The raw food diet isn't a new fad. Followers believe it's best to eat foods that are as natural as possible - a principle that definitely makes sense, even if it does involves eating crudities everyday. However, the raw trend has caught on so much raw beauty is now a thing.
Where did it start? In Southern California, of course. And what does raw beauty mean? The superfoods we eat for their high nutritional benefit are being used as key ingredients in beauty products.
US brands such as California's The Body Deli and New York's Live Live have sparked the trend across the pond and it's just landed in the UK. Organic beauty site A Beautiful World has launched a selection of The Body Deli products this February.
On a recent trip to California, Liz McCarthy, founder of the site, noticed raw beauty brands on the shelves. She went raw immediately and noticed her skin felt tighter and brighter within two weeks.
"We need to understand that what we put on our skin, the cremes, and potions that we love and adore, are directly impacting our wellbeing," she told us.
"There's no point in eating well to look and feel good, if everything else we are applying is undoing the healthy eating."
McCarthy is now on a mission to start a raw beauty revolution. She cites her two favourite products as the Blueberry Fusion Micro Scrub by The Body Deli and Bee Yummy Skin Food by Live Live.
So, what makes them so brilliant? "The blueberry scrub uses raw organic superberries (blueberry and acai) blended from raw ingredients to retain high level of anti-oxidants, as well as active natural acids to refine the skin's surface," says McCarthy.
"The Bee Yummy Skin Food, used by Georgia May Jagger and Cara Delevingne, is an all-natural blend of honey cappings, bee pollen fir needles and more. It delivers no less than 27 minerals, 22 amino acids, 80 nutrients."
Wow. They do sound healthy. But using raw skincare doesn't require the same sort of lifestyle change going on the 5:2 or Paleo diet might involve.
In McCarthy's eyes, it's more a case of treating your beauty routine in the same way as your meals and simply thinking about what you're putting on your skin.
Want to give raw beauty a try? The Body Deli products are available from £16 at A Beautiful World.
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