Self-care has taken on a whole different significance during lockdown - less of a luxury, and more of a daily necessity. We have always believed in the importance of dedicating quality time to number one, whether that’s indulging in a relaxing evening skincare routine or lighting a candle, inhaling some essential oils and simply switching off. Our newest brand to join the Glasshouse fold has self-care at the heart of their beautiful handmade products.
Ede is a skincare brand with the age-old practice of aromatherapy at its core - their natural and organic products are designed to fight the daily stressors of 21st century life. Whilst the majority of us may not be cramming ourselves on to a packed commuter train at the moment, our stress and anxiety levels are being impacted in a different way. Each product has been lovingly designed with our wellbeing in mind - think nourishing superfood face masks and oils and hand-blended essential oil roll-ons to ease the mind and soothe the soul. We caught up with Ede founder, Eve Williams, to talk skincare regimes, self-care and life under lockdown.
What inspired you to start Ede and what were you doing before?
The roots of ede began from the instant results natural skincare had on my recurring acne. That’s when I began blending our ‘Needs Must Face Oil’ for personal use which led to experimenting and blending other natural skincare products. The ethos of skincare and wellness came later. Previous to this, I come from a creative background. I trained and worked in knitwear design which has undoubtedly helped to reflect our ethos through the visual representation of the project.
Ede takes a holistic approach to skincare which isn’t just limited to the physical benefits of the products but the emotional too - why is this important to you?
Through my own health and wellbeing experience, I am always looking for alternative methods of self-care. I wanted ede to be a project that reflects real-life problems in the language of a new generation. Our mission is to redefine the practice of aromatherapy in a way that speaks to us, on our level. I know aromatherapy can be a great vehicle for self-care, so I wanted ede products to be an option for those who may be missing out on the benefits of this healing method. I hope that our products speak with individuality and inspire people to consider alternative practices of wellbeing.
Tell us a bit about the types of ingredients you use and how you source them.
Each ingredient we use is studied and handpicked for its benefits for the mind and body. The use of organic and natural ingredients is essential in our products. We work with trusted suppliers who source Soil Association certified plant materials from organic farming. The organic ingredients speak for themselves. The colours and aromas are consistently rich and superior, without mentioning the added benefits they have on our mind and body. Our approach to skincare and wellness is holistic and we want that process to begin at the seed.
What part does sustainability play in Ede and how does this reflect what’s going on in the beauty industry at the moment?
The part we play is transparency. The beauty industry is being moulded by its consumers wanting sustainable and ethical options and it’s great. I think the best way to approach sustainability is to educate your customers about every aspect of your business to allow them make a valuable and informed decision. On our website you’ll find a full breakdown of how you can recycle and/or reuse your ede packaging and how each ingredient has been sourced. Sustainability and our environmental footprint are at the forefront of my mind as the project grows and moves forward.
If you had to choose, what’s your favourite product in the range and why?
As much as I ritually use ede skincare products and they are a blessing to my skin, I adore my BDE Roll-On Therapist. I was anxious before the launch about whether people would ‘get it’ or be repulsed by it. The meaning behind ‘bde’ is knowing and trusting your own self-worth, I accept the irony. It’s ultimately become my favourite blend (can I say that?) and the one I resonate with most. I roll it on the insides of my wrists every morning and always keep it with me through the day. Its fresh and herbaceous aroma reminds me to stay centred and always choose to be fun.
How are you spending lockdown? Has self-care been important during this time?
Self-care has been so important to preserve my mental wellbeing at this time. I’ve been enjoying doing the things I love, for a longer time. Taking longer walks, learning facial massage routines, fine tuning my barista skills and upping my book count. This is a time of hardship and anxiety for so many, but for me there’s been so many elements that I feel extremely fortunate for. As ede is still young it’s a blessing that I can use this time to spend getting creative with the project. I find some days I can work for 12 hours and others for 2, it’s so freeing to be able to move in tune with how I’m feeling that day, unstuck by the restraints of workdays and weekends. It’s a very different approach to what I’m used to.
What are your future hopes for Ede? Any upcoming plans?
My plan is to keep an open mind and to continue learning. I’d love to build a community that trusts us and what we’re setting out to achieve and turn the project into a platform for positive mental health advocacy. We’ll always be revising our processes and looking into alternative ways that we can improve our project for both the environment and our community.
All images: Ede
