We want to help people make the right decisions when buying skincare. With an emphasis on sustainability, localism and transparency, we aim to improve individual wellness whilst treading lightly, leaving behind the smallest carbon footprint possible.
We don't consider this as being 'alternative' or 'environmentalist', just a sensible business model.
Vegan, Clean, Minimal
With a less is more approach to skincare. We use higher percentages of high-performance ingredients that combine perfectly to improve all skin types and conditions. These are biocompatible and easily absorbed, delivering active ingredients with maximum efficiency whilst encountering minimum resistance.
We understand that the skin changes daily, depending on lifestyle choices, air quality, hormones and climate. So our products are designed to work solo or in combination with the others.
Formulations & Manufacturing
Our minimal approach means greater transparency and shorter ingredient lists, to help our customers better understand what goes into their products and why.
We produce in house, so no third-party contract manufacturers or re-using adjusted off-the-shelf formulas. Every day we experiment with new ideas and ingredients to fine-tune existing products and introduce new ones.
All of our products are free from Palm Oil, Parabens, Silicons, Synthetic Fragrance, PEGs, Alcohol and are not tested on animals.
Packaging
The beauty industry is the number one creator of plastic waste, contributing to 120 billion packaging units every year. Most of it is not recyclable.
The recycling rate of plastic packaging waste in the UK currently stands at only 44 per cent. (This is still one of the highest rates in Europe). There is also increasing controversy surrounding plastic waste exported to poorer countries for recycling, only to be burnt or dumped on arrival, devastating ecosystems and local communities.
We use glass bottles and jars to encourage customers to re-use or recycle them. The beauty of glass is its infinite recyclability, with the quality always remaining the same. But the recycled plastic does degrade, needing to be mixed with virgin plastic to increase durability, so the cycle continues. As they are responsible for such woeful levels of plastic pollution, the beauty industry needs to stop propagating the myth that recycling mitigates the problem. At best, this is naive, at worst, intentionally misleading.
Our cardboard delivery packaging is handmade in Cornwall by the Tiny Box Company, one of only ten hard box makers remaining in the UK. Also, from Cornwall, Flexi-Hex manufactures the protective sleeves for our glass packaging. Using a patented rigid paper technology, designed initially to pack new surfboards sustainably.
Our Founder
While running a successful skincare company in Istanbul for ten years, Jonathan learned to formulate, using only local ingredients
On returning to London, he applied the same principles of localism to Skinrules, committed to using UK grown ingredients and European ones for those not available here.
There are very rational reasons for this approach. Freshness improves product efficacy, shorter supply chains increases transparency, and fewer transport miles means a smaller carbon footprint.