product-imagesIt’s so easy for a cosmetic brand to jump on the eco bandwagon nowadays. “Natural ingredients”, “free of chemicals”; these claims and countless others are branded on so many beauty buys sometimes it can be hard to see the wood for the trees and determine which of these are truly organic and, more importantly which product is right for you. A website which has been hitting headlines in the beauty press recently aims to solve this problem… is the brainchild of organic goddess Claire “Lula” Braithwaite, a former City girl who retrained as a naturopath after a spot of travelling ten years ago reignited her childhood love of nature. A charming introduction from Lula on the website explains how as a child she was fascinated with mixing homemade lotions and potions made up of berries and petals which later inspired her to found an organic apothecary. The site’s policy is simple; they only stock beauty products which adhere to their strict ingredient policy. That means no products with parabens, artificial colours or fragrances, sodium lauryl sulphate or propylene glycol. They endeavour to check that no stock is tested on animals and that the majority of the products are vegan. One of the most unique features of the site is that you don’t have to rely on Lula’s word (albeit a very experienced and passionate one) as a full ingredients list is provided for every product stocked. This makes it ideal for those with allergies to specific ingredients.

Cosmetics, skin care, baby buys, hair products and fragrances are sourced from all around the world with little known brands rubbing shoulders with bigger names in the organic industry such as  Jo Wood. It’s a treasure trove for beauty addicts to discover new gems as well as stocking up on old favourites. For some great summer buys check out the natural sunscreens as well as other holiday essentials such as the Charles Jordi travel range. The fragrance section is also worth a look with some beautifully packaged gift ideas (the Florascent Aqua Aromantica perfumes are gorgeous), not fogetting the site’s huge aromatherapy section.

love-lula-homepageThe personal touch of the website is lovely. There’s an excellent “Ask Lula” feature which allows you to ask an actual person on the team any questions you might have about their products and request recommendations. I asked for some advice on hair products suitable for my sensitive skin and received an informative reply within fifteen minutes.

Like big retail brands lovelula knows the value of rewarding customers. Their points scheme is relatively unique in the online retail world, setting them apart from the countless other online beauty stockists. For every £1 spent on the site you will receive five Lula Reward Points worth five pence which can be redeemed against future purchases. Another great little scheme allows shoppers to choose up to three free samples with every purchase made over £5; perfect for testing out future possible buys.

Lovelula has really tapped into our increasing desire for a healthy green lifestyle. I expected to find a site full of great beauty buys, what I didn’t count on was the personal service and devotion a green ethos that will be sure to make Lovelula stand out in the confusingly dense forest of organic beauty.