Erbe,the authentic Italian beauty culture.: The interview explaining what it means today for a special Italian to bring in the U.S. a contemporary expression of her traditional beauty remedies

“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

Lauroly Q: Welcome Carmen Miraglia. What a pleasure to have you here to talk about your company and ideals. The background story on how you got started with Erbe is so rich and filled with authenticity. Your products are truly an “ideal find” for those who haven’t discovered Erbe yet! You studied biology at Rome’s La Sapienza University and researched herbal alchemy dating back to the 16th century. 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 founder): 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.

Lauroly Q: 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? There are so many companies claiming “all natural” but we often find a natural herb like lavender listed last after a long list of chemicals. As former Marketing Director of the HBA Beauty show (tradeshow for cosmetic manufacturers) in New York, I talked to many product formulators who talked about the difficulty and challenges of natural product formulation. Can you tell us how you address the challenges?

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.

Lauroly Q: 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.

Lauroly Q: Okay we understand what makes Erbe so unique and special but let’s get to Italian culture. What botanical blends from nature did your ancient ancestors in Italy use? And what is your best selling product?

Carmen Miraglia: Everyone knows Chamomile soothes, Rosemary stimulates, Mallow soothes if the gums are irritated, or Calendula cream helps if your skin is flaking dry. In Italy it is our everyday life, we always used natural remedies to cure minor ailments, mixing and blending mixtures of herbs for all kinds of needs. The association of various different herbs in one single product is the key to aim at various skin conditions. These associations and relative ratio of dosages is a precise science and this is what makes all ERBE’sMoisturizers the best appreciated products in our lines. Our skin care products contain a blend of truly precious essential oils and extracts, designed to target a wide range of skin conditions. Our blends contribute in enhancing the skin’s immune system, improve the appearance of dull skin, refresh and rejuvenate, while also delaying signs of aging.

Lauroly Closing: All I can say is Bellissimo! Carmen, thank you so much for sharing your Italian cultural wisdom and inspiring business story. I should remind everyone that Erbe products are free of synthetic fragrances, animal products, waxes and colorants. You can find Erbe products at http://erbeitalianskincare.blogspot.it/2013/03/the-association-of-various-different.html

Mallow & Carrot moisturizer;

The unique aroma of this moisturizer derived from essential oil of Clove, which is used to maintain regular pigmentation.

Hydrating, Protective, Anti-Aging

A truly protective, soothing, hydrating and toning moisturizer that helps prevent premature aging due to sun damage.

Mallow Day Protective Moisturizer with a SPF 6 is especially prepared for dry, mature skin and irregular pigmentation.

Light and easy to absorb; perfect as a make-up base. Its unique aroma is derived from essential oil of Clove, an herb traditionally used to prevent age spots and skin discoloration.

Ingredients:

Mallow;soothing, refreshing, decongestant

Cloves;traditionally used to fade dark spots

Carrot;nutrient

Evening Primrose ;anti wrinkle

Jojoba ;emollient

Yarrow ;tonifying, mildly astringent

Lavender ;soothing, healing

Key Benefits

•Light, hydrating, UV protective moisturizer for face and throat
•Repairing cream for any skin types that have repeated exposure to the elements
•Prevents sun damage and premature appearance of age lines
•Improves faded elasticity and restores the natural tone
•Normalizes irregular pigmentation associated with aging or over exposures
•The light texture is quickly absorbed into the skin leaving it smooth and soft without oily residues
Additional Notes

CHAMOMILE ULTRA-LIGHT MOISTURIZER

All skin types including dry, sensitive skin,diffused redness, capillary fragility

SOOTHING, HYDRATING, PROTECTIVE

Dry, sensitive, irritated, capillary fragility

 INDICATIONS

 Chamomile Moisturizer soothes irritations

 diminishes redness,

 improves circulation,

 strengthens capillaries

 prevents the premature formation of thin lines,

 evens skin tone

The ultra-light texture of this hydrating cream is particularly suitable for delicate and fair skin. It is thoroughly absorbed by the skin, leaving no shiny residue and creating a clear and even skin tone. Also recommended to treat acne. Ideal for men as a soothing after-shave. Chamomile Soothing Moisturizer mixed with Rosemary Purifying Moisturizer is perfect to treat acne condition for delicate sensitive skin.

 SUGGESTED PRODUCTS

Chamomile Cleansing Milk

Rose|Lavender Distilled Tonic Water

Chamomile & Hawthorn Soothing and Hydrating Mask

Chamomile Aromatherapy Oil

Chamomile Eye Contour cream

Orange C Serum

 USE

After cleansing and toning, apply to face and throat with a gentle circular massage.

 SALES POINTS

The particular and unique texture of Chamomile Moisturizer is perfect for all skin types, including babies and especially for teen skin with sensitive skin and acne breakouts. It calms allergic or irritated reaction from harsh commercial cosmetics.

PREPARED WITH

CHAMOMILE	Soothing, anti-inflammatory
SWEET ALMOND OIL	emollient, nutrient
BUTCHER’S BROOM	protects and helps restore elasticity to capillaries
LICORICE	anti-redness, anti-irritant
HORSE CHESTNUT	astringent, tonic
HAWTHORNE	improves circulation
KARITE’	Softening, emollient