The pursuit of a flawless complexion has gone far beyond cleanse, tone and moisturise. We venture into the baffling but fast-growing world of high-end skincare
There are shoppers who care about their skin – the ones who dutifully cleanse, tone and moisturise – and there are those that have stretched the beauty industry to new, elastic, collagen-plumped limits: for we are living in the age of “skintellectuals”. A world of 10-step skincare regimes in which acids, peptides and essences are standard, and glowing, dewy skin is de rigueur. And where science-savvy self-care swots with high levels of disposable income and even higher standards of skincare have led, it seems the rest of us are following.
Last month an online waiting list of more than 4,000 people and an actual queue of hundreds at a London pop-up store greeted the arrival of US brand Drunk Elephant. Officially launched in 2014 by Texan Tiffany Masterson, then a stay-at-home mother of four with little experience of cosmetic science, its 11-product mix of serums, acids, creams and cleansers have made it the fastest-selling brand in history for beauty store Sephora in the US.