Holistic esthetician Shani Hillian has earned a stellar reputation in the beauty industry thanks to her thoughtful focus on the connection between the mind, gut, and skin. With her clients, the New York-based skin expert takes time to look at their skin “as a whole,” thoughtfully assessing how their lifestyle and product choices might be affecting them internally and externally.
Hillian has been treating skin with a nature-first approach for over 17 years, so it’s fitting that she’s now ready to share her unique approach to skin health with the masses. Enter: In Groov, Hillian’s ode to herbal and botanical skincare. Ahead, Hillian opens up about launching her skincare brand.
The Process
Hillian's lineage hails from Jamaica, and she spent much time in the island's countryside as a child. There, she watched her elders pluck herbs from their garden and use them to brew soothing teas and concoct treatments for skin ailments. It was sacred moments like this that ignited her passion for plant medicine. "My grandma, Ina, is the most influential person in my life," she says. "She knew nothing but how to live with herbs and use them daily. Today, I connect with nature as much as possible, as I truly believe nature is the ultimate healer."
With In Groov, Hillian has carefully packaged the teachings she learned as a child and esthetician into one centralized experience. She succinctly describes her company's ethos as "a skin wellness brand encompassing the whole of you." For her, this means her products aren't meant to be a "fix or cure." Instead, she aims for her multipurpose offerings to help balance and aid your skin.
Because providing total well-being support (i.e., from your skin to your soul) is central to In Groov’s mission, Hillian proudly launched with a dedicated cohort of experts alongside her. Nutritionist and health educator Selena Ayala, board-certified dermatologist Dr. Dina Strachan, and registered dietitian and nutritionist Sydney Axelrod are all members of In Groov’s professional community, serving as a resource for consumers’ questions as they experience the brand.
The Product
In Groov Every Mood $60.00
In Groov debuted in October with its Every Mood Cleansing Oil ($60). Hillian says creating the 100% organic cleansing oil and moisturizer took three years, with development beginning in her home while pregnant in 2020. “The process came with a lot of trial and error,” she says.
Despite the bumps in the road, it was always clear that her first product would be a cleansing oil. “Oil is the only ingredient that does not alter your skin’s pH,” she explains. She dreamed of creating an all-in-one product that works for every skin type no matter its mood—and Every Mood does precisely that. Whether you’re dealing with acne or sensitivity, she says the product can work for you. However, Hillian is quick to state that Every Mood isn’t meant to be a magical solution. “Perfection is an illusion,” she says. “If glass skin is the byproduct [of Every Mood], that’s wonderful. But that’s not the end goal.”
Instead, she tailored the non-comedogenic formula to meet your skin where it’s at and help dissolve impurities, boost radiance, balance sebum production, moisturize, and defend against environmental aggressors. When analyzing the ingredient list, it’s clear Hillian was intentional about every plant-derived oil used in the dual-function product. It’s made with beloved comforting ingredients like vitamin E, amla, and argan oil. Milk thistle seed oil, however, is one of the standouts. “Milk thistle is a powerful plant-based antioxidant that contains silymarin, a naturally active component that combats acne-clogged pores and regulates overactive sebum production,” she says. The herb also slows the signs of aging by increasing circulation and protecting against collagen breakdown–which is necessary for maintaining plump, youthful skin.
Another noteworthy ingredient in the cleanser-moisturizer hybrid is prickly pear. “Prickly pear is an ode to my culture and country of Jamaica,” she says. “It is in the aloe family and is a super hydrating oil.” She says she also included the ingredient because it supports the skin barrier and is rich in vitamin K–a natural radiance booster.
My Review
I’ve tested Every Mood for over a week now, and I’ve already decided it’s a product worth recommending to anyone I come across. There are many reasons for that. First off, this product delivers a fully immersive experience. The unique packaging features a QR code that takes you to a curated playlist (co-created with NYC-based DJ Studio Iluminado), providing you with a groovy tracklist to listen to during your skincare routine.
When I opened the box, I was impressed with Every Mood's sleek, translucent bottle. Immediately, I also noticed the syringe was slanted at the tip. "A straight tip dropper is used for volume and administered all at once," Hillian explains. She says opting for a slanted dropper allows the perfect amount of oil to be dispensed. According to her, you only need four to six drops, and I can confirm that's sufficient.
When cleansing, you're encouraged to dispense the oil onto clean palms and massage it onto dry skin (your face, neck, and décolleté) for at least one full minute. As I did that, the oil's natural, herbal scent began to fill the air around me very faintly. There are no added unnatural fragrances. It's only scented with naturally derived grapefruit, lavender, and vetiver essential oils.
I also love that the oil's texture is lightweight with tons of slip but is deeply moisturizing. When I was ready to remove it after cleansing, I placed a warm, damp towel over my face for five to ten seconds and wiped the oil off as directed. I then applied toner, serum, and more Every Mood to my damp skin to moisturize it. My skin has felt extremely refreshed and smooth each time I use the multipurpose oil.