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OLIVE TREE PEOPLE CELEBRATES TWO-YEAR U.S. BIRTHDAY AS FASTEST-GROWING WATERLESS BEAUTY BRAND
LOS ANGELES, June 2, 2025 /PRNewswire/ -- OLIVE TREE PEOPLE, the pioneering waterless beauty brand harnessing the power of wild mountain olive trees, celebrates its two-year U.S. BIRTHDAY alongside National Olive Day (June 1). Since its 2023 launch, the brand has mobilized 60,000+ consultants to educate consumers about waterless beauty. It has achieved industry-leading growth, outpacing celebrity beauty brands like JLo Beauty by Jennifer Lopez and has twice the growth rate as the newly acquired Rhode by Hailey Bieber. Olive Tree People's revenue grew 600% faster than Beautycounter's second-year growth, based on internal sales data from the past two years. This year the company reached a valuation of over $1 billion with its Olive Tree People subsidiary becoming by far the fastest-growing waterless beauty company in the fastest-growing segment of the beauty industry: Waterless Beauty. The global waterless cosmetics market is projected to reach $17.21 billion to $22 billion by 2028, with a Compound Annual Growth Rate (CAGR) of 10%, according to industry reports.
The Waterless Wake-Up Call
"Most women don't realize their go-to skincare products are 70-90% water," explains Thomas Lommel, olive tree farmer and founder of OLIVE TREE PEOPLE. "Our two-year mission has been about showing there's a better way—where every drop counts for your skin and our planet. We didn't just remove water—we rewrote beauty's future."
The brand's unique approach replaces water entirely with its patented Holistic Beauty Molecule® derived from wild mountain olive trees. This innovation has
- Created skincare to be 70% more effective than water-based formulas
- Saved millions of gallons of water through concentrated formulations
- Built an educational movement reaching millions through its consultant network
By the Numbers: Two Years of Impact
- 600% faster revenue growth in 2 years than Beautycounter's second-year performance (2023–2024 internal sales data)
- 2X the growth rate of newly acquired celebrity skincare brand Rhode by Hailey Bieber (2023–2024 market data)
- $105M+ 2 year revenue, surpassing JLo Beauty's reported $75M annual sales
- 31,000 eco-certified olive trees cultivated in Spain
- Clean water access provided to 15,000+ Africans through well projects
Olive Day & 2nd Birthday Celebration: Education as the Root of Change
To mark this birthday, OLIVE TREE PEOPLE is:
- Launching new educational tools for its 60,000+ consultants to reach more of America's 168.6 million women
- Expanding its "Beautiful Cycle" program, with new water well projects in Africa.
Join the Movement
Consumers can participate in Olive Day & Birthday celebrations by:
- Join the Movement for waterless beauty education
- Connect with a local consultant to learn about their skincare's water content