Following the slow beauty trend, consumers increasingly seek ethically produced, eco-friendly products that provide long-term benefits rather than quick fixes. Market data shows that 65% of consumers are willing to pay a premium for products with natural and organic ingredients.
A startup called My Green is meeting this demand for sustainable cosmetics using the maximal nature of botanical ingredients. Led by Miguel Galeón, My Green crafts unique products that show nature’s vibrant colors, textures, and aromas. Their product addresses health concerns associated with conventional cosmetics and improves the consumer experience by delivering nourishing products.
This interview is part of GreyB’s Scouted series. In this series, we spotlight innovative startups and speak to their founders about how their solutions can be implemented to solve critical challenges and comply with industry and sustainability regulations. You can find all those interviews here.
“My Green addresses the market’s need for authentic, vibrant beauty products by crafting unique botanical synergies that highlight nature’s rich and diverse essence.”
– Miguel Galeon
Miguel Galeon is the CEO of My Green Cosmetics. His background in cosmetology helped him develop the company’s cosmetic formulas. He co-founded My Green Cosmetics in 2022, focusing on creating exclusive cosmetics with exotic ingredients inspired by Traditional Chinese, Ayurvedic, and European Monastic Medicine. Under his leadership, the company has developed unique and unrepeatable formulas that combine different plant synergies to enhance the effectiveness of its products.
Overview: My Green Cosmetics’ Journey in Natural Skincare
My Green Cosmetics is a luxury natural skincare brand that creates pure, chemical-free products using traditional wisdom from Ayurveda, Chinese medicine, and European monastic healing practices. The brand stands out for its unique approach to natural beauty, believing that nature is maximal rather than minimal. This philosophy is reflected in their product formulations containing up to 52 natural ingredients, artistic packaging inspired by blooming flowers, and commitment to small-batch production. The company currently offers five products, including face creams and serums, with plans to expand their collection.
Here are key highlights from the discussion to read at a glance.
What makes My Green Cosmetics’ products unique in the natural skincare market?
Miguel: Our products are 100% natural—so pure that they’re edible. We don’t use any fillers, preservatives, or chemical ingredients that you commonly find in other “natural” products. While many brands use isolated molecules or concentrated extracts, we believe in using whole plant materials naturally, like eating a whole tomato rather than taking a lycopene supplement.
What sets us apart is our complex formulations. Each product contains up to 52 natural ingredients, creating a “super salad” for your skin. This is vastly different from the current trend of minimalist skincare that focuses on single ingredients. When you apply our products, your skin receives a complete spectrum of nutrients, vitamins, and beneficial compounds that synergize.
Can you explain your extraction and production process?
Miguel: We follow what are called “slow cosmetics” principles. Unlike conventional laboratories, which use chemical solvents to extract ingredients in 15 minutes, our natural extraction process takes up to 40 days. This preserves the integrity of the plant materials and ensures we capture all beneficial compounds, not just isolated molecules.
Our production is done in small batches of around 300 units to maintain quality and freshness. This also means our products can vary slightly between batches depending on the natural ingredients available that season—the color might be slightly different, or the scent might vary because we use authentic plant materials from various regions and harvests.
What challenges have you faced in creating and marketing natural products?
Miguel: One of our biggest challenges is educating consumers about truly natural products. Many people are surprised that our products aren’t white or transparent because they’re used to seeing “natural” products that have been chemically processed. We must explain that real natural extracts always have some color. Similarly, our products don’t have a consistent fragrance note like conventional cosmetics—they have complex, botanical aromas that can vary between batches.
Pricing is another challenge. Creating products with natural ingredients, handcrafted packaging, and artistic elements means higher production costs. We need to help consumers understand that they’re not just paying for skin care but for their health and well-being through clean, chemical-free products.
What are your plans for expansion?
Miguel: Currently, we’re distributed through exclusive channels like boutique hotels, niche perfumeries, and high-end spas. While maintaining our luxury positioning, we want to make our brand more accessible to younger consumers. That’s why we introduced our facial serums at a lower price point (61-65 euros) than our premium cream (195 euros).
We plan to complete our facial oil collection with four new products and introduce new color cream variations. We’re also seeking partners who understand and appreciate our concept to help us accelerate growth while maintaining our commitment to quality and natural ingredients.
Author’s note: Some other startups are taking these natural ingredient cosmetics a step further by making edible skin care products. GreyB’s research explores how Skin Gourmet has created a buzz around edible cosmetics sourced from native Ghanaian communities.
Meet our Interviewer – Shabaz Khan, Marketing Manager at GreyB
Shabaz Khan is an experienced market researcher leading GreyB’s Scouted campaign. With nearly a decade of experience working with innovation managers and leaders, Shabaz stays current with the ever-evolving tech landscape. His leadership and problem-solving skills make him a valuable resource in R&D and IP research environments.
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