Ingredients® Wellness was a plant-based skincare, body care and wellness brand founded by Eric Malka and Myriam Zaoui (also known as Myriam Malka), the husband-and-wife team behind The Art of Shaving. The brand launched in early 2021 with a mission centered on purity and transparency in product formulations. The company name itself was inspired by the founders’ focus on natural, plant-based ingredients, and the name was trademarked as early as 2009, well before the clean beauty trend gained mainstream momentum. [1] [2]
The brand’s visual identity was developed in collaboration with The Charles NYC, a digital agency in SoHo, New York, which described Ingredients® as “a clean, toxin-free, 100% ingredients-focused brand.” [3] The identity centered on a typographic wordmark featuring the brand name “Ingredients®” with the registered trademark symbol. The wordmark was rendered in green, a color choice consistent with the brand’s plant-based, natural positioning. The typographic approach placed the brand name at the center of the identity, allowing the lettering itself to serve as the primary visual element.
Ingredients® Wellness closed its operations as of December 31, 2024. In a statement on its official website, the brand confirmed the difficult decision to close, noting that while the brand did not achieve the success envisioned, its dedication to promoting a natural, wellness-focused lifestyle remained. [4]
Meaning and Symbolism
The brand’s name and visual identity were directly tied to its core philosophy of ingredient transparency. Ingredients® Wellness limited its formulations to eight plant-based ingredients or fewer and printed the name of every ingredient, along with the exact percentage used, on the front of each product bottle. [5] This radical transparency was the defining concept behind the brand, and the typographic wordmark reflected that straightforward, no-frills approach by letting the brand name speak for itself without additional graphic embellishment.
The green color of the wordmark aligned with the brand’s 100% plant-based ingredient positioning, visually connecting the identity to the natural, botanical focus of the products. [6]
Typography and Design
The Ingredients® Wellness logo was a typographic wordmark, with the brand name set in a clean, modern sans-serif typeface. The design prioritized legibility and clarity, consistent with the brand’s emphasis on transparency and straightforward communication. The wordmark included the registered trademark symbol (®) as part of the visual lockup. The identity was designed to work across digital and physical touchpoints, including the brand’s direct-to-consumer website, product packaging and retail presentations.
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