Creating sustainable beauty by Beauty Kitchen’s Jo-Anne Chidley

Creating sustainable beauty by Beauty Kitchen’s Jo-Anne Chidley

Clean beauty is the latest hot topic and we think it’s great! We sat down with the founder of natural beauty company Beauty Kitchen, Jo-Anne Chidley to find out how and why she is creating sustainable and clean beauty products (We also get the scoop on their new ‘invent your own’ Raw Inventions kit!)

So Jo-Anne, what was your inspiration to create Beauty kitchen?

Beauty Kitchen was inspired by my own search for natural products. I was surprised to find that some products were not as ‘natural’ as their labelling would have you believe. The chemist in me was forever thinking ‘how can I get closer to the ingredients that are contained in my beauty products? Where and how do I start? Is it safe? Will it work? What if I make a mistake?’ I created Beauty Kitchen with the sole aim to inspire people to buy natural products – not because they think they should, but because they really work.

Why clean beauty?

More and more people are embracing ‘clean living’, but the trend isn’t just about what’s on your plate, it’s also about what’s tucked inside your cosmetics bag too. We all know that ‘you are what you eat’ and your skin deserves to be treated in the same way. So, just as you can pop only the cleanest ingredients into your soup or salad, now you can take control over what goes into your face cream or body wash with our products. We only use natural ingredients like essential oils, salts & sugars and herbs. We offer a wide range of innovative natural beauty products from lip balms and bath bombs to high performing moisturisers and skincare creations. We also encourage our customers to ‘invent their own’ beauty products and they can do just that with our brand-new Raw Inventions kit.

Very impressive! Tell us more about Raw Inventions

I’d love to! Raw Inventions takes the concept of clean beauty one exciting step further and allows you to whip up your own products at home using only a handful of ingredients. The kit contains all of the key ingredients, accoutrements (pipettes, bottles, jars and ‘Made by Me’ labels) and a recipe book that contains 10 of my favourite, easy to make-at-home recipes. Coconut-infused scrub for winter-weary lips to a butter-rich mix to repair damaged hair – each recipe is quick, easy and effective. You can experiment to your heart’s content – add things in, leave them out, or ‘supercharge’ your inventions for extra efficacious oomph – the choice is yours, that’s the beauty of Raw Inventions. Your inventions may not be perfect (who or what is?), but at least they’re not fake. No misleading labels or mind-boggling science speak. Made by you, for you.

And what about the ingredients you source?

All ingredients found in Raw Inventions are 100% clean and sustainable, such as beeswax, cocoa butter and essential oils. And, if you can’t find an additional ingredient in your kitchen cupboard, it can easily be found at Holland & Barrett (e.g. aloe vera, honey, vitamin E oil) or in the Beauty Kitchen’s pre-made range (e.g. Seahorse Plankton Oil).

That sounds amazing, what is your mission?  

I want to encourage everyone to have a go at inventing your own products either from scratch or by adding an all-natural kick to existing shampoos, lipsticks or lotions from your shelf – just experiment and have fun! I believe clean beauty products do not have to be boring!

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