About us

NATURAL:YOU is a London based innovative online store focusing on clean beauty. NATURAL:YOU carefully selects natural, organic cosmetics so that you can be confident they are kind to your skin and the planet.

From the very beginning, I set out with the clear intention to promote a better, more conscious and sustainable beauty industry. One that delivers results without endangering the health of fellow human beings and that proactively contributes to the preservation of the planet we live in.

Every day across the globe millions of people like you and me wake up in the morning and start the day by applying cosmetic products to the skin. We do it because we want our skin to be healthy, or perhaps we want to prevent/reduce signs of aging and environmental damage, or to simply look more beautiful and feel a little extra confident.

However, choosing what products to wear can be a daunting task! There are so many products available on the market but not all are free of harmful toxins.

Reflecting on my personal experience, for many years I was buying well known brands, some of them very expensive and my skin for some reason didn't look its best. I could see skin discolouration, dilated pores and I was loosing skin elasticity which I thought it was an inevitable consequence of aging. Naively I associated the elevated price tags and global brand recognition of the products I was buying with synonymous of quality. 
As I start to learn more about natural and organic beauty I said to myself I ought to read the ingredients of the products I am using, which I must admit I didn't think to do before (huge mistake I know...). So, it turns out many of the products I had in my cabinet had parabens, synthetic fragrances, lead and other toxic ingredients which made me feel a little cheated and disappointed. Very quickly after this discovery I decided to switch to natural and organic cosmetics. Rapidly after that I start noticing how my skin tone is much more even, my skin feels considerably more moisturised, my pores are less noticeable and my skin is so much firmer than before. It was a great relief.

I continued to learn more and more about the different natural and organic ingredients and their benefits, I wanted to share with others what I had learnt and this is where the inspiration to build NATURAL:YOU came from.

NATURAL:YOU has taken on the mission to deliver to you a curated selection of high performing clean and cruelty-free cosmetic products, predominately made with natural formulations, many of which contain high percentages of certified organic ingredients I study the ingredients and sample the products from the brands I offer to you in order to validate their quality and effectiveness. This is a critical step in the decision making process I follow for choosing the brands I add to the portfolio.

Worth knowing that the brands I bring to you have mostly recyclable and/or biodegradable packaging to minimise impact on the environment. Additionally, when you buy from my store, I package your goods in eco-friendly boxes and wrapping.