W MAGAZINE – Google actress Olivia Wilde’s name and you’ll find an impressive reel that includes credits like Her and Vinyl, which is, of course, not surprising. What may be surprising, however, is that Wilde quietly teamed up with eco-beauty brand True Botanicals earlier this summer. “I feel lucky to be their chief brand activist, because I have the chance to introduce people to a safer way to feel beautiful,” says Wilde. Here, she sounds off on adventures at Whole Foods, set life on the show House, and which products she trusts for her ethereal glow.
Was motherhood the big wake up call in cleaning up your beauty routine?
Yes, absolutely. We often don’t consider what we’re putting on our skin until we’re responsible for growing another human. Why can’t we be that thoughtful on behalf of just ourselves? I was struck by how serious the warnings were about the dangers of skincare while pregnant. Why is it okay to expose ourselves to such harmful chemicals at any point in our lives?
How did you find out about the lack of regulation in the beauty industry?
I was not aware of the complete and utter lack of regulation in the American beauty industry until I met Hillary [Peterson] and Christina [Mace-Peterson] from True Botanicals. I knew the US was behind in terms of regulation, but I was not aware of just how far behind. The EU has banned more than 1300 ingredients. The US has banned 20. It is beyond shocking. It’s sad.
Olivia has signed with True Botanicals as its chief brand activist!
“It’s up to us in this country to regulate what we’re using, because we cannot trust the government to regulate them in a safe way,” said the former Revlon ambassador.
Wilde has signed with True Botanicals as its chief brand activist, WWD has learned. She is the Mill Valley, Calif.-based brand’s first official celebrity endorsement, and the first prominent celebrity signing of a natural skin-care line in the beauty industry. The chief brand activist role — which Wilde and the business partners running the direct-sell luxury skin-care line are quick to say is more like that of a salaried employee in lieu of a traditional ambassadorship — was created specifically for her.
“She’s the spark,”said Christina Mace-Turner, chief executive officer of True Botanicals. “We’re part of a growing number of businesses thinking about sustainable practices and changing the norms in our industry. Olivia completely got what we were doing and it felt like a very natural partnership.”
For Wilde, the role is a far cry from her contract with Revlon, where she was signed as a face from 2011 to the end of last year. The move from representing mass brand to niche natural is just the latest sign of the continuing shift in the consumer drive toward wellness-oriented, better-for-you products. But even True Botanicals isn’t so niche anymore — in March, Unilever Ventures acquired a minority stake in the company as part of a $3 million round of seed funding.
“Everyone is a part of it for the right reasons,” said Wilde. “It’s a very different experience than working for Revlon, which is a massive global brand and has a legacy, [unlike] something new and trying to change the game like True Botanicals.”
Wilde is planning on playing an active role in promoting the brand via her social media channels, as well as working on projects with the True Botanicals team.
Of her new title, “We sort of made it up,” said Wilde. “I’m thrilled to be part of the company as an advocate and help spread the word about the important mission they’re on, whether it’s talking to consumers and vouching for it personally, testifying before congress, learning about the research behind the need for these [nontoxic] products, learning about clinical trials, [or becoming involved in the actual [product development]. I’m really eager to learn more about what consumers are looking for.”
Olivia is set to star in 1984 on Broadway. This will be Olivia’s Broadway debut!
The limited engagement — which marks Wilde’s Broadway debut — begins performances May 18 at the Hudson Theatre.
Tom Sturridge, Olivia Wilde and Reed Birney are set to star in 1984 on Broadway.
Producers Sonia Friedman and Scott Rudin announced Monday that the trio will lead the new stage adaptation of George Orwell’s dystopian novel.
The limited engagement — which marks Wilde’s Broadway debut — begins performances May 18 and will open June 22 at the Hudson Theatre. Adapted and directed by Robert Icke and Duncan Macmillan, 1984 transfers to Broadway after four successful U.K. runs and international tour dates including Los Angeles early last year.
Sturridge, Wilde and Birney will play the novel’s classic characters Winston Smith, Julia and O’Brien, respectively. They will be joined by Wayne Duvall (Parsons), Carl Hendrick Louis (Martin), Nick Mills (Syme), Michael Potts (Charrington), and Cara Seymour (Mrs. Parsons).
Orwell’s novel has seen a recent surge in sales as political pundits and editorialists draw parallels between the contemporary rise of far-right political movements and the author’s bleak vision of a future in which critical thought is suppressed by a totalitarian regime, ostensibly overseen by a party leader known as Big Brother.
First published in 1949, the book recently made its way back to the top of the Amazon best-seller list and has sold more than 30 million copies worldwide since publication.
Olivia’s latest event has been added to the image gallery. I am currently working on Vinyl screencaps so please be patient!