Beauty gets a makeover from the inside out
He’s the Isaac Mizrahi of beauty — in reverse.
Less than a year after co-launching e.l.f., the everything-for-a-buck cosmetics line that sells at Target, beauty innovator Scott Vincent Borba has gone luxury.
At the core of the eponymous Borba are a half-dozen zero-calorie waters, rendered murky with pulverized vitamins, extracts and other ingredients designed to improve your complexion.
The big idea: Drink your way to perfect skin in 28 days, with bottles formulated to address maladies like breakouts, fine lines and dehydration.
Supplementing the recommended two bottles a day are the occasional “skin balance confections,” otherwise known as jelly bean and gummy bear dietary supplements.
Makes sense to dermatologist and UCLA professor Ava Shamban. “It’s much more in fashion to carry around these designer water bottles than it is to take a bunch of vitamins.”
When Borba launched last spring, Fred Segal Beauty sold more than 3,000 bottles in two weeks. Sephora outposts often run out of the sweets.
Even if they don’t plump one wrinkle, the libations’ pastel colors and detailed embossing on the label (printed using the same dye manufacturer Louis Vuitton employs for its handbags) say “high style.” And the pricetag confirms it: 14 8-ounce bottles cost $35; a bag of 275 jellybeans is $25.
“The Borba consumer is a person who understands luxury goods, gets health and wellness, and the synergy between all of it,” Borba says. “They’re willing to spend on new technologies and premium products, as long they see that it’s effective.”
The jury may still be out on that, but marketing opportunities continue to develop. New York’s Magnolia Bakery has a Borba Age-Defying Cupcake (active ingredients: grapeseed and green tea extracts, vitamin E). And folks who walk into one of 10 local Jamba Juice locations (including West Hollywood and Brentwood) now can add nutrient-packed Borba Boosts to their smoothies.
Which begs the question: How do they taste? Variety Weekend drank up to find out.
Key ingredients: Walnut husk, pomegranate and green tea extracts; vitamins E and B12
Promises to: Tame oily skin and reduce breakouts
Tastes like: A less potent version of Pom Wonderful pomegranate juice
Key ingredients: Acai, grapeseed and green tea extracts; vitamins E and C
Promises to: Fight signs of aging and rejuvenate skin
Tastes like: A diluted variant of grape sno-cone syrup
Key ingredients: Lychee, green tea, papaya and guava extracts; vitamins A, E and K
Promises to: Hydrate dry skin and improve texture
Tastes like: Gatorade, if the sports drink made a lychee flavor
Jelli and Gummi Boosters
Key ingredients: Acai and green tea extracts
Promises to: Boost the effectiveness of vitamins and help skin absorb nutrients
Tastes like: Well, jelly beans and gummy bears — and addictive ones at that. No funny aftertastes or strange textures.