The Hilo adventure started from a simple, dreadful observation: the huge waste of cosmetic products in France. “Almost one woman out of two says they throw products before they are empty, according to an Ifop study conducted for Laboté”, explains co-founder Élise Postil. "One of the main reasons is that they think these skincare products are not adapted to their skins”, she adds.
Passionate as they are about homemade skincare, Élise Postil and Margaux Brunel made their own creams for years, so they were perfectly adapted to their skins’ needs, and at the right moment.
In 2020, the two friends joined forces to imagine the brand Hilo. Both had studied communication and marketing, so they contacted French laboratories to take care of the formulation, research and development, and production, and started working hand in hand with their new partners to develop the very first natural, anti-waste, customizable skincare product in the Hilo range.
Face care to customize according to skin’s needs
The Hilo customizable day cream combines a neutral base composed of 99.7% natural ingredients and three 100% natural vegetable oils to select from a choice of six: hazelnut, sweet almond, argan, apricot, carrot, and primrose oils. Consumers directly select the oils they need according to their desires, and especially on their skin concerns. They can also carry out a skin diagnosis online and get some guidance. Once the order has been placed, they receive a neutral base with a cream-gel texture that suits all skin types, and three ecocapsules to be poured in the base.
The ecocapsule sleeve which contains the oils chosen is made from pullulan, a material derived from tapioca. The refillable jar is 100% recyclable, and so is the refill.
Developing the distribution network
“We have two development priorities: increase public attention thanks to the brand’s presence in pop-up stores, at physical events, and hopefully at certain selective retailers’, and complete our offering by developing a full face care routine”, says Élise Postil.
“As for the first objective, the brand was at the VivaTech show last June, and it will be in the spotlight at the end of November, at the Showroom No Bad Day, in Lyon, France, as well as on December 15-17, at the event space In Sted, also in Lyon. Our presence is also under negotiation in Parisian venues, and we have been discussing possible agreements with selective beauty companies, but it is much too early to talk about it”, she concludes.