The 7 Virtues: A Deeper Dive into Ownership and Brand Philosophy
The world of fragrance is often a bit of a mystery when it comes to who is really behind the scents we love. For consumers increasingly interested in the ethical sourcing and production of their products, understanding the ownership of a brand like The 7 Virtues is crucial. So, the question on many minds is: Who owns The 7 Virtues?
The 7 Virtues is a brand that has carved out a significant niche in the beauty industry by focusing on "clean" and ethically sourced fragrances. This commitment to conscious consumerism is a core part of its identity. Let's break down the ownership structure and what that means for the brand's direction.
The Founder's Vision: A Driving Force
At its heart, The 7 Virtues was founded by Barb Stegemann. Stegemann is a Canadian entrepreneur and social advocate who launched the company in 2010. Her personal journey and commitment to social good are intrinsically linked to the brand's genesis and continued operation.
Stegemann's vision was to create a fragrance line that not only smelled beautiful but also did good in the world. This meant focusing on:
- Ethical Sourcing: Ensuring that the raw ingredients used in their perfumes are sourced responsibly, often directly from farmers in developing countries.
- Fair Trade Practices: Working with suppliers who adhere to fair labor standards and provide fair compensation.
- Community Empowerment: Investing in communities where their ingredients are sourced, often through programs that support women and environmental sustainability.
- Clean Ingredients: Formulating fragrances without harmful chemicals, using natural and organic ingredients whenever possible.
For many years, Barb Stegemann was the primary owner and driving force behind The 7 Virtues. Her passion and dedication were instrumental in building the brand's reputation and its loyal customer base.
A New Chapter: Acquisition by Credo Beauty
In more recent times, a significant development has occurred in the ownership of The 7 Virtues. In November 2021, the brand was acquired by Credo Beauty. Credo Beauty is a leading clean beauty retailer, known for its strict standards for ingredient integrity and sustainability.
This acquisition marked a new era for The 7 Virtues. Credo Beauty, with its extensive reach and commitment to the clean beauty movement, was seen as a natural partner that could help the fragrance brand expand its impact and reach a wider audience.
What does this acquisition mean for The 7 Virtues?
- Expanded Distribution: Becoming part of Credo Beauty likely means increased availability of The 7 Virtues products across more retail channels and online platforms.
- Reinforced Clean Standards: Credo Beauty's rigorous vetting process ensures that The 7 Virtues will continue to uphold and potentially even enhance its commitment to clean and ethical formulations.
- Shared Ethos: Both brands share a deep-seated belief in transparency, sustainability, and ethical business practices. This alignment of values is crucial for maintaining the brand's authentic identity.
- Continued Founder Involvement: While the ownership structure has changed, Barb Stegemann has remained involved with the brand, continuing to be a voice for its mission and values. This ensures that the original spirit of The 7 Virtues is preserved.
Essentially, while The 7 Virtues is now owned by Credo Beauty, the core principles and the entrepreneurial spirit that Barb Stegemann instilled remain central to the brand's operations and its appeal to consumers who prioritize ethical and sustainable choices.
The 7 Virtues' Mission: Beyond Profit
The brand's name itself, "The 7 Virtues," hints at its deeper purpose. Stegemann has often spoken about the "seven virtues" that guide the company: courage, wisdom, compassion, integrity, respect, patience, and truth. These aren't just marketing buzzwords; they are intended to be the guiding principles that inform every aspect of the business, from ingredient sourcing to customer interactions.
"We're all about creating beautiful scents that smell good and do good. Our fragrances are designed to be loved by your skin and by the planet." - A sentiment often expressed by the brand's leadership.
The commitment to projects like supporting women in Afghanistan through their vanilla sourcing or empowering smallholder farmers in Madagascar through their sourcing of ylang-ylang is a testament to this mission. These initiatives are often highlighted by the brand and are a key differentiator in a crowded market.
When you purchase a fragrance from The 7 Virtues, you're not just buying a perfume; you're supporting a business model that aims to create positive social and environmental change. This is a significant aspect of what makes the brand resonate with its target audience.
Frequently Asked Questions (FAQ) about The 7 Virtues
How does The 7 Virtues ensure its ingredients are ethically sourced?
The 7 Virtues works directly with farmers and cooperatives in various regions, often establishing long-term partnerships. They prioritize Fair Trade certifications and ensure that fair wages and safe working conditions are provided. They also invest in community development projects in these areas.
Why is the brand considered "clean"?
The 7 Virtues formulates its fragrances without a long list of controversial ingredients, often referred to as the "Credo Clean Standard" due to their acquisition by Credo Beauty. This includes excluding parabens, sulfates, phthalates, synthetic fragrances, and other potentially harmful chemicals, focusing instead on natural and organic essences.
What is the impact of Credo Beauty's ownership on The 7 Virtues' mission?
Credo Beauty's acquisition reinforces The 7 Virtues' commitment to clean beauty and ethical practices. Credo is renowned for its stringent standards, which align perfectly with The 7 Virtues' existing ethos, allowing the brand to leverage Credo's expertise and wider platform to amplify its mission and reach.
Does Barb Stegemann still have a role in The 7 Virtues?
Yes, Barb Stegemann has remained involved with The 7 Virtues since the acquisition. She continues to be a key figure in advocating for the brand's mission and values, ensuring that the original vision remains at the forefront.
