OUR STANCE ON "YOUTH" IN THE BEAUTY INDUSTRY

IT’S TIME TO CHANGE THE NARRATIVE AROUND AGEING.

Let’s free ourselves from the language of “anti-ageing” and shift our focus to the strength of our skin, giving it all the love and care it deserves.

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Lady looking at you

WHAT AGEING
MEANS TO US

We’ve never been afraid to go against the grain of the beauty industry. From the get-go, it’s been our mission to empower people around the globe by holding up a mirror to the beauty and strength of their body and soul – every curve or quirk that shapes who they are. And together, we’ve rallied for real, systemic change on issues other businesses might shy away from.

Now, that means ripping up the norms and codes of the beauty industry itself. For too long, signs of ageing have been treated as a taboo; expression lines are airbrushed away, pores are blurred by digital beauty filters. It should go without saying that there’s nothing wrong with getting older or showing signs of a life well-lived. Our founder, Anita Roddick, put it powerfully when she said: “If you didn’t want to get wrinkles you should have stopped smiling years ago”.

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Blond smiling lady looking up

WE’RE SHIFTING THE DIAL FROM YOUTH TO STRENGTH

In 2020, we embarked on an ambitious global study to gain an insight into self-love and inner confidence around the world. The findings of our Global Self Love Index couldn’t be clearer: the majority of people globally think the beauty industry can have a negative effect on self-confidence, and that this mostly stems from altered images and unrealistic claims. From now on, it’s all about strength, resilience and treating ourselves (and our skin) with utmost care. Because when we truly, unapologetically love ourselves, we can rise up and make a difference to the world.

With this in mind, we’ve rounded up some of our top tips on how to keep your skin looking and feeling its best, no matter your skin type or skin concerns.

WHICH SKINCARE RANGE IS BEST FOR YOU?

Whatever your skin type, whatever your skin concerns, having a consistent routine is important for keeping your skin looking and feeling healthy.

The ‘treatment’ stage of your skincare regime works hard to tackle specific skin concerns, whether that’s in the form of a serum or facial oil. Discover which one can boost your personal routine.

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bottle pf edelweiss daily serum concentrate

EDELWEISS DAILY SERUM CONCENTRATE

Made with 99% natural-origin ingredients and delivering 24hr hydration, it’s our secret weapon for stronger*, smoother skin.

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Oils of Life™ Revitalizing Facial Oil

OILS OF LIFE™ INTENSELY REVITALISING FACIAL OIL

Intensely revitalizes skin and replenishes moisture to help achieve a smoother, more glowing complexion.

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Roots of strength serum

ROOTS OF STRENGTH™ FIRMING SHAPING SERUM

Helps mature skin feel more plumped, firmer and denser, as if re-shaped.

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Vitamin E overnight serum in oil

VITAMIN E OVERNIGHT SERUM-IN-OIL

Apply overnight and wake up to rested, replenished and radiant-looking skin.

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SKIN ROUTINE FOR FINE LINES

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fine lines

WHAT ARE FINE LINES?

Fine lines, wrinkles, laughter lines – whatever you like to call them – are the creases that form on your face, typically around the eyes. They’re the creases we believe should be celebrated as they champion our life experiences!

These days, many of us are guilty of burning the candle at both ends. Our work-hard-play-hard attitude, late nights and less than perfect diet can start to take its toll on our skin, showing especially as fine lines under our eyes. But that’s not to say the fun stops here. There are things we can do to help revive and brighten our delicate eye area while we still live life to the fullest – hoorah!

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WHAT HAPPENS AND WHAT CAN WE DO
ABOUT IT

Losing skin elasticity is a natural part of ageing – it’s how our experience shows. The top layer of your skin starts to thin a little with the lack of elastin, meaning those tiny natural creases and laugh lines appear and stick around, particularly in the thin skin around your eyes (you may notice your concealer and foundation start to ‘settle’ in lines a bit more).

Things like genetics, environmental factors, smoking and drier skin can speed things along. STILL skipping sun protection? That’s not going to help. Arm yourself with a high SPF, drink a ton of water and get at least two more good sleeps every week. Finally, get a skincare routine in place that you’ll actually use…

EDELWEISS ROUTINE

Luckily, that’s where our Edelweiss range comes in. Enriched with double the concentration of edelweiss compared to Drops of Youth™, it’s our go-to for stronger*, smoother skin.

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tub of cleansing concentrate

1.CLEANSE

Use the Edelweiss Cleansing Concentrate to gently wash away makeup residue, impurities and pollutants, leaving skin comfortably cleansed without feeling dried out.

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Bottle of Edelweiss daily serum concentrate

2.TARGET

Just like Drops of Youth™ but even better, our Edelweiss Daily Serum Concentrate now packs double the concentration of edelweiss in every drop. It leaves skin smoother and plumped with 24hr moisture and helps protect against pollution.

