EXCLUSIVE: The Kiwis Are Coming! The Kiwis Are Coming!
As New Zealand native Soraya Hendesi tells it, the rationale behind launching her own skincare brand was fairly simple. “I [was] horrified that some so-called ‘skincare’ can, over time, actually do more damage than good.” A trained cosmetologist, Hendesi was “determined to create something better.” Enter Snowberry, her collection of face-savers formulated with homegrown natural oils and clinically proven bioactives that launched down under in 2007 and is poised to make its grand entrée into the U.S. market this month. And we don’t use the word homegrown lightly. A host of the range’s most effective ingredients are not only indigenous to New Zealand but grown on Snowberry’s independently run 50-acre farm. “Most people know that New Zealand is a land of small islands, but only those who have come here know that it extends from glacial fjords in the south to subtropical beaches in the north, and that throughout there is magnificent and unique rain forest. It seemed obvious to me that we needed to explore the potential of this natural bounty to find new ingredients.” Over 9,000 native plants are cultivated as part of Snowberry’s bio-discovery program and combine to create its lineup of products, which includes the Pro Collagen collection and the Bright Defence Collection, each of which contains day and night creams as well as face serums. There’s also a separate selection of toners and sun care.
In addition to adorable packaging and the fact that nothing is bigger than 3.4 oz—which will be a godsend when we start packing for the Europe shows—every product we tried in the range was an exercise in new ingredient know-how: Harakeke seed, which is loaded with beneficial phytosterols, is incorporated throughout the Bright Defence line, while the wood of the totara tree is apparently a remarkable natural preservative with antimicrobial powers—”it’s part of how we avoid the use of parabens,” says Hendesi. Currently, our reigning favorites are the Smoothing Eye Serum, a super-lightweight cream-gel hybrid that hydrates and promotes collagen renewal without ever being too heavy, and the neem oil-rich Deep Cleanser, an oil cleanser that removes impurities without drying out skin. And so, without further ado, let us be the first to issue a hearty “welcome to America” to Hendesi and her “labor of love.”
Snowberry will be available in the U.S. beginning February 2012 at Henri Bendel, Dermstore.com, BeautyBar.com, and TheLookStore.com.—Celia Ellenberg
Photo: Courtesy of Snowberry