What is Apothecanna? How did you come up with the idea for it? 

Apothecanna makes functional skincare products using plant-based ingredients. We get a great deal of attention because we are licensed to use medical cannabis in our product formulations. Cannabis has been used around the world for centuries in topical applications and was commonly prescribed in the US prior to prohibition. The products we make do not cause the psychoactive effects associated with cannabis, but locally target pain and are effective in treating a variety of skin, nerve and muscular ailments.

I moved to Colorado in 2009 to help a friend start one of the first medical marijuana dispensaries in Boulder. My background is in product development and branding; so, I was a good fit to help move cannabis into the mainstream. After spending a bit of time researching the industry and beginning to understand the type of clientele that came through the shop, I knew there was an emerging market that was looking for more than a recreational high. I saw firsthand the benefits that cannabis provided to people with chronic pain, and decided to try a few formulations of topical products infused with cannabis. The products worked so well after the initial test that I decided to dedicate my full attention to developing what would become Apothecanna.

If you had to choose one word or phrase to describe Apothecanna, what would it be? 

A modern application of traditional medicine.

How do you define success for your enterprise? 

Success for me is the continued creation of novel ideas. Not just on paper, but having the ability to commercialize new ideas that will captivate an audience. We have created that structure in Colorado with Apothecanna. Our facility is a fully licensed medical marijuana kitchen that employs over 20 people and produces and distributes around 100 different products. We provide the structure and regulatory oversight for new technologies and manufacturing techniques to develop within the cannabis industry. What we have the ability to develop and produce in the future is very exciting.

What is the one thing you wish you knew before you founded Apothecanna?

Success does not come overnight; it requires a great deal of patience and dedication to an idea. Some things take time to develop, and I wasted a lot of time and resources trying to force things. I wish that I knew there was no rush, that good things would come eventually by sticking with the plan. I feel like I would be in the same place today, but it wouldn’t have been nearly as stressful to get there.

What is the one thing you never want to hear (or, most want to hear) from a customer/user/client?

It makes me very happy when we’ve exceeded someone’s expectations. Many of the people that try our products have literally tried everything on the market (prescription and OTC), and write to tell us that what we make actually works. My greatest fear is to be looked at as a gimmick or empty marketing. I still get terribly nervous when someone tries our products for the first time. This is why I am so obsessed with using the highest quality ingredients available.

What companies (other than your own) are you inspired by, and why? 

I’m very inspired by brands that put the ingredient story at the forefront of their messaging. BluePrint Juice is a great example. I’m also a big fan of Gimme! Coffee’s single sourcing stories. I’m very drawn to brands that are able to tell their story by what goes into the product. I worked with Intelligent Nutrients and Horst Rechelbacher (founder of Aveda) a few years back. His uncompromising quest for the best, most functional ingredients was one of my greatest inspirations.

Apothecanna is clearly at the forefront of what’s poised to be a meaningful new industry. What other innovations in the cannabis space do you find exciting and why? 

Cannabis is a very complex plant with many different compounds. Only one of these provides a psychoactive effect (THC). With advances in genetics and extraction techniques, certain compounds are being isolated for their medicinal values. We are very interested in isolating cannabidiol, a compound found in cannabis that is an excellent anti-inflammatory. This compound works remarkably well when used in a topical preparation or when used internally, but does not get you ‘high.’ There is no reason that this type of cannabinoid should be regulated; it is an incredibly safe alternative to prescription anti-inflammatories and pain medication. I can see products containing these compounds being sold over-the-counter in the very near future. We hope to be one of the first companies to bring these types of product to mass market.

What’s next for Apothecanna?

We have quite a few exciting new topical products in the works. We are developing a highly concentrated serum designed to treat skin cancer, and we are also looking at a line of facial care products that help reduce the signs of aging (cannabis is a wildly powerful antioxidant). We’ve found that cannabis can also stimulate hair growth and scalp health, so a hair care line isn’t that far off.  We’re looking at expanding our operations into other medical marijuana states through licensing arrangements, and we recently launched a line of skincare products that do not contain THC that can be purchased online and at select retailers across the country.

