Waterless beauty company Olive Tree People is making its U.S. retail debut with the opening of its first flagship store in Los Angeles. 

Located at 1335 Abbot Kinney in Venice, the store offers an immersive experience that brings the brand’s philosophy and products to life. It houses the brand’s extensive portfolio, including Oliveda, LA Dope, Olive Rose, Olive Mush, Is That Matty, and Olive:Reconnected. 

Central to the store’s concept is an interactive installation that allows visitors to step inside a 3,000-year-old mountain olive tree.

“We are not only waterless beauty, but also the first company to work with the frequencies of our wild mountain olive trees in Spain and make them accessible to everyone worldwide,“ said Olive Tree People founder, Thomas Lommel.

“For the first time in history, our flagship store will offer visitors a unique opportunity to step inside a 3,000-year-old mountain olive tree and experience what it feels like to be one with nature again, while simultaneously reconnecting with its unique nature and thus connecting with the infinite life force of Mother Nature.”

The company’s goal is also to inform women about the benefits of waterless beauty, emphasizing sustainability and skin health.

“The holistic cycle explains that we replace the 70% water found in conventional products with the power of our mountain olive tree cell elixir and the polyphenol hydroxytyrosol it contains. We replace the mostly refined oils with our bioactive Arbequina oil,” Lommel added.

Olive Tree People has rapidly grown in the beauty sector, achieving $104 million in sales in its second year. The company is growing 200% faster than leading celebrity-backed brands such as Rhode by Hailey Bieber and JLo Beauty by Jennifer Lopez, and six times faster than clean beauty pioneer Beautycounter.

The rise of waterless beauty is projected to reach $17.21 trillion by 2028, according to Grand View Research.