[unpaid/sample/affiliate/ad] In a lot of ways, I can see Wake being the perfect first introduction to ‘proper’ skin care. For a start, it’s priced for its target audience which I see as 20+ so there are no real bank breakers here (the most expensive is £28 for the face mask. It’s really for skin that’s unpredictable – not quite the teen hormonal surge but more the thereafter where your skin can be teen one day and all grown up the next.
The brand is founded by two men in their late twenties (yes, hello millenials) who wanted to address their own needs as well as those being noticed by friends and family. It’s a very simplified routine and I love that about it – an eye gel, a face cream and a face mask – that is entirely genderless and as you can see, sits perfectly on anyone’s shelf without seeming to belong in any particular category. Although it’s white, it doesn’t have that pseudo-doctor edge that many brands use as visual trickery. It just is what it is and I like that.
The mask reminds me of Sand + Sky in nature – a clay base that will unclog and exfoliate and is especially good for oilier skin types. You get an instant result from it in terms of fresher looking skin straight away – just add moisturiser afterwards and your complexion looks immediately awake and brighter. Speaking of moisturiser, the Face Cream (£24.98 – why are we doing the 98p thing? £25 is fine) is a gel formula so you get a good dose of vitamin E, marine collagen and hyaluronic without any of the weight. I don’t have any complaints about it at all other than (being picky) the language around the ‘sell’ is a bit in the vein of ‘knock you down to sell you better’ which I expect from older, traditional brands but don’t want to see from fresh, new brands who can find more up to date language to communicate their messaging. You can’t be conceptually new without leaving most of the old behind.
The Eye Gel (£22.98) is light and fresh – ideal for its primary target of refreshing screen weary eyes. Aloe vera, cucumber and elderflower along with vitamin E and marine collagen make for the very thing you’d like to reach for after a long IG session. Everything is synthetic fragrance free and housed in glass for easier recycling. Imagine if this was your skin care routine…how absolutely easy! It’s proper skin care with the complexity taken out and in another life I’d be 100% in for that. You can find Wake HERE, non-affiliate HERE.
All products are sent to me as samples from brands and agencies unless otherwise stated. Affiliate links may be used. Posts are not affiliate driven.