Juniper Ridge: Perfumers often develop fragrances to evoke a sense of place, but often those notes are synthesized in a test tube lab. Berkeley-based Juniper Ridge, founded on a mission to “bring the mountains into your home,” distills natural scents from wild plants that they harvest directly from seven sources (Cascade Glacier, Siskiyou, Yuba River, Steep Ravine, Big Sur, Inyo, and San Jacinto) spanning three distinct regions (Pacific Northwest, Northern California, and Southern California). Product offerings, such as Backpacker’s Cologne and Campfire Incense, were developed for a fleece-clad audience of hikers, so it’s fitting that 10% of profits are donated to wilderness groups.

Earth Tu Face: Earth Tu Face founders Sarah Buscho and Marina Storm have spent an inordinate amount of time in the kitchen for two professionals who aren’t chefs. The clinical herbalist duo first cooked up their plant-based skincare line as a home experiment. Though they’ve since outgrown their original setting (the line is now produced in a commercial, yet still certified-organic, facility), their unfussy products remain good enough to eat. Bathroom staples are composed of food-grade ingredients, most of which are wildcrafted: the Face Wash, palma rosa and aloe, the Body Butter, coconut oil and cardamom, and the Skin Stick, geranium and vetiver.

VERED: Esthetician-turned-entrepreneur Vered Back created her line of organic botanical oils to appease the mounting demand for her custom facial products. Indeed, her private clients were finding that her herbal blends were not only improving their complexions but their moods, too. The resultant brand, VERED Organic Botanicals, integrates Back’s extensive phytotherapy knowledge into an edited collection of beauty elixirs, including a face scrub, an anti-wrinkle eye treatment, and a toner. At the core of each product are essential oils, highly concentrated liquids extracted from flowers, trees, shrubs, seeds, and roots that help maintain good skin and health simultaneously.

Fat and the Moon: In this era of greenwashing, it’s difficult to discern which beauty brands are truly natural and which are shrouded behind shrewd marketing. Fat and the Moon founder Rachel Budde is the real deal, producing her handcrafted herbal body care line from the Mendocino Coast where she lives on an organic farm in a solar-powered yurt. Budde creates her potions by experimenting with age-old healing ingredients, evolving their blends into the best beauty recipes. All Salve, the tin of which features a beautifully hand-drawn label reminiscent of cult favorite lotion Skin Trip, contains just four ingredients: St. John’s wort, calendula, sunflower oil, and beeswax.

Egyptian Magic: Every few months the style crowd anoints a beauty product as ‘the item they can’t live without.’ Typically, these products fall under the luxury umbrella: Rodin oil, Laura Mercier Secret Camouflage concealer, Tom Ford lipstick, etc. Interestingly, one of the latest recipients of cosmetic buzz is a salve not found behind the counters of upmarket department stores but rather on the shelves of health food retailers. Called Egyptian Magic, it’s an all-natural cream rooted in unusually storied mythology. Bearing similarity to another granola emporium favorite, its copy-heavy labeling is just kitschy enough to entice discerning shoppers without repelling them.

Isa’s Restoratives: Consumers who’ve long been judicious about what they put into their bodies are now taking the same thoughtful research measures with regard to what they put on them. So, it comes as reassurance that Isa’s Restoratives, a Brooklyn-made line of herbal body care products, have a limited lifespan, just like food. Its Comfrey Salve acts not only as a remedy for Old Man Winter’s wrath but also as a catchall cure for everything from superficial burns and minor nerve damage to diaper rash. The relatively new line has already been picked up by Terrain, Urban Outfitters’ similarly nascent garden-focused store.

Lacquerous: Instead of spending more than $30 on a single bottle of nail polish, manicure addicts can try and trade luxury varnishes through Lacquerous’ monthly subscription service. Members pay a monthly fee for a 30-day rental of three nail polishes and pre-paid postage. Then, when they’re ready to update the look of their nails, they simply send the polishes back to receive new selections from their “Lust Lists.” For germaphobes concerned about hygiene, Lacquerous assures that no bacteria can live in nail polish. The company offers more than 70 shades from high end cosmetics brands like Tom Ford, Chanel, and Butter.

