Sometimes, beauty is all about what isn’t there rather than what is. If you’re mindful about what goes into your products because of sensitive skin, carbon footprint or chemical overload, then SW Basics is right up your street. Founded in Manhattan by Adina Grigore, the philosophy of putting the minimum of ingredients into products means less chance of skin irritation, higher potency and smaller eco impact. I think of this as the brand that Gwyneth Paltrow wished she’d made.
It’s frustrating, I think, that we’re so conditioned into thinking that more ingredients must mean more benefits, when much of the time it’s a few simple things doing the job. But, it’s against the grain to pay more for less, which you certainly feel like you are doing with SW Basics, bear in mind that the less is the really important bit! SW Basics makes in small batches (it used to be a home kitchen affair but the brand has outgrown itself in those terms) and contains no preservatives, giving it a life span of about 8 months. So, really, use it or lose it.
And, one of the best things, truly, is that it doesn’t come with any ‘ten years younger overnight’ claims – it’s just good, honest, skin-friendly beauty range that, judging by reviews, can have a transformative effect on reactive skin, and a beautifully hydrating effect on dry skin. I’ve sampled the SW Basics Cream (love how it’s just called ‘Cream’) containing Shea Butter, Organic Coconut Oil and Organic Olive Oil and it forms the lightest of protective layers as well as giving instantly soft and supple skin. Kind of remarkable really that three ingredients can leave your skin feeling as cossetted and pampered as a product with 50 ingredients.
Anyway, the SW Basics range is HERE, with prices starting from £12.
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