SW BASICS OF BROOKLYN
What’s the USP? No-frills skincare using 'the simplest possible blends of whole, high-potency ingredients to create products that truly work'. No product has more than five ingredients, all of which are ethically sourced.
Hero product? The beautifully simply and simply-named Cream (£26, www.abeautifulworld.co.uk), which is made with shea butter, organic coconut oil and organic olive oil. It is sold at room temperature and melts on contact with the skin and is an instant new-best-friend for thirsty skin.
Why the name? The company used to be called Sprout Wellness (it began life as an organization that aimed to empower people through DIY workshops. Adina Grigore, the founder. wanted to keep the roots but make the name more sophisticated, hence, it's now SW Basics.
How new is it? Launched in the UK in May, via the new beauty-sales website A Beautiful World (www.abeautifulworld.co.uk) which scours the globe to source best-kept beauty secrets and bring them to the UK.
I’d ... ...keep one of these in the bathroom as an everything-balm. You could use it for anything from grazed knees to rough cuticles, or just as a heavy-duty moisturiser. And you might want to indulge in the SW Basics Body Scrub (£19), too, which, with its coconut oil, demerara sugar and shredded coconut, smells good enough to eat.