Some of the links in this story are affiliate links, which means we may earn a commission if you choose to purchase—helping us continue to share mindful, inspiring content.
With its unmistakable aesthetic and shelfie-worthy packaging, Herbivore Botanicals has become a symbol of elevated clean beauty. But behind the dreamy glass bottles and cult-favorite formulas is a founder who’s just as passionate about intention as he is about innovation. For Alex Kummerow, skincare has always been about more than results, it’s about ritual, sensory experience, and creating something people are proud to put on their shelves.
In this Living Well interview, Alex shares how a personal pivot toward a more minimalist approach to skincare transformed into one of the most recognizable brands in the space. He opens up about finding his footing as both a visionary and a founder, the surprising success stories behind hero products like Blue Tansy and Lapis Oil, and the quiet confidence that comes from tuning out trends and trusting your own creative instincts.
From his go-to wellness staples to the mantra that’s guided him for two decades, Alex gives us a glimpse into what living well and leading with clarity really looks like.
Living Well interview with Alex Kummerow
You started Herbivore as a response to your own struggles with eczema. Can you take us back to that moment—what were you searching for that you couldn’t find elsewhere? Curing my Eczema wasn’t the sole reason for starting the brand but it was a very welcomed side effect. I had only worsened my Eczema prior to Herbivore by using heavy steroid creams and other prescribed remedies. Everything I tried only seemed to cause more inflammation but Herbivore was my journey into a clean, less in more approach to my skin which was the remedy I needed all along. Eczema free for the last 14 years.
Herbivore’s aesthetic is instantly recognizable—clean, minimal, almost serene. Where did that visual identity actually come from for you—was it mood, memory, environment, or something else entirely? We have always been equally passionate about the sensorial effects and ritual of beauty as we are the results. This was a new concept at the time. Skincare wasn’t beautiful and we wanted to change that. We believed that by creating packaging people would be proud to display on their vanity that we could help reduce the stigma around buying a product meant to support their skin struggles.
Do you believe a founder has to be the visionary and the operator—or have you had to let go of one of those roles to thrive in the other? The founder brings tremendous value as a visionary and the more time they have to do that the better. Being an operator can be exhausting and if work is not delegated properly a founder can find themselves with no time or energy for the big picture. That said, I spent 10 years as an operator and a founder and struggled with the balance on the verge of burnout. I took a step back from both worlds after bringing on financial partners and an exec team thinking it was all or nothing. The operations became more streamlined but the vision slipped. After a few years on the sidelines, I’m back as founder focused on the vision and future innovation supported by the most incredible team – I wake up excited for work and feel like I finally have it figured out.
What’s one product in the Herbivore lineup that you always come back to—and why do you think it’s resonated with so many people? Lapis Facial Oil. The deep inky blue oil inside the thick walled square glass bottle and diamond label has become an iconic staple of the brand. When we launched Lapis 10 years ago it was so different from anything out there. It’s one of our most highly reviewed products—formulated specifically for acne and blemish-prone skin. True to our design philosophy, it was also one of the first acne treatments people actually wanted to display on their shelf.
What does your own skincare ritual look like in the morning and at night? In the morning I use pink cloud cleanser and lapis facial oil for a nice dewy finish and at night I cleanse again with pink cloud, apply bakuchiol, our retinol alternative serum and finish with our new moisturizer, Tremella to lock it all in.
What’s in your wellness cabinet these days—any go-to supplements or formulas you’re loving? I’m on a hydration kick at the moment. It’s simple but also amazing how well your body functions when it’s adequately hydrated. My skin is better, my brain functions better and I feel more energized. I have a ton of hydration powders at the moment but my favorite one is LMNT – Watermelon Salt.
Herbivore’s Pink Cloud, Blue Tansy, and Bakuchiol Serum have become cult classics. Which product surprised you the most in terms of how fast it took off or how customers responded to it? Blue Tansy mask had a huge moment. I knew Blue Tansy was a powerhouse ingredient but when I saw the before and after photos customers were sending in I was so amazed. This was a personal formula of mine and I was seeing photos daily of peoples acne completely clearing up. Helping people with their skin and seeing their confidence go up is one of the greatest feelings!
What’s one underrated product in the lineup that you wish more people talked about—and why? I wish more people talked about Blue Wave. This formulation is so effective at stopping pimples dead in their tracks. I used to get deep cystic pimples that would last months sometimes which would leave me feeling pretty insecure – it can be awkward talking about skincare with a giant pimple on my face. Now when I feel one of those starting to come up under the surface, I spot treat it with Blue Wave and they never develop. It’s a miracle serum.
What’s currently on your skincare shelf that you didn’t make—but absolutely love?One Love Organics B Enzyme Cleansing Oil. As a brand founder and a formulator I think this is one of the best products ever made. It’s so enjoyable to use, the results are instant, the smell is indulgent. It’s everything skincare should be.
Is there a podcast or book you’re into right now? It’s funny, I don’t read books aside from the occasional fiction or listen to podcasts – especially industry media. I’ve always done best when I have my blinders on. I can create most authentically when I ignore what everyone else is doing. I am however an avid researcher and spend a ton of time deep diving on Google.
What’s your advice to founders who feel pressure to follow trends instead of trusting their own creative instincts? Base your business around a passion. Something you care deeply about. If you are trying to monetize on a trend, it’s possible but once that trend is done then what. Have an emotional tie to your concept and build from there. Your passion will come out authentically and people will feel that. You will build a timeless brand that will last vs a temporary trend driven moment. Start the trends, don’t jump on them.
What’s one quote, mantra, or phrase you find yourself repeating lately? “I can do anything, I can be anyone.” This phrase popped into my head 20 years ago, and I still say it aloud often. It’s a simple reminder that I’m in control—that I can do whatever I want and be whoever I want to be. I usually say it out loud when I need to hear it—especially when I’m struggling with imposter syndrome, self-doubt, or similar feelings.
Ten years from now, what’s the conversation you hope people are having about Herbivore—not the product, but the brand as a cultural influence? I want to be known as the brand that innovates and challenges the industry. We are trend setters and pioneers of clean being the first clean brand to many major retailers over the past 15 years but I want to continue to push. Sustainability and ethically sourced, good for you ingredients are at the core of our mission and we aren’t done. I’ve put it in our brand manifesto that we will never be done and it will always be our mission to keep doing better.
