BY KATIE - MYGREENPOD, 17 October '15

By Khandiz Joni, co-founder of conscious artist agency Novel Beings

Novel Beings, the P.E.A. Award-shortlisted artist agency, worked its magic at Brighton Fashion Week last night, taking on makeup and styling for the spectacular catwalk shows at All Saints Church, Hove. Co-founder Khandiz Joni shares her tips on how to get the best results from organic beauty.

There are many misconceptions surrounding the word ‘organic’. To most it spells overly expensive food produce, but we’re now seeing more and more celebrities including Julia Roberts, Gisele Budchen and, closer to home, Michelle Keegan turning exclusively ‘organic’ for their makeup and skincare.

No to greenwash

Last month, the Soil Association ran #CampaignForClarity to tell the beauty industry that ‘greenwashing’ is no longer acceptable.

If you choose a product because it contains organic ingredients, you want to be sure that that is what you’re getting, not just insignificant amounts of ingredients that hold no active properties.

If you follow celebrity news, you’ll have no doubt seen Jessica Alba’s natural beauty company ‘Honest’ being accused of exactly that. It’s all so confusing, no wonder the average consumer has no idea where to start.

So why go organic, and how can you tell which products are effective?

The true cost

We’re all intelligent consumers and appreciate that buying organic has a host of benefits to animal, people and planet. But the biggest myth to bust is cost.

Switching to an organic beauty regime can sometimes end up saving you money. Not only is organic beauty often cheaper than well-known designer brands available in our favourite department stores, you’ll also find many products that can double up for more than one purpose.

And if you do spend a few pounds more, then you’ll rest safe in the knowledge that your makeup doesn’t contain low-cost synthetic ingredients, which keeps the costs down for high street brands.

Plastic not-so-fantastic

Organic products are better for your skin. FACT. I bet most of you didn’t know that some conventional skincare or makeup brands use plastic (yes there’s plastic in your makeup which passes through your body) in their products to create that incredible finish.

There are many wonderful, accessible skincare brands out there that address every skin issue. Holland & Barrett stocks some great entry-level brands, like Lavera (starting at £2.50), which has a comprehensive range of great products, and Purity.

If you’re looking for something more complex, Nourish Skin Range, Pai Skincare and Aurelia Probiotic Skincare are fantastic.

Now that your skin is taken care of, the need to cover it up becomes less of a priority. However, if you simply love makeup and can’t loose the foundation, brands like Zao Makeup are gaining a huge following because they offer a great range of colours that considers all ethnicities (often the one thing lacking in organic and natural skincare, although that is certainly improving) and have great packaging to boot.

The proactive approach

It takes approximately 28 days for your skin to renew, so using organic products is not an instant fix. It’s much like the principal of organic farming practices, which take a proactive approach as opposed to treating problems after they emerge.

If you do decide to switch, look out for organic certified brands to ensure there is a minimum of 70% certified organic ingredients.

There are some brands that are very clean but don’t carry a certification as this only exists for food items in some countries. Always check the ingredients: the fewer, the better!

Click here to find out more about Khandiz Joni, Alice Wilby and their conscious artist agency, Novel Beings.