nopeg is the new address in Paris dedicated to ethical & organic beauty. Frederic Fabiani, its creator, rigorously selects and stocks new generation organic cosmetics and wellness brands, bringing real value and appreciable results. “We chose the best of the best for our consumers”. From cosmetics to aromatherapy, Bach elixirs to gemstone therapy, all the trademarks referenced at nopeg have to show proof of an uncompromising commitment to organic, an ethical approach from the beginning to the end of the production line. Finally, the list of ingredients is gone over with a fine-tooth comb to verify their quality and traceability.

It is with the same thoroughness that Frederic Fabiani will approach the evaluation of the young brands selected for the Organic Beauty Awards. For the first time, he will be part of the jury that will award the prize for the best emerging cosmetic brand certified organic, at a special ceremony to be held on 14 September at the next Beyond Beauty Paris.

Frederic Fabiani, how do you perceive the place of organic brands in the cosmetics market?

It is really good that organic brands are growing in importance. This corresponds to a very important, very strong, consumer expectation in terms of ethics and respect for the environment. It responds to a way of thinking, a mindset that is spreading. Organic permeates all strata of society. The position of these brands will help reinstall ethical values in a market that has forgotten that we can make quality without chemicals. This new generation is a kick in the anthill of conventional cosmetics labs, by showing that they are capable of competing in the evaluation. Organic cosmetics make us aware that we can make things of very high quality, yet clean.

What advice would you give them?

Frederic Fabiani: I would give them three pieces of advice. Firstly : Persist in the will to continue searching in order to elicit commitments and promises. The key to the door is, of course, organic certification, but to grow, they must be guarantors of a sustained pursuit of efficiency. Secondly, they should first concentrate on dermatological issues and only then deal with the marketing; not the contrary, as some young brands do. The only way today for organic brands to touch the consumer is to prove themselves.

Lastly, I would recommend coming to the market with complete collections. Women like to find all their products within the same brand; it also prevents the risk of their zapping some other brand to find an eyeliner that is lacking.

According to you, what advantages can a competition such as Organic Beauty Awards offer?

Frederic Fabiani: A diverse jury. This makes for a result that is impartial, unaffected by the interests of all alike.

More selfishly, the interest for me is to be able to discover brands in advance.

Moreover, the fact of organizing an encounter of this kind is an approach from which the consumer always comes out the winner and if I can make my own personal contribution to the development of quality organic brands, it is important.

Kristel Milet – Blog Editor-in-Chief