"My philosophy could be summed up in three words: 'super natural beauty'," says hairstylist and founder John Masters of his all-natural / organic hair and skincare brand. "I believe synthetics have a place in this world, but not in or on the body," he says. The products, from hair detanglers and styling gels to restorative facial masks and serums, are all developed in-house at the John Masters New York salon using certified organic plant extracts and essential oils sourced from around the world.
"There was a gap in the market for high-quality organic products and I was hoping to follow on from John Masters' success in New York. I was also interested in the philoshophy behind the range. The range launched exclusively in Selfridges Oxford St. Living Beauty department in September 2004 where its sales have grown consistently week on week. It has a broad appeal but primarily it is aimed at 25-45-year-old women, who are health conscious and environmentally aware." Selfridges beauty buyer Esther Harding