TCG Brand Spotlight: Ipsum & its founder Janet Hayward

I am yet to meet Janet Hayward, founder of Ipsum (who was introduced to me by UNDRGRND BEAUTY) in person, but she was recently quoted in Day Spa Magazine on the subject of indigenous ingredients, which peaked my curiosity: “Our native plants have evolved to survive our extreme climate, terrain and wildlife and have become powerhouse sources of highly potent phyto-nutrients that offer really great benefits for skin and general wellbeing. It is this uniqueness of Australian native botanicals that makes them so attractive for holistic beauty.” Armed with three most recent Ipsum product launches that were inspired by travel, I started to get to know the brand in more detail, while asking Janet some questions along the way. Now I am ready to share my Ipsum experience with you.

Ipsum was dreamed up and created by Janet in order to allow her customers to experience the benefits of the high-performance, COSMOS certified organic formulations that delicately balance the blends of native Australian plant oils and extracts that work together in synergy. With regular use expect the skin to blossom daily and across the seasons, while natural fragrance of plant oils offering aromatherapy benefits to balance the mood. A combination more and more brands are taking note of and trying to craft and create!

Ipsum unwrapped

Janet Hayward is a former British beauty journalist and author, who through the years got to interview specialists from around the world – from green chemists to aromatherapists, from botanists to dermatologists. Having distilled her knowledge into several books and moved from the UK to Australia, Janet established an office in Sydney and the formulation hub in Byron Bay. Janet travels to Byron Bay as often as she can, as according to her “it’s a truly magical place, which is unique in every way.” While some might argue that it’s a luxury to ship the products from Australia, which might not be in line with a an eco angle, I would argue that a more unique brand like this would do more good with its brand ethos, sourcing and formulations principles and certification, than a mass market beauty brand that is produced in vast numbers and using questionable, opaque practises.

Janet intentionally only uses certified organic, pure and natural native plant oils, esters and waxes so she can contribute to the protection of the bio-diversity of the planet and avoid using harsh or unnecessary ingredients in her products. Suffice to say Ipsum products are never tested on animals and are formulated without the ingredients that get a bad rap like petroleum, pesticides, phthalates, PEGs, TEA, DEA, GMO, silicons, artificial dyes or fragrances. Integrity of the formulation is important to Janet, but she doesn’t shout about it. Instead she focusses on formulating the products that will nourish and nurture the skin, while trying to preserve the goodness and balance of the planet and offering the customers a piece of mind.

I have come across Fragonia before, mainly in body oils, but it is a relatively new Australian native plant from which an oil can be produced through successful extraction from the twig and leaves.  What makes it unique and especially beneficial in holistic Spa treatments (hence my experience with fragonia in a body oil) is that it has powerful balancing properties both physically and emotionally. Topically, it releases and relaxes muscles and is gentle and soothing for the skin, yet it also has powerful anti-microbial and anti-bacterial benefits. From an aromatherapy perspective, Fragonia has a beautiful, fresh and unique aroma that induces calm, relieves feelings of stress and anxiety and helps maintain a clear respiratory system. Which naturally brings me to the first Ipsum product that I tried.

Ipsum Best Skin Face Oil Intense, 20ml

Janet uses Fragonia in Ipsum Best Skin Face Oil Intense Treatment concentrate in order to relax the facial muscles – and calm the mind and soul – for a truly effective facial massage treatment! Having experienced the effect of that face oil, which I started using a few weeks ago, I can’t help but agree. As the world still remains in the lesser, but still a firm grip of the pandemic, skincare that provides benefits for our skin, as well as the mind is not a trend, but rather a movement that is increasinly appreciated by consumers of different ages and showcases the unique wisdom of the brand founders behind such brands.

Ipsum Best Skin Face Oil Intense

A luxurious & supercharged concentrate “housing” 23 pure, organic plant oils under one lid, it is rich in Omega fatty acids, vitamins C, E, B6, B1, B3, B2 and polyphenol antioxidants. Invaluable as a skin booster treatment to restore and reinvigorate skin’s radiance and essential to wholistically restore equilibrium, the skin ends up feeling enlivened, hydrated and protected, so Janet highly recommends taking this face oil when we all can resume our travels.

