You’ll never guess the inspiration for this skincare brand...

Meet the founders taking inspiration from the natural world

A skincare brand inspired by the skin of a frog? We can’t be serious, right? But that’s exactly how HoliFrog came about. Inspired by the concept that frogs have such thin skin that they can’t survive toxic environments, HoliFrog nurtures and protects our own (thicker) skin when it is at its most vulnerable including when your pores are open and permeable while washing, and from air pollution.

After two years of working closely together and plotting world domination for other brands, founders Emily Parr who runs her own PR company and Majeed Hemmat owner of a beauty brand management business, decided to unite and do the same for themselves. Equipped with the knowledge of the good, the bad, and the beauty of the industry, they created HoliFrog.

A mild, skin-friendly range that deliberately avoids all irritants. The name 'Holifrog' combines the holistic nature of skincare ('Holi') with the frog. Each of the products are named after freshwater lakes in the USA and vary in pH value to suit every skin type.

Tell us about your brand and how you came about?

    E: "We started conceptualising HoliFrog in the Spring of 2018, upon realising that it was almost impossible to find face washes that did the deep cleaning job of de-gunking pores but also replenishing the skin. We quickly realised that there was a gap in the market: a wardrobe of active cleansers that put skin health first by treating the skin, flooding it with nutrients and depositing moisture. We dreamt up the concept of “Situational Cleansing”, where you choose your cleanser based on what you’re doing in your skin at the time."

    What’s your biggest challenge as a brand?

    E: "Launching with all cleansers was a big idea and a bold move. The biggest challenge has definitely been educating on how and why quality cleansers are such a critical step. The misnomer of “cleanser just washes down the drain, so the quality doesn’t matter” is a battle we will continue to fight with open arms. "

    Tell us your favourite quote, mantra or best piece of advice

    E: "Success takes guts, grit and passion. That’s it, end of story!"

    Tell us your proudest moment as a business

    E: “We’re still super new and there have been A LOT of small proud moments along the way. But so far, it’s been being recognised on the “Best of 2019” YouTube videos from Wayne Goss, Allie Glines, Gothamista, Susan Yara’s Mixed Makeup and Hyram."

    What is your favourite discovery when you look around THE FIND?

    E: "Rahua Omega 9 Hair Mask. I get my hair coloured 2 - 3 times per year and this mask always brings it back to life!"

    What three things could you not live without?

    E: "Face wash, Running sneakers, and Beyond Yoga Leggings. I wear workout clothes to work every single day unless I have an important meeting with someone I’ve never met before. If I spend less time getting ready for work, I can spend more time at work!"

    Who is your hero?

    E: "My dad: he passed away at age 62 from Alzheimer’s Disease 3 weeks before HoliFrog launched. He ran the race of his life until the very last breath."

    What's your biggest extravagance?

    E: "I have my lunch and dinner prepared and delivered to me Monday-Friday from a company called Provenance. I have no time to cook, but I am the biggest proponent of living a healthy lifestyle. So even though this costs more than grocery shopping and making my own meals, spending the money to have it done for me is better than getting carryout for all my main meals!"

    What time does your day start & how do you start it?

    E: "I wake up at 5:55am and either head straight to my dance workout called AKT or go on an 8 mile run! I love to get up and move right away!"

    What is your favourite place to hideaway?

    E: "Martha’s Vineyard without a question. Tashmoo is named after my dad’s favourite lake on Martha’s Vineyard."

    What is the most stressful part of your day?

    E: "I’m currently running my PR agency, Poke PR, while also operating and building HoliFrog. So my life is stressful 16/7: I never sacrifice 8 hours of sleep per night, but the other 16 are complete and total happy chaos!"

    Now, let’s have a little fun and FIND out about you

    • Wellies or Flip-Flops
    • Bubble Bath or Hot Shower
    • Spring Summer Autumn or Winter
    • Cinema or Theatre
    • Paperback or Kindle
    • Pressed Juice or Cocktail

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