On Saturday, July 31, Jennifer Tinsley of FIELD Botanicals hosted a launch party celebrating the shop’s partnership with Elate Cosmetics, a sustainable and ethical makeup brand that won’t be found in every store.
“We were looking for a makeup brand that we felt comfortable with in terms of their value system,” Tinsley said. “We have a lot of skincare products but we haven’t focused really on makeup. And it’s a huge investment. I started saving up every month and I searched for a brand I felt aligned with.”
Tinsley said she met representatives from Elate at a trade show years ago, and they were in the back of her mind throughout the process.
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“They are extremely selective in who they work with,” she said. “We were both vetting each other out. They are not sold in Sephora or Ulta or Amazon. They’re more well-known in Canada, but you’re really more likely to find them in a small stores or boutiques like ours. They have a tight grasp on what they want to say as a brand.”
Tinsley said that statement is one of sustainability and waste-limiting.
“Our daily choices create global impact, and choosing ethical products means a more positive result. Elate Cosmetics is committed to empowering everyone to use the best possible products for their daily rituals. We create safe, effective beauty products using cruelty-free ingredients, ethical marketing, and sustainable practices,” according to its website.
Elate is a capsule beauty system, which means there are palettes and consumers can buy refills for those palettes once the supply runs out. The refills are shipped in seed paper, so after the package is opened, a consumer can plant the paper and grow flowers directly from it.
“And the products are effective makeup, too,” Tinsley said. “You know, that’s all great, but if the products aren’t good, nobody will buy it. The products aren’t at a prestige price point and the ingredients are all very skin-loving.”
Elate products are available scarcely throughout the Southeast. Without the partnership with FIELD, a potential consumer may have to drive to Kentucky or Florida to try them.
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“That’s why we want to get the word out,” Tinsley said. “We have about 75% of the Elate products now and we’ll be listening to public feedback on what else people would like to see.”
There will be two testing sessions on Sept. 18 with a master cosmetologist, Megan Steinberg, who will walk participants through the steps to create capsules based on their needs.
Participants will get 15% off any Elate products purchased that day. FIELD will supply makeup testers and applicators. Classes start at 10 a.m. and 2 p.m. and are limited to 10 people. The cost is $10.
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In terms of attracting potential customers to her shop, Tinsley said the growth of the retail footprint near her shop has been beneficial.
“Grantski (Records) is downtown now; same with Funhouse, Augusta Candle Co. and Freshwater Designs, so we’ve got a cluster of retail going on around here now. We need retail and it’s coming, and I love that.”
FIELD Botanicals is located at 15A 12 St. It’s open 11 a.m. to 6 p.m. Tuesday through Friday and 10 a.m. to 5 p.m. Saturday.
Tyler Strong is the Business Editor for The Augusta Press. Reach him at tyler@theaugustapress.com.
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