I’ll admit when I was first introduced to Bloomeffects as a brand, I wasn’t blown away by its promises. One day, over lunch with a colleague, an array of cutesie, floral boxes housing even prettier powder-blue and gold products were laid out one by one in front me. (One thing I have never doubted about Bloomeffects is the beauty of its products—it’s like all of your cottagecore dreams got rolled up and packaged into one high-end skincare line.) All style, no substance, I assumed. But then I heard the story and got some more insight into the ingredients.
Bloomeffects, I was told, is a botanical brand that has already seen major success in the U.S. The brand’s founder, Kim van Haaster, worked for a major beauty conglomerate in New York before moving to the Netherlands for love. Her now-husband, Hein, is a Dutch tulip farmer. It turns out the tulip is a flower far richer than most in skin-loving goodness. It contains antioxidants, natural moisturising factors and amino acids to help smooth and hydrate. Tulips are, I have learned, often deemed far superior to other go-to botanical skincare ingredients (say, for instance, rose). The problem is tulips are expensive and flower for only two weeks of the year, making them a very expensive skincare ingredient. Van Haaster, however, was in an ideal position. Hein’s business trades tulip bulbs, meaning the rest of the tulip (the bit that’s full of all of the skin-loving ingredients) would previously just go to waste. When Bloomeffects was born, however, those antioxidant-hoarding tulips were finally put to good use in skincare.
Tagged: skin