Thayers Is Courting Gen Z With a Centuries-Old Ingredient

The skin care brand's powerhouse ingredient dates to the 16th century

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When European explorers reached the Americas in the 1500s, they brought diseases that Indigenous peoples—to their peril—had no immunity to, including measles, smallpox and influenza. So it’s no small irony that, for their part, Native Americans shared medical knowledge of great benefit to the Europeans, including a certain medicinal plant with a host of curative attributes. Potawatomi clans steamed it to relieve muscle cramps. The Osage tribe healed skin ulcers with it. The Iroquois brewed it to treat coughs, colds and even dysentery.

The plant’s scientific name is Hamamelis virginiana.



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This story first appeared in the Feb. 20, 2024, issue of Adweek magazine. Click here to subscribe.