Terah Tidy is the CEO and brains behind the Californian brand ‘Madflower Malibu’. She was a product developer until 2014, when she decided to transform her passion for natural products into a business.
Before founding her own brand, she travelled all around the world looking for the most natural ingredients that could have a positive impact on the environment.
“I have always loved essential oils. I love the feel of them, the aromatherapy aspects of them. And yes, the exotic nature of them. From Brazil to Paris, Tokyo to London and everywhere in between, women seem to express beauty differently.
“And yet, they all seem to exude an internal glow that I wanted to capture. And then I approached my formulator armed with the idea, and she helped me to find the right oils and extracts to achieve my goal. Many of those oils come from all over the world.”
But there’s more than just natural oils to Terah’s project. She wanted to create a brand inspired not only by the beauty of nature, but also by the power of a strong woman.
“It’s a feeling of power and empowerment, of taking charge of femininity, and never apologising for it. I think maybe I was ahead of my time, given what has happened in the world just in the past few months in regards to the women’s movement.
“I watch it all and I revel in it, just as other women do. Because being powerful and being beautiful aren’t mutually exclusive. I say embrace the power. And be a Madflower! I looked to Europe who often leads the way in sophisticated trends for beautiful women.”
Terah was truly inspired by her chosen hometown of California, which not only allowed her to focus on the diversity of women, but also to take into consideration the effect her business might have on the environment.
“Madflowers, as a brand, was conceived of on the shores of Malibu, California where I live. One of my most influential products, Body Bronzer, is a direct result of looking at the bronzed goddesses who walk our beaches, and knowing that there was a safer, more natural way to achieve that beautiful glow!
“Even as someone who has long lived and worked in California, I am still constantly struck by the beauty of this place and this planet. Helping to keep our oceans clean and our beaches free from debris is so important. Helping to keep our environment safe and strong has to be a priority for all in the beauty industry.
“I’m also so encouraged when I see brands, especially the large manufacturers, taking steps to ensure sustainability. It’s what I wanted for Madflowers. Our oils and extracts are from renewable resources, so in essence, we’re just borrowing these ingredients for a short time because the plants can reconstitute, repopulate, and renew. They’re good for the skin and good for the environment. It’s a win-win!”
Madflower Malibu is still a small independent company, but is quickly gaining more support from the public around the world. In fact, shortly after the brand was born, she fulfilled her dream of having her own beauty lounge in Malibu. It is much more than a beauty salon, it is a destination for those who wish to have a truly immersive experience.
“I don’t work just with beauty experts, but also with musicians, painters and singers. We are an art movement. Our clients can have beauty services and, at the same time, breathtaking art. The salon is in a unique space. We built it in the old Malibu Courthouse and part of our space includes the old jail cell. I believe the history of the building contributes to make the brand even more different from the other.”
Spas, salons and beauty brands are realising that incorporating sustainability is a necessary path to tread not only as a marketing strategy, but also due to social responsibility. Customers around the world are paying more attention to sustainability which is becoming an expectation, not a choice.
Words, Giulia Radice