Q&A: Jo Chidley, Beauty Kitchen

Jo Chidley is the ‘Flounder’ of Beauty Kitchen.  A chemist, herbal botanist, beekeeper and natural beauty products lover, she is committed that Beauty Kitchen makes a difference — from ensuring all ingredients are effective and sustainable, using pre-cycled packaging and committing 2% of sales to charitable causes. Jo is appearing in an exclusive panel discussion on Clean Beauty on the show’s second day, alongside Jayn Sterland (Weleda), Lucy Pottinger (Holland & Barrett), Lauren Bartley (Soil Association), Helen Lynn (CoolGreen) and Helen Yeardsley (Pegasus).

Why is it important to grow the natural and organic industry?

For me natural and organic ingredients in products is the important first step to making the total industry more sustainable.  Sustainable Beauty is our goal, which includes the efficacy, ingredients, packaging and the way we conduct our business.  That’s why we are also now a B Corporation.

How important is Natural & Organic Products Europe to you and the sector?

It’s the premier show for the natural and organic sector.  And, given the current macro trends in Beauty and Food, it is also a massively influential show for the future of those mass sectors too.  So many innovations and future Superbrands will be appearing first at Natural & Organic Products Europe.

What do you want visitors to take away from your session at the show?

I would just love to help people take 15 minutes to reflect and think.  We are all so busy we often don’t have time to really listen and engage with new ideas.

Who or what inspires you to be even better?

Customer feedback is the key for me.  It doesn’t matter whether it is amazing glowing reviews about our products or constructive feedback on how we can make our product even more sustainable.  Customer engagement inspires me to new ideas because I know that what we are doing is making a difference to people.

What’s the best advice you’ve ever been given?

If it has to be it’s up to me!


See Jo at Natural & Organic Products Europe 2018

What is Clean Beauty and what does it mean for the industry? 11am in the Natural Beauty Talks Theatre on Monday 23 April.

The session will feature Lauren Bartley, BDM — Beauty & Wellbeing, Fashion & Textiles at Soil Association Certification; Jayn Sterland, MD of Weleda; Lucy Pottinger, head of category for ethical beauty and aromatherapy at Holland & Barrett; Helen Lynn, co-founder of CoolGreen and health adviser, WEN – Chair; and Helen Yeardsley, healthy beauty director at Pegasus.

To register for a free trade ticket, please click here.

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