Lilly Pilly and Fragonia combined in Ipsum facial oil

The complex, yet readily absorbed formulation blends the deeply-nourishing and restorative power of plant oils of Buriti, Marula, Frankincense with the Tomato Fruit extract with Australian-grown and harvested botanicals. Lilly Pilly, a rich source of vitamin C and fruit acids with a high antioxidant content, helps to stimulate collagen production and brightens the skin. Rosalind has nurturing, soothing and healing qualities, while also helping to stimulate the immune system. Fragonia offers powerful anti-bacterial and anti-microbial benefits to both the skin and respiratory system, while assisting the process of maintaining body’s own melatonin production, which regulates the circadian rhythm – the perfect solution to help minimise the symptoms of flying and jet-lag!

While this high-concentrated face oil is suitable for all skin types ( please do a patch test, when using for the first time! ), it’s multi-tasking achievements are impressive – it smooths, brightens and restores the skin, but it’s effect on the mind is equally powerful. The light floral fragrance from Fragonia, Lavender and Camomile helps to clear and calm the respiratory system (something worth noting as the world slowly recovers from the fear and loss of the pandemic), at the same time benefitting the mind and helping the body to de-stress, calm down and hopefully relax as well. I like its ‘dry’ texture and the fact that it sinks into the dermis very quickly, almost instantaneously making the skin feel more plump, moisturised and even. Its scent calming and grounding, but with uplifting floral undertones reminiscent of the late spring morning and the fresh air drifting through the widely open window.

Unclose and personal with Australia’s Ipsum

You can use this face oil as a “booster treatment”, in the morning and at night time once a week – or whenever the skin looks and feels tired. Janet considers this product an “essential” when it comes to travel, as it allows to keep skin supple, hydrated and protected, while helping to balance the circadian rhythm and relieve jet-lag. Eager long-distance travellers, take notice! As yet I am still to put this skin advice into practise .)

Ingredients: Macadamia Integrifolia (Macadamia) Seed Oil*, Persea Gratissima (Avocado) Oil*, Rosa Canina (Rosehip) Fruit Oil*, Camellia Oleifera Seed Oil*, Carthamus Tinctorius (Safflower) Seed Oil*, Olea Europaea (Olive) Fruit Oil*, Helianthus Annuus (Sunflower) Seed Oil*, Borago Officinalis Seed Oil*, Tocopherol, Prunus Amygdalus Dulcis (Sweet Almond) Oil*, Mauritia Flexuosa (Buriti) Fruit Oil, Sclerocarya Birrea (Marula) Seed Oil*, Simmondsia Chinensis Seed Oil, Squalane, Solanum Lycopersicum (Tomato) Fruit Extract, Lavandula Angustifolia (Lavender) Oil*, Agonis Fragrans (Fragonia) Leaf/Branch Oil, Chamomilla Recutita (Matricaria) Flower Oil*, Hippophae Rhamnoides (Seabuckthorn) Fruit Oil*, Rosmarinus Officinalis (Rosemary) Leaf Extract*, Melaleuca Ericifolia Leaf Oil, Boswellia Serrata (Frankincense) Oil*, Syzygium Leuhmannii (Lilli Pilli) Fruit Extract*, Anthemis Nobilis Flower Oil*, Citral^, Limonene^, Linalool^, Citronellol^, Geraniol^, Farnesol^ *Certified Organic ^Constituents of Essential Oils. Packaged in miron violet glass to help avoid deterioration from sunlight and to protect the aromatic and therapeutic properties of the oils, this face oil is also 96.87% organic.

Ipsum Best Skin Cleansing Oil Balm, 75g

Trifecta of scent, texture and efficacy of a face cleanser supreme

A light and gentle, this cloud-soft balm is formulated with a blend of super-nourishing, pure plant oils, esters and waxes that at the same time nurture, soothe and balance skin, as well as deeply cleanse and purify it. The Cleansing Oil Balm melts into skin on contact to gently lift away impurities and make-up (most effectively, including eye make-up) and leaving skin thoroughly clean and refreshed. A particular pleasure left for the evening and a great ritual for winding down the end of the day – with the benefit of ‘super soft, supple and hydrated skin’, according to Janet. The gel feels concentrated when you squeeze it out of the tube. Yet it has the perfectly mouldable texture that allows you to massage your facial muscles, while removing the dirt, make-up and city pollution from your skin. After using it only for a couple of days I was converted to using it in the evening, especially when I was wearing ‘heavier’ make-up.

a very thorough cleanser

The balancing, cleansing and moisturising formulation features Camellia Seed and Coconut oils coupled with Shea Butter blended with Australian grown and harvested botanicals, including the gently astringent Lemon Myrtle ( helps unclog, decongest and tighten pores ) and Sandalwood with it’s naturally healing, anti-inflammatory, antibacterial and antimicrobial properties.

