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In the inspiring meetings I name… the designer Anne-Sophie Nardy of the brand On the Wild Side! She discovered the power of plants and natural products from her grandparents as she strolled around the family pharmacy as a child. This beauty enthusiast then worked for major groups in the industry before deciding to drop everything to create her own brand. His concept? Develop 100% natural formulas, at the same level as conventional cosmetics in terms of effectiveness and derived from wild harvesting. Meeting with a beauty avant-garde!
Happy Officine: On the Wild Side was born from the idea of reconciling natural ingredients with hedonism. From the idea to the realization of the project, how much time has passed?
Anne-Sophie Nardy: After more than ten years in major cosmetics groups, I wanted to offer a more authentic, lifestyle, desirable vision of beauty.
Two events motivated my choice: the first is my move to Bordeaux two years ago, which allowed me to get closer to nature and made me aware of my desire to create. The second is my meeting with the pickers, which made me discover the virtues of wild plants that I wanted to integrate into our formulas.
HO: When you surveyed those around you about cosmetic needs, what stood out in a striking way?
ASN: When it all started, I brought together 40 women (friends, family, acquaintances, etc.) to hear them out about their needs. Three common points emerged: they were looking for efficiency, a committed brand and pleasure. This allowed me to establish the foundations of the On The Wild Side charter.
" Reading the book Let 's Get Involved by philosopher Edgar Morin was a trigger for me."
HO: What moment was the trigger that changed your vision of cosmetics?
ASN: Reading the book Let 's Get Involved by the philosopher Edgar Morin was a success.
For him, it is the sum of individual initiatives that will make it possible to change things.
" Having always been fascinated by medicinal and wild plants, I very quickly became interested in their virtues to develop our formulas."
HO: You draw on nature for products to make every woman beautiful… What was the plant or the ingredient that you dreamed of using?
ASN: From the start, I wanted to have 100% natural products and not use any synthetic products derived from petrochemicals. I wanted to go to the end of the process by putting the products back in a raw and intact nature. Having always been fascinated by medicinal and wild plants, I very quickly became interested in their virtues to develop our formulas.
HO: …And what product or ingredient did you not know about that blew your mind?
ASN: Our active ingredients, birch sap and beech bud from wild trees, have been used for a very long time for their effectiveness on cell regeneration as well as for their detoxifying power. It was the pickers who told me about it the first time.
"It was indeed a real challenge, especially with the laboratory to develop 100% natural formulas, at the same level as conventional cosmetics in terms of effectiveness, we are very pioneers!"
HO: What was the most complex product to make viable and why?
ASN: Developing a 100% natural day cream was a real challenge, especially in terms of preservation. It was necessary to look for new generations of natural preservatives to guarantee perfect preservation which is today at the same level as that of current cosmetics.
HO: What products do you find on your bathroom shelf, what is your beauty routine?
ASN: My vision of beauty is very minimalist: few products but good products.
On my shelf there is the Beauty Ritual On The Wild Side, the day cream to deeply moisturize my skin during the day, the make-up remover oil to cleanse it and the care oil to strengthen it at night.
I also like the idea of creating a little moment of relaxation, disconnection, lighting a candle or burning Palo Santo sticks that help purify the air.
HO: Exfoliants are often very abrasive for sensitive skin…how did the idea for your Exfoliating - Replenishing mask, very gentle on the skin, come about?
ASN: Our exfoliating mask has been in high demand by our community and our customers on Instagram, who just wanted a very gentle exfoliant for the skin.
The objective was therefore to create an effective mask to eliminate dead cells that does not dry out or irritate the skin. For this, rice powder (small, soft and fine grains) was used for mechanical exfoliation and fruit acids (blueberry extract, sweet orange and lemon peel) for enzymatic exfoliation.
HO: Finally, if you had to define your brand in one sentence, what would it be?
ASN: “Go back to basics and reconnect with the wild.”
Want to know Anne-Sophie Nardy's beauty tips? Pssssttt… be patient… we will reveal them to you next week!
