Alpyn, founded by Kendra Kolb Butler, is entering a new phase — though one could argue that at its core, the brand hasn’t changed a bit. The line, rooted in wildcrafted ingredients sourced in Jackson Hole, Wyo., officially launched in retailers in early 2019. Today, while it is still rooted in wildcrafted ingredients, it’s housed in colorful glass bottles tinged with the pinks, peaches, and purples that dot the western sky at dawn and dusk (collectively referred to as the “alpenglow”) and bears a streamlined new name: Alpyn, rather than Alpyn Beauty Wildcrafted Actives. “It’s the beauty industry,” Kolb Butler said. “Aesthetics matter.” But as version 2.0 rolls out, we sat down with Kolb Butler to talk about how the rebrand is much more than cosmetic.
It is said that necessity is the mother of invention. For Kendra Kolb Butler, who moved to Jackson Hole in 2015 and suddenly found herself with very, very dry skin, that was certainly the case. Although she moved to Wyoming in 2015 to decompress after working alongside Dr. Dennis Gross and helping to grow his skin care line from 2001 to 2014, the search for soothing solutions for her compromised complexion pulled her right back into the fray. “The ingredients that worked so well in other environments weren’t cutting it for my skin here,” Kolb Butler recalled. “And nothing I had come across in clinical skin care could fully address that.”
Fortunately, the answer was literally growing in her backyard. Wyoming’s wild plants have evolved over millennia to endure the region’s punishing conditions, developing unique survival skills like the ability to bank moisture, concentrate nutrients, and store energy for long stretches of time. Fascinated by their resilience, Kolb Butler began incorporating these wildcrafted plants into clinical formulas, producing what she calls the marriage of “clean clinicals and wild plants,” which create the line’s unique point of difference.
[H2] The Decision to Rebrand
Alpyn launched to immediate success, but as the brand grew, Kolb Butler noticed a disconnect between the high-quality formulations and the brand’s visual presentation. “When we launched, our packaging was minimalist — clear glass jars and white labels for sustainability. But as we started scaling, it became clear that our aesthetic didn’t reflect the caliber of our product,” she explained.
The decision to rebrand wasn’t made lightly. Over the course of two years, Kolb Butler and her team invested significant time in brainstorming and consumer testing to ensure that every element of the rebrand stayed true to Alpyn’s mission. “It’s a big financial investment, but it’s almost a bigger time investment. You want to get it right because it’s like your child,” she said.
[H2] What the Rebrand Entails
One of the most striking changes of the rebrand is the packaging. The new aesthetic draws inspiration from the alpenglow, the pinks, purples, and peaches of Jackson Hole’s sunset. Put simply, the line’s vivid glass jars now more accurately mirror the wild beauty of the landscape that inspired their name. The line’s name has also evolved. Originally called “Alpyn Beauty Wildcrafted Actives,” the label has been whittled down to Alpyn, which is easier for consumers to digest at a glance.
The packaging also now incorporates detailed information about the wild plants used in each product. For instance, customers will find drawings of arnica, or other featured botanicals, along with information on their harvest time and their specific skin benefits. “We wanted to give our customers transparency, to show them when these plants are harvested and what they do for their skin,” Kolb Butler said.
Another major element of the rebrand is a renewed emphasis on the brand’s POV: “The only clinical formulas powered by wild plants.” The tagline highlights Alpyn’s singular market stance and the care taken in sourcing and formulating its products. Alpyn continues to harvest its wild plants by hand, adhering to sustainable practices, and its formulas remain cruelty-free. Additionally, the brand is a proud member of PACT, further solidifying its commitment to sustainability.
[H2] A Renewed Commitment to the Community
Sustainability isn’t just a buzzword for Alpyn; it’s deeply embedded in the brand’s DNA. A portion of every sale is donated to national park restoration efforts, with a particular focus on rewilding land in Jackson Hole’s Grand Teton National Park. To date, Alpyn has helped restore more than 1,100 acres of land damaged by early settlers, with a goal of rewilding 5,000 acres. “We’re getting something from these plants, but we’re also giving something back,” Kolb Butler noted. “That’s a win for me — giving people beautiful skin and helping restore our national parks.”
The brand’s packaging is also a reflection of its eco-conscious ethos. Kolb Butler explained that while Alpyn has always prioritized sustainability in its materials, the rebrand takes it a step further with the use of recyclable glass and post-consumer recycled (PCR) plastics. “If a formula requires an airless component, we use PCR plastic, but whenever possible, we stick with glass,” she said.
[H2] Retail Expansion and Future Growth
Alpyn’s rebrand is already making inroads in the retail world. The refreshed packaging is currently rolling out at Sephora, with the full rebrand expected to be complete by the end of the year. Additionally, several recent product launches, including Clarifying Facial Oil, featuring a combination of natural and clinical retinol with Jackson Hole’s soothing raspberries, and Super Peptide & Ghostberry Barrier Repair Cream, with neuropeptides and ghost berries (dubbed “nature’s Neosporin,” said Kolb Butler), have brought the line’s total SKU’s to 13.
As for the future, Kolb Butler is optimistic. Her goal is to continue growing Alpyn organically, steadily expanding its presence in the clean beauty market without chasing trends. “The best advice I’ve ever received is to put your business blinders on and focus on your own point of difference,” she said. “There will always be someone doing it faster or better, but all that does is take your eye off what you’re doing.”
She’s also a big proponent of treating your team the way you would want to be treated. “Kindness is a currency. I’ve been so lucky to have had amazing mentors who built me up and supported me. We’ve all had mistakes, but they’re a learning, not a chance to knock people down,” she said.
With a clear vision, a commitment to sustainability, and the wild-crafted power of Jackson Hole’s flora, Alpyn is poised to continue making an impact — both on the skin of its customers and on the wild landscape that inspires its formulations.
