Mediterranean beauty renaissance: a 30-year shift driven by 'touch grass'
Lena Korres’s journey from chemical engineering to founding a celebrated skincare brand is a story of resisting trends and embracing a timeless philosophy – a powerful counterpoint to the hyper-optimized beauty landscape dominating today.
From labs to local: the roots of mediterranean wellness
Back in the ‘90s, the beauty industry was a monolithic force, controlled by giants like L’Oréal and Unilever. Products were built on synthetic ingredients, prioritizing affordability and shelf life over genuine efficacy. Independent brands were a rarity, and natural formulations were scarce. Korres, alongside her husband, recognized a void – a yearning for skincare rooted in traditional Greek remedies and mindful ingredients.
“We worked in a herbal homeopathic pharmacy,” Korres explains, “so we knew herbal ingredients inside and out. That’s where the brand – which rejects quick-fix trends in favor of deliberate rituals – was born.”
$150 Million & global reach: a slow-burn success
Now, after three decades, the brand boasts annual revenue of around $150 million and distribution across more than 50 countries, thanks to partnerships with retailers like Sephora and Ulta. But its longevity isn't just about numbers; it's a testament to the enduring appeal of the Mediterranean lifestyle – a concept that’s surging in popularity worldwide.
The rise of Mediterranean beauty aligns perfectly with the enduring popularity of the Mediterranean diet, consistently ranked as the top expert-recommended diet in the US. This isn’t a fleeting fad; it’s a reflection of a longer history of prioritizing well-being, community, and a connection to the natural world.
The ‘touch grass’ effect: a digital detox trend
Interestingly, this renewed interest in Mediterranean aesthetics is fueled by the “touch grass” movement, a viral Gen Z trend that’s pushing back against the constant stimulation of social media. As strategy director Louise Yems notes, “It was a reality check for people who were always online and that was detrimental in various regards.”
But the movement has evolved into something deeper—a deliberate recalibration of our relationship with technology, seeking grounding and sensory experiences. Many are actively prioritizing real-life interactions and a slower pace of life.
Beyond aesthetics: a holistic approach
Korres’s brand champions this ethos, sourcing ingredients locally from over a thousand Greek family farms and formulating products in-house. “We bring the landscape and people into everything we do,” she states, highlighting the core of the Mediterranean lifestyle: an intimate connection with nature and community.
The brand’s commitment to responsible sourcing—avoiding retinol and prioritizing nutrient-dense formulas—reflects a conscious rejection of aggressive skincare practices. This isn’t about chasing fleeting trends; it’s about cultivating long-term skin health and a sense of balance.
The mediterranean is trending – but is it authentic?
As fashion brands capitalize on the ‘Euro summer’ vibe, other regional beauty brands – Rowse, In Aéras, and Furtuna Skin – are gaining traction. However, genuine authenticity is key. Rowse, for instance, emphasizes community connection through workshops and events, rejecting the superficiality of online metrics. “Community is about human connection,” one founder emphasizes, “and in an era of everything-digital and AI, that matters more than ever.”
Ultimately, the Mediterranean beauty movement isn't just about replicating a sun-drenched aesthetic; it’s about embracing a lifestyle—a slower, more mindful approach to beauty and well-being. It's a quiet rebellion against the relentless demands of the digital world, a return to what truly matters.