I really, really am. And HOLY SHIT IT’S EXCITING. I am so thrilled to even be writing this (admittedly cryptic and annoying) post about it, such has the level of secrecy been thus far.
I’ve been working on the range since 2012, and I can say with absolute certainty that it is the finest skin care in the entire world, which might sound like an arrogant, unqualified and completely outrageous claim, but that’s only because it is an arrogant, unqualified and completely outrageous claim.
Still, it’s very, very lovely, and I am almost certain you will like it, because, well I kind of created it with you in mind.
You being all of the gorgeous, enthusiastic, curious, feedbacky fruits I’ve had the pleasure of writing for and interacting with since I became a beauty editor a decade ago. You’ve been so beautifully honest about what you like, what you don’t like, what you use, what you think you should be using, what you know you should be using, and most vitally, just how confusing you find skin care to be.
And I agree. It IS confusing. There are so many dingin’ products out there, and so many different steps, and so many avenues and options to pursue, and so many big sciencey words and terrifying potential skin issues, it’s no wonder so many of us:
- just stick to whatever we’ve always used in the hope it’s doing something/anything
- buy whatever is new and shiny and popular because the ads make it sound so rad
- copy whatever our mum/sister/friends use
- resort to rubbing peanut butter on our faces before bed.
And look, I’m the first in line to try products with dazzling claims and fancy new ingredients. That’s my job. BUT, ultimately, and I say this as someone who can literally choose to use any skin care product she desires, and has given very many of them a good whack over the years, (and will continue to) simplicity is the backbone of my skin care routine. (Also, I travel a lot and have got my basics down to a fine art.)
All I really use is:
A great cleanser.
Something with AHAs to exfoliate.
A physical sunscreen.
Stuff to keep the skin on my body nice.
And so I wondered…. would it be the craziest thing in the world to make a tight edit of really very useful, incredibly simple, extremely natural but very effective skin care products that combined my years of experience testing and using a wide range of them, with the ingredients I know work, with my desire for simplicity and my firsthand understanding of what women actually want (and need, whether they know it or not) from their skin care? And – gasp – make it all a bit fun, too?
No. It would not be the craziest thing in the world. (That would be smoking on a commercial airliner while announcing loudly that you are messenger from out of space here to expertly cull the population using planes as your weapon and caramel sauce as your sustenance.)
That said, it has been a BIG BIG undertaking. I now get why not many people start their own skin care lines. It’s hard. Stressful. Challenging. And even though I have an exceptional team around me, including overwhelmingly valuable guidance from my dear friend, Megan Larsen, founder of superb organic skin care brand (and personal favourite) Sodashi, it’s been a huge, wild learning curve, one not helped by my insane levels of fussiness and perfectionism and endless demands of my brilliant biochemist for ‘less ingredient X’ and ‘half of a whisper more of ingredient Y,’ and questions regarding making something ‘less grabby but not too slippy, you know?’
Here’s an example: This is VERSION 16 of my lip balm. And that’s not even the final one. No surprises there, though, you guys know how fucking pedantic I am about lip balm. Always have been. Never quite found the perfect one. So, if I am making my own, guess where all of that pedantic fury is going to be funnelled?
To say that I am impressed with this particular product is a violent and spectacular understatement. I don’t want to talk it up too much, but actually, wait a second, yes I do. It’s excellent. It is! Am I allowed to say that? Who cares. As you can imagine, it’s stupidly exciting finally getting the products to look, feel, smell and act just as I imagined them to, and use them and love them, and just be disgustingly proud of them like a gross stage mum.
You cannot know how excited I am for you all to try them.
Speaking of which, this post is obviously just a frustrating teaser, but the range will officially launch April 1. (Yes, on April fools day. You know me).
Well before then, though, I will of course give you all the proper details about the range like, oh I don’t know, the name maybe? And the product breakdown, what they do, the long list of nasties we left out, the cool shit we definitely didn’t leave out, what they look like, smell like, where they like to eat lunch, where they were made, and where you can buy them.
AND! Hold on to your hand creams, because in February I am doing a special pre-order campaign just for my faithful fruits. Of course I am! You helped create the range, it’s only fair you get your silky paws on it first.
Yours in giddiness and perfectly nourished lips,