In 2015 Kendra Kolb Butler left her job as a luxury beauty executive in New York City and moved to Jackson Hole, Wyoming, where she fell instantly in love with the “alpine glow”—the ethereal pink sunlight that bathes the mountains there at sunset. As she adjusted to life at high altitude, she had a hard time finding skin care that was nourishing and moisturizing enough to stand up to the dry mountain air. So she opened Alpyn Beauty Bar, a gorgeous boutique that quickly drew a cult following among locals and visitors alike. And slowly she began developing her own line, which uses extracts of plants that have been wild-crafted (sustainably harvested in the wild, rather than cultivated) at high altitude for all its active ingredients. The resulting products are super hydrating, high-performance, and absolute heaven on skin, from the thick, rich PlantGenius Melt Moisturizer to the Creamy Bubbling Cleanser.

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