The raw food diet is well known, with followers believing it is best to eat foods that are as natural and unprocessed as possible. This theory has been incorporated into the beauty world, where superfoods consumed for their high nutritional benefits are being used as key ingredients in skincare products. Just as in a raw food diet, the ingredients in these products do not have exposure to high temperatures, with more gentle extraction techniques like steaming and cold pressing being adopted instead to preserve potency.
“We like to think about freshness in cosmetics the same way we think about freshness in cooking,” says Sabrina Jamani, Lush product and brand trainer for Australasia. “A fresh lemon, a recently plucked coconut, a newly picked bunch of sage will add more flavour and body to the dish, the same way it would add better fragrance and effect to a product. This passion has taken our ingredient buying teams all over the world in search of sustainable, effective and fresh ingredients; and at times this has presented challenges,” says Jamani. Lush’s fresh face masks like ‘Don’t Look at Me’, $16.50, have a shelf life of just three weeks because they’re packed full of raw ingredients like fruits, veggies, butters and clays. However, their top selling ‘Mask of Magnaminty’, $17, has a shelf life of three months because of its higher concentration of clays and honey. “To support the short turnaround time our freshest products have, we simply ensure our production teams have the raw ingredients they need to keep up with the demand generated by our passion for freshness,” says Jamani.