After 25 years in the corporate marketing and product development world, Claire Powell, who originally hails from London but now resides near White Bear Lake, thought it was time she created a business of her own.
Having happened upon Bella Virtu Organics and its two organic and clean skincare products she just couldn’t get enough of—the first was an antioxidant eye serum and the second was a vitamin C facial serum—she knew she had found her path.
“I really wanted it to feel like something that represented me, and that could be a way of bringing joy and a self-care message to people,” says Powell. “And I thought the products were just fantastic. I felt so much better putting them on my skin; it’s like eating healthy food and how that makes you feel.”
So, she took on the business, created the luxury handmade brand, and added five additional facial care products, which she developed with her partner who has spent decades in the organic skincare business. The brand and the logo are based around the helichrysum flower (also known as immortelle), a long-lasting, golden-yellow flower known for its healing, soothing and anti-aging properties. And she did it all during a pandemic.
Want to know what the products are like? Take a moment and conjure the delightful aromas of lavender, of rosehips, of sage, sweet orange and chamomile. And if you’ve been lucky enough to have experienced a facial at a salon or spa, you know that delightfully dewy glow your skin gets after having that facial…that’s what the products feel and look like on your skin.
The skincare line that Powell helped catapult into existence, is made in small batches in Utah, and sold online; she hopes to expand to retail sometime in the future.
But to Powell, it’s more than just looking good.
“It’s not just about outer beauty; it’s about inner beauty, as well,” says Powell. “It’s about feeling confident with your skin no matter what your age. And to realize that we need to take time to nurture ourselves; not because we don’t care about others, but because it will help us stay strong so we have the strength and resilience to keep going.”
Create a new skincare regimen at home:
Antioxidant Eye Serum: one of the original products, a drop or two of this will hydrate the tender skin around the eye and help reduce crepiness. $32
Moisturizing Radiance Facial Serum moisturizes the skin, balances oil production, reduces the appearance of fine lines and wrinkles and calms inflammation. $32
Rosemary & Lavender Cleansing Bar: Yes, it smells as divine as it sounds. And with no chemicals, it’s a great way to wash the day off your face, makeup or no. $18
Helichrysum & Lavender Intense Hydrating Cream: This emollient cream will moisturize and soothe your dry skin. $38