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Melvita – SS11 product launch, London’s Century Club

Melvita – SS11 product launch, London’s Century Club

Melvita, FashionbiteMelvita, FashionbiteMelvita Ss11, Fashionbite


GUEST BLOGGER: Freelance Journalist and beauty writer Amy Golding

You can’t blame organic skincare brand Melvita for wanting to celebrate its first birthday in style at London’s Century Club.

Since catapulting into the UK last February, the French brand has launched 380 products onto the market, opened a flagship store in Covent Garden and gained backing from natural beauty giant L’Occitane, which acquired Melvita in autumn 2010. For details on some of the products and brand history, see FashionBite’s post ‘NEW LAUNCH-Organic Skincare brand Melvita.’

And there’s more to come. This year the brand will launch a host of new ranges in the UK including suncare, face care and quintessential oil collections. If that’s not enough, in May Melvita will unveil its Algascience Slimming Oil and Exfoliating Scrub. Melvita’s President Bernard Chevilliat promises me I will lose 2cm from around my thighs if I use it every day for a month. Great!

Chevilliat, a biologist and beekeeper, remains as passionate about the brand as when he founded it in 1983 and kindly offered me a guided tour of the new collections. While talking me though the ranges, he confessed he’s had to put beekeeping on the back-burner for now. This comes as no surprise considering he now has a staff count of over 300 people and sits on the board of L’Occitane.

To get a good feel for the brand, pop into its Covent Garden store. It contains two ‘living walls’, covered in plant-life, and offers free skincare consultations.

Happy birthday Melvita!

For additional info on the brand, visit Melvita’s website.

FashionBite xx

Emily Seares is an award-winning magazine editor and journalist and the founding editor of FashionBite. She was featured in VOGUE's Digital Powerlist Top 100 and is a quoted style expert for most national newspapers and magazines.

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