Pills and potions at John Bell and Croyden

Here at The Upcoming we’re obsessed with skincare, and it seems we’re not the only ones. With the hyper-perfect aesthetic now a standard within the media industries, and technologies advancing every day, people are more interested than ever before in the possibility of perfect skin. With an endless selection of illuminators, BB creams, hot cloth cleansers, primers and miracle moisturisers costing well over £100, it’s easy to feel lost in a sea of skincare. 

At John Bell and Croyden, a pharmacy in Wigmore Street, beauty is being approached from a different angle, one concerned with what’s good for you inside and out. Already boasting a range of tried and trusted brands such as Ren, La Roche Posay and Dr Hauschka, a skincare event last night welcomed brands such as natural, ethical and sustainable anti-ageing brand Antonia Burrell and aptly titled This Works, as well as showcasing a clinically tested range of “skinceuticals”.

Interest in supplements is on the rise, and appears to be half the battle at John Bell and Croyden. Expect to find all sorts of tinctures and capsules if you pay a visit, and expect the sales pitches to be convincing. We were particularly attracted to a big jar of bright pink capsules straight out of Valley of the Dolls. While we didn’t get to pop one of these beauties, we did try a shot of collagen. Unexpectedly delicious, Pure Gold Collagen is a daily supplement to counteract the ageing process from within, and is apparently derived from fish. Since we only had one taste, we obviously can’t vouch for its efficacy, but as we wandered down Oxford Street, we vaguely wonder if we could get some more of whatever we had been eating. 

Another range of miracle pills included in the new brands at John Bell and Croyden was Inner Me, founded by Nikki Cooper, specialising in supplements for women that provides the complete wellbeing package: beauty, health and vitality. The range with beautiful packages of skin, hair, vitamin D and omega 3 supplements is expanding to include products for the immune system, tranquility and healthy sleep. Nikki herself was at the event, with rather dewy and glowing skin. The combination of Nikki’s skin and her expert pitch caused us to leave with a packet of Lustrous Locks Vitamin Complex, containing silicia, vitamin C, iron and MSM (the secret ingredient). 

Back to the more traditional form of skincare: things you put onto your body rather than into it. John Bell and Croyden specialise in a type of skincare named Skinceuticals, rooted in medical and pharmaceutical research rather than cosmetic. One stand-out brand was the bespoke skincare range Demaviduals. Their system is 100% tailor-made for the individual; after analysing your skin type they will quiz you thoroughly on your current beauty regime to make sure that what you are using now won’t work against their prescription cream. After that, you get a moisturiser made for you before your eyes with three of the exciting looking serums at the Blending Bar. The high maintenance nature of this service is based on the idea that as our world changes, our skincare regime has not moved along with us. With pollutants, pesticides and various other hazards to contend with, our skin needs a barrier in order to function the way it should. It’s certainly a full service, and the technology behind it is impressive. And with an ever increasing trend for spending more on high-quality and customised products, Dermaviduals appear to be in the right place at the right time.

If you’re thinking of investing in your skin, head to John Bell and Croyden rather than standing, uncertain, in your local Boots. While the range may be intimidating, the staff is all trained to give expert consultations, and with their emphasis on natural and clinically tested ingredients, you can be sure it’s all good for you. 

Our top five buys from John Bell and Croyden:

1. Antonia Burrell Natural Glow Cleansing Oil (18 potent and proven plant actives just can’t be a bad thing).

2. Inner Me Lustrous Locks Vitamin Complex (for the packaging alone).

3. Dr Hauschka Cleansing Cream (a tried and tested classic).

4. Ren Moroccan Rose Otto ultra-moisture body oil (smelled and felt divine).

5. Marvis Jasmin Mint Toothpaste (pleasing packaging, pleasing flavour).

Visit John Bell and Croyden here.

Sarah Cleaver