You can only imagine the sheer volume of skincare brands that I stumble across or land on my desk. In a market increasingly saturated with every type of product and promise imaginable, it’s practically impossible for a new brand to stand out amongst the white pots and luxe bottles, but one seems to have achieved the unimaginable: Typology. Stripped back and refreshingly simple, their focus is very much on creating great staples filled with only the best ingredients – and affordable price points that make them accessible to all.
Typology founder Ning Li sums up the brand ethos perfectly: “I wanted to create a radical new skincare brand. For too long, the world of skincare had been defined by exaggerated promises and suspect chemicals. After gathering a team of health and skincare experts, we set out together to challenge the industry. We chose to go back to basics.”
Tireless in their mission to hunt down the best ingredients, they stipulate they must also be sourced from sustainable farms using gentle extraction techniques. Nothing superfluous is in any one of the products, with every single ingredient broken down into the benefit and purpose it provides on both the packaging and online – reassuring in a world that seems to add a ‘little bit of this and that’ just to say they have.
Vegan, cruelty free and formulated without ingredients such as silicones, parabens and sulphates (there’s a full list of 15 ingredients that are on their ‘blacklist’ here,) they’re very much aware of the growing trend of avoiding as much of the unecessary as possible; whatever your personal thoughts, or mine, there’s no denying consumers are actively looking for brands that leave out the ‘nasties’. With packaging also recycled, recyclable and sustainable, the designs of products created with minimal space in mind (so as to reduce their carbon footprint,) and a B-Corp status pending, this is brand that’s been created with the customer of 2020 in mind.
Although I haven’t been able to try out the range in its entirety (I’d be here all year,) I have been playing around with a few key pieces from the range – and so far, so impressed.
The lightweight and non-greasy 9-Ingredient Face Moisturiser* (£17.80) helps to deeply hydrate, nourish and soothe the surface of skin to leave it feeling soft and supple – thanks to the inclusion of Hyaluronic Acid, Organic Coconut Oil and Vegetable Glycerin. It’s definitely one of their heroes and is a great all-rounder, no matter your age or skin concern.
Although basic in texture and experience (this basically is a combination of Sweet Almond and Sunflower Seed Oils) the 7-Ingredient Makeup Removal Oil* (£14.80) also does the job intended well; it helps to lift away dirt and grime while soothing the surface of skin so you’re not left with that irritating tight feeling. It’s not my absolute favourite cleansing oil, but it’s a great staple that looks fab on my bathroom shelf.
If you’re after more targeted skincare heroes, then you can’t go wrong with the Radiance Serum 11% Vitamin C* (£19.80.) Very lightweight and fast absorbing, making it perfect for layering, this is a great little serum for starting out on your Vitamin C journey; Vitamin C helps to restore radiance, reduce pigmentation, stimulate collagen and reinforce elasticity for a healthier looking and more supple complexion – so it’s a great addition to any regime.
So very French is the addition of Hydrolates, which I gather are essentially concentrated single-ingredient essences that can be applied on the face like a toner; the Hydrolate Organic Orange Blossom* (£8.80) specifically helps to brighten the skin, making it great to pair with the Vitamin C serum. Although this is not necessarily a step for everyone, if you’re a skincare buff or just appreciate some time out to pamper your skin, it’s a little boost that smells amazing and definitely energizes the senses.
Typology’s oil-like Macerates could also be equally as confusing, but they’re designed to be applied as a base for oils and serums or used to mix skincare products together; the Oily Macerate Organic Carrot* (£11.80) is supposedly great for offering anti-ageing benefits, helping to reduce the appearance of fine lines, so it would be great as a base if you wanted to mix multiple serums and oils together for one super-boosted application. A word of warning though: it is bright orange and a little goes a long way, so use it sparingly and perhaps save it for the evening!
A definite highlight for me is the 9-Ingredient Lip Balm* (£9.80), which contains Shea Butter, Sunflower Seed Oil and Vitamin E to help nourish, soothe, soften and protect the lips; Lemon Extract provides a cooling and refreshing effect when applied too, leaving my mouth feeling hydrated and invigorated. The only downside is that it does have a tendency to separate in the tube if I haven’t used it in a few days, meaning the first squeeze is often just clear liquid and I have to keep squeezing to get to the good stuff!
There are also solid cleansing balms, fragrances, hair care, toners and everything in between – as well as handy skincare ‘routines’ that allow you to buy everything you need to keep your skin feeling fabulous. (Although slightly baffling is why these don’t offer a saving versus buying the products individually!)
I really love everything Typology stands for, and I adore the design; it’s so effortlessly chic and the products are impressive in their simplicity. I could see them in any number of effortlessly cool stores and boutiques (Anthropologie and Urban Outfitters I’m looking at you!) but equally they wouldn’t look out of place in a department store or within the growing M&S beauty department – Typology is so universal in its appeal, without feeling overwhelming or confusing. (With the exception of their Hydrolates and Macerates, which did take me a while to get to grips with.)
Typology provides a great introduction to anyone just starting out on their more targeted and conscious skincare journey, and some really lovely textures and scents that bring a moment of joy to my regime. But they also offer some simple beauty gems that are sure to become firm favourites.
I expect big things in the years to come – so watch this space. Typology is coming for you.
What do you think of this new skincare brand? Are there any pieces you’ve got your eye on?
Discover more: uk.typology.com
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