CULTURE

A Greek brand goes to London

Global brand names usually come to Greece – not the other way round. A maverick local company, however, is rapidly becoming the cool new kid on the international natural cosmetics block. Korres Natural Products opened its first freestanding store on London’s King’s Road in May. Designed by Wells Mackereth Architects, the outlet features white ceramic and timber – in tune with the Korres philosophy of nature meets science. The expansion is telling of the Greek company’s success abroad, particularly in Britain, where products are also available at Harvey Nichols, Selfridges, The Conran Shop, Liberty and Pure Beauty stores. In France, Korres cosmetics are available at Le Bon Marche, Galeries Lafayette, Sephora and The Conran Shop, while the company has also entered the Italian, Hong Kong, Kuwaiti and Singapore markets. In Greece, the products are available in more than 3,000 pharmacies around the country. Born in Athens in 1965, Giorgos Korres graduated from the Athens School of Pharmacy before taking the helm of the capital’s oldest homeopathic pharmacy, where he began experimenting with natural ingredients. As his involvement with the earth’s natural gifts grew, so did public demand, prompting the young pharmacist to develop his own concoctions. Korres Natural Products was established in 1996, specializing in two major areas: homeopathic remedies and natural cosmetics. Today, the company also collaborates with the University of Athens on various programs regarding the development of Greek herbs. Besides the dynamic developments in London, the company is also excited about a new range of facial care products, recently unveiled in Athens. Given the Korres commitment to the use of herbal active ingredients – and following extensive research – the company has come up with a range of products that avoid the use of specific synthetic compounds – these usually make up 30 to 60 percent of cosmetic formulas. The new Korres skincare line is therefore proud to announce that the products are free of mineral oil (a petroleum derivative), propylene glycol (a solvent for plant extracts linked to various allergies) and silicone (used in cosmetics due to smooth texture qualities, but not biodegradable). The above have now been replaced by naturally derived ingredients, such as vegetable oil combinations, and complemented by active plant extracts. Among others, the new range of products include White Tea facial gel cleanser; Orange and Hamamelis face waters; Pomegranate moisturizer for oily and combination skin; Yellow Hibiscus, a concentrated eye serum against puffiness and dark circles; Iris Florentina, a firming and restructuring face cream; Passion Flower, a firming and line-smoothing neck cream; Sugar Crystal cream, a multivitamin skin shield; as well as two mattifiers, a Grapefruit mattifying lotion and a Lemon anti-shine gel. There are also surprising choices, such as a new, no-foam Absinthe shaving cream for men. Besides all the new products, there are also a number of established ones which have been revised. These include the Wild Rose 24-hour moisturizer for normal and dry skin as well as Borage, an anti-shine moisturizer for men.