To mark the launch of Grown Alchemist's {Detox Serum Antioxidant+3} - a free radical-scavenging treatment serum which not only combats oxidative stress - but simultaneously neutralises the skin-ageing bi-products of diet, smoking, sun exposure and other (dubious) lifestyle choices, we spoke to International Educator and Development Director, George Gouggoulis (a.k.a. 'Gorgeous George'), about the 'Grown Alchemist ethos'.

With a focus on three distinct skin care phases - cleansing, detoxing and activating - George told us that 'proper cleansing is probably one of the most misunderstood parts of any skin care ritual', before continuing to explain that 'cleansing' is not just about taking off make up, but also preparing the skin to effectively absorb and utilise the skin care you slather on subsequently. Our Marketing Director Jen compares it to rinsing the dishes before bunging them in the dishwasher (technical) - but George tends to stick to more glamorous analogies; expanding on the importance of removing grime and residue with the brand's stunning {Hydra-Restore Cream Cleanser}, refreshing with the heavenly scented {Gentle Gel Facial Cleanser} and clarifying regularly with the {Deep Cleansing Masque}.

Cleansing is followed by 'detoxing' - a term which George was keen to reassure us is not synonymous with purging or breaking out - "nothing could be further from the truth". Instead, Grown Alchemist have created the first 'broad spectrum antioxidant'; their pioneering {Detox Serum Antioxidant+3} eradicates DNA-damaging environmental aggressors - not just oxygen free radicals, but also carbon and nitrogen - to leave your skin looking (in the words of George) "clear, luminous, radiant, healthy, fresh and poreless within fourteen days." As good a reason as any to swiftly start detoxing twice every day...

Then, the final step is 'activating' - this is so much more than 'moisturising' - it's about customising your skin care ritual. It's all about layering as many (or as few) oils, serums and lotions as you feel is right for you, to address myriad skin care concerns and re-establish skin health. After all, "improve the health of your skin cells and you will optimise your skin function, creating the perfect environment to release your true beauty." Or in other words, beauty is health.

Thanks George!

SHOP GROWN ALCHEMIST >>