Say hello to your newest beauty obsession.
If you’ve got any skin in the skincare game, you’ve probably heard of The Body Shop’s cult favourite, the Drops of Youth concentrate. With 99 per cent of its ingredients of natural origin, the pollution-protecting serum is the brand’s bestselling product, with a bottle being sold roughly every 20 seconds*.
So, fans may be surprised to learn that their beloved serum is no more. But don’t fret, Drops of Youth isn’t really gone – it’s just getting a makeover. The Body Shop is going back to its activist roots and changing the range’s name to Edelweiss, taking a stand against unrealistic beauty standards and the idolisation of youth.
For more skincare talk, head to our Beauty section.
The Body Shop has always strived to make the beauty industry a more positive space. In 2021, the brand commissioned the Self Love Index which discovered that most people across the globe believe the beauty industry can negatively impact self-confidence. Peddling unrealistic ideals and unattainable standards has never been something The Body Shop wanted any part of.
On the surface, the name ‘Drops of Youth’ may seem innocuous. But the company’s late founder, Dame Annita Roddick, was always an advocate for ageing naturally and with grace. She put it simply with her iconic quote: “If you didn’t want to get wrinkles you should have stopped smiling years ago”.
Ageing is something that happens to all of us. Instead of pushing against it, why not find elegance and beauty in the natural course of life? So often we forget that beauty standards are not innate but are constructed by culture and society.
Youth isn’t something we can get back, nor is it something we should strive for. With this monumental rebranding, The Body Shop is making clear it isn’t afraid to back up what it believes in and rebuild the industry for the better.
But it’s not just the name that’s changing, the new-and-improved Edelweiss range is named after the game-changing ingredient (not that song from The Sound of Music, but good guess). As it turns out, the edelweiss flower, native to alpine regions in Europe, is your next must-have skincare ingredient.
It packs a huge punch when it comes to protecting skin from environmental aggressors like pollution and dust that cause 80 per cent of daily skin concerns. With 43 per cent more antioxidant power than retinol**, edelweiss extract helps repair the skin barrier and smooth skin texture for an instant boost of radiance and hydration. The new range is also formulated with double the amount of edelweiss extract in every bottle.
As a certified B-Corp, the Body Shop has been working with experienced botanists to ensure that its edelweiss farming practices are as eco-conscious as possible. The flowers are collected by hand and cultivated in areas where they won’t impact alpine biodiversity. And just like its predecessor, the new Edelweiss range is made with 99 per cent of its ingredients of a natural origin.
To top it all off, the Edelweiss line will feature two brand-new products to add to your routine: a cleanser and a smoothing cream. Former Drops of Youth fans rejoice. The Body Shop, always a beauty industry pioneer, shows us that change can be a good thing.
*Based on global sales from January 1, 2020 to December 31, 2020 and a selling period of 12 hours per day, seven days a week.
**Skin that looks plump with moisture, with a smooth surface. Skin looks re-energised and refreshed. For 50ml.
You can explore the Edelweiss range here.
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