It’s so popular that it’s referred to by its acronym (GoW) and famed as a natural alternative to The Ordinary. Here’s what all the fuss is about, and why the UK launch offers up something different – by Anna Hunter
Budget, ‘one note’ skincare looks to be setting the tone for sought-after beauty industry launches currently. While skincare sales were up by six per cent up across the board in 2017 according to the NPD Group, and continue to grow, it’s low cost, no frills, concentrated ingredient based ranges and brands that are having a particularly hot moment. From Beauty Pie’s ‘members club’ approach that allows you to tap into the likes of peptide rich serums and retinol spiked moisturisers from a fiver to the now cult status of The Ordinary, brands that capitalise on powerful actives and keep packaging, marketing and general frou frou to a minimum are, somewhat ironically, garnering a lot of public attention, whether from Kim Kardashian in the case of The Ordinary, or Reddit and global beauty forums worldwide with today’s case in point.
Garden of Wisdom, or GoW to the brand’s global devotees, is by no means the new skincare company on the block. Founded by two skincare enthusiasts in Arizona over a decade ago, GoW’s USP is potent, cruelty-free, natural ingredients at thrifty price points, without common skincare additives such as alcohol, silicones or soya. While the packaging has recently been redesigned in line with GoW’s exclusive UK launch at Victoria Health, the aesthetic is basic to say the least, there’s no glossy Instagram presence and the brand’s website looks (and functions) like a tech relic from the mid 90s. So what’s all the fuss about? We asked Victoria Health co-founder and pharmacist, Shabir Daya, who worked with GoW to evolve formulations ready for the UK launch, what sets the brand’s offering apart from the crowd, and why it’s caused such a stir in Reddit threads. Read More…