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Contrary to popular belief, skincare doesn’t have to be complicated! Alder New York (@alder_new_york) is a queer and woman-owned vegan and cruelty-free independent skincare brand made for people of all skin types, genders, and ethnicities. On this episode of In The Know: Pink Money, host Teraj (@teraj08) chats with Alder co-founder David Krause about how the skincare brand aligns with its customers’ needs as well as what they stand for.
Krause reveals that Alder happened somewhat serendipitously. Krause and his co-founder, Nina Zilka, originally had a fashion brand together that was focused on sustainability and gender inclusion. One year, they introduced a dry shampoo to a phenomenal reception, which made them realize they were on to something. “We created Alder New York as a full skincare line that focused on clean vegan skincare that’s designed for all genders,” Krause tells In The Know.
Alder isn’t just made with the customer in mind. The skincare brand is also very focused on making products that are good for the planet as well, and it’s all in the name. The brand is “named after a tree that’s particularly symbiotic with its environment,” Krause shares. “We like to think about our environmental impact and how we are affecting people and the planet, so we wanted to use a name that didn’t have a connotation regarding skincare or personal care, but had something that was a part of the true values of our brand.”
Of course, another core value of Alder is supporting the LGBTQIA+ community. Alder partners with the Ali Forney Center, an LGBT community center that helps support LGBT homeless youth in the United States. Krause shares that 10% of the sales of Alder’s Pride Cooling Mineral Hydro Mist—a cooling…