NOTO Botanics Embraces All Expressions of Beauty
In her years of primping and painting the faces of models, actors, and musicians (Phoebe Bridgers, HAIM, and Shailene Woodley are just a few of her famous clients), beauty expert Gloria Noto earned a reputation for highlighting the individuality of her subjects—and that was also one of the main goals when she created her own eponymous beauty and self-care line NOTO Botanics five years ago. Rooted in the belief that beauty is a form of self-expression that should be as enjoyable as it is individualistic, the line of multipurpose products for face, hair, and body markets itself to all skin tones and gender expressions. And that’s not the only way NOTO is mindfully made: It’s just as concerned with sustainability and staying connected to community causes.
Since its launch in 2016, the feel-good line of plant-based makeup, skincare, and body care products has quickly become a clean beauty cult favorite. Not only is NOTO Botanics stocked in some of the most stylish shops, it’s been featured in the biggest beauty publications. Customers and editors alike love the fact that the moisturizers, oils, serums, lip/eye/cheek stains, and more are packed full of nourishing ingredients and boast earthy, genderless scents made from botanicals, but also everything the brand stands for.
In terms of sustainability, NOTO comes in glass or post-consumer-recycled plastic bottles with biodegradable packaging. And if you live in Los Angeles, where the line is made, you can head to the flagship store for refills. As for activism, the brand is proudly and vocally antiracist and supportive of the BIPOC and LGBTQIA communities — and it puts its money where its mouth is. For example, a percentage of direct-to-consumer sales of NOTO’s bestselling Agender Oil, a blend of hemp seed oil and vetiver and lavender essential oils for everybody and every body part (from eyebrows to underarms) benefits a rotating list of organizations including Planned Parenthood, The Okra Project, and LGBT Youth Center, and so far it’s raised over $25,000.
Other customer favorites include user-friendly multipurpose color and glow pots and sticks that offer sheer, buildable color or shimmer, a mild cleanser that’s gentle and effective for face, body, and hair, and a sexy, smokey scented oil. Prices for products range from $19 to $56 and you can also get started with an Essentials Kit or Dynamic Duos that will save you some cash. Not bad for beauty products that encourage you to express your definition of beauty your way.
May 14, 2021
By Ashley Tibbits