Laura Rudoe graduated from Harvard Business School and followed her passion for ethical businesses that make a difference by becoming the founding employee of clean beauty pioneers NUDE  in 2006.

Today she runs the award-winning organic and vegan beauty brand Evolve Organic Beauty which is rapidly becoming a clean beauty favourite.

What was your lightbulb moment for setting up the company?

Evolve is all about helping people to make small changes in their lives to be healthier and greener. I have integrated sustainable and natural living into my lifestyle over the past 15-20 years.

I wanted to make natural beauty desirable and accessible for as many people as possible.

What was your journey to this moment?

When I was younger I suffered with bad skin and so I have always been interested in skincare and learning about the best ingredients and natural solutions for skin problems. At NUDE I loved being a part of the clean beauty revolution and once NUDE was launched I decided to take the plunge and create my own natural beauty company, Evolve Organic Beauty.

What was the best bit of advice you were ever given for setting up your own business?

When we graduated from business school, they told us to do something you love. Make your passion your business.

My passion is helping people with their skin to make a difference in the world.

Why organic? Why vegan?

I am a passionate consumer of organic products. Research is showing that organic plant based materials are better for our bodies, particularly our gut biome.

I am not a vegan although I have a mostly plant based diet. I want to offer options for people who are vegan to support them in their lifestyle choice.

What are the hjghs and lows of running a clean beauty business?
There are certainly more highs than lows now, which I’m very thankful for.

One of my favourite parts of running a clean beauty business is hearing feedback from customers about how our products have improved their skin and how happy that has made them.

In the early years, it was very challenging to initially grow the business and we boot strapped everything as the business is completely self funded which was tough, but I am very grateful now that we did it that way as it means we are completely independent and I have also done most of the roles in the business myself.

What does the term ‘clean beauty’ mean to you and how is the beauty industry changing?

To me, ‘clean beauty’ means being mindful and conscious about the beauty products we choose to buy. Every product has an impact on our planet throughout its supply chain. We need to be considering, where the ingredients are sourced from (issues include ingredient miles, water usage and bio piracy)? What about the packaging – could it release harmful chemicals either during production or during use which contaminate the product? Who manufactured it (modern slavery)? What will happen to it during use (micro beads and water pollution)?. What about the packaging at the end of its use (is it recyclable or refillable? When it breaks down does it release any chemicals?). There are so many aspects to think about when you consume any product.

Just a few years ago, clean beauty was incredibly niche, but I’m pleased that it is becoming more widely known and appreciated.

People are becoming more aware about the ingredients they put on their skin and the impact that their products may have on the environment.


Where are your 3 favourite organic places to eat?

I try to eat as organically as I can, and I love purchasing from veggie boxes like Abel and Cole to make sure I eat as wide a variety of organic plant based foods as possible.

My favourite organic places to eat are: Whole Foods Market salad bar if I am ever in London, Mildreds in Soho and Farmacy in Notting Hill.

What are your top 4 clean beauty items for travelling?
When travelling, I always keep a Hyaluronic Serum 200 to hand, to ensure my skin remains hydrated. When travelling, my skin can need a little tlc, which is where Hyaluronic Serum 200 comes in, as it works deep inside the skin to hydrate and plump from within!

I also cannot travel without our travel sized Daily Defence Moisture Mist, as it protects from pollution and is great for a quick refreshing treat when I’m on the go. Our nourishing Lip Treat and our protective Climate Veil Tinted SPF are also two of my travel must-haves!

How would you explain parabens, SLS and other surprises that we traditionally have used in our beauty products?
I call these question mark ingredients. Although they are generally regarded as safe and are legal to use, there are some questions about their long term safety. Some of them have been shown to be irritating and some may be disruptive to the way the body works. Although the evidence is still patchy, we and our customers prefer to avoid them and instead opt for skin-loving ingredients to protect and nourish!

What are your top 5 things that make you glow? 

Spending time with my 3 lovely children
Singing! I sing in an acapella choir, which I love.
Blending new products in our eco studio

To buy Evolve products click here

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