Meet the kind of cult you’ll want to join, aptly called Clean Cult. Great things happen when two fab and dynamic duos – Mayah and Sabrina from Call it Vanity and Dominika and Elsie from Clean Beauty Co join force to host a fantastic event gathering the finest of British green beauty brands. You’ll get to mingle with fellow green enthusiasts over a superfood cocktail in one of the coolest cities, London. Get the scoop on the story and future of Clean Cult, because this is only the beginning.
What is Clean Cult?
Clean Cult is a collective of like-minded thinkers. We’re all about bringing together those behind the clean beauty movement with an emphasis on not just natural ingredients, but great quality that stands shoulder to shoulder with conventional beauty brands – or let’s face it, excels beyond them. But it’s not just about brands! There are plenty of people out there raising awareness beyond making products and we want to highlight that whilst leaving the door open to people who are new to green beauty and want to learn more. It’s also about connecting the dots between mind, body, and beauty. There are so many people out there who will only eat clean, organic food but will still obliviously use what we deem are unsafe products. There’s no judgement – we are just here to help people make informed choices whilst having a good time and having the opportunity to be educated. We felt an event is the most hands-on and fun way to do this, so here we are!
Clean Cult being the result of two duo joining forces: Call it Vanity and Clean beauty Co. How did the partnership first start?
Instagram of course! It was kinda love at first sight when we came across each others’ accounts, and after a few emails back and forth we realised we were all thinking the same thing – we had to collaborate. Despite the fact London is a huge city and full of creative people, the green beauty scene is still pretty underground, and both being London-based we wanted to make something happen to tie the community together here. We started meeting up for drinks and chats sometime last year (including all getting mani/pedi together hah!) and it really all went from there. Our personality and goals just gel together really well, so why the heck not?!
When it comes to wellness and green beauty, what place does London hold? Why starting with London, and more precisely the Ethos Spitalfields?
It’s true that London is maybe a little behind on that whole scene when you compare it to places like New York, LA, and Sydney, but in the last 2-3 years, it’s really kicked off. We remember it was only around 5 years ago that if you wanted to get dairy free milk you could only find it in specialist health food stores even in London and it was so pricey, but now it’s all over the supermarkets! These days though it’s a different story. When we Londoners want to do something, it has to be done 100% right and these things take time. We like to think that it’s a quality over quantity approach! Some of the world’s best food writers and bloggers now come out of London and are driving healthy living forwards, and beauty is following suit. You can now find the most amazing organic and natural beauty products in trendsetting department stores like Liberty London and Selfridges, many of which come from right here in London. Think the likes of world renowned Pai Skincare, Aurelia Probiotic Skincare, and Oskia. Many of the brands exhibiting at Clean Cult London – all of which are British – will be from the capital themselves too. We may not all be originally from London, but this city has a habit of adopting you and stealing your heart no matter where you are from, so it was a no-brainer to begin our mission here. In terms of choosing ETHOS, it was almost a happy coincidence. At the end of the day, we could have just hired any old space – god knows we have the choice here – and made it work, but we wanted every aspect of Clean Cult London to have a purpose. We knew a friend who was involved in their launch here in London (they are originally from Cambridge) and it just seemed like the perfect fit. They are all about taking an all-encompassing approach to wellbeing; they have every kind of fitness class under the sun, so whether you just prefer light yoga or a hardcore workout they will have an experience tailored to you. They can also map out nutrition plans based on your body’s own needs as well as being able to identify your sensitivities and imbalances through various tests. Most of our focus on the day though will be in their cafe/bar where they will be serving out everything from their bespoke superfood cocktails to matcha lattes – bliss! For us, it’s not just a venue but a partnership of ideas as they also want to permanently bring natural and holistic self-care into their wellness model.