What is it? Gorgeous, luxurious, effective-naturals brand from model-turned-‘skin-chef’ May Lindstrom.
What’s the USP? Not just organic, May’s chosen ingredients have to be biodynamic, wild-crafted, vegan, sustainably sourced and mindfully harvested. The whole premium-ethical-natural shebang, in other words.
Hero product? The Youth Dew Hydrating Facial Serum, £90 at cultbeauty.co.uk, which contains extracts of 20 botanical oils to soothe, hydrate and rebalance.
How new is it? Just launched on cultbeauty.co.uk