Tie Society: Tie Society is a startup for business men looking to make boardroom fashion statements without having to whittle their bank balances. Members first choose a monthly plan that varies from one to ten ties at a time. They can browse the site’s online inventory and, after making their selections, receive a shipment of fresh neckwear days later. Shipping is free (prepaid mailers are included), and exchanges are unlimited. The company is starting to expand its business to include pocket squares, cuff links, and partnerships with style experts who can offer complete outfit advice to those more used to sweats than slacks.

Le Tote: While Rent The Runway is useful for special occasions, clothing rental service Le Tote offers everyday outfits that can be exchanged and returned at will. Users sign up at a $49 monthly rate, and then fill out a style profile to help Le Tote’s stylists select the best looks for them. Each namesake tote contains three specially selected garments and two accessories based on the user’s specified tastes and special requests, such as ‘just skirts’ or ‘no earrings.’ Like with Netflix, members can keep outfits as long as they wish, then ship them back in the totes whenever the mood strikes.

Herban Crafts: Herban Crafts sells kits that contain everything needed to blend custom luxury beauty products that are free of artificial fragrances, dyes and preservatives. Taking the guesswork out of how to make all-natural skin care remedies, the set includes recipes for organic bath and body potions, as well as all of the necessary ingredients. Its packaging—a reusable, recyclable cardboard tote—looks similar to a kid’s chemistry set, but the resultant products aren’t child’s play. Even better, the partially crowdfunded company provides employment opportunities to women living in transitional housing, giving its consumers more than one way to feel good.

Naturalis: A collaboration between Parisian industrial design firm Eliumstudio and German appliance company Rowenta, the Naturalis lets users make beauty products right at home, using all-natural, easily-accessible ingredients. Emulsion technology, which has been in the headlines a lot lately, is implemented to turn out creams, balms and other skincare products that one can apply without harming skin with toxic ingredients. A “recipe” book is included, but the device can also emulsify any ingredients chosen by the user. After mixing is done, all it takes is a little water and soap for the cleaning cycle to work its magic.

No More Dirty Looks: Two friends began researching the contents of their beauty products after discovering that their favorite ones contained formaldehyde—an ingredient which Johnson & Johnson recently vowed to remove from its entire line. They subsequently started the No More Dirty Looks blog to chronicle their search for beauty products that didn’t contain ugly ingredients, which ultimately expanded into a book, and an entire movement, about putting as much thought into what goes on your body as what goes in it. In addition to educating readers about the harmful ingredients found in popular cosmetics brands, they provide recipes for natural alternatives that can be made at home.

Birchbox: One of the original beauty-of-the-month clubs, Birchbox set the tone for adventurous makeup addicts. Four to five product samples—all tested and “endorsed” by the company’s team of experts—are shipped to members monthly. Although brands skew mainstream (among them are Benefit, Dermalogica, and NARS), nascent lines sometimes enter the mix. In addition to The Haute Box, an online magazine that offers how-to tips for each month’s haul, Birchbox also has a dedicated shop where satisfied customers can order full-size versions of their samples. Each purchase earns points which can be redeemed towards future orders, ensuring that there’s always a way to keep the mailbox full.

Eco-Emi: With the recent organic boom, it was only a matter of time before the beauty membership concept went green. Eco-Emi serves environmentally conscious consumers with its monthly all-natural offerings. For $15, members receive at least five samples of eco-friendly products, which can range from Revolution Organics lip gloss to Dr. Robin sunscreen to items outside of the beauty category, such as vegan chocolate or chemical-free laundry detergent. Even the packaging—a reusable bag—aligns with the company’s philosophy. What customers seem to appreciate most, however, is Eco-Emi’s personal touch, as each month’s selection is themed and comes with a warm note from the company’s founder explaining the contents.

