On the conscious beauty journey, you go down the inevitable ingredient rabbit hole, spending hours researching what's really green versus greenwashed and it kind of takes away that beautiful discovery experience that buying beauty products should be. I personally wanted shopping for organic beauty to have the same experiential quality as a conventional beauty hall, to feel inspired, be spoiled for choice and get lost in discovery. Most importantly, feeling there was a place I could go to that would give me honest advice in relation to my personal beauty ethos so I could make conscious choices for myself. So I started putting on natural beauty events in 2018 and approached my favourite independent brands. Since 2018 this has developed into our curated edit of the best natural skincare and wellbeing products from brands we love and that are made right here in the UK which are all cruelty free and using sustainably and ethically sourced ingredients and packaging.