June 2, 2025 at 09:00 AM
June 2, 2025 at 09:00 AM EST - OLIVE TREE PEOPLE, the pioneering waterless beauty brand harnessing the power of wild mountain olive trees, celebrates its two-year U.S. BIRTHDAY alongside National Olive Day (June 1). Since its 2023 launch, the brand has mobilized 60,000+ consultants to educate consumers about waterless beauty. It has achieved industry-leading growth, outpacing celebrity beauty brands like JLo Beauty by Jennifer Lopez and has twice the growth rate as the newly acquired Rhode by Hailey Bieber. Olive Tree People's revenue grew 600% faster than Beautycounter's second-year growth, based on internal sales data from the past two years. This year the company reached a valuation of over $1 billion with its Olive Tree People subsidiary becoming by far the fastest-growing waterless beauty company in the fastest-growing segment of the beauty industry: Waterless Beauty. The global waterless cosmetics market is projected to reach $17.21 billion to $22 billion by 2028, with a Compound Annual Growth Rate (CAGR) of 10%, according to industry reports.
The Waterless Wake-Up Call
"Most women don't realize their go-to skincare products are 70-90% water," explains Thomas Lommel, olive tree farmer and founder of OLIVE TREE PEOPLE. "Our two-year mission has been about showing there's a better way—where every drop counts for your skin and our planet. We didn't just remove water—we rewrote beauty's future*."*
The brand's unique approach replaces water entirely with its patented Holistic Beauty Molecule® derived from wild mountain olive trees. This innovation has
OLIVEDA International, Inc. and its subsidiary, OLIVE TREE PEOPLE Inc., as well as the European companies, OLIVE TREE PEOPLE Europe AG and OLIVEDA Deutschland GmbH, as well as Olive Tree Farmers SL were founded by the German real estate investor Thomas Lommel and have more than 20 years of experience in management and organic certification growing mountain olive trees, 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 [Olive Tree Therapy 10 years in 14 days] as well as the inventor of [olive matcha], which is based on the ground olive leaf. Also unique is the coffee replacement developed by Lommel, which is based on olive leaf and hydroxytyrosol. In addition, Lommel is in the rapidly growing mindfulness industry with the olive tree sound bath meditation he developed and the frequencies of his olive trees, which he makes available worldwide.
In addition to the registered beauty brands, OLIVEDA and LA Dope, as well as Re:connected to Nature, The Intuition of Nature, and Olive Mush, to name just a few brands, Lommel is the region's largest conservationist and protector of over 30,000 one-hundred-year-old mountain olive trees, and, 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.
The brand's treatment concepts are unique worldwide, and their effectiveness has been confirmed by conventional medicine. 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