As well as your website, customers can buy your products across a variety of shops and platforms, how do you go about selecting which retail partners to work with?
At the start it was what we could manage in terms of volume, but it has also always been about partnering with retailers who are the best complement for the concept – Josh Wood’s Atelier, British Airways long haul flights, Violet Grey in LA and Niche in Germany. Now we are able to partner with bigger retailers, like Net-a-Porter and SpaceNK, which are also a great fit.
Did you always intend to have a multiple product range, or did you just have one hero product in mind?
My intention was always to develop a brand, even a tiny capsule one, which comprehensively serviced our legs. Having said that, the cult following that Air-Lite has means that I could have probably left it there.
You now have four products within the Legology range (excluding tools and kits) the most recent being your Cellu-lite body oil. Can you tell me a bit more about how this product works and how you came up with it?
It’s very simple. Cellu-Lite does exactly what its name suggests: lightens the load around the cells. This is not a fat busting oil – no such thing exists, and I’m very clear on this. Cellu-Lite is a deep drainage oil, created with potent diuretic aromatherapy oils like juniper, Siberian fir and eucalyptus, that helps release the fluid that gets trapped between fat cells and pushes them out, distorting the overlying skin.
Can I just say, too, that I have never seen cellulite that looks like orange peel: it’s never that uniform. There are too many myths around cellulite that have understandably made people wary of ‘solutions’. The only approach is to support the lymph (the system that removes waste from your body) with deep drainage oil and massage, do activities like fast walking, running and Power Plate, that burn calories fast and deliver moderate mechanical stimulation, and to eat a low carb diet. It has to be a total approach.