By Noemi Plaza
We are very glad to have Imelda Burke as our ‘In conversation with’ guest this week. In case you don’t know her yet, Imelda is a pioneer in all things natural beauty. She made the switch to natural beauty in 1999 and 11 years ago, she opened her amazingly well-curated boutique in Marylebone ‘Content Beauty & Wellbeing’ (Thank you for that). Imelda also shares her wealth of knowledge in her book “The Nature of Beauty”, which we recommend that you read. Today we would like to dig deeper.
Could you tell us a bit about your journey?
I worked in the fashion industry for nearly 20 years before opening CONTENT. After trying to find brands I wanted to use, I became dissatisfied with the shopping experience. I wanted a boutique environment and more than a two-brand selection. I was looking for brands that hadn’t compromised on the whole product experience – packaging, design, use – and I couldn’t find what I wanted in health food stores at the time. Back in 2008 this was, as you can imagine, quite limited! Now luckily we are spoilt for choice.
What are your thoughts about current trends and the movement around natural beauty and sustainability?
I think it’s really exciting, we have always told people to use up their existing products before switching – swapping to a natural product when something runs out rather than binning everything – our bathrooms are often filled with unused product and the packaging!
In your book, you mention that the first time you wanted to make the switch to a more sustainable lifestyle was in 1999. Could you tell our readers and people who might not have read your book why that was? What sparked this?
It was actually moving to the UK that motivated my switch to natural. I have a skin condition called Ichthyosis, with extremely dry skin being the main symptom. When I was growing up bath time was tinted green (that’s the colour, not the eco-credentials!) with a medicated liquid, designed to soothe the skin. A full covering of a GP issued body cream followed this. As a daily ritual, I used this cream (the green bath water fell out of favour as my teens arrived) at least once if not twice a day for 20 plus years.
When I came to the UK I didn’t want to ship the cream across the world so started looking at alternatives, by looking at the key ingredients. This started a whole lot of research as I wasn’t keen on what I found and as I wised up to what the product was made from, I started to explore natural options and the beauty industry as a whole.
What reasons would you personally give to people to encourage them to switch to eco-beauty?
Lifestyle – If you are interested in a plant-based diet and ‘clean-living’ it makes sense that you would be interested in this for your skincare and even what you wear – since 2018 we have sold clothing also. The trend towards clean-eating and revival of interest in traditional foods goes hand in hand with this awareness.
As people drop processed foods from their diets and realised about the positive effect it has on their skin and general wellbeing, they are quick to find natural replacements for their skincare too. It is the largest organ we have and plays a vital role in many daily functions within the body – it pays to treat it right.
Environment – some of the best innovations come out of passionate, innovative small or start-up companies. We have launched a shampoo that comes in a box of individual cubes – rather than in a liquid form in a plastic bottle; a reusuable tampon applicator, solid body lotions and many more innovative products that are being created to reduce waste and the impact on the environment.
Which tips would you give to someone who is starting their journey to clean beauty? And, do you think this eco-lifestyle is approachable/affordable for everyone?
- Switch one product at a time – as they run out switch to a natural or plastic-free version.
- Start with the products that cover the largest area of skin – people often want to switch their face products first but if you think about it your use more body lotion than face cream.
- Consider fragrance – it’s an ambiguous area as not every ingredient has to be declared within the title ‘fragrance’.
Your brand has been around for just over 11 years. Back then sustainability wasn’t so widely talked about – how did you manage to persevere making the brand the success it is today?
Literally by not giving up. Although it would have been easier to do so many times !
What would you hope to see in the future for natural beauty, lifestyle and consumerism?
People considering where they want their money to go. Natural has become more widely available but we still as consumers need to consider where that money is ultimately going.
More about Imelda
Location
32 – 34 New Cavendish St, London
3 favorite brands.
- RMS] Beauty for being the first organic make-up brand that didn’t feel like a compromise.
- Tata Harper for making products that are taking on the prestige beauty brands
- Fur for changing the conversation and celebrating hair.
Your source of inspiration.
Constantly inspired by our customers who are voting with their money and get what we are doing.
Noemi Plaza
Noemi is the founder of KeiSei Magazine. While she has many interests, especially those involving anything creative, she is most passionate about transforming modern attitudes towards consumerism. Born and raised in Barcelona, she enjoys life as a Londoner now.