Organic beauty brand enters Singapore market

Organic beauty brand enters Singapore market

British beauty brand Neal's Yard Remedies is the latest organic brand to enter the Singapore market.

But unlike many brands that claim to be organic without credentials to back it up, the 33-year-old brand is completely upfront about the contents of its formulas.

Printed clearly on each of its jars and boxes is a logo of the Soil Association, as well as the exact percentage of organic ingredients used in each formula.

The Soil Association is a United Kingdom-based non-profit organisation which designed one of the world's first organic certification systems, and certifies businesses that meet its organic standards. Neal's Yard Remedies was the first health and beauty company to be certified by the association in 1991.

Ms Fran Johnson, the brand's formulation manager, says: "On our packaging, we are transparent with the ingredients used.

"To ensure that our products are made ethically and are friendly to the environment, we also design, manufacture and pack all our own products, so we have full control of them, from conception to the shelves."

The company's products are made in its eco-friendly headquarters in Gillingham, Dorset.

Ms Johnson was in town last month for the launch of the brand's first store here at Millenia Walk.

Currently, Neal's Yard Remedies is available in 23 markets, including Japan (where there are 30 stores), Qatar and Greece.

The franchise here is owned by Ms Janice Chew, a 36-year-old entrepreneur.

The 511 sq ft store stocks at least 80 per cent of the entire range of products available in the UK, including essential oils, skincare, bodycare, a mother and baby line, candles, tea and herbs. Prices start from $14 for a lip balm to $148 for a 2.5ml bottle of Rose Otto Essential Oil.

The store also houses a treatment room for facials (from $78 for a 45-minute session).

There is an in-store service where you can buy treatment oils and bath gels to blend yourself at home. There are 50 different types of essential oils and prices start from $18 for a 10ml bottle of Eucalyptus Organic Essential Oil.

Started in 1981 by Ms Romy Fraser, a teacher and pioneer of organic skincare who used to live in a commune in the 70s, the brand got its name from the location of its first stall in Neal's Yard, Covent Garden in London.

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