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.

WHAT AGEING MEANS TO US

Lady looking at you

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”.

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.

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.

tub of cleansing concentrate

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

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

MOISTURISE

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

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 that looks plump with moisture, with a smooth surface. Skin looks re-energised and refreshed.

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