Forget French pharmacy beauty, Greece is the word when it comes to anti-ageing
For years, French pharmacies have been the go-to meccas for stocking up on efficacious anti-ageing skincare. Products such as Embryolisse Lait-Creme, Nuxe Huile Prodigieuse Body Oil and Bioderma Sensibio H2O Cleansing Water have cult status and have long been attributed for giving French models and actresses that otherworldly glow.
Yet, another corner of the Mediterranean is fast becoming beauty's new source of inspiration. Greece, along with its native ingredients and pharmacy exports, is capturing the attention of online beauty destinations, such as Beauty Mart. The snowballing wellness movement is partly responsible, believes BeautyMart founder Anna-Marie Solowij. "Trends such as the Paleo diet, which aligns itself to our ancestral way of eating, along with the crossover of food and herbs being used in cosmetic formulations, have all contributed to the latest Greek revival," Solowij explains.
Its popularity isn't just growing among Western consumers either. Renowned for highly advanced formulas, cult Japanese brands are taking a back-to-basics approach and harnessing ingredients, like olive oil, in their formulas. And it's proving to be a successful move as according to Japanese brand DHC’s consumer data research, one Deep Cleansing Oil, £24, is now sold every 10 seconds globally.
The recent K-Beauty (Korean-inspired beauty) donkey milk trend started with Greece’s Aphrodite beauty brand. Lauded for its skin softening properties, the elixir is said to have five times more vitamin C than cow’s milk and is rich in proteins.
Still, if the thought of sealing your face with donkey milk sheet masks sounds a little unappetising, there are plenty more Greek inspired brands worthy of a glimpse.