The beauty menu

Much like a restaurant menu, the New Beauty Menu section of The Natural Curator’s website names each of its 14 brands as though they were a dish. Each ‘dish’ is then broken down into its constituent ingredients and the properties of each explained. Haircare range Briogeo, for example, features products containing almond oil (nourishes and strengthens), rosehip oil (protects against breakage) and argan oil (restores shine).

The emphasis is on a clean aesthetic aimed at bringing natural beauty to the luxury sector. Each brand is accompanied by an image of a plate, with the ingredients arranged as though they were nouvelle cuisine.

‘We chose this aesthetic as a kind of tongue-in-cheek way to show the quality and purity of the ingredients that are found in our natural beauty products,’ co-founder Karine Lachapelle tells LS:N Global. ‘This is greatly inspired by the current gastronomy trend, which is very present at the moment.’