June 17, 2019
Meet the Makers: Edie and Brian Himmel from Crazy Rumors
The clean, vegan, natural and organic lip care brand that proves you can be green – and still have fun with it.
The rumour started in Brooklyn way back in 2003. Husband-and-wife team Edie and Brian Himmel wanted to created a natural and organic lip care range that focussed equally on high quality ingredients and fun, creative flavours. From making batches of balms on their home stovetop to being stocked in over 20 countries worldwide, it’s safe to say the rumour has well and truly spread. Here we talk to founders Edie and Brian about knocking on doors, staying grounded, and their love of game shows…
Describe the Crazy Rumors brand...
Clean, colourful, tasty and ethical
How did the name come about?
We wanted a name which piqued interest and intrigue, and invited curiosity. Crazy Rumors fit the bill nicely!
Tell us a little about your career path and how it led to Crazy Rumors...
I (Edie) have always had an interest in natural products and ingredients, and have personally experienced amazing benefits when using plant-based ingredients. Brian was always a hands on type of person and loves a good challenge. At the time, so many natural personal care products contained the same simple scents seen time and time again, so we thought it would be fun to create intriguing flavours and scents incorporated into natural, effective formulations.
Why was it important to create vegan, plant-based products?
We wanted to offer a product suitable for everyone, regardless of diet or lifestyle. We didn’t see the need to use animal derived ingredients when there were so many alternatives available to us. This was a challenge since we do not use beeswax, which pretty much forms the base of almost all lip balms on the market today.
We made batch after batch, attempting to create the perfect feel and consistency – not too hard, soft, oily or waxy and with a good amount of staying power.
Your products are still small-batch made. Why is this important to you?
By making small batches often, we are delivering fresh and flavourful products to consumers. This also allows for quality control and ensures all of our values and company standards are checked.
How has Crazy Rumors evolved since you first broke into the market?
We started with only 12 coffee and tea inspired flavours and we now offer over 25, across a range of tasty categories from dessert and candy to soda flavors. As we honed in and learned more about who we are, we incorporated a gorgeous facelift to better reflect our brand, incorporated eco-friendlier packaging, donated a portion of profits to important charitable causes and have expanded distribution to over 20 countries worldwide!
How is Crazy Rumors different to other brands?
Our flavours are what make us unique. We pioneered intriguing flavour combinations with a rich, super hydrating formula. We are fun, lighthearted and with a bit of cheekiness. Our lip balms are designed to make you smile! :)
What was the first flavour you created?
One of our original “Brew” (coffee and tea) flavours: Peppermint Lemongrass. It’s still in our catalogue today and is Brian’s absolute favourite. He recommends this one through and through.
What about your best seller?
Without a doubt it has to be our Bubble Gum lip balm. One swipe and it makes most adults giddy with joy, and instantly puts a smile on their face.
What has been your proudest moment with the brand?
A lot has happened over the years, but believe it or not our proudest moment actually occurred during the inception of Crazy Rumors. Back when we were hand making lip balms in our kitchen, we'd get on a train in NYC and go door to door. One day, the first store we visited purchased a box of each of our Perk and Brew sets – which at the time was everything we offered. On the way back home that day, we passed the first store and we were pretty thrilled to see both displays were almost sold out. The whole ride home we were so happy and felt proud of what we had accomplished. This experience gave us the push to further pursue Crazy Rumors as a viable business.
What’s the one flavour you'll never see in the Crazy Rumors range?
I would say a mustard flavor. Brian truly dislikes this condiment. If it doesn’t pass his approval, it would never make the cut.
Fast Five… With Edie Himmel
The Crazy Rumours flavour in my handbag right now is...
Pina Colada and Orange Creamsicle! We’re approaching summer here, and these give me all the beach vibes! Orange Creamsicle has so many nostalgic childhood memories.
My brunch order is...
Bagel with cream cheese and a simple, hot coffee (no matter the time of year). This is the quintessential NY meal I grew up eating.
The quote that resonates the most with me is...
“May the bridges you burn light your way”. Sometimes people and relationships fall apart. Although it can be hard, I believe it’s usually for the best and these experiences guide you to where you were destined to be in life
The one thing that would surprise people about me is...
I LOVE game shows, seriously! Watching contestants win prizes is so fun. Their silliness and happiness brings joy to me :) It’s a great way to wind down after a long day.
On my bedside table right now is...
I have a stack of books on my bedside ranging from an awesome biography about Freddie Mercury to A New Earth by Eckhart Tolle. I especially love this one on days when I feel overwhelmed and stressed. It helps me stay grounded, keeps my eyes open and appreciative for the things most take for granted.
Simple instalment plans available instantly at checkout
Use your existing debit or credit card
No long forms, instant approval online
Pay fortnightly, enjoy your purchase straight away!
All your need is:
1) An Australian Visa or Mastercard debit/credit card; 2) To be over 18 years of age; 3) To live in Australia
To see Afterpay's complete terms, visit https://www.afterpay.com.au/terms
© 2025 Afterpay
