Simply You - - Beauty -

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.

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