Privately-held Herbivore, based in Seattle, was founded in 2011 by Julia Wills and Alexander Kummerow. The company markets a range of products including Bakuchiol Retinol Alternative Smoothing Serum, Blue Tansy Invisible Pores Mask, Emerald Deep Moisture Glow Oil and Pink Cloud Soft Moisture Cream. All formulas are billed as clean and plant-based. In fact, Herbivore says its formulas exceed most “clean” standards; all products are formulated without 2,700 “questionable” ingredients.
