UAE-born Project bYouty aims to transform your skincare, make-up and haircare routines with conscious products that actually work
“I’ve always been curious about the beauty industry, its power, and how that power is being used to influence humans all over the world in a positive way,” Amy Wilkinson-Lough, founder of the recently-launched clean beauty site Project bYouty tells MOJEH. However, it wasn’t until a devastating cancer diagnosis in her family sent Amy hitting Google in a bid to find cures and antidotes hailing from a more natural background. “I was overwhelmed by the amount of information in and around ingredients, specifically parabens and sulphates, and the effect they potentially have on everyday conditions; endometriosis, eczema, psoriasis – all confirmed by our oncologist one way or another. Ultimately, once you have that type of information, you have an obligation to share it right – cue all things Project bYouty.”
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While ‘clean beauty’ is a term we hear often, the definition of what is ‘clean’ doesn’t have consensus across the industry – it’s often just associated with a line of makeup, skincare and toiletries that are created without ‘toxic’ ingredients. For Amy, however, it’s much more than that. “We look for brands with a why; brands that like us are driven to making positive change, whether in terms of the planet, plastics, recycling, equal opportunity or similar,” she says. Brands also have to prove they are vegan or halal, sustainable and organic, too. “It’s a lot more complicated than people probably give us credit for,” explains Amy. “And all of our brands and products must be entirely cruelty-free – end of conversation.”
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As for the brands themselves, expect a diverse mix of skincare, haircare, body and make-up, as well as dedicated sections for men and babies. You’ll find a mix of distinguished and upcoming brands too, from Augustinus Bader, Dermalogica and Dr Barbara Sturm to Eco Roots, Patchology and Sarah Chapman, all with one thing in common – responsibility. “The beauty industry alone is responsible for 124 billion tons of waste a year, we just can’t let that happen,” says Amy. “If not for us, then the generation behind us.” Shop now
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