With over 1,900% growth in the U.S. in 2024 and 2025 and the opening of the Canadian market in July 2025, Oliveda International, Inc. subsidiary Olive Tree People is now ready to bring the ‘Waterless Beauty Movement’ to Europe.
Founder and CEO Thomas Lommel commented, “After 22 years in retail in Europe, the decision to completely withdraw from all stores, especially in Germany, Austria, Switzerland, and Spain, was not an easy one. I am firmly convinced that the direct-to-consumer model, which we have been successfully operating in the U.S. and Canada for almost three years, is the future, especially when it comes to waterless beauty. We don’t just sell products; we educate people about waterless beauty and give our customers the opportunity to test it for 365 days.”
“Most of our customers learned about waterless beauty through one of our over 70,000 waterless beauty consultants and wanted to try it. Many of them become loyal customers or even waterless beauty consultants themselves, spreading the waterless movement further into the world, usually for the following reasons: 1. The before-and-after results speak for themselves; 2. They understand that waterless beauty is the next generation of clean beauty; and 3. The water we don’t use in our products we bring to the people in Africa by building wells. This means fresh, clean spring water instead of contaminated dirty drinking water and allows children to return to school.” he added.