a compassionate heart should be the only beauty standard
The beauty industry has an ugly side that sacrifices your self-esteem, hurts animals, and threatens habitats for profit. A choice that could have a catastrophic impact on the future of humanity.
There is hope if we trade wasteful beauty trends for heart-centered care routines. Hair unites us all regardless of ethnicity, status, or gender. It is part of our everyday life, but it is more significant than we realize. How we style or care for our hair represents deep cultural beliefs that we pass down for generations.
Erica Clavin founded Green Grotto® to help beauty professionals and clients make choices that will have a positive impact for generations to come. They aim to make sustainable living more accessible, while employing the persuasive power of salons to influence fast cultural change.
Green Grotto’s Roots
Green Grotto was founded in 2015 with the belief that truly sustainable beauty is the product of a routine that restores your body, mind & spirit.
Green is a term used to imply sustainable practices, but it also represents the heart chakra.
Grottos are physical and symbolic caves used for spiritual introspection and healing.
“By healing our hearts, we create space to nurture the beauty in ourselves and the world around us. This helps us live longer, and perhaps correct many of the mistakes of the past while instilling hope for the future.” - Erica Clavin
Art as Advocacy
Beautification, dance, body adornment, and divination have been lifelong companions to Erica’s healing journey that they love to share. The earth & our communities need us to share messages of hope and belonging in every avenue possible.
Erica began creating digital content to help other socially conscious business owners balance their personal life and interests with their mission. They weave the values of earth stewardship into every facet of their day, and can’t wait to help you!
committed to equity, inclusion & anti-racism.
Drawing from Erica’s anthropology training, their content and offerings are designed through an intersectional lens. They identify as non-binary and welcome all members of the LGBTQIA+ community.
1% of annual profits are donated to Cultural Survival, a Massachusetts non-profit organization that advances Indigenous Peoples’ rights & cultures worldwide.
Erica aim’s to demonstrate what respectful cultural exchange can look like, so that we can learn from one another with integrity.
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