Beauty Innovators

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There are a few beauty brands that are allowing for customization but there’s one brand that makes beauty democratic. A relatively new brand (established in 2016) is building its entire business model around crowdsourcing ideas for new products.

Volition is a San Francisco based company that acts as an incubator for beauty ideas as well as a manufacturer of the resulting products. Anyone is able to submit an idea for a product or beauty solution they are looking to achieve. Whether you’re submitting an idea or not, you can head to the voting page to cast your ballot for existing ideas.

Volition is a clean and cruelty-free beauty brand.

The winners go into development in some of the highest quality labs in the world. Chemists work to formulate the new products while industry experts sift through ingredient lists to make sure that the products align with Volition’s initiative. For a full list of ingredients that are nixed from the brands line can be found here. People whose products make it onto shelves are featured on the company’s site as Innovators.

When we say shelves, we don’t just mean virtually. In 2017, completed products were introduced to Sephora stores across the US. A year later, the Sephora stores in Canada began to carry Volition products.


Timeline courtesy of brand.


It seems that Volition’s star is rising fast and, honestly, we’re here for it. It’s time that beauty brands kept up with the pace that millennials and their proceeders have gotten used to: lightening speed.

So make your voice heard and get in the habit of voting. Start with your beauty products and see where it leads you. If you need help figuring out where to start in the product aisle, check out our faves.

Read below for our top picks from Volition’s current line of products.


The Serums


Strawberry-C Serum ($42)

Actives: strawberry seeds and fruit, hyaluronic acid, kakadu plum, and cucumber fruit water.

Vitamin C has long been known as a powerful antioxidant as a supplement and a topical. It helps to protect from UV rays and free radicals and 20% of the vitamin C in this serum is synthesized from strawberries - hence the name. The remainder is created in the lab to increase stability of the product. Couple that with the hyaluronic acid for hydration and plumping and you have the youthful double whammy. The kakadu plum extract also aids in the vitamin C tally and acts as a soother, much like the cucumber water.

The other bonus of the strawberries? It’s where the product’s fragrance is derived from and, honestly, who doesn’t want to smell like a fresh strawberry from the farmer’s market on a daily basis?


Snow Mushroom Water Serum ($62)

Actives: snow mushroom, marine water, lentil extract, watermelon and apple extracts.

Snow mushroom is having a moment in skincare but the ingredient (technical name: tremella fuciformis) has been used as in salves and foods in China for centuries. It has long been seen as an active tonic for hydrating the skin, evening out tone, and overall balance to the skin and beyond. Remember that our skin is our largest organ and absorbs everything. Marine water acts as an almost astringent, detoxing the pores and mattify excess oil production. Lentil, watermelon, and apple extracts provide vitamins B5, C and A, respectively.

This makes the serum a do-it-all for every skin type and tone. This serum is fragrance free and extremely benign for those with sensitive or irritable skin.


The Exfoliators


Apple Cider Vinegar Resurfacing Peel Pads ($64)

Actives:  apple cider vinegar, lemon & orange extracts, glycolic acid, witch hazel.

This is a game changer. We’re all for chemical exfoliation that’s gentle yet effective. Volition nails it with these resurfacing pads. Apple cider vinegar, lemon and orange extracts, and glycolic acid provide a group of powerful alpha hydroxy acids (AHAs) that act to exfoliate the skin while simultaneously brightening the skin and accelerate cell turnover. Alcohol-free witch hazel cleanses the skin gently to help the AHAs work more effectively. This makes these pads gentle enough to use on the most sensitive of skin.

The genius part of this product is in its construction. The peeling pads come portioned out in sachets and are perfectly designed to fit on one or two of your fingers so you can easily swipe it across your face. The cotton is also 100% compostable.


Turmeric Brightening Polish ($38)

Actives: turmeric and sandalwood extracts, olive and sesame oils, and walnut shell.

We’re saying it now, this is the scrub we’ve been looking for. Turmeric has long been used in ayurveda as a brightening agent to ease inflammation and even out tone. It brings balance to the skin and body, which is why so many women in the Eastern world drink golden milk. Sandalwood extracts also act to reduce inflammation while toning the skin. The oils in this formula plump up the skin by adding in hydration to the exfoliation. Bonus? The walnut shells are crushed into micro-particles, small enough to minimize any damage to the skin’s surface.

This polish is one of our favorite products to integrate into bath time. We brush it on, soak with a good podcast or playlist, and relax until it’s time to wash it off and see the world with a new face.


The Game Changers

Prismatic Luminizing Shield ($35)

Actives: licorice extract, kiwi fruit water and ku shen root extract, sodium hyaluronate, titanium dioxide, zinc oxide, and octinoxate.

This formulation combines both types of sunscreen (physical and chemical) to protect from UV rays and sun damage at an SPF count of 50. Additionally, licorice root, kiwi water, and ku shen root extract naturally improve skin tone to even out the appearance of dark spots and discoloration. The sodium hyaluronate as well as peptides provide hydration to the skin while improving the appearance of uneven texture from fine lines and wrinkles.

While this list of active ingredients is already different from other sunscreens on the market today, Volition took it one step further. Prism powder is a proprietary addition that adds luminosity and glow to the skin. The result is that this product is more than just a sunscreen, it acts as a moisturizer and luminizing primer as well.


Mission Brows ($49)

Actives: 100% human hair.

One of the Volition innovators was undergoing cancer treatments when she submitted an idea for adhesive eyebrows. While there are options for those who have lost hair based on medical therapies or conditions such as alopecia or trichotillomania (think wigs and false eyelashes) there aren’t natural looking solutions for brows to give them their dimension.

While these replacement brows were created for those affected by illness, it can be used by anyone who feels less than confident about their brows. They adhere with a gentle adhesive, like false lashes, and boast full brow results. The downside to this product is that they are only available in Light Brown and Dark Brown shades and often have a waitlist. Hopefully, we will see an expansion in this arena.


Remember to follow Volition on their Instagram.

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Cover photo by Anita Austvika.