Natural beauty brand MyChelle helps fund marine conservation efforts

03-Jul-2019 - Last updated on 03-Jul-2019 at 14:25 GMT

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This month, the skin care brand announced a new partnership with the Coral Restoration Foundation, a non-profit working to reestablish reefs in Florida and around the world. For mission-driven MyChelle, the partnership is about finding ways to both realize and leverage its mission as a leader in the natural beauty marketplace.

“We are excited to join with Coral Restoration Foundation to help preserve marine life and to engage more consumers in this critical endeavor,” says Catie Wiggy, VP of marketing and product innovation at MyChelle, in a press release about the new partnership.

“By aligning with Coral Restoration Foundation,” she say, “we can help save our planet's reefs by supporting the natural recovery processes through the large-scale cultivation, out planting and monitoring of genetically diverse, reef-building corals. We can make a difference for tomorrow, today.”

Where beauty and marine conservation intersect

Ever since the State of Hawaii banned the use of sun care ingredients oxybenzone and octinoxate on the premise that they are detrimental to coral reefs, beauty brands have been compelled to take a stance on oceanic care and conservation efforts. (Of course, the ocean plastic issue figures in here as well.)

And brands like MyChelle have happily found themselves on the right side of history. For nearly 20 years the company has been focused on effective natural beauty. In a video interview with Cosmetics Design, filmed at the 2018 edition of Cosmoprof North America, Wiggy remarked on how reef-dafe sun care was nothing new for the brand, telling this publication, “our first [sun care] product launched in 2005, the Sun Shield, was completely mineral based….It was a philosophy of ours to be sustainable and to create products that are safe for everything.” And she pointed out that for MyChelle it’s not a single-issue mission. In that CD Buzz video, she describes the brand as “bio-resourceful” dedicated to “not depleting resources” and she noted that “giving back is a huge part of it.”

When money and mission overlap

This month, the brand has committed to an ongoing partnership with the Coral Restoration Foundation. The non-profit that “through large-scale cultivation, outplanting and monitoring of genetically diverse corals… works to support the reefs' natural recovery processes. CRF [also] engages and empowers others in their mission with dive programs, educational activities, scientific collaborations, and community outreach,” according to this week’s press release issued by MyChelle.

And throughout July, when sun care, beach life, and marine wellness are front and center for US-based consumers, the natural beauty brand is donating 1% of its net proceeds from sales on MyChelle.com to the Coral Restoration Foundation—an arrangement that’s a win for both entities: “By working with companies that share our values, like MyChelle Dermaceuticals, we can demonstrate that every business, every individual, and every organization has the capacity to create positive change in the world. From their clean ingredients, to their financial support of our mission, MyChelle Dermaceuticals is making a real difference for our coral reefs,” Martha Roesler, chief development officer at the Coral Restoration Foundation, tells the press.

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Deanna Utroske, CosmeticsDesign.com Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.