My gateway drug was a moisturiser . It’s your typical midlife crisis story: one morning, struggling with early onset wrinkles (thirties, kids) and overdry skin (lizardlike genetics, suboptimal hydration), I asked my wife if she had anything that could make me look less like a Mad Max villain . At the time, my skincare routine was as basic as it gets: water, soap, a thin coat of Kiehl’s Ultra Facial, done.
My partner, on the other hand, is someone who not only understands the differences between glycolic and hyaluronic acids but has Strong Opinions on the optimal concentrations of each; a person who already has one “skin toning” LED light mask and is strongly considering another. So that morning she lent me some Plantastic moisturiser from her favourite skincare brand, Beauty Pie. Beauty Pie If you’re not familiar with Beauty Pie, just ask the women in your life.
Since it launched in 2016, the members-only skincare company has grown from a cult favourite to a bona fide force . Its members pay £59 a year just to be able to shop for Beauty Pie products, which are pegged as lower cost, high quality takes on skincare staples. The company is part of a wave of straight-to-consumer, low-frills skincare brands that have established themselves in recent years, alongside the likes of The Ordinary, e.
l.f, and the Inkey List. Beauty Pie fans chatter fervently on Reddit about the merits of its Youthbomb serums; Tiktokers unpack their latest hauls with the fervour of a kid on Chr.
