, with lavender and eucalyptus that promises to restore harmony and clarify the mind. Balance, meanwhile, includes uplifting rose geranium, linden blossom and frankincense to restore harmony and aid relaxation. “We wanted to bring the focus back to the natural ingredients,” says Blakeman-Shead, of the brand refresh that took 18 months to incept.
It chimes with the wider trend for sustainability and transparency in the beauty industry, where many brands like Hourglass are turning vegan. The packaging has also been given a reboot, with bottles crafted from a carbon-neutral by-product derived from sugar cane, and labels made from recycled paper. “Our goal is to eliminate as much plastic as we can, alternatively using glass and aluminium,” she says.
Is the all-new Cowshed now one of the wokest beauty brands out there? Maybe. But its new-found awareness additionally raises questions as to whether other beauty brands will follow suit. Not just in terms of sustainability, but whether new products launching on the market will promote such positive messaging.
, this sadly might not be the year of woke politics. But it could be the year of woke beauty, at least. A small win for the bathroom cabinet.