Discover Alpyn Beauty: Skincare Created in Jackson Hole
Living and playing at high altitudes such as those in Jackson Hole — whether you’re here for a weekend or for life — can wreak havoc on our skin.
Many Jacksonites experience dryness, especially during our extreme winters. One skincare company, Alpyn Beauty, has risen to the forefront of the beauty industry for the clinical formulas powered by plants that are sustainably hand-harvested right here in this special corner of Wyoming. This wild-meets-clinical combination amplifies results and solves skin challenges at the deepest level. Plus, a portion of all sales supports conservation in Grand Teton National Park.
We chatted with the intrepid and intentional founder, Kendra Kolb Butler, about her background in skincare, how she saw possibility in her own backyard in the Tetons and lessons she’s learned during her entrepreneurial journey.
Q: What is your background in skincare? How did you end up in Jackson Hole?
A: I am a former Manhattanite and 20-year beauty industry veteran and have worked at companies such as Givenchy, Clarins and Dr. Dennis Gross. In 2015, I got to a point where I just knew that I needed a drastic life change. So, I swapped my high heels for hiking boots and moved to Jackson Hole with my husband, baby boy and German Shepherd in tow. I was in search of — quite literally — greener pastures, fresh mountain air and serenity.
Q: How did living in the Tetons inform your approach to skincare? In other words, what inspired you to create these products?
A: I never intended to start a beauty company! In fact, I was trying to get away from the stress of corporate life. Soon after I moved from New York to Jackson, I started to miss the beauty industry (and selfishly needed a place to buy beauty products here), so I opened my own clean beauty apothecary, Alpyn Beauty Bar. I noticed very quickly that my clients weren’t seeing the results they needed with their active lifestyles and the harsh mountain climate with the formulas available on shelves at the time. Nothing was working and my skincare returns were off the chart!
“Wildcrafting is the sustainable practice of harvesting a plant as it grows in its natural environment.”
One day I was sitting in my backyard surrounded by strong, flourishing wild plants and started wondering what was growing here, how they managed to adapt and if the local flora could do anything for the skin. I began learning about wildcrafting and the untapped potential of these sustainable botanicals — it’s truly the future of skincare. Jackson Hole is surrounded by a protected National Forest and there is an abundance of plant species that are indigenous to the land. There are thousands of species of plants growing, right in my backyard! When I started researching, I found that the majority of the ingredients growing wild are actually plants that have been commonly used in skincare formulas. I found it ironic that I was living in a community of women suffering from complexion issues where skincare ingredients were growing out of every corner of the town. I knew I had to try to find a way to put these two things together!
Q: Alpyn Beauty is the first skincare brand to sustainably hand-harvest wild plants at their peak potency and combine that with proven clinical actives. You refer to the process as “wildcrafting.” Can you take us inside the fascinating process: How long does it typically take a product to come into being from hand harvesting to the shelves?
A: Wildcrafting is the sustainable practice of harvesting a plant as it grows in its natural environment. The plant is never harmed or killed. It’s like taking a strawberry from a strawberry bush; it grows back! I believe this practice is important because we are utilizing these plants in their most natural form — the way that nature intended them to grow. We are allowing them to develop a beneficial relationship with the forest soil and learn how to preserve food and water. They have to communicate with the animals and insects that nibble on them. My plants have to grow in altitude in extreme weather with low oxygen levels, really close to the sun. All of these challenges make them strong, resilient and incredibly hearty. I call them the “Olympians of plants.” And I love the sustainability aspect. We harvest during July and August and then we preserve the extracts until we are ready to send them to our manufacturer.
Q: You talk about making 21 phone calls until you got your “big break.” What changed with that 21st call? I think there’s a great message in there about resilience for entrepreneurs everywhere.
A: Half of the battle is being lucky and on that 21st call, the owner of the lab happened to answer the phone (which he doesn’t do often) because he saw the Jackson Hole zip code and he used to live here. Him walking by the phone when I called was definitely what I call one of the “sliding doors” of life, because if that hadn’t happened, we may not be where we are today. The message here is never give up or stop trying because the “YES” may be right around the corner from all the no’s
Q: What is the first product you created?
A: Melt Moisturizer.
Q: In 5 years, sales have increased over 500%. Wow! How are you keeping up with the demand while staying true to, not only the wild plants but also your commitment to clean skincare? (Note: all Alpyn’s products are formulated without parabens, phthalates, polyethylene glycol compounds, sulfates, silicones, synthetic dyes, fragrance and phenoxyethanol.)
A: We have gone through lot of trials and tribulations over the years and we are still learning as we go. And always striving to do even better for our customers and for the Earth.
Q: What is the biggest lesson you’ve learned about business?
A: Never burn a bridge and the key to success in the early days is all about who you hire and who you fire. Not everybody is a fit, however, building the right team around the brand makes all the difference in the world. That was a hard thing for me in the beginning.
Q: I’m sure it’s like choosing a favorite child but… do you have any favorite products?
A: I love all the babies the same, however, the Instant Glow Serum has a special place in my heart. It really works — plus it’s pink and sparkly! I can see it on the skin of my clients when I’m in a yoga class and in the grocery store. I know exactly who’s wearing it — their skin has this ethereal illumination/glow. I can spot it on them from across the room. I got the idea when I was looking at the glistening sunlit crystals on the surface of the snow. It made everything look so smooth and even. I wanted to bottle that phenomenon and I think we got pretty close. One of the tips I love to share is applying this product before and after make-up! It has this amazing illumination/glow, it works great as a primer and an illuminator as your last step. And in the winter, I can’t go without the Barrier Repair Cream.
Q: In addition to committing to clean beauty, there’s also a philanthropic element to every purchase. Can you tell us more about how a portion of sales supports Grand Teton National Park? Do you know how much money has been raised so far?
A: We strongly believe in our company’s re-foresting initiative and a portion of every purchase goes to the Grand Teton National Park Foundation’s rewilding efforts, which includes restoring over 5,000 acres of native grassland that’s vital for the diversity and abundance of plants and wildlife species like elk, bison and moose. So far, along with our partners, our contribution has helped rewild over 1,000 acres.
Q: What’s your favorite place to visit in Grand Teton National Park?
A: I know it isn’t in Grand Teton National Park, but I recently went to the Grand Prismatic in the Midway Geyser Basin in Yellowstone for the first time, and I was completely blown away. It is so beautiful; it doesn’t even look real. Nature is incredible!
Q: Just glancing at the reviews on your website, there are a lot of happy customers! Is there any particular review from over the years that has stuck with you?
A: When people tell me that the way their skin looks is having a positive impact on their overall self-esteem and happiness, it is the best compliment.
Q: What’s next for Alpyn Beauty?
A: Time shall tell, the sky is the limit!
About the writer: Kate Ready is a freelance writer for Jackson Hole Traveler. In her off hours, she enjoys kayaking, cross-country skiing and snuggling with her cat, Gwen.