Beauty Army: Many people sign up for subscription services for the surprise factor, but others don’t want to spend money on items they may not want. Beauty Army removes the guesswork by allowing subscribers to select the six products that will be delivered every 30 days. The $12/month program invites users to fill out a questionnaire in order to determine recommended products that best fit their needs—be it curly hair, sensitive skin, or a love for all things glittery. Whether they heed the advice of Beauty Army’s experts is up to them. Featured brands are mostly smaller and harder-to-find, making it unlikely that one will find a suggested sample at the drugstore.

Headbangers: Celebrities often take their style cues from the runway, but it seems that one new look may have been borne on the red carpet—the return of the headband. After the hairpiece made multiple appearances at the Golden Globes, it was featured prominently at Oscar de la Renta, Doo.Ri, Carolina Herrera, and Moschino Cheap & Chic. The form varied (jeweled, skinny, knotted, ballerina-esque) and the styling ranged (some kept hair down, other pulled it back), but it injected all with a touch of regality. While it might just be coincidence, stylist Orlando Pita saw it coming, predicting just a few days in during Fashion Week that headbands would have “a big moment this season.”

Cat’s Meow: The cat eye—that thin flick of black at the corner of the lid—first appeared on spring ’12 runways. It’s returned for fall, but with a twist: the brighter and more outrageous the color, the better. At Anna Sui, the winged lines were cobalt blue; at 3.1 Phillip Lim, red; at VPL, chartreuse; at Narciso Rodriguez, orange. Those who did stick with black took a deconstructed approach. There was just an inky smudge on the outer edges of the eyes at Erdem, making it look like the liner was floating. Mary Katrantzou and Altuzarra also showed a disjointed cat eye, with the geometric lines on both sides of the lid.

The Skinny: If the 2000s were the decade of big hair—think Amy Winehouse and Snooki—then the 2010s may be the era of follicle deflation. In New York, the downtown labels went low-key. At Rag & Bone, Altuzarra, Alexander Wang, and Proenza Schouler, the keyword was “real girl,” with models looking like they didn’t bother getting their tresses styled beforehand. Instead of the usual aggressively sleek ’dos, Cushnie et Ochs paired toned-down, center-parted waves with sexy dresses. Similarly, at Christopher Kane, texture replaced volume. Paul Hanlon, the stylist at Proenza Schouler, described it as “skinny hair,” pointing to Kate Moss—the icon of the decade before big hair—as his inspiration.

Bloom.com: For women who are turned off by pushy salespeople who don’t know a blusher from a bronzer, Bloom.com is their haven. The new website combines the best of online retail and social networking. After completing a survey to make a personal profile, shoppers are connected with relevant product reviews from like-minded members. Also, they can search top products among friends and across Bloom.com users as a whole. Although the site is always adding new brands, the roster is already impressive: The 100-plus options range from Neutrogena to Yves Saint Laurent. And if it turns out that one’s online friends aren’t all that helpful, there’s a 365-day return policy.

Book Ur Look: Joining the ranks of Farmville and Words With Friends on Facebook is Book Ur Look, a new, free application that helps New Yorkers find a salon, choose a stylist or colorist, and book an appointment with just the click of a mouse. One can search either by salon—there are currently nine in the database, including local favorites Ricardo Rojas Salon and Red Market Salon—or by date. From there, users can review each stylist’s profile, which lists their services, how long they take, and their rates. The app also lets users go through stylists’ portfolios, message them with questions, and then, for happy customers, upload post-visit photos.

The Formula: It’s not the first blog to peer inside the apartments—and bathroom counters—of fashion fixtures and creative types, but The Formula has quickly established itself as a more inclusive alternative to the insider-heavy sites that have been dominating the web. That may have something to do with its founder, Aimee Blaut, a former gallerista who started the site only after realizing that her true passion was beauty, not art. The Formula’s regular features fall under categories including Love Affairs (first-person product breakdowns), The Expert (q-and-a’s with makeup artists and magazine editors), and You Are A Babe (profiles of a girl—or boy—about town and her makeup must-haves).

