The last thing the world needs is another thoughtless beauty brand, especially one that's self-proclaimed to be “clean" (whatever that means). But Stella McCartney skincare, launching today, isn't like other skincare brands. It's been years in the making and is meticulously considered on every level, from ingredient sourcing, to the sustainability of the packaging. And in keeping with the fashion side of the brand, the skincare is totally cruelty free and vegan, of course.
“At every stage I have challenged myself to make the most responsible decisions, that ranges from the mode of transportation (maximising sea-freight over air-freight), to banning single use products through the innovative refill system we implemented,” Stella tells GLAMOUR.
“I’ve also transferred key principles from my fashion house to my skincare line. It was important to me that the brand and the products needed to have my vegan and cruelty free principles at its heart. I’m proud to say that we have been accredited by the Cruelty-Free International Leaping Bunny Programme and the Vegan Society.”
That's not to say it's been easy, nor that the products are perfect. “The key factor is that when it comes to sustainability there is no magic solution. When producing you need to weigh your options at each step of the process to minimise your impact on the planet. I wanted to create desirable products that are effective and reflect my values and commitment to living in harmony with nature."
As a result of Stella's efforts, the ingredients in the formulas are 99% natural origin ingredients. “It was quite the explorative journey to create these products – it was three years in the making and we banned almost 2000 ingredients where we considered the production or extraction process to be polluting. I also didn’t want to compromise on results. Our clinical results are really impressive, and I wouldn’t use anything else on my skin now!”
The star ingredient is Organic Rock Samphire, which offers a retinol-like action thanks to its high content of unsaturated and saturated fatty acids and phytosterols to smooth fine lines and wrinkles. There's also Biotechnological Lingonberry Extract, which is classed as a superfood ingredient that helps restore an even complexion and support elasticity, Wild Organic Birch Sap, which contains minerals and vitamin C to helps to hydrate and restore visible firmness and Wild Harvested Dulse Algae Extract, which rich in polysaccharides and helps to reduce the appearance of dark circles and restore an even skin tone.
The other key consideration throughout the range is the packaging – more specifically, a desire to reinvent refills due to the fact that one of the biggest impacts of a luxury cosmetic product is its packaging. “Although the skincare industry is already established there are constant advancements in the industry and to be honest there’s still a lot that can be further improved,” she says.
“My aim was to reinvent refills, which I’ve done through the creation of reusable bottles made from recycled glass and super-light and soft refills that are obtained from certified renewable sources and are recyclable. If you refill once, you lower your impact on climate change by a third, if you refill twice – it’s by half and you can also use the refill on its own, reducing the impact by two thirds. I find that very cool.”
Another important point of difference that contributes to the brands superior sustainability credentials, is that they have adopted a “slow” ethos, i.e. it's not launching with dozens of products, nor does it have plans to launch them in the future. Instead, Stella McCartney skincare consists of a very concise curation of three products – a cleanser, serum and moisturiser. “I think there is a need to simplify our routines – to pare it down to the essentials," Stella says.
“What I’ve seen over the last five to ten years - and particularly when we compare to skincare routines in the 90s - is that people can over complicate and over consume skincare, and then when those products aren’t used many are thrown away and end up as landfill. Our skin is very good at looking after itself. It is an ecosystem, just like nature. That is why I have created a new essential skincare line and why I have launched with just three products.”
First, there's the 2-in-1 Reset Cleanser, that melts away makeup along with impurities like pollution without disrupting the skin's natural pH. Then, there's the Alter-Care Serum, which took two years to perfect and boast some impressive, dermatologically-assessed results including a 123% boost in nourishment, and a reduction in dark circles by 50%. Finally, the Restore Cream reduces visible wrinkles by 51% by delivering essential hydration, strengthening the skin barrier and improving elasticity. Pretty impressive.