The cleansing balm is suitable for all skin types and has the light, but uplifting fragrance of Lemon Myrtle and Sandalwood, a combination which is calming to the senses and refreshing for the skin.

You can use this cleanser morning and night, or as a second cleanser, if you double cleanse, to deeply cleanse away the impurities and remove make-up. Massage a finger-tip size amount all over the face and then rinse away with warm water – you can use a face cloth, but using your fingers allows for a more thorough application and then massage that goes deeper into facial muscles, thus increasing your circulation and allowing your face oil, moisturiser or serum that you apply later to work more effectively. Out of the three Ipsum products that I got to experience, this one is probably my overall favourite.

My personal favourite: cloud-soft, light-textured balm that melts into oil upon contact with skin

“Packaging this cleanser in a recyclable tube makes it an ideal and effective travel cleanser that also multi-tasks as hydrating mask”

Janet Hayward, founder of Ipsum

Ingredient List: Ricinus Communis (Castor) Seed Oil*, Helianthus Annuus (Sunflower) Seed Oil*, Cocos Nucifera (Coconut) Oil*, Hydrogenated Rapeseed Oil, Polyglyceryl-2 Caprate, Myrica Cerifera Fruit Wax, Camellia Oleifera Seed Oil*, Jojoba Esters, Tocopherol, Butyrospermum Parkii (Shea) Butter*, Theobroma Cacao (Cocoa) Seed Butter*, Lavandula Angustifolia (Lavender) Oil*, Prunus Amygdalus Dulcis (Sweet Almond) Oil*, Citrus Aurantium Dulcis (Sweet Orange) Oil*, Santalum Spicata (Sandalwood) Wood Oil*, Backhousia Citriodora (Lemon Myrtle) Leaf Oil*, Citral^, Limonene^, Linalool^ *Certified Organic ^Constituents of Essential Oils. 77.90% total organic content. COSMOS certified organic. 100% natural.

Ipsum Lip Oil Balm, 15g, rose

Luxuriously rich, this conditioning blend of pure and organic native plant oils, esters and waxes is quite an unusual lip care product, both in texture and appearance. Created by Janet to to instantly soothe and smooth lips with long-lasting, intense nourishment, it surprises with every application.

The formulation features a unique blend of hydrating and moisturising plant oils including Tomato Fruit Extract with high levels of skin-nurturing vitamins and antioxidant lycopene to protect skin, Pomegranate Seed Oil to heal and regenerate skin and Australian grown and harvested Macadamia Oil to deeply nourish, protect and repair. Lips end up feeling comfortably cocooned, soft and supple. It feels like a soft lip balm, yet applies almost like oil making lips look smoother and more hydrated. I tend to apply it when I write and edit at my desk and it creates a little one-minute ritual. When I apply it, I shift my attention to dreaming or just momentarily switching focus, looking outside and then bringing myself to being here and now.

Ingredient List: Ricans Communis (Castor) Seed Oil*, Helianthus Annuus (Sunflower) Seed Oil*, Hydrogenated Castor Oil, Jojoba Esters, Macadamia Integrifolia (Macadamia) Seed Oil*, Cannabis Sativa Seed Oil*, Myrica Cerifera Fruit Wax, Euphorbia Cerifera [(Candelilla) Wax] Cera, Tocopherol, Simmondsia Chinensis (Jojoba) Seed Oil, Squalane, Solanum Lycopersicum (Tomato) Fruit Extract, Butyrospermum Parkii (Shea) Butter*, Prunus Amygdalus Dulcis (Sweet Almond) Oil*, Rosa Damascena (Rose) Flower Oil*, Punica Granatum (Pomegranate) Seed Oil*, CI 77491, Citronellol^. 81.74% total organic content. COSMOS certified organic. *Certified Organic ^Constituents of Essential Oils

To learn more about IPSUM, please go the brand’s website here

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