Rowse

since 2018 : The Beauty of Truth in Nature

 

ROWSE was born in Paris in 2018 from a chance encounter between photographer and creative director Nuria Val, whose portfolio includes Vogue and Chanel, and Gabriela Salord, a beauty-marketing specialist. Their shared fascination with plants and a longing for honest beauty led to a vision: a brand that celebrates raw nature and uncompromising integrity.

 

Soon after, they were joined by Lamia El Kadiri, a Tangier-born pharmacist with more than a decade of experience in France and Spain’s pharmaceutical sector. Lamia became the formulator, crafting every product in-house with scientific precision and a commitment to toxic-free standards. What began as a weekend side project quickly took on momentum, fueled by social media buzz and grassroots community support, allowing the founders to fully dedicate themselves to ROWSE.

 

 

Brand Philosophy & DNA

At the heart of ROWSE lies the philosophy of “beauty of truth” a dedication to purity, honesty, and reconnection with both nature and self. Its values are clear:

 

Plant-based integrity with 100 percent vegan, organic, cruelty-free formulations built on cold-pressed botanicals like French hemp oil.

 

Science meets nature, ensuring long-term efficacy through carefully researched botanicals and lab-tested performance.

 

Minimalism and transparency with short, effective ingredient lists and clarity in sourcing.

 

Community-driven ambition, rooted in creative networks and extended through collaborations with eco-conscious spaces and wellness partners.

 

 

 

Products & Innovations

 

ROWSE offers more than 50 products across face, body, hair, and fragrance. Highlights include the Tangerine Cleansing Balm, All-Day Moisturizer with Niacinamide, Regenerate Night Serum with Bakuchiol, Vitamin C, and Advanced Trio Boosters, and organic essentials such as Rose Water, Rosehip Oil, and Hemp Oil. Multi-tasking heroes like the Summer Blush Lip & Cheek Balm embody the brand’s fusion of care and color.

 

In 2025, ROWSE expanded into makeup with the Longevity Makeup line, carrying its skincare ethos into beauty. The collection includes a Tinted Glow Serum powered by goji-derived exosomes to stimulate collagen, along with Shimmer Eyeshadow, Cream Highlighter, and tinted balms enriched with açai, mimosa wax, and jojoba esters. Each formula doubles as a sensorial ritual, uniting nourishment with long-lasting wear.

 

 

 

Brand Aesthetic & Visual Identity

 

ROWSE’s visual universe reflects modern minimalism infused with organic serenity. A palette of earthy greens, soft pinks, and warm neutrals echoes its botanical roots. Photography emphasizes ambient light and natural textures, showcasing ingredients in their purest form and reinforcing the brand’s transparency. The overall impression is one of calm authenticity and refined simplicity.

 

 

Brand Highlights & Cultural Reach

 

In 2024, ROWSE opened its first flagship store in Madrid, designed by Isern Serra as a two-level sensory journey that combines boutique retail with wellness workshops. Mediterranean warmth permeates the space, bringing the brand’s identity to life.

 

That same year, ROWSE partnered with Vestige Son Vell, integrating its plant-based products into spa treatments and amenities, aligning luxury hospitality with sustainable beauty. Media recognition soon followed. Wallpaper praised the biotech-driven Longevity Makeup line as “so nourishing you could actually sleep in them,” while the South China Morning Post spotlighted Nuria Val and her ability to weave luxe storytelling into a nature-rooted brand.

 

 

 

Distribution & Customer Experience

 

ROWSE operates primarily as a direct-to-consumer brand, offering its full range online across Europe and beyond. The digital experience is immersive, pairing storytelling with product education. Offline, ROWSE extends its reach through its Madrid flagship, curated pop-ups in Barcelona, and spa collaborations that bring the brand into holistic lifestyle spaces.

 

 

Website https://rowse.co/

Instagram @rowsebeauty

Photo rowse