NATURAL ELEMENTS STORY
in 2001 Natural Elements came to be. There was no big launch, no champagne and canapes, no celebrity endorsement. Natural Elements came to exist because of overwhelming demand by professional Beauty Therapists.
Salons & spas across the UK were concerned about how their customers were commenting on parabens and preservatives in skin care. Natural Elements was the first ground breaking Natural skincare range not to use Parabens in a professional beauty range. Over a Decade later the range was used and sold through a 1000 professional salons and therapists across the world and considered by those in the know that Natural Elements was the no.1 Natural skincare range for professional use, especially for Anti-Ageing.
But crafting nature into a bottle wasn't so easy then! The process of making natural products using Botany was a long and difficult one. You properly think with so many natural or organic brands out there it’s pretty easy now. But to make truly effective natural skin care it takes a scientific understanding of every ingredients molecular structure, to blend a product that will be absorbed through a bodies biology. In 2001 no one understood how that worked….except a Research & development centre in Worcester us.
"Life is complicated enough so all our products we make or sell is designed to be simple and easy to use". .
We were formed in 1998 to fulfil the ambitions of a small group of people to be a centre of knowledge and discovery - where molecular scientists, dermatologists and activists could blend new ideas in science and well-being with a strong sense of ethics and a well earned respect for nature. Natural Elements was the first developments during its 3 year R&D cycle, launching to proffesional therapists in 2001 and for public use between 2008 and 2009. They would go on to lead the way in natural and organic formulations for the next 20 years.
"It was a long and patient process done by hand, watching every detail of the process to ensure the oil and cream began to take shape and didn’t ‘split’. If the batch was not up to standards, then we began the process again. This process still occurs today, all the products they make are made in small batches to ensure quality and purity, which means the product you buy today will be as fresh and as benefiting as the fruit on your table.", NATURAL ELEMENTS
The Company went on to be at the forefront of developing advanced Botanical formulations long before the trend started in the beauty industry.We were ahead of their time & hailed as innovators by some; striving to break the mould in an industry that had become the bench mark for using man-made petrol-chemicals. But many believed the concept wouldn’t work and believed the only solution was Cosmeceutical to help skin problems or boost collagen levels. But some people used to think the world was flat….
“We became the natural balance to a chemical world. But no one knew it was us leading the charge. We were the figure heads telling people back stage that the world had to change its idea about petro-chemicals, especially from an environmental point of you. But people were making too much money. It was really the power of the people who changed this industry through their buying power” John Hamilton, Co-founder of Natural Elements
BACK TO BASICS
In those days things were very basic, the labels were plain and most items came only in 1 litre sizes for professionals. Even the name ‘Natural Elements’ came from the science team who would give newly created formulations the code name ‘Natural Element 1116’. If you were a professional therapist you were often sent a large bottle which said ‘Natural Element 1116, sandalwood & Juniper, Anti-Ageing facial oil’ and ingredients list. A label printed from the office printer. There was no need for branding or clever packaging, the product spoke for itself.
The packaging was minimal but the product inside was far from it. The company was developing products with some of the biggest breakthroughs in anti-ageing. For example, we were the first to usenanocrystalline cellulose! Which, in 2012, Janelle Tam from Ontario won first place in the Sanofi BioGENEius Challenge in Canada (SBCC) in the ‘how will you change the world?’ category for her application in nanocrystalline cellulose research. She proved that Cellulose from plants was a powerful antioxidant and may be superior to Vitamin C or E because it is more stable, and its effectiveness will not diminish as quickly. We had already been using it in our formulations since 2001! We didn’t get a prize.
Natural Elements became the quintessential British Anti-Ageing range containing the best elegant botanical extracts, luxurious vital oils & high grade Essential oils. Described by the leading celebrity beauty therapist in 2008 “the textures are like silk. Heavenly smells. They’re genuinely beautiful. Why isn’t everyone using this?”
NATURAL ELEMENTS TODAY
The boom came! In end of the 2000’s Natural products were in and people began to recognise petro-chemicals were pretty bad for us. Many skincare ranges started to imitate ‘Natural’ or contain small traces of natural ingredients in their products to capitalise on the organic movement.
That’s why Natural Elements was so unusual; we strived for excellence but never compromised on our beliefs or ethics. At the same time, we looked at the delusions and misconceptions that many skincare brands promised to consumers and became appalled at the lies the public were being sold.
“I learnt that this industry can be and may always will be...very deceitful to its customers. Buying skincare brands on the high street is the equivalent of buying fast food, the products are mass produced, mass marketed and contain long lists of harsh chemical ingredients but the ‘marketers’ would have you believe that you’re buying a wonderful gourmet dish with the gourmet price tag to match. Like the top chefs from around the world who pride themselves on quality ingredients over gimmicks, we believe it should be the same for Natural skincare. What makes their food taste better and what makes our skincare work better is simply down to quality ingredients! Just like making a soufflé, it must be perfectly refined, measured and blended together for the soufflé to rise in the oven and come out just perfect. But a perfect soufflé also must taste nice, otherwise… what’s the point! Natural skincare is just the same and Natural Anti-Ageing has to work otherwise… what’s the point!” Natural Elements.