SOURCE Olive Tree People

VENICE, Calif. and TORONTO, June 30, 2025 /PRNewswire/ -- After a true waterless beauty movement emerged in the US within just two year, with over 60,000 waterless beauty consultants, OLIVE TREE PEOPLE USA Inc. exploded. The brand went from 40 packages per day to over 10,000 packages per day and up to $4 million in sales per day, only in 2024. Olive farmer and CEO Thomas Lommel has set the course for global expansion by establishing subsidiaries in Canada and Europe.

OLIVE TREE PEOPLE Canada Inc., based in Edmonton, Alberta, will begin its pre-launch phase in Canada in July 2025, and in October, OLIVE TREE PEOPLE Europe AG, based in Switzerland, will drive expansion in Europe.

OLIVE TREE PEOPLE Inc. is the fastest-growing waterless beauty company in the US with sales of $105 million in its second year. OLIVE TREE PEOPLE is growing 600% faster than Beautycounter in its second year, and also is growing faster than many established celebrity brands such as JLO Beauty and many others.

When asked about the secret to its success, olive farmer and CEO Thomas Lommel replied: "It took me over 21 years to realize that direct-to-consumer sales, rather than retail, is the perfect match for waterless beauty. No marketing campaign in the world (not even the largest campaign and not the most exclusive retail stores) can communicate and deliver the waterless beauty message more successfully than our waterless beauty consultants in the US, and soon in Canada and Europe."

When asked why, olive tree farmer and CEO Thomas Lommel replied: "It's simple: The consultants breathe waterless beauty 24/7. Our waterless beauty consultants don't sell, they educate using tools such as Waterless Glow workshops, where interested customers learn all about waterless beauty and how it differs from conventional cosmetics. Most customers try our products, when they hear we offer a 365-day satisfaction guarantee. Many of them become returning customers. We've been educating women and men in retail for 21 years, and I can tell you, that's not possible in retail.

The women and men on the shelves in retail stores do an excellent job, but they are responsible for dozens of brands and therefore can't do what our Waterless Beauty consultants do. That's why, after more than 20 years, we are also pursuing a direct-to-consumer approach in Europe with the goal of informing and educating the 448 million women in Europe.

We couldn't be prouder of our Waterless Beauty Consultants and therefore regularly celebrate them with photographs placed in magazines like the TIME Magazine Women of the Year issue, Vogue, Vanity Fair, and many others."

Lommel explains why Waterless Beauty, with over $22 billion, is the fastest-growing segment of the entire beauty industry: "People understand that Waterless Beauty is the next, and most importantly, true, clean beauty, and they understand that what they wouldn't drink/eat (water with preservatives and refined oils, or even worse, petroleum) shouldn't be applied to their skin either."

When asked about the fact that OLIVE TREE PEOPLE currently hit a valuation of $1 billion, olive farmer Thomas Lommel replies: "I believe that the value of a tree cannot be measured in dollars, and we have saved more than 31,000 of these hundred-year-old and older trees over the past 21 years. We are the biggest conservationists in the region. I think we humans need to become more humble and realize that we couldn't exist without these trees, not to mention the treasures they give us each year through their harvest. We're probably the first company ever to work with trees, which is what from Tree to Beauty means and helped reach the billion dollar valuation. However, it was never my goal, but should be higher given the global innovations we've achieved over the past 21 years along with the newness that will be launching from OLIVE TREE PEOPLE from Tree to Beauty in 2025."

About Us:
About OLIVEDA TREE PEOPLE
OLIVE TREE PEOPLE Inc, as well as the European companies, OLIVE TREE PEOPLE Europe AG and OLIVEDA Deutschland GmbH, as well as OLIVEDA International Inc. were founded by the German real estate investor Thomas Lommel who has more than 20 years of experience in management and organic certification growing mountain olive trees. Specifically in the extraction of first-class, internationally award-winning extra virgin olive oils, the extraction of hydroxytyrosol, and in the production and distribution of cosmetic and holistic waterless products related to the olive tree. Lommel is the inventor of the OLIVEDA, as well as the inventor of OLIVE MUSH, a one-of-a-kind coffee substitute and is based on the ground olive leaf and hydroxytyrosol. Lommel created LA DOPE, which is a Holistic Hemp Beauty Therapy and the company has also expanded in the rapidly growing mindfulness industry with OLIVE re:connected to nature, an olive tree sound bath meditation Thomas developed with the frequencies of his olive trees, which he makes available worldwide. OLIVE ROSE is the world's first waterless hydroxytyrosol no makeup makeup line, which Thomas created with his daughter Magda Lommel.

In addition to the registered beauty brands of OLIVE TREE PEOPLE, Lommel is the region's largest conservationist and protector of over 30,000 one-hundred-year-old mountain olive trees in Spain. With his Thomas Lommel Foundation he brings the water that he does not use into his waterless beauty products to the people of Africa by building water wells on site. In addition to online sales and a Europe-wide branch network of thousands of retail stores, OLIVEDA Deutschland GmbH operates its own flagship stores in Berlin and Düsseldorf, Germany. The brand's beauty concepts are unique worldwide, and their effectiveness has been supported by scientific studies. Read our book The Olive Tree Therapy 10 Years in 14 Days. Waterless beauty has been called "The Next Big Thing" in articles in U.S. Vogue, Harper's Bazaar, InStyle, Elle, Madame, Forbes, and many other industry publications, as well as by Mintel, a world-leading futurology institute. Gigi Hadid and many other celebrities are already OLIVEDA fans and support its success. Further information on OLIVEDA International, Inc. and its subsidiaries and associate companies and brands can be found at www.olivetreepeople.com

Further information on OLIVEDA International, Inc. and its subsidiaries and associate companies and brands can be found at www.olivetreepeople.com 

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