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: 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.
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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.
- What was the catalyst for you to start your
company?
From a dream of quality, herbs and alchemy came a business.”
Born into a centuries old tradition I refined my knowledge studying herbs and their therapeutical benefits for the health and beauty, with herbalist monks in the Italian country side.This allowed me to discover and access a vast library of information and philosophy of the Authentic Italian Beauty Culture, with all its history, practices and work of herbalist monks and physicians from the 15th century. Part inherited part collected, I accumulate a considerable knowledge and methods of the phyto/aroma cosmetics, improving and optimizing classic formulations, combining science with nature to make the world’s finest cosmetics and perfumes. After spending several years working in the family pharmacy, where each cream was made of fresh fruits, essential oils and herbs with no preservatives that expired after two to three weeks. I remember as a young girl in the summer my aunts making me creams out of fresh herbs and fruits and how amazing that was every summer. I expanded into making custom cosmetics for some of Italy’s leading families. These custom cosmetics caused a sensation, being that each product was custom blended specifically for each client’s skin type. Of course all was done on a small scale and before I dedicate my entire time in developing ERBE, I collaborate part time as a product developer for some of Europe’s most prestigious cosmetic companies, I found myself frustrated with the synthetic nature of the products I was developing under request, so I decided to do what my ancestors have been doing for centuries and put it in packages and sell it on a larger scale.
- What is the essence of your business and your product line?
ERBE specializes in plants transformation, extractions and distillation.
Our product lines have their origin in the methods and practices of Phyto/therapy (healing with plants) and Aromatherapy (healing with essential oils)
That branch of Aromatherapy known as aroma/cosmetica uses the power of penetration through the tissues of the essences, to establish beauty treatments that are not limited to the surface of the skin but, to be corrected in a stable cells renewal process. The therapeutic properties of the essential oils in pharmacology are also the foundation of their special and profound action in dermo-cosmetics.
Essential oils perform the function of stimulating the exhausted tissues, promote cell renewal and maintain constant the level of purification. The best results are obtained with blends of essential oils that work synergy with oils or creams or emulsions and extractions. The most recent research has developed dermo-cosmetic functional products based on specific essences for various treatments that integrate the therapeutic aspect-base with the aesthetic. More practically, the plants can be considered as a laboratory containing many chemicals, extractable in different ways depending on the method used. From each of these methods it is possible to obtain a final product with specific requirements and characteristics, with specific therapeutic indications. The extractive techniques applied to material of vegetable nature, are employed as well as for obtaining the pure active principle, removing unwanted components from the plants. Aroma-cosmetics are based on the therapeutic action of extracted herbs and flowers and essentials oils. The sources and quality of the row natural ingredients play a primary role, harvest must occur in season and in the (balsamic time) when the plants offer the most of their therapeutic properties
- What makes ERBE remarkable and memorable?
I
think the absolute pure scent of the products is a consistence positive first
approach.
The
natural, delicate and elegant smell that characterizes all our products, is
inviting and evocative, creating an immediate feeling of trust and confidence
for a traditional and solid history of cosmetic manufacturing and not just
another cosmetic brand with no other origin but a lab born chemical
product.Texture also plays a big role and after using ERBE products, the
biggest comment I hear “ it really worked for me, cannot go back to other
commercial products” . What is remarkable is that I still have a
faithful and growing clientele for so many years without ever making an
advertising campaign.
- From where or whom do you draw your greatest inspiration?
Of course the first “ maestro” is the work of famous herbalist physicians from the 15th centuries. They were the first to codify and create beauty products as we know them today. But, I must say that the fascinating and charming word of the women in my life as I was growing up, had the strongest influence in my future chooses. Their life style, the attention they had towards beauty and health, my mother exchanging receipts and beauty secrets with friend, and the smell of the flowers in our evenings promenades, made me realize that that was the world I wanted to leave in, a simple and elegant life style made of quality and care.
- From where or whom do you draw your greatest inspiration?
Of course the first “ maestro” is the work of famous herbalist physicians from the 15th centuries. They were the first to codify and create beauty products as we know them today. But, I must say that the fascinating and charming word of the women in my life as I was growing up, had the strongest influence in my future chooses. Their life style, the attention they had towards beauty and health, my mother exchanging receipts and beauty secrets with friend, and the smell of the flowers in our evenings promenades, made me realize that that was the world I wanted to leave in, a simple and elegant life style made of quality and care.
- What are some major things you’ve learned while
running ERBE?
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?
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?
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.
for more information about our exlcusively made in Italy skin care line sold in the US market, go to http://erbeitalianskincare.blogspot.it/2013/03/the-association-of-various-different.html
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