Honoré Des Prés: Whether they know it or not, most French bath takers are submerging the human body’s largest organ into a chemical cocktail. Though they might smell intoxicating, many fragrances contain more harmful ingredients than are listed on their labels. However, eco-chic French organic perfumery Honoré Des Prés is a deliciously aromatic line of all-natural botanical perfumes that are free from petrochemicals, synthetics, coloring agents, or phthalates. Perfumer Olivia Giacobetti creates each scent with studied observation of her surroundings and completes each collection with some of the most unusual (read: truly “out of the box”) fragrance packaging we’ve ever seen.

Tela Design Studio: Hair guru Philip Pelusi is committed to promoting holistic beauty through his Tela Design Studio, a Manhattan salon where he offers noninvasive treatments and products of the same name. “Mother Nature approved” Tela Beauty Organics was conceived to nourish the body with high quality, sustainable ingredients. In addition to regular shampoos and conditioners, the line includes a popular dry shampoo product, split ends healer, and beach hair paste. Notably, Pelusi has formulated an all-natural, plant-based keratin smoothing treatment as an alternative to the controversial Brazilian Blowout. For Girls Who Love Curls, there is also a non-toxic, formaldehyde-free, semi-permanent treatment and curl enhancing product line to match.

VITACARE: Standard drugstore toothpaste can be downright terrifying to chemically averse consumers. Since the few “natural” brands in the cluttered oral care category are not entirely so, health zealots have been either begrudgingly swallowing synthetics or attempting to concoct their own formulas. Bringing oral care back to basics with whitening powers to boot, VITACARE makes eco-friendly toothbrushes to accompany a three-step system consisting of all-natural toothpaste (in mint and superfruit flavors), mouthwash and a sugar-free whitening gum. These unique products add vitamins and calcium to the everyday oral regimen—meaning that doctors, as well as dentists, should be pleased with the line.

Wet Hot American Spring: While many hair fads have returned for another season—candy-colored tresses, ’60s beehives—one new trend emerged: damp locks. Stylists claimed a range of inspirations (Barbara Bach in The Spy Who Loved Me at BCBG Max Azria, beach babes at Vera Wang, gym rats at Alexander Wang), but the result often looked the same, with hair combed back and coated with enough product to make the models look like they skipped a blow-dry. It wasn’t all just wash-and-go; among the wet-haired rebels were the models at Marc Jacobs, where the Sweet Charity-inspired coifs included shiny wisps poking out from bandanas, and at Helmut Lang, where the knotted ponytails were damp-tipped.

Nude Awakening: Just as faces were left faux-natural, nails were often painted in barely-there nudes and milky beiges. Tommy Hilfiger, Tory Burch, Narciso Rodriguez, and VPL all featured fingertips clear of the nail art, rhinestones, and reverse-manicures that have become recent mainstays. Lacquer brands, such as Rococo Nail Apparel at Burberry, took note, introducing Nude Wardrobe, a series of skin tone-matching polishes. Occasionally, models were sent out polish-free altogether. At Christopher Kane, nail artist Sophy Robson just buffed fingertips, while Band of Outsiders didn’t even bother with a manicurist. Then again, CND’s Candice Manacchio showcased Lucite tips at both Joy Cioci and Joanna Mastroianni for those who can’t bear going so basic.

Brow Down: With understated makeup the anti-trend at many shows (makeup artist Pat McGrath went so far as to put on foundation and then blot it out with her fingers at Prada), eyebrows took center stage. In New York, there were strong brows at Altuzarra (described as “Elizabeth Taylor at the gym”), Derek Lam, Thakoon, and Michael Kors. During London Fashion Week, Meadham Kirchhoff took eye-framers to the next level, with bright colors that recalled Andy Warhol’s portraits. Meanwhile, in Milan, brows were bare (Prada, Gucci) or gilded—Peter Philips applied gold and silver leaf that stretched from the lash line to the forehead at Fendi…the ultimate cover-up for over-plucking.