I love a good makeover story. Hollywood has done them to pieces, so has TLC, but they don't happen that often in the beauty industry. When they do, I get excited.
Over the past few years, I've watched one company in particular blossom from Sprout Wellness, to Sprout, to its grown-up and gorgeous new incarnation, SW Basics of Brooklyn. I first found this company while writing an article for the beauty pages of Boho magazine back in 2010. I thought the all-over cream was to die for. A year later, I was introduced to their bolder, hipper identity, Sprout. The lip balm was instantly a purse staple. Today the brand has added even more new products, and come of age as SW Basics of Brooklyn. And it fits. Vogue, W mag, Whole Living (RIP), and New York mag agree.
Founder Adina Grigore has a serious talent for mixing a few simple ingredients into pure elegance. Using these products makes you wonder why complicated beauty products dominate the market. More isn't always more, and SW Basics is proof that beauty can be effective and simple at the same time.
Four things I love about SW Basics products:Read More