Ipsum Skin’s luxurious organic products, from face oils to body balms, harness the unique potency of native Australian botanicals and extracts
When former beauty journalist Janet Hayward moved to Australia in the late 1990s, she was captivated by the history of the country’s native botanicals and their importance to the cultures of First Nations peoples for thousands of years. “Traditionally used as a food source, in medicines and for body decoration, extracts of Australian native botanicals offer a uniquely high level of beneficial potency that, when used in skincare, achieve healthy, radiant and beautiful skin. This was my motivation to create Ipsum,” says Janet. “Plant oils and extracts are bioactive compounds, which means they are easily recognised and readily absorbed into our skin, offering their own unique complex of macro and micro nutrients, including vitamins, antioxidants, fatty acids, peptides and minerals. It is simply not possible to replicate this level of complexity in laboratory-made ingredients.”
It is because botanical ingredients are so readily absorbed that Ipsum skincare products use only certified organic oils and extracts sourced from plants growing in their native habitat to ensure optimum quality. All this is supercharged with native botanicals such as Kakadu plum, a rich and potent natural source of vitamin C. In addition, the brand has COSMOS organic certification, which assures the entire production process through to packaging has zero negative impact on animals, the environment and humans. Ipsum supports Bush Heritage Australia, an organisation that works with indigenous communities and agriculture to regenerate and protect the landscape and native species.
Janet launched Ipsum in 2019, telling the world about the power of Australian plants. “From sleep-regulating fragonia to anti-viral lemon myrtle and skin-smoothing and brightening caviar lime, Australian botanicals have amazing, potent qualities because they have evolved to survive our extreme climate. These qualities translate into incredible benefits for our skin.” Luxury stores Fortnum & Mason in London and Luisa Via Roma in Florence were among the first stockists and Vogue editors – in the UK and Europe – were among the first fans.
Today, the business is still small and family run. Janet works hands-on with a formulator to perfect each product, concentrating on skincare only where there is an authentic need for it to “achieve healthy, balanced, radiant skin”.