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Simple Organic invests in conscious consumption to grow its franchise network

Investing in reverse logistics, sustainable packaging and correct waste management practices, the Brazilian independent brand specialized in natural, organic and vegan cosmetics has opened 18 stores in less than three years of business.

Patricia Lima é a fundadora da Simple Organic

Patricia Lima é a fundadora da Simple Organic

Simple Organic does not advocate for just one cause. It advocates for many. Sustainable, organic, natural, vegan, cruelty-free and genderless, the Brazilian cosmetics brand was created nearly three years ago, when journalist Patricia Lima gave birth to her daughter. Thinking of the world her child would find in the future, Patricia began to change her life style and decided to leave a legacy behind.

"Since it was created, the brand has aimed to show that it is possible to manufacture great beauty products that do not harm the environment or the consumer’s health", says Lima. "Simple Organic was created to open eyes and offer a clean beauty alternative".

According to Lima, this is a promising market with increasing demands. According to the survey Conscious Consumer Profile - which was published by the National Confederation of Industry (CNI) - 57% of Brazilians are willing to pay more for environmentally friendly products. "Consumers want good performance and design, but they are also worried about the health of their skin and of the planet", she says.

The sustainable ideals of the brand are not restricted to the formulas of skincare and make-up products or products for kids - which do not contain harmful chemicals such as parabens, petrolatum or artificial preservatives. Packaging is also an important part of Simple Organic’s ecological strategy.

In order to minimize waste, the company does not use individual boxes for its products, but small fabric bags that can be reused in other ways - including as make-up bags. "We believe that every action - no matter how small - will contribute to a better future", says Lima.

Simple Organic is accredited by Instituto Lixo Zero (an institute recognized internationally by the Zero Waste International Alliance) for its waste management. The company also invested in reverse logistics. In every point of sale, clients can return empty product packages and get discounts when acquiring new items. "We work every day so sustainability becomes desirable, so people won’t have to give up buying something they like because they are worried about how the generated waste will impact the environment", says the founder of the company.

In order to gain space in the market and increase consumer access to the brand, Patricia Lima decided to create a franchise network, opening stores in every region of the country. "The idea was to have branded stores so people could try products and follow the brand purposes", says Lima. Each store has a different visual identity, but they all follow Simple Organic’s concept: architecture projects of low environmental impact, using LED lighting, recycled flooring and wall tiles, water-based paints, water saving faucets and more.

Currently, the network has 18 working stores. The last two stores opened in São Paulo and one of them - called SimpleLab - is a sort of library of raw materials, exhibiting them in an open lab to consumers. The store that opened more recently has a pet friendly area and offers meditation sessions. "São Paulo has always been an important market for Simple Organic, but we ended up organically expanding to other cities first", says Lima.

Simple Organic’s founder does not reveal the next plans for the brand’s growth, but she is optimistic about the future. "We are going through a period of fast transformation and increasing awareness. It is a process from which we’re not coming back", concludes Lima.

Renata Martins

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