I’m feeling just a teeny bit smug about Steam Cream; I discovered it on-line about 8 months ago, but it was only available in Japan (or China…I forget…). I’m pleased to say though that UK beauty buyers have seen the light and we’ll now be able to get our hands on it here (at Liberty from October). Thanks to the pioneering steam technique, the cream is loose, glossy and feels ultra-light on the complexion. Made with oatmeal (known for it’s soothing properties), orange flower water, lavender and a few secret ingredients, the steaming process breaks down other components to such a fine level that it is very easy to absorb – resulting in better moisturising. It’s all freshly made in the UK from natural, traceable ingredients, giving it some good eco credentials, too. It’s not a big stretch to say that Steam Cream will be the new darling of the beauty pages, not least because the range of limited edition aluminium containers will look damn pretty on a page. And, it’s under a tenner giving it mass market appeal, too.

I’d love to see more niche brands like this, but UK beauty buyers aren’t known for their risk taking, which is why we are almost always last to get our hands on anything vaguely different. But, that’s a rant for another day……sigh.

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