I have to admit, Liz Earle is not a brand I would have recognised if somebody had mentioned it to me a couple weeks ago. It all started when I asked my flatmate (who’s a skincare expert) about what was the best cleanser on the market. Without missing a beat, she said ‘Cleanse and Polish’ by Liz Earle. So I set off for the Liz Earle London flagship shop in Chelsea, and was shown the whole skin care range. I was sold instantly. It was all so simple! Beautiful packaging and high quality natural ingredients explained in a thorougly un-complicated way. There was one cleanser, one toner, one moisturiser.
When I started raving about how good my skin looked after just 3 days, I realised I was amongst the last to convert to the cult of Liz. Friends responded as if I’d said the missing words in a game of skin care charades – they excitedly told me about using Liz Earle for 4 years, 5 years, more! Everyone seemed to have a personal story about their experience with Liz Earle products. One friend told me about how her mother used to top up her supply when she was a student. Another had tolerated a flat mate who used her sacred muslin facial cloths to clean the bath. (She joked that the Cillit Bang meant she benefited from a daily acid facial peel!)
A fiercely loyal following, and a personal connection to the brand was apparent at the the launch of Liz Earle’s new haircare range, which I was fortunate enough to be invited to last week. The event had been organised to celebrate the newest addition to the product line after six years of planning and research. The passion with which formulation expert Claire Hunt and botanist Jennifer Hirsch talked about the shampoo was almost religious in its zeal. Customers were taken on a Liz Earle journey – told about ingredients such as Yangu oil, sourced from Kenya, and blue seakale, which had been hand-harvested in France. The description of the 100 versions of shampoo involved in the rigourus testing process before settling on just one formulation certainly raised expectations!
I tried the shampoo the next day, and have to say, I was impressed. While I feel that hearing hair experts speak about revolutionary SLS free formulations for 15 minutes perhaps provided me more information than I know what to do with, I certainly appreciate the care and consideration that has gone into this formula. It smells like lemon sherbet (to me anyway) and the shampoo and conditioner (for oily hair, as it’s the lightest) certainly leave my hair fresh and shiny. On telling friends that I had attended this event, they all had the same reaction: the kind of excitement usually reserved for the arrival of a new sibling. This really is a brand that people respond to – and now that I’ve experienced it, I feel like a member of the family.
More info about the new ’Naturally Active Haircare’ range can be found at the Liz Earle website here