Mae Cornes
Photo Courtesy of Olive Tree People
Founder of Olive Tree People, Thomas Lommel has a deep connection with olive trees. More specifically, he is a testament to the healing power of a remarkable olive leaf elixir he rediscovered 21 years ago while on a self-meditation in a now legendary olive tree house. The same year of his revolutionary finding, Lommel created his first ingestible product I01 Elixir. The company now carries an array of offerings made by merging Mediterranean healing principles into powerful beauty solutions by replacing water with olive leaf extract – all-the-while drawing attention from beauty enthusiasts around the world who seek a new way to transform from the inside-out.
Just as the olive tree is perceived as a symbol of cleansing, healing, and above all peace, Lommel’s Olive Tree People is garnishing equal praise in the beauty industry with a waterless beauty movement that is nothing short of game-changing. “I never imagined it would transform the industry when I intuitively developed our first product in the legendary olive tree house in 2001,” reflects Lommel, founder of Olive Tree People. “My goal brings the healing benefits of hydroxytyrosol to the world through our transformative skincare company.”
Healing Lessons from the Olive Tree
At the age of thirty-three, Lommel’s life came to a significant turning-point, on all levels. One of them was illness. He set out by car, 3,500 kilometers from Apulia in southern Italy to Andalusia and shortly thereafter, was the proud owner of his first olive grove. The journey began with 120 wild mountain olive trees to what today is over 31,000 wild olive trees. He was fascinated – especially when he found out that what healed him, namely precious polyphenols such as Oleuropein and Hydroxytyrosol, are found in the olive leaf up to 3000-times more concentrated than in high-quality olive oil.
“At the lowest point in my life, the olive trees appeared and gave me my confidence back. In my darkest moments, they brought a smile to my face and helped me rediscover trust, faith, and balance. Through them, I experienced a profound connection—a form of communication with nature that revealed how deeply intertwined we are with everything around us. They showed me the creative power of thoughts and taught me that true happiness stems from our roots and the exploration of our own nature. In moments of silence, the voice within our hearts guides us, and for me, the olive trees were that voice. I owe them my journey back to life.”
The powerful connection between Lommel and the olive trees propelled him to open two coveted brick and mortar shops in Germany. And now, the global brand focuses on intuitive science that is led by Lommel’s passion to bring the waterless movement to the world. Not to mention the water they don’t use they take to the people in Africa, but we will report on that later in the story. The Olive Tree People’s unique approach has captured consumers worldwide and it has led to a rapid expansion. As a result, the company has established its leadership in the waterless skincare industry and more importantly is recognized internationally as the pioneer in waterless skincare.
Planting North American Roots
Twenty-one years of deeply believing in the strength of the wild olive trees that Lommel now owns, powered by intuition, dedication, passion and love began to magically unfold in Los Angeles, California only 21 months ago.
“Waterless beauty is much more than the new clean beauty. It is a lifestyle that describes real sustainability with our trees and water wells in Africa and will be anchored in people’s consciousness in less than three years in North America,” Mr. Lommel added. “This is why we feel so aligned with the city of Los Angeles and are proud of the deep roots we are planting here.”
Olive Tree People made a pivotal decision to become a direct-to-consumer company and now boasts 50,000 independent sellers. Once entering the US market, Lommel seized the opportunity to provide a sales technique where sellers can educate customers on the efficacy of the products and the waterless movement. The platform of independent sellers gives consumers an opportunity to learn what clean really means in an intimate and personalized setting.
Olive Tree People’s success stems from its unique skincare formulation. Traditional products contain up to 95% water, preservatives, and fillers. The brand substitutes the water content with a potent, bioactive cell elixir from olive leaves. This pioneering ingredient, hydroxytyrosol, comes from olive leaves and exhibits remarkable properties. The compound offers cellular protection, matching the resilience of olive trees that survive up to 4,000 years.
Research supports Olive Tree People’s products in multiple ways. It goes beyond simply removing water from formulations. The olive leaf elixir creates more concentrated products. It also makes them more effective. The key compound, hydroxytyrosol, protects skin cells. It guards against free radical damage and environmental stress. Researchers have extensively validated each product’s ability to regenerate, protect, and enhance overall skin health.
