This Vegan Beauty Brand Turns Bali's Trash Into Stunning Packaging
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Shop Small is a monthly series highlighting small business owners from diverse backgrounds. This series aims to go deeper than your typical product roundup, diving into the inspirational stories behind some of our favorite brands. By taking a behind-the-scenes look at how their shops came to be and highlighting the products they (and their shoppers!) love, we hope to put a deserving spotlight on these marginalized business owners.
Consumers everywhere are becoming more and more aware not only of what they're choosing to purchase, but where they're choosing to purchase from. When I hear about a new brand I want to try, I immediately explore their site, social media and product reviews. Nowadays, it's pretty easy to figure out a brand's qualities and values — and whether they align with my own.
So when I tried Axiology, a plastic-free, vegan beauty company, I was already on board with everything they stood for as a brand. Fortunately, their products were just as high-quality. The brand's smooth, moisturizing lip balm and hydrating foundation (coined 'Fungdation' for its natural ingredients) were beautifully packaged and easy to apply. I especially loved their multi-use crayons for both my lips and cheeks.
Finding eco-friendly, reliable products isn't always the easiest process, but Axiology has managed to exceed all expectations. From the inspiration behind the business to the product ingredients and packaging, I spoke to its founder, Ericka Rodriguez, about her journey building a sustainable beauty brand from the ground up.
Balmie Duo Set
Vegan Lip Balm
Fungdation - Mushroom Foundation
Balmie Singles
Tinted Dew Multi-Sticks
Color Cream Multi-Sticks
What inspired you to start Axiology?
I discovered that animal testing still exists in the beauty industry, and I have been an animal advocate since I was a little girl. I had stickers on my binder that said 'Don't Eat Animals,' and I was going to the mall at 16 years old, protesting selling animal fur. It's always been important to me.
After I discovered all my makeup was tested on animals, I was like, 'No problem. I'll just buy vegan cosmetics.' I was specifically looking for lipstick and the popular vegan lipstick at the time was so dry that every time I put it to my lip, it cracked and the bullet broke. So I was like, 'All right, I guess I'll just learn to make my own.'
How did you learn to create your own products?
At the time, I was really into this workbook, The Artist's Way. You take yourself on 'artist dates' and do something creative. I was like, 'That will be my artist date this week. I'll learn how to make lip balm.' If I could learn to make lip balm, I could probably learn to make lipstick.
It was super organic. I was just watching YouTube videos, going to the library, Googling things. And it just happened. I got so excited about finding a new formula that I just didn't give up.
Where does the name Axiology come from?
It's the philosophy of ethics and aesthetics, so it just felt really right. I've wanted to build a company that was for more than profit, and I just felt like the ethical component was aligned with our mission.
What were some of your biggest challenges when creating the brand?
Challenges are part of the journey. I was 26 when I launched this brand, and people ask me, 'What's your background? What were you doing before this?' And I'm like, 'I don't know. Making juice at a little juicery and traveling?' I was just so young. I didn't come with tons of experience. I made a lot of mistakes. And I just had to learn how to fix them.
Your packaging fights against the plastic waste problem. How do you transform trash into packaging?
I found the paper company when I was in Bali. It's this beautiful women's cooperative that collects paper trash from around the island. Using traditional Balinese methods, they hand-make this paper that they then turn into our boxes, hand-stamped.
We could easily get that same box for way less than what we're paying. But for us, it's important. In Bali, they don't have a garbage man that picks up the trash every Monday. You either burn your trash or throw it in the ocean. I just thought it was so incredible to have these women who took it upon themselves to create change. So, we're really happy and proud to work with them.
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