The Interview: Danielle Clementina Close, Founder of My Skin Feels

Danielle Clementina Close is the Founder of My Skin Feels, a new skincare brand that uses natural and organic ingredients, including those rescued from the food and drinks industry that would otherwise go to waste.

The Brighton-based business focuses on creating "less products with bigger, better results for both your mind and body". Last week, the brand finally launched with two products - a Fruity Foaming Face Wash and Healthy Hydrating Moisturiser.

In this interview with TheIndustry.beauty, Close speaks about the inspiration behind My Skin Feels, her interest in using ingredients destined to become waste, why its products are manufactured in the UK, as well as her future ambitions for the business.

What inspired you to launch My Skin Feels?

My skincare routine has always got me through the low points! Knowing I can wash the day off and start again in the morning just proves how important 10 minutes in the bathroom can be. It’s a chance to connect back to yourself and your feelings.

More than just skincare, My Skin Feels was inspired out of a love of listening to your mind and your body so you can make better decisions for yourself, those around you and the planet.

What was the journey from concept to creation like?

It took just over three years. I started my journey in January 2020 and then we all know what happened next…

I probably could have brought it to market quicker, but it would have meant compromising on some of the ethics of the brand. The packaging took the longest to pull off; there was a world shortage of aluminium throughout the pandemic and the only other available option would be to use plastic, but I am so glad I stuck to my guns and waited as aluminium is a far better option!

It’s been a journey. There were many times along the way that the doubts crept in especially when the world was going through so much. You question ‘how much can another skincare brand really benefit the world?’ but my mission has always been about proving that it can be done better. Better ingredients, better packaging, and better business practices.

Why did you want to use rescued ingredients?

If you’re responsible for bringing a product into the world today, then you have to think about every touch point and the impact that each part of the story is going to have. When creating the formulations, I knew I wanted to use as many natural and organic ingredients as possible, but I wanted to go one step further. Using rescued food is a really great, sustainable way to get in all those skin-loving ingredients. So, it just seemed like the obvious thing to do.

Why did you select the specific rescued ingredients? 

I worked with an amazing formulator to create my products. I had a vision of what I wanted and what I wanted the benefits to be. So, we chose our rescued ingredients based on this. Using rescued ingredients is no different than using natural or plant-based ingredients. Each one has unique benefits based on the plant they’re from. However, we do use unique processes to enhance these benefits.

Our rescued ingredients are sourced from Europe, mainly Italy - aka foodie heaven. We use rescued ingredients from the making of Olive Oil, Tomato Sauce, Breakfast Oats and Orange Juice. It’s hard to pick a favourite but the Olive Oil waste is amazing - it’s incredibly hydrating and soothing, plus it’s a really great way to use up a product that would otherwise go in the bin.

Are there plans to use other rescued ingredients in the future too?

Yes, 100%. Any further products that we bring out will focus around using the most sustainable ingredients possible, this includes food waste...and who knows what else we might find.

Where are the products manufactured? 

Our products are manufactured in the UK and actually very near to our Brighton HQ and fulfilment centre - meaning that there’s minimal shipping between the two. It also means that I can be there for production and to oversee every part of the journey.

We searched long and hard trying to find the best manufacturer to partner with. Our factory is SEDEX, COSMOS Organic, COSMOS Natural, ISO 227162007 and soon to be B-Corp certified. So, it aligns perfectly with our brand ethos.

In addition, I am a huge believer in supporting British business as much as possible. Because our ingredients and tubes were from Europe, we could have had our products manufactured in Italy or France. However, I wanted the brands roots to be here in the UK and support the British economy.

How else is My Skin Feels an eco-friendly brand?

When it came to making important decisions about the brand, I always made sure to take some time to weigh up each option. Quite often these decisions are based on price, but we had factored in higher costs into our business plan to ensure that we could choose the best option over the cheapest.

We went around the houses trying to weigh up the pros and cons of different packaging solutions. For our tubes, we chose to work with a German aluminium tube supplier that focuses on sustainability as an integral part of their business. We decided on aluminium with eco-friendly paint due to its infinitely recyclable properties. Also, with aluminium, air doesn’t get trapped in the tube as you use it - meaning you get every last drop.

Our flip-top tube caps are made from thinner plastic than traditional screw top caps. Made from recyclable PP Polypropylene Plastic, they can be easily unscrewed and popped in your local recycling bin. Alternatively, you can collect them and send them back to us and we will recycle them for you. We’re working on an alternative solution for our caps, which should mean no new plastic is used in the future.

Can you tell me about the brand’s giving back scheme? 

When creating My Skin Feels I knew it needed to more than just sell products, it has a voice and I wanted it to be a way to help others no matter how small. I’m a big believer in community. It’s an integral part of life here in Brighton and I want to give back to the city that I love. I also think that the best way to make change is to start on a level that makes a real tangible difference.

The Brighton and Hove Food Partnership is an amazing charity. They do so much for the city including education, donation and local projects that include composting, food banks and so much more. I am super proud that we are supporting their food waste arm which focusses on climate change and so much more. For every product sold, we donate 1% of sales to help them fight food waste in our local community.

What are you ambitions for the brand?

I have so many - from new products to exciting partnerships and ventures. My biggest ambition is to help people feel good and I hope My Skin Feels is the catalyst to connecting people back to themselves and their feelings, one wash at a time!