"Some things in life we have little control over - the skincare we use is one area we do."
Small step or big leap, we all need to do something. It has never been more important to change one, some or all of those daily habits of ours that are killing our planet, and hurting some of its inhabitants. For many people, going vegan is their step in a new direction, whether it's the food they eat or the fashion they buy into. In fact, ‘vegan’ gets almost three times as many Google searches as vegetarian and gluten free. PETA recognises London as the most vegan-friendly city on the planet, with more specialist restaurants opening every year – here are some of our favourites.
However, although it may have taken over kitchens across the city, thoughts about vegan living don't immediately extend to our bathrooms, even though there are plenty of brands in the vegan cosmetics and skincare field. Content Beauty & Wellbeing, a treasure trove of natural, organic and vegan beauty, in Marylebone, has been at the forefront of this industry since launching ten years ago, providing a curated selection of the most advanced, cult natural beauty brands from around the world. Brand selection involves meeting a criteria, which ensures undesirable synthetic chemicals are edited, resulting in effective, high-end beauty brands. The number and quality of these brands proves "that the desire to go natural is no longer a compromise on results or luxury".
If you choose to shop by ethos and click ‘Suitable for vegans’, Content's comprehensive, easy-to-navigate website returns 201 products – what a way to start. Founder Imelda Burke - who lives by the mantra: "Some things in life we have little control over - the skincare we use is one area we do" – chooses her top 10 vegan make-up, cosmetic, hair and skincare products available now.
Pai Organic Skincare Camellia & Rose Gentle Hydrating Cleanser, from £30
"Certified vegan by PETA the Pai Cleanser is ideal for sensitive skin types."
Josh Rosebrook Hydrating Accelerator, £35
"This has become our best-selling facial mist and Josh Rosebrook has a cult following internationally."
Whamisa Organic Seeds Hydrogel Sheet Mask, £6.50
"Sheet masks have become a massive beauty trend in the past year and natural brands do them too. This one is great for skincare in the winter."
Twelve Essential Bio-Technological Moisturiser, £48
"Formulated for sensitive skin Twelve’s complete range is vegan. This moisturiser is great for a range of skin issues and doubles as a primer."
Tata Harper Resurfacing Serum, £77
"Something for working against the signs of time; use it under your moisturiser or alone if your skin is prone to oiliness. This serum has been a customer favourite since its launch."
La Belle Lune Organic Skin Facial Oil, £46
"British made in small batches this oil is ideal as an overnight treatment for most skin types, as it smells heavenly."
Evolve Superfood Shine Shampoo, £12
"Some natural haircare brands use honey in products but this one avoids all animal derived ingredients and is made right here in the UK."
Soapwalla Deodorant Cream Citrus, £16
"It can take a bit of getting used to but cream deodorants can work just as effectively as their liquid counterparts. This one is not only vegan but also without Aluminium Chlorohydrate."
Lily Lolo Eye Aurora Shadow Palette, £21
"Lily Lolo is a great UK-made mineral make-up range. The palettes come in very versatile combinations – this one is a limited edition for Christmas."
Ilia Color Block Lipstick, £26
"It can be difficult to formulate vegan lipsticks but Ilia has led by example and avoids both beeswax and carmine in its products."
Content Beauty & Wellbeing
14 Bulstrode Street, W1U 2JG
Find all the products mentioned above here.