Drops of Youth™ makes way for more potent Edelweiss formula for stronger, smoother skin
Taking a bold step, the Body Shop has renamed its best-selling skincare range, Drops of YouthTM, to Edelweiss. A bottle of Drops of Youth concentrate is sold every 20 seconds around the world, making it The Body Shop's number one best-selling product. So why change it?
It's all about returning to the brand's activist roots. Anita Roddick, the founder of The Body Shop, was a trailblazer who challenged the beauty industry's norms and codes from the start. She worked tirelessly on human rights, environmental issues, and self-esteem. She took a firm stance on anti-aging, saying, "If you didn't want wrinkles, you should have stopped smiling years ago."
The Body Shop launched a self-love campaign to inspire inner confidence in 2021, as well as commissioned a Global Self Love Index. The findings are unequivocal: the majority of people worldwide believe the beauty industry has a negative impact on self-confidence. This is primarily due to the use of airbrushed or altered images, as well as unrealistic claims.
The Index was the final catalyst for the brand to review and reflect on its own practices and make the firm decision to clean up its own house, where it felt it was falling short of its founding values. The global anti-aging market is worth billions of rands, so this is not an easy decision.
Our rejuvenating new Edelweiss Serum Concentrate Sheet Mask, made with 99% natural ingredients, pampers your skin and leaves you with a fresh-faced glow in just 15 minutes - just ask the 101 women who tried (and loved!) our new sheet mask.
With 96% natural ingredients, it only takes a couple of drops of our revitalizing new Edelweiss Eye Concentrate to leave your eye area looking smoother, stronger, and plumped with 24hr moisture. It reduces the visibility of fine lines around the eyes.
Made with 96% natural ingredients, a few spritzes of our new Edelweiss Bouncy Jelly Mist will hydrate your skin for 24 hours and help protect it from the ravages of pollution and blue light - just ask the 100 women who tried (and loved!) our new mist in an independent user trial.
The Body Shop introduces Edelweiss, a resilient flower rich in antioxidants. Many of us are familiar with Edelweiss from a song in the classic film The Sound of Music. It's much more than that. It has been widely used in folk medicine for centuries, and in Alpine tradition, giving this flower to a loved one is the ultimate expression of devotion.
The resilient Edelweiss flower thrives in harsh Alpine conditions against the extreme wind, snow, and rain. It protects and repairs itself using natural antioxidants such as Leontopodic acid, which is only produced when the flower is in distress.
Environmental aggressors such as pollution and dust cause 80% of daily skin problems, making skin appear dull, dry, and tired. Edelweiss is an ideal skincare ingredient due to its powerful natural protection systems. It's no surprise that The Body Shop has packed even more into its new collection.
Edelweiss has also been shown to maintain skin barrier health and smooth the skin's surface, allowing you to maintain a radiantly fresh face at any age. That is why Edelweiss is the best-kept beauty industry secret.
