We’re not talking about the gold at the end of the rainbow, but what the beauty brand Golde brings to the table is nothing short of medal-worthy. Welcome to Golde— the brand bringing wellness to the masses through approachable products all while cultivating a new vibe far from minimalism.
Launched in 2017, Golde began with ingestibles. Their Original Golde, a tonic made of their signature ingredient, turmeric, as well as coconut and ginger, serves as a beauty boost to reduce inflammation, create glowing skin and help “immunity and muscle recovery post-workout.” The blend can be mixed with just about any drink, hot or cold, water or smoothie.
Two years later, Golde is well on its way to becoming the future of wellness. They’ve added two more blends to the collection including Matcha Golde for wellbeing and energy, and Cocoa Golde for wellbeing with a mood boost. Meanwhile, the brand is sold in over 100 retailers including Madewell, Goop, The Wing, Urban Outfitters and, most recently, Sephora (making founder, Trinity Mouzon Wofford the youngest black woman to ever launch a brand at the retailer).
Wofford created Golde out of her own struggles as a wellness consumer, and Golde’s new superfood beauty is no exception. She struggled to fix her skin, trying industry favorites like Retin-A, P50, even a herbalist, but nothing worked until she tried putting food on her face.
In April, the brand officially launched two new face masks, converting Wofford’s at-home recipes into the Lucuma Instant Brightening Mask and the Clean Greens Anti-Pollution Face Mask. The Lucuma Mask “gently exfoliates to reveal clean skin” while the Clean Greens Mask (which smells just as green as it looks) serves to detoxify, taking the stress-out of homemade skincare.
Both are powder-to-gel formulas that transform with a few drops of water (or try yogurt or honey) and contain zero clays, essential oils, fillers, or preservatives. Actually, the ingredient list is so clean, you can eat it (seriously, mix it in your smoothie) and they offer a nice juxtaposition with a fruity and veggie option.
Beyond the products is Golde’s message. The brand strives to meet wellness in the middle by providing a place between your grocery store granola and the luxury wellness market. Wofford started Golde to add inclusivity to the market in hopes of making the wellness space fresher and more approachable.
“I hope that being there will encourage more people to engage with wellness and understand that it doesn’t have to be about working out too hard and only drinking smoothies; it’s about finding a way to feel good,” Wofford said to Fashionista.
When you do decide to add that face mask and wellness boost to your cart, don’t forget to grab the aesthetically pleasing beige tote that just about sums up the brand (it’s my new favorite). It reads, “Be well. Feel good.”
Photo by Lance Langel