When you have your hands in all parts of a business, you can’t help but learn a thing or two about its customers. As she was working on search engine optimization for Beautyologie, the fair-trade e-commerce destination she launched in 2021, Robin Tolkan-Doyle discovered people were arriving at its website on the hunt for natural ingredients such as apricot oil to address their skin concerns.

That discovery laid the foundation for WOO, an in-house brand from Beautyologie kicking off with four facial oils priced at $40 each—Apricot Oil, Blue Tansy + Apricot Oil, Argan Oil and Rosehip Oil—tackling everything from hydration to hyperpigmentation. The oils are certified fair trade by the organization Fair Trade for Life and tell stories about the contributions of different countries to skincare through their ingredients and packaging design. Appropriately, WOO stands for “world of oils.”

The brand’s apricot oil is from India, where Adivasi tribal women from the Araku Valley produce it; its argan oil is from Morocco, where women from the Akkain Ouargane cooperative produce it; and its rosehip oil is from Chile, where Mapuche and Patagones women produce it. The oils are housed in colorful flip-cap tins featuring whimsical designs spotlighting the country of origin of their signature ingredient. At 3.4 ounces, the tins adhere to Transportation Security Administration rules for liquids on airplanes.

“I started Beautyologie because of my love of travel,” says Tolkan-Doyle, the Charmed Public Relations owner who founded Beautyologie after a trip to India to explore skincare ingredient cultivation and local labor practices. “I wanted these vessels to be homages to the countries where these resources come from.”

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