What is it? An accessibly priced eco-luxe skincare range for sensitive skin, from Essential Care.
What’s the USP? Effective, high-performance skincare that reflects the 'genius of nature' with 'powerful botanicals', 100% natural formulas and Soil Association organic certification.
Hero product? The Organic Superfruit Concentrate, £33, at www.essential-care.co.uk for moisture-boosting and greater skin radiance. There are five omega-3 fatty acids in the mix, which give it its edge.
Why the name? Because odyl means 'power of nature'.
How new is it? Launched towards the end of 2013