White and Elm is attending the Axis Show in NYC this week. Axis is a lifestyle trade event, which caters to the “new generation” of contemporary women.
That got us thinking… Who is the contemporary White and Elm woman and what makes her different from the rest?
The contemporary W&E woman pays close attention to what she buys and where she shops. Of course we all love the trendy big name brands but she tries to buy vintage or local whenever possible.
She cares a lot about what she puts into her body. She buys her produce organic and maybe even has a garden of her own where she gets her leafy greens!
She understands that you vote with your dollar everyday. She cares where she shops because she wants to promote better products and companies. The more you buy from the companies you believe in, the more of a difference you make and she understands that.
More than anything else, the contemporary White and Elm woman is a natural beauty; she holds herself with confidence and has a positive energy about her that draws people to her.
We can all be this woman with a little work and an open mind!
Devon Ost is White & Elm's staff Esthetician and Brand Educator. Devon graduated from the Esthetics program in 2002 from Douglas J. Aveda Institute, in East Lansing, Michigan. Her passion for clean, safe and effective skin care products is what lead her to White & Elm. Her mission is to educate W&E's community on why our products are incredibly effective and safe for the entire family as well as our environment.
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The White & Elm team are passionate about natural and non-toxic, plant-based skin care. We believe that no woman should have to compromise her health for her beauty. Naturally, WE focus on doing right by the environment around us and the environment of our bodies. We proudly participate in the Environmental Working Group's EWG Verified™ program.
While you may be cleansing, moisturizing, and applying sunscreen, daily. If you’re not exfoliating, your skin isn’t as healthy as it could be. It is very important to exfoliate your face and body all year round. But after the winter, sloughing away all that dead skin seems even more necessary.
For sure you need to be wearing a daily moisturizer with a minimum of an SPF 15. You also need to look for sunscreens that are labeled Broad Spectrum because this means they have passed specific laboratory testing that shows they protect against both UVA and UVB rays. If you plan to be in direct sun for more than a few hours, please reapply your sunscreen. Also, if you are planning on swimming or sweating heavily opt for a Water-Proof formula as well. It's best to avoid chemical sunscreens altogether because let's face it; we don't want the chemicals we put on our skin to end up in our blood stream. Also, because we don't yet know the impact that nanoparticles will have on our health, it's best to use mineral sunscreens that specifically use non-nano minerals.