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pot of Intense Edelweiss smoothing cream

3.MOISTURIZE

Reach for our Edelweiss Intense Smoothing Cream when you need a nourishing hit of hydration. This rich, velvety formula melts in straight away, blanketing skin with 48hr moisture and helping to protect against pollution.

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bottle of edelweiss exfoliate

4.EXFOLIATE

Use the Edelweiss Liquid Peel twice a week to gently lift away pollutants and dead skin cells, leaving you looking fresh-faced and more luminous.

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SKIN ROUTINE FOR TIRED, DULL SKIN

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looking in the mirror

WHAT IS DULL SKIN?

Dull skin is often when your skin is lacking radiance and color – you may think it looks flat and grey.

Hanging onto that well-rested glow is vital when it comes to keeping skin looking youthful. Easier said than done, right? Gaining years of experience is amazing (we believe ageing is a privilege that not everyone gets), but stress, work and family life often means well-rested is not an option. We get more tired, and our skin does, too

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woman

WHAT HAPPENS
AND WHAT CAN WE DO ABOUT IT

As we get older, cell turnover slows and the topmost layer of our skin can start to appear dull. Skin can become drier, too. Heat and sun exposure from summer holidays, cold weather, air conditioning, even contact with water can make it harder for skin to hang onto its moisture, which makes things look a little lacklustre, with dullness and fine lines more pronounced.

For dull skin that’s lost its liveliness, it’s time to step up your skincare game to something intensely nourishing. Look for products that focus on adding hydration and boosting skin’s moisture levels. Here’s how to make skin glow.

OILS OF LIFE™ ROUTINE

Oils of Life™ is our intensely revitalizing skincare range infused with three precious seed oils from around the world: black cumin seed oil, camellia seed oil and rosehip seed oil.

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oils of life step 1

1.CLEANSE

The nourishing Oils of Life™ Intensely Revitalising Cleansing Oil-in-Gel effortlessly cleanses your skin without over-drying it.

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oils of life step 2

2.TREAT

Give your skin the kiss of life with our light but hydrating Oils of Life™ Intensely Revitalising Facial Oil. Use it with the Twin-Ball Facial Massager.

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oils of life step 3

3.MOISTURIZE

Lock in everyday moisture and benefit from a velvety-smooth finish with the Oils of Life™ Intensely Revitalizing Cream.

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OILS OF LIFE STEP 4

4.BOOST

Treat yourself to a hydration boost with the Oils of Life™ Night Cream – an overnight treat for silky-feeling skin.

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SKINCARE FOR DARK CIRCLES

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woman

WHAT ARE
DARK CIRCLES?

Dark circles look like deep shadows under the eyes and are typically formed as a result of tiredness, stress or dehydration.

Eyes may be the windows to the soul, but they’re the first to show when we’re tired, dehydrated, and not as young as we used to be. Dark circles can appear at any age – some of us are blessed with them from birth – but as we age, the loss of collagen causes the eye socket to look deeper and more shadowy. The same goes for puffy eyes. While it can strike at any age, water retention from alcohol and salt makes puffiness more apparent on older eyes.

As for crow’s feet – we prefer ‘laugh lines’ – this comes from losing skin elasticity, which means those expression lines don’t smooth out so easily anymore (but since they’re a sign of a life full of laughter and expression, we don’t mind them too much).

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Woman

WHAT HAPPENS AND WHAT CAN WE
DO ABOUT IT

All this adds up to the thin, delicate skin around our eyes starting to show wear and tear. The most important thing we can do for our eye area is to treat it as gently as possible. Avoid rubbing and tugging at the eye area; when removing eye make-up, using a gentle cleanser that doesn’t require rubbing.

If your laugh lines are still in the early stages, remember your water and SPF – and invest in a good pair of sunglasses to help protect the skin around your eyes from the sun (and also stop you squinting!)

It’s never too early to start using an eye cream. Start by adding one to your evening skincare routine and remember to apply your eye cream with your ring finger – it’s the weakest, so uses the least pressure – and tap a small amount gently around the orbital bone.

Massaging with a rollerball massager can help reduce the appearance of puffiness as the motion boosts blood circulation. To help wake up tired eyes, leave your massager in the fridge for a lovely cooling sensation in the morning

SKIN ROUTINE FOR DARK CIRCLES

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bottle of Edelweiss Eye Concentrate

Made with 96% natural-origin ingredients including edelweiss extract, the Edelweiss Eye Concentrate packs 24hr hydration and helps protect the eye area from pollution.

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Oils of life day cream

Help your eye contour to feel revitalised and look renewed with the Oils of Life™ Intensely Revitalizing Eye Cream-Gel.

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ELDERFLOWER UNPERFUMED EYE GEL

If you don’t like the thought of heavy eye creams, our Elderflower Unperfumed Eye Gel is a cooling and refreshing gel for the delicate eye area.

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vitamin e eye cream

Our Vitamin E Eye Cream helps to hydrate, smooth and protect your sensitive eye area, giving you an overall well-rested look.

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