Raw Gaia: Giving us body confidence

My favourite (I heart) ethical and organic beauty brand, Raw Gaia have re-launched their range of living, organic skincare products, removing any references to anti-ageing, wrinkles and rejuvenation from their labelling. This is to counteract the idea that getting older or having a few lines on our faces is somehow...well, disgusting.

We are constantly told by the media and marketing gurus that aging is a bad thing that makes us saggy, baggy, bad people and to be honest, that’s just not true. We are so used to seeing pictures of airbrushed models that we have forgotten what it means to look like a ‘normal’ human being.

The Managing Director of Raw Gaia, Lisa Lennon elaborates,

“We are constantly bombarded with images of the ‘perfect woman,’ that literally don’t exist. The problem is, this makes women feel inadequate, unhappy and unsure about themselves. I do not know of any woman who in confidence won’t admit that she feels unhappy about some part, or all, of her body, who would feel happier if she could change it. That is awful.”

It certainly is awful. Market research has shown that almost all women do not feel confident about the way their skin looks. This is exacerbated by the advertising industry and beauty product manufacturers who try to convince us that the signs of aging are unsightly.

Holding (and waving) the banner for making woman feel good about themselves, Raw Gaia have carefully scrutinised all their marketing literature to remove anything that would make women feel uncomfortable about their bodies. They have also provided consumer information on their website, detailing how to achieve a healthy complexion through nutrition, natural skincare and positive thinking. What is more, they create wonderfully organic, vegan and natural beauty products that are kind to your skin and the environment.
I think this is fantastic and I hope that other brands follow suit.

[via Hippyshopper]