Radical Skincare launches at Harrods

by Katie on May 14, 2012

A few months ago, I was invited to one of the most unusual launches of a new skincare brand that I have ever attended. Everything was normal as per; glam hotel (check), small intimate group of journos/bloggers (check), niche expensive brand (check) attentive PRs (check) but it was the ‘after’ the launch that was different – the small group were each given blank mood boards and mags to ‘tear sheet’ up as to how they’d like to see their lives directed. My mood board still stands forlornly in the corner of a room and to date I am still ‘sans’ handsome silver fox, multi $$ job or Hermes Birkin but the thought is still there.

Now, I may be a big old UK cynic or just actually very British, but this seemed a tad to Californian’esque to me though one of the power houses behind the brand, Liz Edlich, and the initiator of ‘Radical Living’ was one of the most dynamic down to earth women I’ve ever met and, importantly, she has the kudos to sell skincare as she beamed radiance. The Edlich sisters behind Radical Skincare see their range as a first step, their mission ultimately to launch Radical Living and alter people’s lives by making a difference. But back to the skincare…
Radical Skincare recently launched exclusively in Harrods and is the joint brainchild of Liz and Rachel Eldich, daughters of a famous plastic surgeon who worked with burns victims. The girls were exposed to the science of skin rejuvenation and wound repair at extreme levels and decided after 15 years in skincare to create a range of powerful products to attack anti-ageing.  Identifying that potency is the key as this diminishes rapidly when put into a cream, they worked with chemists and scientists to adapt new technology Trylacel, which suspends and preserves potency which has now been clinically tested to reveal the products are up to 300% more powerful than leading brands in antioxidant protection and increase skin hydration by 66%.
On a catch up with Rachel Eldich at Harrods tea room, Rachel re-talked me through the products and I confessed I had just started using one of the powerhouses of the range, the anti-ageing restorative moisture creme. She urged me to combine it with the peptide infused antioxidant serum as the ultimate shield against signs of ageing. The serum is darkly coloured and reflects its make-up of 15 dark shade fruits. Rachel also suggested I try the exfoliating pads which are enriched with chamomile for a deep cleanse.

Radical Skincare’s mission of ‘honesty, potency and performance’ has already convinced many LA celebrities and seems to be working on its UK audience already. According to Rachel, the assigned three months of stock she assigned to Harrods has sold out in one month and she’s shipping more already.

Look out for the range at Harrods. Radical Skincare Anti-Ageing Restorative Moisture Creme (£100), Peptide Infused Antioxidant Serum (£125), Age-defying Exfoliating Pads (£65), Hydrating Cleanser (£30), Eye Revive Cream (£80) and Firming Neck & Decollete Gel (£80)
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