GOW – Causing A Frenzy

GOW – Causing A Frenzy

Lisa Armstrong: The word-of-mouth affordable beauty brand causing a frenzy in the industry

  • GOW Niacinamide

    Remember how excited we all got over science-savvy, budget-friendly The Ordinary? Well, Garden of Wisdom – or GOW as its blossoming herbaceous borders of fans have taken to calling it – is generating the same buzz.

    Like The Ordinary, GOW presents as honest value for money. We’re talking basic packaging and zero marketing. Each product has been formulated with just a few ingredients so that customers can build up an arsenal of potions to target their specific needs, rather than overloading with creams that keep replicating each other’s functions.

    It’s selling purely via word of mouth, which is working a treat because the products do their job without any fuss or silicones and without being tested on animals. Try the 100% Organic Cold-pressed Argan Oil, excellent for softening and protecting all skin types, the Vitamin C 23% Serum + Ferulic Acid, and the bestselling Niacinamide Serum, which regulates oil production, soothes and calms breakouts and encourages the body’s own collagen production. Many products have the ingredients’ strength on the front, the idea being that customers can make informed choices without being given silly promises. And they’re lovely to use, with pleasing textures. I particularly like the Hyaluronic Acid Serum, which is non-sticky and effective.

    The brand was launched over a decade ago by two skincare buffs in Arizona, but has had its formulations turbo- injected by Victoria Health co-founders Gill Sinclair and Shabir Daya. Daya is a trusted pharmacist who has seen many ranges come and go and who knows what matters.

    GOW is so simple yet so clever, it would be foolish not to let some into your life. Even if you’re hooked on luxe moisturisers, you could introduce some GOW basics for your prep work. We’ve been taking the high-low approach in our wardrobes for years – now it’s time to do the same for our skincare regimes.

    Best GOW products

    Hyaluronic Acid Serum, £9

    Niacinamide Serum, £9

    Vitamin C Serum 23% + Ferulic Acid, £10

    100% Organic Cold-Pressed Argan Oil, £9