In 2019, as many skin care brands focused on traditional retinols, Herbivore Botanicals, a beauty brand based in Seattle, launched its Bakuchiol Bio-Boost Serum. This product was instrumental in elevating bakuchiol, an Ayurvedic ingredient, from a niche skin care component to a mainstream staple. This wasn't just a product launch; it was a moment that helped popularize plant-based retinol alternatives and cement Herbivore's reputation as a brand at the forefront of natural, effective beauty, particularly for millennials.
Herbivore Botanicals' Bakuchiol Serum became a cult bestseller and its number-one SKU. The launch resonated with a generation of millennial women seeking high-performance, natural skin care solutions that fit their lifestyles—whether navigating pregnancy, postpartum changes, sensitive skin or simply desiring a gentler approach to aging. Now, Herbivore Botanicals is marking a significant return to its roots while simultaneously reinventing its approach for its latest launch.
A New Era of Clean Beauty
"We are always on a mission to uplevel our formulas and introduce new powerful plant-based actives," says Britany LeBlanc, CEO of Herbivore. Herbivore
The revamped Bakuchiol Dual-Retinol Alternative Serum launched on September 9, 2025, on Herbivore.com. For the brand, this isn't just a re-release; it's a strategic evolution designed to grow with its millennial consumer base, which is now even more discerning and informed than ever.
"We are always on a mission to uplevel our formulas and introduce new powerful plant-based actives," says Britany LeBlanc, CEO of Herbivore. "Through our R&D process and reading thousands of consumer reviews, we knew we could make this beloved formula even better."
The launch is also a nod toward the broader rise in clinical/cleanical beauty.
"The Bakuchiol Dual-Retinol Alternative Serum represents a new era of clean beauty, one rooted not just in beautiful packaging and plant-based ingredients, but in clinical performance," says LeBlanc. "With dual-source bakuchiol and bio-retinol alternatives it delivers the visible benefits of traditional retinol—smoother skin, fewer fine lines, and improved texture—without the irritation commonly associated with it."
She adds, "It’s plant-based, barrier-friendly, and suitable for all skin types, but what truly sets it apart is the clinical data, after just two weeks, 100% of participants showed a visible reduction in fine lines and wrinkles, along with smoother skin and 96% of participants saw firmer, more elastic skin. This serum bridges the gap between clean and clinical, giving consumers the best of both worlds—natural ingredients backed by real results."
The executive notes that the beauty industry is moving past focusing on aesthetics and "clean" claims. Now, the demand is for products that offer proven results, transparency and long-term skin health.
LeBlanc explains, "Herbivore helped define the clean beauty space by championing natural, plant-based ingredients—introducing standout actives like bakuchiol and blue tansy to a broader audience. As the category matures, we're excited to continue to innovate, bringing new plant-actives to the forefront and upleveling the performance, formats, texture and feel of our products."
Building Emotional Connections: Herbivore's Broader Vision
According to the executive, brands need to compete on a functional level, but a brand's success is determined by its soul. It's about the emotional connection forged between the brand and its customers. The question isn’t just, "What does this product do for my skin?" but "How do I feel when I reach for this brand on my shelf?"
"In my prior role as CMO of Supergoop!, we built a deep connection with consumers through brand storytelling," says LeBlanc. "Wearing sunscreen daily became about much more than delivering a functional behavior to protect skin, but an emotional benefit synonymous with living your brightest life, every. single. day."
She adds, "The beauty of Herbivore’s packaging, unique aesthetic and ingredients made skin care shelfie worthy, reducing stigmas around skin concerns and elevating what clean, plant-based beauty could be. This sparked more than a trend, it created a movement."
In this new era, LeBlanc sees Herbivore's mission going beyond being the top skin care brand and focusing on helping its community take better care of themselves and the world.
"Herbivore at its core is a beauty pioneer not just in the function or aesthetic of our products," she says, "but in our mission and our spirit. As we evolve our product offering and creative strategy, we’ll be showing up in totally new ways, but at the same time staying true to our roots."
Synergistic Formula for Rapid Results
Beyond bakuchiol, the formula features bakuchiol ester, a potent, lipid-soluble retinol alternative designed for superior stability and absorption. Herbivore
Beyond bakuchiol, the formula features bakuchiol ester, a potent, lipid-soluble retinol alternative designed for superior stability and absorption. Additionally, the inclusion of chios mastic tree resin, a natural resin from the Greek island of Chios, further enhances elasticity, density and pore minimization, per the brand. Furthermore, the formulation includes prince ginseng to help reduce the appearance of fine lines and wrinkles.
"These ingredients are powerful enough to stand on their own—but are even more effective when combined," says LeBlanc. "The formula is designed to be non-irritating, ultra-light, yet deliver high performance—smoother, firmer skin in 14 days."
To that end, the brand's clinical results (in an expert grading clinical test with 30 participants) for the revamped serum reportedly include:
- 100% of panelists showed an improvement in fine lines and wrinkles after 2 weeks.
- 100% of panelists showed smoother skin after 2 weeks.
- 96% of panelists showed an improvement in firmness and elasticity after 2 weeks.
The results reportedly highlight the serum's ability to promote cell turnover, provide antioxidant activity and replenish the skin barrier.
From Millennial to 'Zinneal': Herbivore's Ageless Evolution
Today, millennials are between 29 and 44 years old. In response, Herbivore is retooling itself to meet millennials in this new life stage.
"Herbivore is growing up," says LeBlanc. "We were the pioneer in the clean meets cool skin care trend back in the 2010s—14 years later, our core millennial customer has grown up and the industry has changed, our strategy is to evolve the brand to stay relevant and innovative, while still being true to our roots."
LeBlanc adds, "Our core millennial consumer has grown up into what we call 'the millennial earth-mama,' but remains connected to the brand via Instagram and DTC. She wants what’s best for herself and her family, and time is her ultimate luxury. Herbivore gives her both the results, as well as a sensorial experience— the space to slow down and connect with herself and indulge in a wellness ritual."
The executive continues, "We’re also seeing the brand resonate with the next gen of 'zinneal' consumers we call 'the balanced wellness junkie.' She’s Citi biking and composting, but she also sees caring for her skin as part of her wellness routine. 40% of our community is the millennial, and 35% is the zinneal."
She concludes, "Our Bakuchiol Serum revamp perfectly reflects how the brand overall is evolving to align with the values and needs of our core consumer, with improved efficacy and sensorial appeal, it’s an evolution—but not a total departure from the OG formula our consumer loved."
