She may be the only beauty industry executive who is also a veterinarian with a Ph.D. in molecular biology. In 2009, Dr. Simone Xavier founded Sigma Beauty with her husband Renee Filho, while working as an assistant clinical professor within the University of Minnesota’s College of Veterinary Medicine. By day, she led a lab that developed vaccines and diagnostic tests. By night, she studied beauty influencers on YouTube to learn what products they liked and where holes in the market existed. 

Sigma Beauty started with makeup brushes, which Xavier sent to beauty YouTubers for feedback. They responded by sharing the discovery of the new indie line making high quality brushes at prices lower than the leading brands of the day, and Sigma Beauty caught fire. Today, the company brand based in Mendota Heights, Minn. produces around 300 products including makeup, brushes and cleaning items. Sigma is sold in 70 countries around the world and in major department stores across the U.S.

Xavier and her husband bootstrapped the company and have no interest in selling. “We have a vision, a plan, a lot of growth coming up,” Xavier says. That includes a partnership with Disney, a new skincare line, and a move toward clean cosmetics.
Xavier talks about the evolution of influencer marketing, product development, and building a consumer brand. 
“The biggest misconception is that you need millions,” she says. “Stop. Just relax. Come up with your product, fine tune it the way you feel is best, show your passion online, and you will connect with the audience.”
As for her nontraditional background in veterinary medicine and science? Xavier says she wouldn’t change a thing. “My training was critical. You learn so much of critical thinking, trend analysis, research. All of that, I use today on this business and could have used on any business.” 
Following our conversation with Xavier we go back to the classroom with University of St. Thomas Opus College of Business marketing professor Gino Giovanelli who offers advice on how businesses can leverage social media. Don’t go for the influencer with the biggest audience, he says; you’re better off partnering with someone authentic who has smaller numbers. And beyond amplifying your brand, leverage social media for brand feedback that can inform product development.

105. Sigma Beauty Co-Founder/CEO Dr. Simone Xavier

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The beauty industry has undergone a significant transformation in recent years, with the rise of clean beauty revolutionizing the way consumers approach skincare, haircare, and cosmetics. As people become more conscious of the ingredients they apply to their skin, brands are shifting towards natural, non-toxic, and eco-friendly formulations. Clean beauty is no longer just a trend—it has become a movement that prioritizes health, sustainability, and transparency.

What is Clean Beauty?
Clean beauty refers to products that are free from harmful chemicals such as parabens, sulfates, phthalates, and synthetic fragrances. Instead, these products focus on naturally derived and non-toxic ingredients that are safe for both human health and the environment. Unlike conventional beauty products that may contain artificial preservatives and harsh chemicals, clean beauty aims to provide gentle yet effective solutions for skincare and personal care.

Why is Clean Beauty Gaining Popularity?
Several factors have contributed to the rapid rise of top care beauty products:

Consumer Awareness – With access to information through social media and digital platforms, consumers are becoming more aware of the potential dangers of certain beauty ingredients. Many are now reading labels and researching the impact of their favorite products.
Health Concerns – Studies linking specific chemicals to skin irritation, allergies, and even long-term health risks have driven many consumers toward safer alternatives.
Sustainability and Ethics – Clean beauty brands often focus on eco-friendly packaging, cruelty-free testing, and sustainable sourcing, making them attractive to environmentally conscious shoppers.
Celebrity Influence and Social Media – Many influencers and celebrities endorse clean beauty, increasing its mainstream appeal.
Top Clean Beauty Ingredients to Look For
Clean beauty products often incorporate plant-based and organic ingredients that are rich in nutrients. Some of the most popular ones include:

Aloe Vera – Known for its soothing and hydrating properties.
Hyaluronic Acid – Naturally occurring and excellent for moisture retention.
Vitamin C – Brightens skin and protects against environmental damage.
Coconut Oil – Provides deep hydration and nourishment.
Green Tea Extract – Offers powerful antioxidant benefits.
Clean Beauty in Skincare, Haircare, and Cosmetics
The clean beauty movement extends beyond skincare, influencing haircare and makeup as well. Many brands now offer sulfate-free shampoos, organic hair masks, and mineral-based cosmetics. From moisturizers free of synthetic additives to foundations made with botanical extracts, clean beauty is redefining industry standards.

The Future of Clean Beauty
As the demand for natural and non-toxic beauty products continues to rise, more brands are investing in scientifically backed, sustainable innovations. With increasing regulations and better ingredient transparency, clean beauty is set to become the new standard in personal care.

Whether you are looking for a gentle face serum, a toxin-free shampoo, or a nourishing lipstick, the shift towards clean beauty ensures that you no longer have to compromise between performance and safety.



The Rise of Clean Beauty in Top Care Products

Hi! I’m Lily Harris, a Health and Wellness Industry Specialist with over five years of experience in the field. I am not the owner of the content which has been published here. This content is only for knowledge purposes. This content belongs to the respective owners and I do not hold any right to this content.

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