Gentle Roots
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Gentle Roots is a newly launched non-toxic, multipurpose skincare and haircare range crafted for the whole family. Born out of half South Sudanese founder, Jessica Avenell’s love of nature’s wisdoms and holistic living, I found out more about a range that is both gentle and targeted, offering consumers efficacy and peace of mind.
‘I got frustrated with being misled by products claiming to be natural but full of hormone disrupting ingredients, microplastics or a long list of complicated chemicals,’ explains Jessica Avenell, ‘the seed of the idea to start the range was actually my child who had developed severe eczema and dry skin. So, I created the Baby Friendly Face and Body Balm and started to use it too as an all over face and body moisturiser as well as my first step oil cleanser to remove makeup. This multi-purpose product caught on with friends for themselves and young family: from there I got the impetus to create the ‘Face Oil Elixir’ range as I had been making a form of my own glow elixir since a teenager and wanted to develop it.’
As a sensitive skin sufferer, the tantalising series of ‘elixir’ serums was my way into the Gentle Roots brand; comprising three luxurious, plant powered blends – Glow Elixir, Restore Elixir, Clarity Elixir – with different targeted concerns, ‘blemish prone skin, sensitive, dull or barrier damaged skin.’ Jessica explains, ‘I had always made my own glow elixir formulation but when I launched the brand I spent at least a year on research, refining, testing and realised I wanted to expand the elixirs. For instance, I use rare Sea Buckthorn and Carrot CO2 extract, which are amazing for skin health but can have a very strong orange tint, so I spent a long time perfecting formulations, to meet that sweet spot where they are effective but don’t leave a stain on paler skin.’ Other nourishing ingredients include: bakuchiol, pomegranate, squalane, black cumin seed, tamanu whilst the textures are light enough to seamlessly use under makeup.
Avenell describes Gentle Roots as ‘anhydrous’ (meaning it works in harmony with skin barriers rather than stripping it), seamlessly taking her holistic formulation base into body and hair ranges too. ‘I’ve chosen to focus on function and skin health rather than chasing strong synthetic fragrances or essential heavy oil formulations that might smell nice but do more harm than good, especially when used on children.’ Although Avenell espouses the benefits of Lavender essential oils even for sensitive skin so find Tallow Based Face & Body Balm (with organic English Lavender scent) as well as an unscented version. Also, the Radiance Body Oil comes in both unscented and scented with a blend of sweet orange and ylang ylang essential oils. ‘My decisions not to fragrance most of my products can be hard to market to a public that is used to polished, perfumed skincare but that would go against my goal of creating non-toxic products,’ she enthuses, ‘however from feedback it seems more consumers are reading labels and seeing through the fluff so hopefully the landscape is shifting.’
Gentle Roots is a unique proposition where you can feel the founder’s authentic hand throughout the extensive range; ‘all ingredients are sourced by trusted UK suppliers with an ethical supply chain – even in production single use plastic is replaced with reusable glass equipment.’ And expect glossy but sustainable packaging with amber glass jars made from recyclable material and a return-and-reuse scheme in the works.
Avenell has big dreams for Gentle Roots, ‘having lived many years in Kenya and due to my background, I’d love to see the products in Africa. I want the brand not just to represent non-toxic selfcare but to embody the beauty of cultural wisdom, inclusivity and connection to nature.’ For now, she is working on new products and to further both online sales and retail partnerships.
Look forward to watching Gentle Roots growth!