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FoM
Rachel Moore
test-drives several FoM
products and delivers her predict as well
as some advice.
F
oM may sound like the kind of
Internet slang you would find
in urban dictionary at first but
it’s actually the snappy acronym
ofWest London skincare brand
‘Freshness of the Morning’.
The name hints at the brand’s
100% natural approach to
skincare and anti-ageing. Their
USP (unique selling point) is
that they research,develop,and
produce all of their products
from their West London
base and freshness of their
all-natural essential oils and
extracts is key. This ensures
that all the regenerative and
antioxidant properties of the
ingredients are captured. The
list of ingredients is impressive
as well, with over 30 key
natural extracts, ranging from
papaya extract to avocado oil.
For many of us, the idea of
completely natural products
is great, but ultimately what
we really want is performance,
particularly when it comes to fighting
the signs of ageing. FoM has cleverly
devised a three-pronged approach
to tackling ageing, but remain
true to their brand philosophy.
Step 1: revitalise the skin’s natural
collagen with their signature phyto
complexes. Step 2: protect the skin
from antioxidants with ingredients
such as carrot and green tea extract.
Finally, step 3 is to nourish with
vitamins, minerals and essential fatty
acids like linseed oil and vitamin B5.
Brand founder Zaga Colovic knows
from experience what our natural
desires are: “We women want it
all - the most effective ingredients
that give results such as Harley
Street doctors’ injections and
botox, in highly natural formulas
with silky textures and non-greasy
feeling, divine scents that are also
luxurious and eco-friendly.” Sounds
about right! So, sold on the brand
philosophy, the only thing left to do
is test-drive some of the products.
In the spirit of a good skincare routine,
I start with a cleanser:
Orange
Blossom Facial Cleanser.
Based
on the name I’m expecting it to be
delicious, and it doesn’t disappoint.The
aroma of orange blossom water hits
you immediately, and it’s also possible
to detect the extract of rosehip. It’s a
creamy cleanser, but I notice straight
away that it’s not a heavy rich cream
that you often find, but a lovely light
lotion. This product is designed to
moisturise and cleanse at the same
time, so there’s no synthetic foaming
agents, which can strip the skin. It also
removes make-up, so there’s no need
to do this separately. As someone that
unfortunately suffers from rosacea,
I appreciate it contains honeybush
leaves which help to reduce redness
and inflammation.
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