E X P E R T I N T E R V I E WE X P E R T I N T E R V I E W

Big beauty inFacialist Emma Hardie honed her skin healing rejuvenation

techniques after experiencing a debilitating period of

illness that left her with serious loss of muscle

tone. Forging her own naturally-minded path

back to wellbeing led her to create the

multi award-winning Amazing Face

skin care range, combining Emma’s

in-depth knowledge of the skin’s

anatomy with targeted, natural

botanicals for a complete,

natural daily facial range. She

talks to Emily Hunter about the

ever-changing skin care industry

and what sets her range apart

in a saturated market

beauty

E X P E R T I N T E R V I E W

23b e a u t y m a g a z i n e

s e p t e m b e r 2 0 1 7

in the morning removes the toxins excreted by

the skin at night, and always cleanse your skin

before you go to bed. Try removing the cleanser

with a microfibre cloth, as this will gently but

deeply cleanse the skin and pores, and remove

all traces of grime. Always massage your balms,

creams and oils into the skin in a slow, controlled

and focused way. Support the skin with one hand

in an upwards direction and sweep down with

the other hand; this helps to drain the lymph

and tone and brighten the skin. Always use an

SPF, even in winter. Drink plenty of water; it’s so

important for the health of the body and skin.

Relax and meditate as much as you can; we all

overwork and over stress. Find a creative hobby

as an outlet for a busy life. Regular facials and

full body massage or acupuncture are great to

help unwind.

I love products packed with high levels of

intense natural actives. I have a passion for all

things moringa, as it is an all-round skin saviour

that helps feed, nourish and protect the skin on

a daily basis. I love hyaluronic acid for moisture

and plumping; natural cell energisers, such as

corn extract, to help rejuvenate the skin; and

natural botanical oils for repair, glow, plumping

and radiance.

Finally, serums are a must. They are

lightweight, can be layered when needed and are

great to help tackle a specific skin concern.

What’s next for you and your brand?Our next exciting product launch is our Lift

& Sculpt Neck Treatment. After extensive

research into the neck area, taking into account

the muscles as well as the skin, along with

the renowned Emma Hardie facial massage

techniques, we have created a unique applicator

to provide a targeted lifting effect that tightens

and firms the neck area. This applicator provides

a deep massaging effect that stimulates the

neck, allowing the serum to penetrate the skin

while invigorating the muscles that can often be

vulnerable to the effects of gravity and ageing.

The rich, hydrating, collagen boosting serum

helps to lift, sculpt and tighten the delicate skin

on the neck and décolletage by using pioneering

ingredients including: Liftonin-Expert to help

boost collagen; Neoderyml “needle-free” collagen

and elastin filler, which further increases collagen

and improves skin density and firmness; a rich

omega 3, 6 and 9 complex of Inca Inchi Oil and

Raspberry Oil, which helps provide protection

and retain moisture; and moisture locking

Hyaluronic Acid to leave the skin looking

hydrated, firmer and plumper.

We are also developing the brand

internationally (world domination!) in order to

be recognised as a global brand – in particular,

Asia Pacific, USA and South America, where I

will be travelling very soon.

How has the skin care industry changed during the time you’ve worked in it?Emma Hardie: The main thing I have noticed

is that there are many more niche brands,

especially natural brands. People are much

more knowledgeable about ingredients and

are concerned about the health of their skin

and body, so the natural market has grown

dramatically. Key concerns have also changed;

the general glow factor of skin has become as

important as minimising lines and wrinkles. We

all want to look healthy, and glowing skin is the

embodiment of wonderful health and vitality.

What do you think the biggest breakthroughs in the skin care industry have been while you’ve worked in it?The use of more high-performance ingredients,

and subsequently chemicals, to meet the needs

of many of today’s customers. At Emma Hardie,

we have stuck to using botanicals as much

as possible to ensure that we adhere to our

philosophy of looking younger naturally.

What do you think are the key challenges facing the skin care industry (and wider beauty industry) at present? The key challenge is to constantly create newness

while maintaining our philosophy at the same

time. As the consumer expects instant results,

sourcing ingredients at a reasonable price is a

continual challenge.

What are the key values of the Emma Hardie Amazing Face brand and how do these make it stand out in a saturated market?Our key values centre around using botanical

ingredients to look younger naturally and to lift

and sculpt the skin and facial contours with the

aid of facial massage. We are all about educating

our customers so that they can get their best skin

themselves.

Which of your products has been the hardest to formulate and why? The Moringa Cleansing Balm was the hardest.

Trying to get a stable texture using natural oils

in a balm format is very hard. It has to be a ‘hot

fill’ due to its crystalline structure, and finding

someone to do this perfectly is exceedingly

difficult. Also, trying to make a perfect texture

that emulsifies with water and also feels

wonderful to the touch was a challenge.

How have consumers’ attitudes to skin ageing changed and evolved during the time you’ve worked in the industry?

At first, people were very concerned about lines

and turned to Botox and fillers for a quick fix.

It became a fashion statement: the more frozen

you looked, the better. Things have definitely

changed; the current look is much softer and

less frozen, and if people have injectables,

they’re much more subtle and discreet. I think

the general overall health of the skin and body

has become stronger. People have found a good

balance, so the actual condition of the skin,

its clarity and glow, has become almost more

important than having no wrinkles. You can also

see this in the rise of high sheen make-up.

How important are beauty advisors when it comes to helping customers select the best products to suit their needs? Having well-trained and knowledgeable beauty

advisors is essential to help sell the right product

to the customer. It gives the customer confidence

that they are buying the correct product for

their skin and specific concerns, and will help

encourage the customer to come back. There are

so many products out there that it’s a minefield

for the consumer, so a well-trained consultant is

vital.

The consultant must be knowledgeable in

the skin and how it works, even at a basic

level. The more you know, the easier it is to

understand the consumer’s skin and recommend

the correct product.

What are your top tips for the ideal daily skin care regime?Always cleanse with a balm morning and evening

to balance the skin and keep it soft. Cleansing