Erika Boldrin creates products “for everyone.”
The Milan-based vegan model and fashion trailblazer has expressed her creativity through style since she was 5 years old. But, when it came to starting her own line, she gravitated towards beauty—a category she loves for its ability to nourish and make people feel good.
Two years ago, she launched Honieh, a completely natural and organic skincare collection (a rarity in Italy). The curated line includes products with dreamy names like Soft Cloud, The Wonder and Light Me Up.
Here, Boldrin shares a bit about her mission for inclusivity and realness:
LIVE THE PROCESS: What was your relationship to beauty products growing up?
ERIKA BOLDRIN: When I was very young, I never used beauty products. I only used make-up. Then, over time and after growing up, I learned that skincare is something that must be integrated at a very young age to avoid later problems.
LTP: How and when did you begin living a vegan lifestyle?
EB: I have been a vegan for five years. It all started when a member of my family got sick and I started to do research about food. I came to understand that many physical problems and diseases are a consequence of what we eat and that the vegan diet is a healthy one, if done correctly. I can now say that I've never felt better.
LTP: What is the concept behind Honieh that sets it apart?
EB: I’ve loved the skincare world for a long time, even though I personally manage fashion in my daily work. Two years ago, I decided to create a completely natural and vegan brand, made in Italy from package to product.
It was really a great challenge and it still is because finding companies that deal with organic and natural cosmetics is not easy. I wanted to create a line with a fresh perspective that resonated with people instead of using the kinds of stereotypes of perfect girls commonly seen in the world of fashion. I wanted to feature normal Italian girls.
What sets Honieh apart from many Italian brands is that it is truly natural. And the packaging is very fresh and minimal. (Generally, these products are decorated with designs of flowers or nature to make it clear to the consumer that they are natural.)
The aim is to create a community of people who love to take care of themselves.
LTP: Your company vision suggests that people should “nourish” themselves to elicit real beauty. What does it mean to you to be truly nourished?
EB: For me, it means nourishing not only the skin with natural products full of vitamins, but also the body with the right food. When you feel better about yourself, then you embody true beauty.
LTP: What does happiness look like to you?
EB: Happiness does not have a look and does not fit into a box or mould to how we want it to be. I believe happiness is achieved when you work at it, when you choose to let go of negativity and when you are slow to anger and quick to forgive.
It’s when you have accepted the things you cannot change and stop thinking of the past or worrying about the future. It's when you look for the good and appreciate the little things in everyday life. It’s when you accept the things you cannot change and work on the things you can.
LTP: What does it mean to you to “Live The Process” and how can we all do that more each day?
EB: Commit to being comfortable with yourself in every way.