We know that looks shouldn’t matter.

But they do. When it comes to packaging, anyway. Shallow as it sometimes feels, we all want products that look attractive on the bathroom shelf –, and it’s fair to say that until recently, Faith in Nature – as noble as this founded-in-1974 brand is – didn’t tick that box. (Or rather, bottle.)

But baby, look at it now. And we couldn’t be more pleased, because this brand has always had fantastic values and we’re thrilled its moment in time has really come. Just as houseplants, macramé and eating healthily have gone mainstream, so has the idea of products and packaging that are eco-friendly.

We reckon they must be allowing themselves a wry smile at Faith in Nature HQ that the world has finally woken up to the messages they’ve been promoting for years: natural, vegan, cruelty-free and ethical.

And with this new Wild Rose collection, Faith in Nature has come up with a range that we think will have pretty universal appeal. It smells lovely (really prettily rosy), available as Body Wash, Shampoo and Conditioner. The products do the job well, and pleasurably. But what’s also notable is that the bottles are recycled and recyclable – and have been since 1999! As they point out, that’s already 340 tonnes of plastic saved from landfill.

Better still, an increasingly wide range of outlets now offer a 5-litre refill scheme. (As Faith in Nature joke themselves, it’s not something that anyone took them up on in the 80s, the 90s or even the 00s – but better late than never, eh?)

So look for their refill stations, across the UK. And check out this lovely range. Because for Faith in Nature – finally – everything really is coming up rosy.

And that’s a good thing, for the beauty world – and the world beyond.

Each £5.79 for 400ml – buy here (and also find them in Holland & Barrett & selected Waitrose)

Prize Draws