ShopTalk: Natural Beauty at Broad Ripple’s Eva Maison

An Aruban entrepreneur brings his expertise to Midtown.

“I bet my family that Eva Maison will grow to 30 stores before Aruba Aloe does,” he says. “If everything goes as planned, we’ll have another location here before the end of the year.”

Combine Anthropologie’s earthy aura with the cosmetics aisle at Whole Foods, and you’ve captured the essence of Eva Maison (912 E. Westfield Blvd., 317-964-0918) in Broad Ripple. Owner Josh Posner tapped the island vibe of his native Aruba to create a space brimming with natural skin, hair, and makeup lines artfully displayed on rough-hewn tables. Posner is partial to one brand, though: Aruba Aloe, acquired by his family in 2000, bills itself as the world’s oldest aloe company. “Tourists buy the lotion by the box,” Posner says of the line’s signature soothing cream ($18 to $24). The product gets scooped up just as frequently at Eva Maison, along with S.W. Basics eye-makeup remover ($14) and Herbivore Botanicals sea-mist hair texturizer ($20). Posner offers samples and hopes this customer-friendly approach will help him win a little competition.


This article appeared in the August 2015 issue.