Flamingo Estate
An Aussie ad exec started a pandemic produce box from his LA villa garden. Five years later the garden itself was the brand.
Australian advertising executive who lived in a 1940s Highland Park villa with seven acres of gardens started a produce delivery box at the start of the 2020 pandemic. To keep neighbours fed. Five years later the gardens were the brand and the produce box had become a luxury estate. Richard Christensen founded Flamingo Estate in 20 on his Los Angeles property and pivoted into a maximalist garden lifestyle line. The hero, a tomato-centred candle, retailed at $64. The heritage extra virgin olive oil sat at 48. Most clean beauty competed on minimal packaging and quiet earth tones. Flamingo Estate competed on hand-drawn citrus, vivid pink labels and the explicit pitch that pleasure was a priority. The strategic move was the maximalism. The clean beauty era was built on sterile spars and white bottles which had trained customers to associate health with restraint.
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