JANET HAYWARD

FOUNDER OF IPSUM

What inspired you to launch Ipsum?

I have always been passionate about natural ingredients in beauty – when I was a young teenager I would experiment in the kitchen with egg yolk masks for my hair and oatmeal masks for my face! However, the opportunities to meet and learn from leading specialists, including cosmetic chemists, organic certified formulators, aromatherapists, botanists and independent beauty brand founders, while writing about beauty in the UK and Australia, all helped form the inspiration, focus and confidence to create Ipsum.

What is the philosophy behind Ipsum?

Ipsum takes a holistic approach to caring for skin. Each product is a complex, nutrient-rich and balanced formulation to achieve best, most radiant skin results – while the active ingredients also work at a deeper level to help balance and regulate your state of wellbeing and general health. Ipsum is COSMOS organic certified, which means that for the entire process from growing the ingredients to final production, Ipsum is produced without creating a negative impact on our environment or ourselves.

How does the brand respond to the evolving face of beauty?

Without a doubt, beauty is very trend-driven – new buzz ingredients, emerging new skin concerns, new devices – I love the revival of traditional techniques like gua sha facial massage to help stimulate circulation without causing trauma. Ipsum is focused on offering the opportunity for everyone to achieve their best and most healthy skin with a nurturing, less-is-more approach. We keep on the lookout for the most effective native plant ingredients that will restore and balance skin, the body and the mind to function at optimum health without complicated skincare regimes requiring multiple products.

What makes Ipsum unique?

Ipsum is formulated only with the highest quality, certifiedorganic oils, esters and waxes that have been sustainably sourced from plants grown in their native habitat – including our own unique Australian botanicals. Plant oils naturally contain a complex array of beneficial and effective compounds including antioxidants, vitamins, minerals, peptides and essential fatty acids, which are invaluable to naturally rejuvenating, fortifying and protecting skin.

What is your focus with Ipsum moving forward?

I really enjoy the process of researching and understanding properties and benefits of native plant ingredients. The more I learn about the holistic benefits, the more new product ideas start to germinate! FIVE MINUTES WITH