A new organic skin care brand is set to hit Superdrug shelves next month.

It will be the first organic skin care line carried by the UK retailer.

Purity Organic Skincare is the brainchild of a City investor and was developed by Quentin Higham, director of HOQ consultancy.

Certified by Ecocert, the products share base ingredients of sweet almond oil, aloe vera and coconut oil. Purity products will be modestly priced between £4.99 and £8.99.

“Our philosophy is less is more,” said Higham. “We’re a truthful brand aimed at an intelligent consumer of any age.”

The range comprises a Facial Wash, Facial Exfoliator, Facial Moisturiser and Anti-Aging Moisturiser for the day-time, and Conditioning Cleansing Lotion, Regenerating Overnight Moisturiser and Anti-Aging Serum and Mask for the night.

The brand will launch in 400 Superdrug stores and will remain exclusive to retailer for six months, bar some independents and organic outlets. After that, Higham said he would present the brand to other UK operators.

Source: Cosmetics International website 27.5.09