A Journey to Green Beauty & Wellness

How difficulties lead to new opportunities – and why it pays to go with the flow

Cheryl Huggins has worked in cosmetics and beauty for nearly 30 years. She originally trained in fashion at the London College of Fashion and, for a while, was the fashion editor for Roots Magazine, an expert in styling and a regular at London Fashion Week. Coming from a Trinidadian background, she grew up with a mother and grandmother whose beauty regimes were simple. When she later began training in beauty, natural clays were part of the training curriculum.

Today Cheryl has also founded the BossWoman Podcast. She was a finalist at the 2024 London Hair and Beauty Awards.

Her beauty experience included working with Calvin Klein, who she met as part of her work, being a national makeup artist with Shiseido and training with Guerlain. However, like the rest of her family, her own routines remained simple.

Fast forward 30 years and we come to all the upheavals during Covid, Cheryl found herself  out of a job. But customers were calling her, asking for classes and make up and so she found herself running online seminars for men, women and teens.  People naturally asked her if she had her own holistic products. And so an idea was born, she decided to search and find a clay, just as she loved to use herself, and create a capsule collection using natural plant-based oils and botanicals and following a simple routine.

Says Cheryl “When I created FaceClays it was born out of my passion for clean, sustainable beauty that not only nourishes the skin but also aligns with the growing need for eco-conscious products”. Before she knew it, she was approached by Channel 5 to showcase her budget Beauty Brand for a TV special. 

Mineral clays have been a staple in skincare and wellness across cultures and regions for thousands of years, with astonishing benefits for health, skincare, haircare, and wellness. 

So Cheryl decided to build a brand that focuses on this timeless ingredient, bringing the power of nature to modern beauty.

The Benefits of Green Beauty for Skin and Wellness

FaceClays’ mission is to build a range of products that enhance your skin’s natural radiance while promoting overall wellness, all in harmony with the environment. 

The company’s green beauty philosophy centres around using ingredients that are naturally derived and sustainably sourced. Customers are not just investing in a product, they committing to a healthier skincare ritual and a more sustainable lifestyle.

Skin Nourishment 

It its purest form Clays, especially kaolin and bentonite, are known for their gentle yet effective cleansing properties. They draw out impurities without stripping the skin of its natural oils, leaving it balanced with a smoother texture and refreshed. 

“Mindful Wellness Skincare is more than a routine, it’s self-care” says Cheryl. The simple process of using clay-based product “brings a moment of tranquillity in a busy day especially with the botanical oils and nourishing facial mists”. 

Sustainable Ethos 

Underling her commitment to eco-consciousness, Cheryl’s products are packaged in eco-friendly materials. They never use any of the chemical ‘nasties’. Sticking to sustainability, means FaceClays keeps waste at a minimum, supports sourcing, and contributes to a greener future as much as possible. At present the range is hand-crafted from the finest ingredients from UK and Italy. 

Why Clay is Essential in Skincare

Clays have long been used in the cosmetic industry due to their incredible ability to detoxify and rejuvenate the skin. This powerful ingredient has been used in skincare and medicine, haircare and can be used safely for all skin types. 

Deep Cleansing 

Clay acts like a magnet for impurities, drawing out dirt, toxins, and excess oil from the pores. Using alongside cold-pressed Botanicals provides excellent Exfoliation 

While gentle, clay can help slough off dead skin cells, promoting cell turnover and leaving the skin looking smooth and refreshed, in easy-to-follow weekly treatments.  

Natural Healing

Clays contain minerals that aid in repairing the skin barrier, soothe irritation, and reduce inflammation. Because of these benefits, clay has been incorporated into countless beauty treatments, from masks to scrubs, within luxury brands making it a versatile and essential ingredient in modern skincare.

Two types of clay

There are two primary types of clay used, each with their own specific benefits.

Kaolin Clay

Known for its mild nature, kaolin is perfect for sensitive skin. It’s a gentle cleanser that absorbs excess oil without causing dryness, making it an excellent choice for people with dry or sensitive skin types.

Green Clay  

The green detoxifying clay, is packed with minerals like iron, calcium, and magnesium, which are perfect for managing oily, acne-prone skin. Teens often face challenges like breakouts and excessive oil production, and green kaolin helps balance the skin, providing a clearer, healthier complexion.

The History of Clay for Health

From ancient Egypt, where clay was used for healing wounds and enhancing beauty, to indigenous cultures in Africa and South America, where it served as both a medicinal treatment and a beauty ritual, clay has been revered for its remarkable properties. Within traditional Chinese medicine and Ayurveda, clay is used to balance the body and treat skin conditions for all ages and skin concerns. 

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Coming in 2025 

FaceClays Facials and Massage Tutorials

As part of Cheryl’s ongoing commitment to offering holistic beauty and wellness solutions, she is launching FaceClays facials and massage tutorials in 2025.

These step-by-step guides will teach people how to incorporate clay-based treatments into a skincare and self-care routine, helping them achieve radiant skin from the comfort of their home. The tutorials aim to be a relaxing, restorative experience that will enhance both skin health and overall wellness and take people from detoxifying facial masks to tension-relieving clay massages.

“Starting FaceClays has been a rewarding journey, one that has allowed me to share my love for natural beauty and wellness with others. Through the power of clay and our commitment to sustainability, we aim to make the world a little more beautiful—one face at a time”

Contacts

Instagram: @cherylhugginsmua

Web: https://www.faceclays.com 

Blog: www.cherylhugginsmua.blogspot.co.uk

Spotify: The BossWoman Podcast Cheryl Huggins Makeup Artist + Skincare Specialist