New organic brand Sophyto is due to hit the Uk in the next couple of weeks. Created by Brit Karen Sinclair-Drake, Sophyto is a new eco phenomenon. Or is it phenomena? Using active botanicals – and be warned – some can be very, very active, so choose as wisely as you would a mainstream brand, a generous sprinkling of ancient techniques and some brilliantly boffin-based high tech methods, it’s really very delicious. Already armed with the Soil Association Stamp of Approval – as hard to get as the latest Chloe bags – it’s reassuringly earthy to the olfactory senses. The ads are anything but earthy – baroque meets Brit rock – And, its water based – a refreshing change from oil based beauty regimes. I’ve already tried the cleanser, the moisturiser and an exfoliating mask – all very fluid – and loved them, once I got used to the consistencies. Anyway, launch date is scheduled for mid Feb at http://www.sophyto.co.uk/and www.beautyexpert.co.uk. QVC, Fred Segal and Nordstom already champing at the bit to stock the eco-luxe lovelies, I think it’s going to fly off the shelves. Start with the Try Me pack – small phials of hero products to give a proper taste of the range.

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