3,000% Growth Sweeps Beauty World
Olive Tree People’s distinctive methods have gained widespread attention. The company has grown explosively since its launch, quickly becoming the fastest growing skincare company. Just in the first year, sales increased by 3,000 percent. This swift expansion has established this brand as a prominent beauty industry competitor, pushing boundaries in natural skincare solutions. Consumer demand for sustainable beauty options drives this success.
“Our deliveries jumped from 40 boxes daily to 10,000. We expanded our independent sellers to 40,000 within one year, with sales soaring nearly 3,000%,” Lommel states. “The last week of November brought our biggest sales day at 3.7M.” These numbers reflect shifting consumer preferences toward natural, effective skincare solutions. Olive Tree People’s story motivates new beauty entrepreneurs and moves the industry toward sustainable practices.
Waterless Wonder Transforms Skin
Olive Tree People leads the waterless beauty movement, which is gaining traction industry-wide. Its bioactive olive leaf elixir creates concentrated and sustainable formulations. This method resonates with eco-conscious consumers seeking potent products. The waterless beauty movement reimagines skincare formulation fundamentals.
“We established the waterless movement,” Lommel explains. “Our work started 20 years ago when we replaced water rather than simply removing it – unlike a soap bar.” This method distinguishes Olive Tree People from other companies in a competitive market.
The company focuses on product potency and effectiveness, creating new expectations for skin care. The waterless beauty movement represents a fundamental change in skin care philosophy, with Olive Tree People directing progress toward sustainable and effective beauty solutions.
Olive Tree People thrives through its strong sense of community, supported by a growing network of thousands of independent sellers across the U.S. These consultants educate customers about waterless beauty benefits and guide them toward ideal products. Its direct-to-consumer model delivers personalized recommendations and builds user communities.
The community extends beyond sales. The company created platforms where beauty enthusiasts connect, share experiences, and learn. Regular interactions foster a loyal customer base invested in the brand’s success. This community-centered strategy drives sales and powers word-of-mouth marketing, turning satisfied customers into brand champions. Lommel has a special way about himself in which rather than offering his independent sellers a superficial trip to an all-inclusive resort, he brings the sales consultants to the roots of the brand.
Trips include experiences to Spain to the olive groves, trips to build water wells in Africa and wellness experiences, such as guided meditation and sound baths led by the sound of the impressive frequency he built of the olive trees. Inspired directly by the fact that the Olive Tree People does not operate as an intensive agricultural economy but rather an extensive and sustainable and loving one. Rewind directly to 2013, he started the water project “OLIVEDA for Africa” and began to build one well in Africa for every 100 hectares of mountain olive tree land that Oliveda acquired.
Nature’s Regenerative Cycle Unlocked
Olive Tree People not only creates highly effective products but also drives meaningful global impact through its commitment to environmental and social responsibility. The company’s values resonate deeply with conscious consumers seeking brands aligned with sustainability and purpose.
Olive Tree People’s approach to sustainability extends far beyond water conservation. It employs eco-friendly practices, responsibly sourced ingredients, and works to minimize carbon emissions across production and distribution. Additionally, the company is dedicated to environmental restoration, including conserving 30,000 century-old olive trees, supporting bee habitats, and building water wells in underserved communities. Unique to its mission is the incorporation of olive tree frequency, which promotes mindfulness and meditation as part of its holistic philosophy. This comprehensive focus on sustainability and well-being sets Olive Tree People apart, challenging conventional practices in the beauty industry.
Skincare Evolution Begins
Olive Tree People is redefining beauty by transcending temporary trends and embracing nature’s intelligence through innovative, waterless formulations. From humble beginnings in an olive tree house to global recognition, the company exemplifies the transformative power of nature, creativity, and quality. As the leader in the waterless beauty movement, Olive Tree People is shaping the future of skincare by responding to consumer demand for natural, effective, and sustainable solutions. With a commitment to quality, sustainability, and community, the brand is not only driving industry change but also setting the standard for modern beauty companies. The waterless beauty revolution, championed by Olive Tree People, promises a future of continued innovation and meaningful impact.