TheIndustry.beauty Awards Winners' Interview: Kirsten Thies, VP Marketing, REN Clean Skincare
In this series, TheIndustry.beauty further celebrates the successes of winning beauty businesses from TheIndustry.beauty Awards 2024 through dedicated interviews.
As the Awards is dedicated to The Innovators of the industry, we were keen to learn from their future-facing successes. From our 13 winners, we find out everything from the importance of innovation to the one beauty product they can’t live without.
British brand REN Clean Skincare won the Purpose award, designed for brands or retailers demonstrating a meaningful purpose beyond their core business of creating and selling brilliant beauty products. TheIndustry.beauty hears from its Vice President Marketing, Kirsten Thies.
REN Clean Skincare is a leader in sustainable beauty. What are some of the most significant steps the brand has taken recently to reduce its environmental footprint?
Sustainability is a key part of our REN Clean Skincare identity. Over the years it has shaped the brand and is a crucial consideration in the initial stages of developing a new product – from the ingredients, their sourcing, efficacy, shipping and how we market it.
As a smaller brand our nimbleness enabled us to be ahead of the beauty industry in many ways. We will continue to mindfully source more sustainable ingredients, ensuring that ingredient sourcing and efficacy runs parallel with sustainability.
How has REN’s brand purpose evolved since its inception, particularly in response to changes in consumer attitudes toward sustainability and clean beauty?
Since REN's inception in 2000, our brand purpose has evolved to address the growing consumer demand for effective skincare that comes with a purpose whilst staying true to our commitment to clean beauty.
From the beginning, we've used sustainably sourced, natural bioactive ingredients. In 2021, we became the first premium skincare brand to achieve Zero Waste status, fulfilling our 2018 pledge. We've also pioneered innovations like the world’s first aluminium sample pack and our infinity recycling packaging, which offers a truly sustainable plastic solution.
We’ve always consciously formulated our products using sustainable and upcycled ingredients, such as pomegranate seed oil from the food industry and pine bark from forestry waste. Our Everhydrate range even innovates by reproducing freshwater algae in the lab, safeguarding natural ecosystems from overharvesting.
REN’s purpose-driven approach extends beyond just skincare. How does REN Skincare aim to make a broader impact on the beauty industry and the environment?
REN impacts the beauty industry and the environment by prioritising sustainable ingredient sourcing. They use advanced methods like Plant Cell Culture Technology for Marrubium Extract, bio-fermentation of wheat for Hyaluronic Acid, and microbial bio-fermentation for other key ingredients. These practices reduce environmental impact, promote biodiversity, and set a standard for eco-friendly production in the beauty industry. REN's approach not only minimises their carbon footprint but also encourages other brands to adopt sustainable practices, driving positive change across the industry.
REN committed to becoming a zero-waste brand by a specific date. Can you share more about the challenges and successes you’ve encountered on this journey, and what it felt like to achieve this goal?
In 2021 REN Clean Skincare hit its mission to become a zero-waste brand, meaning 100% of all packaging is now recycled, recyclable or reusable. This was an ambitious pledge set in 2018 in an attempt to reduce packaging waste, of which 70% ends in landfill. The brand also consciously formulates skincare using sustainable and upcycled ingredients, sourced responsibly to help preserve and protect native ecosystems, protecting our planet for future generations. We also collaborate with other zero waste advocates and empower through education and information. Always with the environment front in mind.
How does REN ensure that the ingredients used in its products are sourced ethically and sustainably, and how do you communicate this transparency to your customers?
Transparency and ethical sourcing are at the heart of everything we do, and we ensure our customers are fully informed about our practices. From the start, we've been committed to using sustainably sourced, bioactive ingredients that not only benefit the skin but also respect the environment. To maintain this standard, we carefully vet our suppliers and work closely with them to ensure our ingredients are sourced responsibly, preserving ecosystems and supporting sustainable practices.
We also use our packaging as a tool for transparency. Each product’s packaging highlights our Zero Waste commitment, with materials that are fully recyclable, repurposed, or made from recycled content. We were proud to become the first premium skincare brand to achieve Zero Waste status in 2021, and we share these milestones with our customers to reinforce our dedication to sustainability.
