THIS month, Volition Beauty launches in the UK. The brand inverts the mechanisms of the beauty industry – starting the with the wishes and needs of the consumer and then translating these directly to the products they produce. Clean, vegan and cruelty free, Volition Beauty offers skincare conceptualised by the very people who will use it.
The brand is co-founded by Brandy Hoffman and Patricia Santos – beauty insiders who set out to launch an initiative that would revolutionise an industry that inundates consumers with products they don’t need, or haven’t asked for.
Volition’s products are initiated by Innovators; individual consumers who are looking for a certain product to address their specific skincare concerns, who are then matched with labs and chemists to develop their ideas.
The brand represents a turning point in the beauty industry by identifying gaps in the market on the ground, and prioritising the desires of those who the beauty industry claims to serve.
Volition Strawberry-C Serum, 30ml, £36
Volition Turmeric Brightening Polish, 120ml, £32
Volition Daily Vitamin Glow, 15ml, £26
Volition Apple Cider Vinegar Resurfacing Peel Pads, £54
One of the products launching is the Hibiscus Unspottable Correcting Oil, a brightening oil that disguises dark spots and hyperpigmentation. Its Innovator is Kim S, who sought to even her own complexion. Her late mother emphasised the importance of extending healthy choices to what you put on you skin, and so she started working with a mix of plants and roots: hibiscus flower, spikenard flower and liquorice root. The Hibiscus Unspottable Correcting Oil is the result of Kim’s work with Volition.
Volition Hibiscus Unspottable Correcting Oil, 35ml, £42
The brand offers an exciting prioritisation of consumer demands, high quality products and cruelty-free skincare.
by Connie de Pelet