claim, in reality most cosmetic company
uses the same commercial bases as everyone else, synthetic or “reconstructed”
essential oils and inert row ingredients. So far ERBE has been recognized as the
only brand reflecting the Authentic Italian Beauty Culture and my plan is try
to pursue this concept with integrity and innovations
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