Joanna Ellner's new skincare brand REOME launches in the UK

REOME, a new holistic skincare brand designed to target stressed skin, has launched exclusively at Space NK. 

Founded by Joanna Ellner, an award-winning beauty editor and acupuncturist, REOME's mission is "to invigorate stress-compromised skin with highly-specialised, potent formulas, and to redefine skincare as a tool for self-connection".

The brand launches with an Active Recovery Broth Serum Concentrate. Priced at £110 for 50ml, the product is a "deeply nourishing, cell-optimising serum concentrate" with active ingredient weight of 18%.

It contains a new cubed form of hyaluronic acid for deep hydration and a number of bio-fermented and biotech ingredients for enhanced bioavailability and absorption. The concentrate also works to "repair and re-densify" the skin barrier.

Like its first product, each REOME formula will be launched as a "solo hero", developed over time to "better meet the needs of the conscious skincare community and ensure optimal efficacy".

Joanna Ellner, Founder of REOME

Joanna Ellner, Founder of REOME, said: "I knew I could only justify the existence of REOME, another skincare brand in an already hugely saturated market, if it adhered to three central principles.

"It had to deliver on its skin promise and do it very well. It must elevate the act of skincare as something beyond a perfunctory essential, and into one of self-connection - the consumer has evolved, but still, very few brands are talking to them this way, or redefining ‘self-care’ as something of true value, in an intelligent way. The brand must also do some good in the world. REOME is proudly B Corp Pending certified (the version for businesses in their first year of trading), vegan, FSC and PETA certified.

"I know every single ingredient in our launch formula, Active Recovery Broth, because many of them I hand-picked to be included, but I also know where they were sourced, how they were farmed, their sustainability credentials and how they were synthesised in the lab. I believe it’s the duty of every skincare founder to have a microscopic knowledge of their products, it’s the only way to be completely confident that it’s the best thing out there, and I believe REOME is."