I’m really eager to learn more about what consumers are looking for.”įounder and president Hillary Peterson started True Botanicals two years ago, after several years running another natural skin-care brand, Marie Veronique. “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 products, learning about clinical trials. Of her new title, “We sort of made it up,” said Wilde. 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. “It’s a very different experience than working for Revlon, which is a massive global brand and has a legacy, something new and trying to change the game like True Botanicals.” “Everyone is a part of it for the right reasons,” said Wilde.

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. Olivia completely got what we were doing and it felt like a very natural partnership.”įor 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. “We’re part of a growing number of businesses thinking about sustainable practices and changing the norms in our industry. “She’s the spark,”said Christina Mace-Turner, chief executive officer of True Botanicals.

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