Meet Jen Novakovich of The Eco Well

Jen Novakovich is an independent cosmetic scientist, science communicator, and director of The Eco Well, a science communication platform and formulation development consultancy. With her work as a science communicator, she's interviewed hundreds of scientists from diverse fields for her podcast, hosts regular interdisciplinary e-panels on her YouTube channel, and has launched several larger-scale scicomm conferences, including the Green Beauty Night series. Jen has two BS degrees, a diploma in cosmetic chemistry, and is in the process of completing a master's in environmental science. 

Q: Can you tell us about how The Eco Well started and why? 

A: I was very frustrated with my career, particularly with the level of misinformation—originally I was operating in the natural health industry. With the support of my now husband, I left my career and went back to school to study cosmetics chemistry. I launched The Eco Well shortly after as a science communication platform with the intent to address some of this misinformation. I think a big challenge in the beauty space is that relevant scientists are generally left out of public discussions, which are predominantly led by the marketing department. I try to give scientists a platform through my podcast, e-panels, social media, etc. In the past, the science behind cosmetic products was kept behind closed doors, which in my opinion is incredibly unhelpful for addressing the misinformation that has overwhelmed the industry. My ultimate goal with The Eco Well is to help make accurate information more accessible to everyone.

Q: We’re seeing a formidable rise in science-based beauty influencers and doctor influencers on social media. How do you see The Eco Well fitting into this trend?

A: I see the rise in science-based beauty influencers as a double edged sword. Clearly The Eco Well is benefiting hugely from this trend and I love the passion for truth and nuance that exists inside my echochamber. But on the flip side there are a number of accounts capitalizing on this trend (such as some of the doctors you’ve alluded to), who use science and their perceived expertise as a smokescreen to sell a product or service. I mean in an ideal world The Eco Well would help break down whatever myth de jour is going around and be a reference for those big accounts. But I suppose I see The Eco Well more as a connecting platform. A place where relevant experts can have interdisciplinary discourse around the science of cosmetics

Q: You’ve interviewed many renowned experts in the beauty industry, is there a collaboration that sticks out as the most memorable/enjoyable? And why?

A: Probably my podcast interviews with Dr Ricardo Diez. He’s incredibly knowledgeable, generous with his expertise, kind and sharp. As a young scientist in the cosmetics industry, I find him quite inspirational, so I was very excited to get him on my show. Very much looking forward to future collaborations with the prof—I’ll be giving a guest lecture/live podcast recording with the Fall cohort of his cosmetics science course at Rutgers.

Q: What is the most common beauty myth that you see keeps resurfacing on social media or through your work? Why do you think that is?

A: Toxins - this idea that the major players in the industry are actually trying to hurt/poison you (for profit?). I think the reason this is not going away is a cultural thing more than a marketing thing. The cosmetics industry came from the chemical industry. Which let’s face it has not had a perfect record historically when it comes to health and safety. So you can see why some believe these companies are evil because they always have been. Because of that troubled past I don't think this myth is going anywhere. 

Q: What is the one beauty trend you hope will cease to exist in 2021? And the one you hope will flourish?

A: Clean Beauty can cease any time now. As for something I hope takes off, definitely biotech and also upcycling. Both of these trends have a long hidden history in the cosmetics industry, but over the last 5 years, innovation has been happening at a pretty rapid pace.

Q: What beauty products are you loving right now and why?

A: I recently tried NIOD's photography fluid. I haven't tried a product like this before so I was very intrigued by the performance, and I have to say, I really enjoyed it. Most of the other products in my routine I'm not too picky about - I tend to have a lot of samples of my own to try, products that I buy I can take or leave, I'm certainly not brand or product loyal, but the photography fluid is something that's become a staple for me since I've tried it. I don't wear a lot of makeup—I use the product almost as a stand-alone foundation. It helps minimize the appearance of redness and makes my skin look brighter. One word of caution for the product—a little bit goes a long way.

Q: What is the one piece of beauty advice you would like to give to our readers?

A: Whatever your beauty regime looks like, make sure you’re doing it because you enjoy it. Your skin is pretty resilient, it will look after itself in most cases. If you’re stressing out over your routine, take a step back and make the routine work for you. Change it so it’s no longer stressing you out. Unless you have a serious skin condition with instructions from a dermatologist (in which case follow those to the letter), most people don't need to follow a strict set of steps to keep their skin in good condition. It’s pretty simple, if you feel dirty, wash. And hey, a pimple now and again? Nobody cares. 

Q: What beauty resources (other than yours) do you recommend for those looking for honest, expert-led skin care education, tips, or advice?

A: Lab Muffin is outstanding- Michelle is a chemistry PhD with more than a decade of content tackling every myth out there. Chemists Corner and the Beauty Brains podcast and blog would be another great resource. 

Q: What is the one piece of advice you’d give a budding beauty entrepreneur? 

A: Entrepreneurship is hard. Have a plan and a backup plan, be ready to work hard. But I think luck has more to do with it than most people are willing to admit. You can do things to increase your chances, but at the end of the day, it's bleak and I'd say be prepared for failure and set your expectations accordingly. That way if you do fail, you’re prepared for it and you will be more willing to try again. 

 Q: Can you give us a sneak peak to your exciting future plans in terms of The Eco Well or any other projects you may have in the pipeline?

A: Season 5 of the podcast is right around the corner. First episode will air Oct 1st.