What’s the USP? Developed from scratch by Tata and her team of industry experts, with no generic fillers, preservatives, pre-made bases or other synthetic ingredients are used but instead only natural and organic ingredients bio-compatible to the skin.
Hero product? The Rejuvenating Serum (£80, cultbeauty.co.uk) is the best-seller and an all-round anti-ager. It’a a ‘triple collagen’ treatment that fights aging by improving elasticity, supports healthy skin and reduces the look of existing fine lines and wrinkles while preventing further ones from forming with muscle-relaxing ingredients.
Why the name? It’s named after the founder of the company.
How new is it? It launched last year in the UK.
I’d try… Boosted Contouring Serum (£150) designed to lift and tone all layers of skin. The list of ingredients ran down the whole side of the 10cm box, and includes actives such as goldenrod extract, Spanish lavender and menyanthes trifoliata. The wonder of this serum is meant to be that it has both an immediate and cumulative effect with 81 per cent of testers noting immediate tightening, and 80 per cent noting a reduction in jowls over the course of 28 days. It has a strong scent of jasmine about it, though, enough to drive the two of us in the office slightly demented over the course of the afternoon when we were trying it out, so if you’re not a lover of that particular fragrance, be warned – this may not have your name on it.