HEALTH & BEAUTY
Vegan, organic, sustainably-packaged. These tags have become the must-have’s for any beauty brand launching in 2019. Yet at Modicum (meaning a small quantity of a particular thing, especially something desirable or valuable) the ‘natural’ credentials run deep, right into the very ethos of the brand. A small company based in 1000 Islands, Upstate New York, Modicum has slowly gathered a cult following (GOOP and US Vogue were early fans) with its range of just 6 products all made from plant extracts. The ingredients sound wonderful and include birch sap, aloe vera leaf juice, sea water, black cumin seed oil and rose dimiscus, but do they actually work?
With very sensitive skin I’m often hesitant to try new beauty products but was reassured by Modicum’s passionate founder, Monica, that these would be healing and calming rather than abrasive. When the package arrives it feel luxurious and medicinal in equal measure; the small glass vials held neatly in a white muslin bag. I trialled the Essential Cleanser, Essential Exfoliant (satisfying to use), the Birch Tree Water Spritz and the Essential Serum that can be used instead of a moisturiser. All of these are unisex, including the smell which is like a fresh spritz of the forest. Straight away my skin felt peachy clean, but the benefits really became clear after a few weeks, with less redness and an overall healthy glow.
Out of all these the wonder product is definitely the Birch Tree Water Spritz, which not only feels incredibly refreshing but contains Astaxanthin (Red Algae) to protect against UV exposure and environmental pollution. It is also one of the strongest antioxidants – 6000 times stronger than Vitamin C, 550 times stronger than Vitamin E and 800 times stronger than CoQ10 so your skin appears more youthful and radiant. You can spritz it 2-3 times a day, for an instant boost.
The company launched in the US last year, but have just become available in the UK via amazon. A Travel Kit containing the Cleanser, Exfoliant and Serum costs £65, with our wonder product, the Birch Tree Spritz £22 for 30ml.