What is it? It's a cult brand from NYC, loved (reportedly) by celebs such as Georgia May Jagger and also by make-up artists. It harnesses the power of raw ingredients such as honey and bee pollen.
What’s the USP? It delivers over 80 nutrients and 96 vitamins to the skin to help moisturise, repair and refine your complexion, and is pure enough to eat, should you so wish...
Hero product? Bee Yummy Skin Food (£32, abeautifulworld.co.uk). This is a super hydrating cream made of raw ingredients which feeds your skin with nutrients and vitamins to deeply nourish it. Ingredients include wildflower honey, bee pollen, St John's Wort flowers, Royal Jelly and fir nettles.
Why the name? It's a play on the ingredients and the concept that it is 'food for your skin'.
How new is it? It launches today.