448 Alex Kummerow: Co-Founder of Herbivore Botanicals

Community

Herbivore Botanicals thrives on community engagement, using feedback loops to refine and inspire new products. Alex Kummerow shares how the brand listens to its customers, often through social media, to develop products like eye creams and moisturizers. This approach has led to a diverse product line, with over 80 products at one point, allowing them to quickly adapt and innovate based on community input 1.

We started listening to our customers very early on. An exercise that we still do to this day is we'll blast something out on Instagram and say, what do you want to see next?

--- Alex Kummerow

This community-driven strategy not only fuels product development but also keeps the brand closely connected to its audience 2.

   

Formulations

The meticulous development process at Herbivore is highlighted by their unique formulations, particularly the blue tansy line. Alex Kummerow explains that their products often start with a single inspiring ingredient, like blue tansy, which is known for its calming and anti-inflammatory properties 2.

I took one drop of the blue tansy. I dropped it in, I shook it up, and it was this beautiful, like, inky blue color.

--- Alex Kummerow

This dedication to crafting perfect products is evident in their rigorous testing process, sometimes involving over a hundred iterations before a product reaches the market 3.