Two decades of beauty

Janey Lee Grace reflects on her 20-year career in natural beauty

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Published: March 20, 2026
This Article was written by: Contributor
beauty, events, health, London, natural beauty, wellbeing

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This article first appeared in our International Women’s Day 2026 issue of My Green Pod Magazine. Click here to subscribe to our digital edition and get each issue delivered straight to your inbox

When my first book, Imperfectly Natural Woman, hit number one on Amazon 20 years ago, the industry looked remarkably different.

Mineral makeup was revolutionary. Organic certification was niche. The idea that what you put on your skin mattered still met resistance from mainstream beauty. Fast-forward to 2026 and the landscape has changed in ways I couldn’t have imagined.

The secret’s out

Perhaps the biggest change has been the shift from ‘natural’ as a marketing term to genuinely transparent, certified-organic formulations. 20 years ago a brand could slap ‘botanical’ on a label while the formula remained 95% synthetic.

Today’s consumers demand proof – that means Soil Association or COSMOS certification, ingredient transparency and ethical sourcing credentials.

The rise of ‘beauty from within’ has been equally transformative. Collagen supplements such as the wonderful Rejuvenated – once the preserve of Hollywood insiders – are now mainstream. Sleep elixirs and skin-supporting supplements acknowledge what holistic practitioners have always known: true radiance starts internally.

Back then facial oils seemed revolutionary but now there are so many wonderful potions, including the range from Penny Price Aromatherapy.

Click here to book your ticket to join Janey at The Health Hub

Brands that endured

Some brands weren’t just ahead of the curve – they drew it. Weleda, with roots stretching back to 1921, proved that natural skincare could be both effective and luxurious long before ‘clean beauty’ became fashionable.

Weleda Skin Food, which has remained virtually unchanged since 1926, remains a cult favourite because brilliant formulation doesn’t need reinvention.

Green People, a British pioneer of organic skincare, has been championing certified ingredients and environmental responsibility for over two decades.

Looking ahead

I’m very excited to be speaking at The Wellness Way Health Hub at the College of Naturopathic medicine, on Sunday 01 March. I’ll be sharing a stage with Dr Sarah Myhill and Philly J Lay, talking about clean living and celebrating all the successes of the last 20 years.

I’ll also be launching the Platinum Awards 2026! Along with our Platinum Awards judges – Carrie Grant, Glynis Barber and Jo Wood – I’m looking forward to discovering the best innovative skincare, beauty and holistic products available today, as well as the best therapists, coaches and wellbeing authors.

If the first two decades taught us anything, it’s that authentic brands that understand beauty as wellness, that formulate with integrity and transparency, aren’t just surviving the evolution of this industry – they’re creating it.