Adina Grigore

S.W. Basics | Founder

Adina Grigore is the founder and CEO of the all-natural 5-ingredients-or-less skincare line S.W. Basics, which she started out of her kitchen in 2011. A graduate of the Institute for Integrative Nutrition, Adina has worked in the wellness industry since 2007 as a private holistic nutritionist, a personal trainer, and a workshop coordinator teaching people about the DIY nature of wellness. S.W. Basics products are sold nationwide in Target and Whole Foods and have been featured in Vogue, O Magazine, W Magazine, the New York Times, InStyle, Real Simple, and Martha Stewart Living, among others.

 

Ugly Cosmetics

The Ugliest Beauty Ingredients

While I’ve experienced an incredible amount of support since establishing my non-toxic skincare brand, S.W. Basics, I’ve encountered a considerable amount of resistance to the idea of “natural beauty,” too. I guess it shouldn’t be all that surprising. No one wants to be told that their favorite cleanser (the one they’ve been using since high school) actually possesses ingredients that might be harmful. It’s unsettling to have to forego your standby lip balm after you’ve used it for years and years (and you feel just fine). I get it – change is hard. And who likes being told what to do?