Plume is a brand that really requires no introdution, having already taken the green beauty world by storm. It’s hard to believe, that in such a short time, their natural lash enhancing products have made their way as far as the revered shelves of Nordstroms. Although, that disbelief evaporates when you meet founder and “First Lady” of Plume, Lauren Bilon—a true power-woman. She was kind enough to give us some of her time to answer the questions we were burning to know.

How were you inspired to create the Plume Lash & Brow Enhancing Serum?

After the birth of my daughter, I had the misfortune of losing my eyelashes and a lot of my hair. To try to grow my lashes back, I tried a prostaglandin-based lash serum that, while effective in bringing my lashes back, also caused some major unwanted side effects including turning my eyelids purple.

Needless to say, I had to stop using that product, however, after the effects wore off, I was back at square one with literally no lashes. This took me next to the good ol’ glue-on false lashes which also turned out to be a fiasco. After getting the glue in my eye, I wound up with a pretty severe eye infection that required a lengthy course of antibiotics (throw arms up in air).

It was at that point that I decided to look for a way to address my eyelash situation naturally. With some research, I realized there wasn’t anything commercially available that was both natural and truly effective. So I started on the journey of inventing it myself! The project began with me compiling natural ingredients with known potential for hair and lash growth. Between my own experimentation and the expertise of a Master Cosmetic Chemist, it developed within two years from my little kitchen project to the safe and effective formula that is now shipping all over the world.

Why did you choose the name, Plume?

‘Plume’ translates to ‘feather’ in French. We love that image of a thick, fluffy, showy feather to represent your lashes; ornaments for the eyes. The feather to us represents prowess, power, mystery, and luxury.

What was the biggest challenge in the beginning?

I would say that the most challenging aspect was the formal product development and getting to our final formulation that we introduced into the market. A ton of lab time and testing was required every step of the way to ensure we were able to 1) meet the most stringent international requirements for safety and stability and 2) not compromising the content or quality of our active ingredients. We were very fortunate to have one of the top natural & organic cosmetic formulators in the world become part of our company from very early on, and equally fortunate to have one of the only FDA/NHP site-licensed cosmetic production facilities literally minutes from where we live. Despite the tremendous challenges inherent in making a product like Plume, it really felt like serendipity having these key resources in our own backyard once we started upon this journey.

It can also be a real challenge to balance time with my family while prioritizing business tasks. Life at Plume is always very fast-paced and exciting but I always make time to slow down and spend quality time with my two kids and my husband – working together to achieve the same goal really helps with that.

What has surprised you the most going into the green beauty industry?

It constantly amazes me the selection of amazingly effective, beautiful natural products on the market. There is so much innovation in the green beauty world; everyday it seems there is a new development in technology.

How would you describe the ideology behind your brand?

We believe in Beauty Without Sacrifice – feeling beautiful, healthy, and glamorous all at the same time. We all deserve to have champagne AND green juice, Lulus AND Louboutins! As women we want to feel glamourous at every stage of our lives and also feel confident that the products we’re using aren’t compromising our health, but instead increasing our well-being! We want to create products that make you look AND feel good in the long-term.

What are the starring ingredients in your product?

Coleus Forskohlii Root Oil is the hero ingredient – its interaction with other supporting ingredients is the subject matter of the patent that is pending around our formulation. The coleus has two main functions in the serum:

1) Coleus and castor oil work together to increase the length of time the follicle spends in the anagen (growth) phase of the lash cycle.

2) Coleus works with the other keratinocyte growth stimulators (coltsfoot flower extract, Quina bark extract, yarrow extract, Indian cress extract, and water cress extract) to speed up the rate that early stage follicles come back by shortening the telogen (late-resting/falling out phase).

Other ingredients such as honey extract and aloe vera work to lock in keratin, moisture, and other nutrients which support the health and thickness of the lash as it grows.

How would you recommend using it?

Shake well and brush onto clean upper and lower lash lines and/or brows. Apply morning and night for more dramatic results (consistency is the key!) I keep it beside my toothbrush so I don’t forget to apply it. Also, make sure to take selfies to see progress (and because you’re gorgeous!)

Could you give us a glimpse behind the scenes: what does a day in your life look like?
My day always starts with a very strong coffee and my special protein shake concoction (vegan protein powder and a ton of nutrients and antioxidants). Once I have my energy boost, I get my two kids ready for school and once they’re off, I dive right into the business of Plume. What really excites me is brainstorming and discovering new product ideas, so I spend a lot of time researching and working with our Chemist, Irene Schnell to develop new products and innovations to add to our line.

I also spend time answering emails, making phone calls, doing interviews, attending meetings to plan the future of Plume, and working with my team to ensure all of our customers are happy, lashy, and loving their lives!

What gives you inspiration in and outside of your work?

It’s inspiring to see all of the amazing women in the green beauty world – pushing for change, innovating beyond what we thought was possible, and celebrating the beauty and achievements of the other great women around them. And our customers, the Pluminati – it fills me with awe to hear these women speak about Plume and how our product has given them confidence, made them feel beautiful, and helped them see that they don’t have to sacrifice safety for beauty. Hearing these stories inspires me everyday to innovate and advocate for green beauty – to make sure women don’t have to worry about they are putting on their skin, that their products are enhancing their health and natural beauty in the long-term.

What can we find you doing on the weekend?

I am an avid gym-goer and I love lifting weights. You’ll rarely find me on a cardio machine however as I really don’t like to sweat (or glow as I would say!)

Also, I spend all of my free time with my children and family. I love to host dinners for the people close to me – its rare to get uninterrupted time with my loved ones so I treasure those moments when we can sit down, catch up on our lives, and enjoy each other’s company without distractions.

What is your pro beauty tip?

Don’t focus only on the exterior. Focus on health on the inside and it will show on the outside. It’s so important to me to get all my vitamins and nutrients through natural sources because I truly believe you are what you eat – any toxins inside the body will show on your face and through your skin.

What is the best advice you can offer anyone looking to transition from conventional cosmetics to natural products?

Start slow and do your research. Don’t feel like you have to discard everything you’re currently using and replace it all overnight with natural products – that is much too overwhelming! I would recommend starting with the products that you use the most in your daily life, those that come into direct contact with your skin, and the products that you wear for extended periods of time. Transition one product (or a few) at a time, find your staples that you love, and eventually you’ll look around and your transition will be complete!

Take advantage of the fantastic resources out there like Think Dirty when trying to choose products – there is so much information available to help you make informed choices and find products that are not only safe, but work fabulously.

And what do we have to look forward when it comes to the future of your brand?

In May we will be launching our 100% natural Nourish & Define Brow Pomade. This product is infused with some actives from our award-winning Lash & Brow Enhancing Serum and will promote the growth of your brows while adding professional-level definition and color.

We will also be launching our 100% natural Nourish & Amplify mascara in late 2017 that will not only lengthen lashes with extending fibers, but will promote long-term growth and thickness with some active ingredients from our Lash & Brow Enhancing Serum.

In the end, it’s all about instant cosmetic effects with long-term benefits! We have a few special tricks up our sleeve so stay tuned, shhhh 😉