a new dawn in the conversation

 

The word sustainability seems omnipresent. Everyone is for it, and every company claims to be it. But what is it, really? Sustain means to endure or keep alive. That doesn’t sound like a lofty goal to me. Shouldn’t we aspire to more?

 

The word sustainability and the word clean are close cousins. And if you know me, you know what I think of the word clean in the realm of beauty. Neither term has measurable meaning; both conceal inaction and support of the status quo. This is superficial language that feels good for a moment, until you scratch your head and ask, “what does that actually mean?” (Have you noticed that you can read and re-read company sustainability statements, and they are just a word salad, often copied from each other?) It’s frankly embarrassing, and as a society we can do better and we WILL do better. It all starts with a new, elevated conversation.

 

I escaped the rut of “reduce, re-use, recycle” long ago. That is perpetuating a status quo – that few of us want. Instead, I envision the conversation as an ever-elevating horizon on three trajectories: intelligence, connection, and faith. Let’s explore this…

 
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 Sustainability – “keeping alive” – is the bare minimum, is it not? And we are not put on earth to do the bare minimum. In all we do, we are intended to be in a process of expansion, of evolution. VRAI embraces a mindset of Eco Evolution – an ever-broadening horizon achieved across three dimensions: intelligence, connection, and faith.

INTELLIGENCE is humanity’s greatest resource, as it dictates the use of all other resources. After all, we can only do what we know and think. Intelligence is continually asking “why?” and then “how?” An inquisitiveness. An empathic perspective. Intelligence is not a benchmark to be achieved; it is a framework, a paradigm, on which all else is built. At VRAI, we ask “why is this the status quo, and how can we ELEVATE this, not just sustain it?” (Upon reflection, isn’t this a great question for all aspects of our lives?)

What do we mean by CONNECTION as a dimension of Eco Evolution? Simply, it is the foundation of quantum physics, that everything is connected, that nothing happens in isolation. When one has elevated to this understanding, “reduce, re-use, recycle” seems very rudimentary.

And FAITH? The opposite of fear. There is much anger and fear in low-vibration discussions of sustainability. Conversely, in a state of intelligence and connection, all that can exist is faith. Faith in the collective. Faith in divine intentions. And faith in a beautiful future.

There is no endpoint to Eco Evolution. I hope you’ll join this journey.

 
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women know

 

Women know that the “house” – from the micro definition of our bodies to the macro definition of our planet – must be protected.

 

Women know when we are being hustled, when the talk is all smoke and mirrors. Women know to demand facts, definition, truth.

 

Women know compromise is a sin, a violation of our contract with life purpose. (There is a reason compromise is accompanied by a sinking feeling in the gut.)

 

women know

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ECO EVOLUTION AT VRAI

We strive to see the whole picture, the whole process, the whole lifecycle. How can we radically optimize resources, and simultaneously revolutionize results?

I am very proud of the choices behind VRAI packaging: paper made in the United States without coating (which is toxic); light coverage of VOC-free ink; no flood sealant over the paper; and vertically integrated manufacturing, eliminating wasteful transport. (And of course, the packaging is recyclable.)

I encourage YOU to be part of the evolution. Include more products in a single order. Re-use the shipping boxes. And know that in most VRAI Cosmetics, I include more than other brands, so the product has a longer lifecycle.

VRAI components are so easy to re-purpose. Place earrings in them for safekeeping. Store thumbtacks near your vision board. Or donate to schools for arts and crafts.

I’m repeating this…because it bears repeating: we ask “why is this the status quo, and how can we ELEVATE this, not just sustain it?” (And we remind ourselves to ask this in all aspects of our lives.)

 

I ALWAYS WELCOME NEW INTELLIGENCE

 
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