Bringing Old World Charm to Modern Los Angeles
Ever seen a tree open a store? This ain't your typical cut-a-ribbon-and-pop-champagne affair. OLIVE TREE PEOPLE is doing things differently, using a 150-year-old olive tree still rooted in Spain to signal the opening of their U.S. flagship on Abbot Kinney in Venice. Why, you ask? Well, it's all part of their mission to blend ancient Mediterranean traditions with modern beauty.
The Olive Tree's Journey
Founder Thomas Lommel isn't just planting his brand in American soil; he's rekindling a lifelong romance with the olive grove. It's personal for the guy. He credits these trees with lifting him out of a tough spot in life. As he likes to put it, these ancient trees gave him the 'faith and balance' to keep moving when life knocked him down.
"At the lowest point of my life, they suddenly appeared and gave me my confidence back." - Thomas Lommel
This opening isn't just a flashy business move. It's about weaving a new story through those sturdy Spanish branches right into the posh Abbot Kinney Boulevard.
Reimagining Beauty, Waterless and Wise
Waterless Beauty is the new buzz, and OLIVE TREE PEOPLE is leading the charge. Why pour water into your lotions when you could tap into bioactive magic, like hydroxytyrosol-rich olive tree elixir? That's Lommel's angle: ditch the water for pure nature in each bottle.
The man began toying with this idea decades ago when waterless wasn't a thing. Now, the industry is catching up to his vision, and folks are swapping their waterlogged face serums for something ancestrally rich and scientifically sound.
A New Chapter Begins in Venice
On August 27, this deeply rooted European beauty brand unfurls its olive-green banner in the U.S. market from a space that melds 45,000 pounds of Spanish and Los Angeles soil using the ancient 'rammed-earth' technique. The vibe? Think of it as a blend of nature's cathedrals with modern artistry.
The U.S. flagship isn't just a space stocked with OLIVEDA and company’s full product line; it’s a home for an ethos. A place for master classes, consultations, and good old storytelling sessions where face-to-face connections happen.
Why Abbot Kinney? Why Now?
This isn't Lommel’s first rodeo in the States. He planted his sights on Abbot Kinney back in 2014 because the place feels genuine, diverse, a little quirky—much like the ancient Mediterranean traditions he brings with him.
By bridging Los Angeles with Spain through thoughtful architecture and heartfelt philosophy, the company aims to do more than sell beauty products. It wants to invite people into a narrative where beauty and tradition meet. It’s about touching lives, inspiring with old wisdom, and carrying the olive tree’s spirit into new territories.
Ahead of Industry Trends
Waterless Beauty is now a sector to watch, reportedly the fastest-growing part of the industry. Yet, for Lommel, it's been a 20-year journey—an uphill but rewarding hike past the olive trees and scientific discovery.
He's not just pitching another lifestyle; he's paving a way for people to engage with a holistic approach to care that values authenticity as much as aesthetics. Waterless isn't a trend; it's the beginning of understanding what from the earth does to us.
And so, with a gentle Mediterranean breeze and a 150-year-old olive tree, OLIVE TREE PEOPLE opens its doors—not just to a store, but to a space where tradition, science, and the future of beauty intertwine.
