CONTENT is a peaceful state of happiness and things held or included in something. These are not just dictionary definitions. This is the ethos behind a beautiful 3-in-1 place in London: a boutique organic skincare store, naturopathic clinic and beauty salon. Imelda Burke, the founder, is sharing with The Baoli her passion to organic skincare and practical wellbeing tips.
How did you start this business?
I had a mild skin condition from birth and was prescribed creams by my doctor. At some point, when I looked at what’s in it, I didn’t like it and looked for alternatives. I wasn’t satisfied with what was available in retail, I wanted a good shopping experience - so I created CONTENT.
There are so many health brands out there, how do you make your choice?
We exclude a lot of ingredients I personally don’t use and then look at the ethos behind the brand. We prefer profiling smaller companies and niche brands not available in the UK.
What are your personal favourites?
If they make it into the shop they are my favourites! I personally use products from Tata Harper, Amala, Intelligent Nutrients, Rahua Haircare and many others. I do tend to chop and change with the seasons. My latest favourites are new masks from Absolution Organic Skincare.
What makes people come back to your store?
Customer service and our unique selection of brands. Switching beauty brands is like starting over again. I wanted the store to have a more personal feel and I think people appreciate the extra lengths we go to. People often change their skincare as a consequence of some changes in life. A level of sensitivity is important. It is great when someone undergoing treatment for cancer is comfortable enough to throw off their wig in the shop.
What do you love about your job the most?
I love the fact that I provide a home for some of the world’s best organic brands. Working with the brand owners like Rose-Marie Swift who has changed the face of organic make-up with her RMS Beauty line, and Tata Harper who grows some of her ingredients on her farm in Vermont and Pai Skincare, a certified organic UK brand, is truly rewarding.
What are your personal wellbeing tips?
Wellbeing to me is a state of contentment. Being in balance is not easy, so it is good to be flexible and less rigid with ourselves and our thinking. Some practical tips:
• Incorporate some time each day to do nothing: relax!
• Think of the food you eat as your ‘health insurance’.
• Limit toxins where you can. Concentrate on what you can change.
• Keep strong. Don’t underestimate how your mind and body affect each other.
What is your award-winning treatment?
We won the Wallpaper Magazine Design Award in 2010 for the Dr Alkaitis Skin Food Facial which incorporates Manuka honey and goat’s milk yoghurt and super-food based ingredients.
What have you got coming up?
We hold events each month, e.g. wellbeing lectures on topics like How to Switch Your Diet to Alkaline Foods, Healthy Digestion, Healthy Skin etc.
What treatment packages do you recommend to keep healthy this winter?
A combination of Naturopathic Nutrition and Acupuncture. This way you can optimise the benefits you are getting from your food while boosting you immunity with acupuncture.
If you are looking for the best selection of organic skincare and holistic treatments check out Content’s website at www.beingcontent.com
Don’t forget to use The Baoli’s 10% discount at the checkout!
Tags: health · natural cosmetics · wellbeing