Pucker Up With Axiology Beauty


Happy Friday everyone! We are feeling particularly happy and hopeful this week what with the prospect of a vaccine on the horizon, and what better way to way to cheers to the future than with our weekly Friday Founder interview!

This week, we were joined by the fabulous Ericka Rodriguez, the Founder of Axiology Beauty. Axiology Beauty is a UK beauty brand that champions sustainability and aims to create the most ethical lipstick on the planet.

To hear about how Ericka got the idea for Axiology makeup, where she finds her inspiration and what her day-to-day looks like, grab your cup of joe and just keep reading!

Good morning Ericka! Let’s start with your childhood; how do you feel that it has influenced your work today? 

Morning! Well, it has definitely influenced me a lot! I stopped eating meat when I was eleven years old after realising that meat meant animals. I have always loved animals and have dedicated my life to caring for them. 

Wow! So from a young age, you felt that calling! How did you get started in the beauty industry? 

When I was in my early twenties, I found out that animal testing in cosmetics still exists and I was horrified. I looked through my makeup bag and noticed that all of my products were tested on animals or, made with animal-derived ingredients. After not much luck finding vegan makeup, I started making lipstick in my kitchen. That was how Axiology Beauty began. 



"All of the Axiology makeup packaging and boxes are handmade from recycled paper trash by women in Bali and our lipstick tubes are made using PCR plastic."

I always think it’s fascinating when entrepreneurs start companies out of their own necessity for whatever product they feel the market is missing! As you know, at CAROLINA GMX, we are really interested in sensitive skin and how brands consider them in their processes. How does Axiology makeup consider issues relating to sensitive skin/allergies? 

Whilst we didn’t formulate specifically for people with sensitive skin, we use only plant-based and naturally-derived ingredients. All of our products contain only 10 ingredients or less, which is satisfying for people who need to know what goes into their products. We want all of our ingredients to be recognisable to the average person and so we have a very long ‘restricted ingredients’ list. We only use ingredients like coconut oil, avocado oil, and grapeseed oil. Ingredients everyone already knows!

I’ve noticed that and it’s something that I love! There is nothing worse than checking the label of your favourite lipstick and realising that you don’t know what any of the ingredients are… Do you think people are more conscious of the ingredients in their beauty and skincare products nowadays? If so, why? 

Yes, I think social media has played a huge role in educating people.

I think you’re spot on! Social media, as well as the advancements in online shopping, have taught us all a lot! Could you describe how Axiology lipstick considers sustainability? 

We call ourselves a planet-first beauty company. This is because sustainability is our top priority. All of the Axiology makeup packaging and boxes are handmade from recycled paper trash by women in Bali and our lipstick tubes are made using PCR plastic. 

That’s so cool! Right, what strategies do you think have been key to the success of Axiology Beauty? 

Making friends has helped me immensely! I am always there for other entrepreneurs and I believe that karma has come back around. Many people have given me mentorship and vice versa. 

That is really wonderful! It can be very overwhelming when you start a business or side hustle, particularly at the beginning. What is your favourite thing about Axiology Beauty? 

Creating a better world through Axiology lipstick! 

Love that! And which is your favourite product that you’ve ever created? 

Our new zero-waste Lip-To-Lid Balmies! 

Ok, I need to try them. What do you think makes Axiology Beauty stand out? 

Our latest innovation in Balmies. 

And what do you think has been your biggest “pinch-me” moment since you started Axiology lipstick?

Ah! We just got into Ulta Beauty! 

"We are a small business so I do almost everything."

Congratulations, that’s huge! What inspires you? 

Nature and animals. 

Aw! It sounds like you really love our earth and being outside. Could you describe what an average day looks like for you at Axiology Beauty? 

I wake up, journal, meditate and make healthy breakfast and lunch before heading to our lab/office in Bend, OR. From there, it varies. I might respond to emails, have phone meetings, video calls, work on social media, you name it! We are a small business so I do almost everything. Then I go home, workout, and make dinner! 

That sounds like a really great, productive schedule! Would you say you have a work/life balance? 

Yes, I don’t work on the weekends except for a few exceptions. 

That’s awesome to hear. What words do you live by? 

Love everyone! 

YES! What’s next for Axiology Beauty? 

Many more sustainable products will be coming soon, say keep an eye out for them. 


Like what you read? Head to Axiology Beauty to shop now!

Alternatively, if you fancy checking out some of our previous interviews, you can find them here. Want more from CAROLINAGMX? Check this out: Our Review Of Pixi Beauty UK: SS/20 Collection

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Gabriela - Editor
Gabriela - Editor

Gabriela is a London-based writer and creative, working in marketing. Her favourite skincare product is Darphin’s Ideal Resource Youth Retinol Oil Concentrate.

Find me on: Web | Instagram


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