REN is a pioneer in clean beauty. How do you define and uphold your clean beauty standards in product formulation, and how do you ensure that your products are both effective and safe?
The world has evolved over the past 24 years so have we as a brand. We pioneered clean skincare, which is now a term used by many brands. However, for various reasons, the ‘concept’ of clean is more misunderstood than overused. REN was created with the idea of ‘clean’, but the descriptor wasn’t commonly used, in fact there were few phrases that captured what the intent of REN skincare was when it was founded over 20 years ago. REN adopted the phrase clean to make it slightly easier for consumers to narrow their choices, but our commitment to our founding principles has never wavered.
What role does innovation play in REN’s product development? Can you share any recent innovations in ingredients or formulations that have been particularly impactful?
Innovation is at the core of REN Skincare’s product development, especially when it comes to creating solutions that are effective for all skin types, including the most sensitive. We are constantly pushing boundaries to develop formulas that not only deliver results but also address challenges typically faced by sensitive skin, such as exfoliation and the use of active ingredients like Vitamin C. However, it's crucial that any product we develop, and launch remains relevant to the consumer. Even the most technically advanced products will not succeed if they don’t resonate with consumers' needs and desires.
A recent example of our commitment to innovation is the launch of our REN PHA Exfoliating Acid. This product embodies our approach by utilizing Polyhydroxy Acids (PHAs), which are incredibly gentle yet effective. Unlike traditional exfoliants, PHAs are suitable for nearly all skin types, offering smoother, brighter, and tighter skin with less irritation. In fact, over 80% of users reported an improvement in skin tone and texture.
What was the significance of winning the Purpose award?
Whilst this is an exceptional recognition of our sustainability journey to date, our hope is that it highlights the need for brands to continue to focus on sustainability and come up with ways we can work together. One of the more challenging elements of leading the way in sustainability has been the lack of industry demand and not being able to scale up, this is something in the future the beauty industry can change together.
However, it’s essential that our efforts remain relevant to the consumers and communities we serve. REN is committed to engaging with a community that values both sustainability and efficacy. By listening to our consumers and understanding their needs, we create products that not only meet high environmental standards but also resonate deeply with the values and expectations of our consumer.
REN has a strong community of loyal customers. What strategies do you use to engage with and grow this community, both online and offline?
Our customers are typically health-conscious, environmentally aware, and seek products that align with their values – in short purpose driven.
To effectively communicate with this customer segment, we use several strategies including:
- Community Comes First: we have a diverse community, from loyal to new customers who we communicate with across various channels. They often share their REN results and reviews directly in our DM’s, which helps shape our future innovation decisions. We ensure this is a two-way dialogue, responding to customers and delivering a surprise and delight strategy, gifting those with the most impactful stories shared with our team on social.
- Transparency and Education: REN Skincare communicates with its customers by providing transparent information about ingredients and product formulations. The brand emphasises education, offering detailed explanations about the benefits of each ingredient and how it contributes to overall skin health.
- Social Responsibility and Sustainability: Given the environmentally conscious nature of our customers, we communicate our sustainability and ethical practices for each product and across the brand, sharing information about eco-friendly packaging, cruelty-free testing, and sourcing practices.
Looking ahead, what can customers expect from REN Skincare in terms of new products, sustainability initiatives, or further advancements in your brand purpose?
We are committed to continuing our journey of innovation, sustainability, and effectiveness, all while staying true to our core purpose of creating clean, high-performance skincare. Moving forward, customers can expect us to push even further in the sustainability space, consistently striving to do better by focusing on responsible ingredient sourcing, practices, and groundbreaking product innovations.
One of our primary focuses will remain on developing products that cater to all skin types, though with a particular focus on sensitive skin. We understand the unique challenges that sensitive skin faces, and we're dedicated to creating solutions that deliver real, long-term benefits without compromising on gentleness. We’ll be leveraging the latest scientific advancements to ensure that our products not only meet the highest standards of efficacy but also bring joy and luxury to the skincare experience.
TheIndustry.beauty The Innovators Awards, staged in proud partnership with Bleckmann, will be back for 2025. Find out more at theindustry.beauty/awards. For sponsorship enquiries for 2025's awards, please email partnerships@theindustry.beauty.