Above: The Seed Phytonutrients team, with founder Shane Wolf on the tractor, at their organic farm in Doylestown, PA.
Move over farm-to-table, it’s all about farm-to-body, and Shane Wolf, the founder of the new line, Seed Phytonutrients, is making that a reality
How does Seed Phytonutrients take a different approach?
Our mission is to plant the seeds of health, well-being and sustainability for future generations. And to protect seeds from overcommercialization, we partner with independent organic farmers to harness the power of local seed varieties to create elevated natural products that make us look and feel good.
Seed Phytonutrients aims to radically shift what is identified as and considered sustainable and natural, as well as begin an important conversation on the beauty industry’s impact on the environment, agriculture and consumers’ well-being.
Why was it important for you to work with independent farmers?
Organic farming is a tough business, and one where it’s hard to make a long-term profit. It takes three years to have an organic farm certified and during that time, farmers can’t market their products as certified organic. Startup costs are very high, and as a result many are forced to transition back to a conventional farm. We take great pride in supporting organic American farmers to ensure they are able to continue their way of life, and make what we do possible.
How does having your own farm, Shiloh Farm, bring you closer to nature?
Our 10-acre organic farm and rescue animal sanctuary is more than just a farm. I work really hard and I work a lot because I love what I do and when that gate opens and I drive onto the farm, I can physically feel myself change.
Three years ago, we decided to rescue a thoroughbred. I stepped foot onto that ranch and saw this horse, and as we were loading him, I realized how many other ones were still standing there. So instead of one horse coming home, there were two.
It takes a lot of effort, but these critters—some of whom were neglected or abused—have earned a retirement of sorts. They have given so much, especially the draft horses nobody wants anymore. When I get home from traveling, I go from one to the next and hug them all. It’s ridiculous, but I feel so fulfilled by it.
How are the ingredients for Seed Phytonutrients sourced?
We partner with independent organic farmers to harness the power of local seed varieties. For the first collection, we chose to feature sunflower seeds from Barefoot Botanicals in Pennsylvania and camelina seeds from Dayspring Farms in Georgia. We then cold press the seeds to extract the high quality oils; it’s one of the safest and purest ways as it doesn’t use chemicals or heat, which means all the vitamins and nutrients remain intact.
Why did you decide to use the first-of-its kind bottles in the line?
Each person in the U.S. creates 4.4 pounds of solid waste each day, of which 30 percent is attributed to packaging. In a given year, this equates to roughly 133 pounds of packaging waste—a statistic we wanted to alter.
To challenge the beauty industry’s waste practices and plastic usage, Seed Phytonutrients on-boarded Ecologic Brands, extraordinary pioneers in sustainable packaging who know that paper is far more likely to be recycled than plastic. Our objective has been to reduce the amount of plastic that we need to use. Even when plastic is composed of post-consumer recycled (PCR) materials as it should be, it still may end up in the ocean or in a landfill.
We are excited to introduce our paper bottle concept because we have a vision that one day the entire industry could evolve to more sustainable options.
What else makes Seed Phytonutrients sustainable?
Seed Phytonutrients uses PCR whenever and wherever possible. Our bottles are made of 100 percent PCR paper with a PCR plastic liner. Both of these elements are recycled and recyclable. Our Facial Cleanser comes in the first shower-safe paper bottle in the industry!
We also only use materials that are compostable—that means there is no glue holding our packaging together. Our plastic pouch is 60 percent thinner than any other plastic on the market and our unique pump evacuates up to 98 percent of the available product—an innovation that also lightens the carbon footprint.
As the global general manager of the L’Oréal hair care division, what has working on Redken, Pureology and Mizani taught you about the beauty industry?
Working on professional brands and being a former hairstylist myself, I am constantly inspired by the artists who drive this industry. The multitasking required to juggle three brands, learning about three very different types of consumers and creating innovative products, education and content to meet their needs has been an invaluable experience.
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