The secret is out. Tulips are the next big thing.

There’s a new flower that’s making major waves in the clean beauty world: the unassuming tulip. With almost a 400-year history in the Netherlands, this extraordinary bloom has been surprisingly overlooked in the world of skincare. That is, until a New York-based beauty marketing executive fell in love with a fourth generation tulip farmer, moved to Amsterdam, and founded Bloomeffects.

Much more than just a pretty face, the tulip contains a plant hormone called auxin, which plays a crucial role in the metabolism of cells, antioxidation, and even collagen production. Ever wonder why your arrangement of tulips droop so quickly? It’s not from wilting. Rather, the tulip’s ability to regenerate is so great, it is one of the only flowers that continue to grow after it’s been cut (up to an inch, in fact, so it’s a good idea to keep trimming your flowers in the vase). Additionally, tulips are a powerful natural humectant that can absorb their full body weight in water. Now that’s something even the rose can’t claim to do.

Backed by two government-sponsored grants, a team of scientists, and a leading Dutch university, we spent a year researching every facet of the tulip before coining our Proprietary Dutch Tulip Complex. Rich in amino acids, antioxidants, and natural hydrators, it is the hero-ingredient in all of our products, including our ultra-hydrating ointment-to-serum Royal Tulip Nectar that leaves the skin feeling plumped and refreshed. It’s not hard to see why our skin-quenching Nectar has a rapidly growing fanbase.

Our brand practices the same care for each ingredient our products are formulated with as we do with what they are formulated without. There are no parabens, no sulfates, no phthalates, no fragrance, and no synthetic dyes, nor any other harmful additives in any of our collection.

We’re also deeply committed to keeping our ingredient list renewable. We source our Proprietary Dutch Tulip Complex from waste bulbs to minimize our carbon footprint and support sustainable, circular farming. And lastly, you can rest assured that nothing is ever, ever tested on animals.

Now that the secret about tulips is out, you can expect only good skin days ahead.