Apothaka® was launched in 2016 in response to the growing need for simplified skincare. Founder, Natasha Dauncey was becoming increasingly frustrated with how overly complicated the market was becoming and saw the need for a minimalist range with responsible / ethical marketing. Apothaka® products are about simple but effective, nutrient rich formulations which combine the skin friendly plant-based ingredients with carefully chosen synthetic active ingredients to support a healthy skin barrier, as well as respecting the environment.
All products are hand blended in the UK in small batches in order to ensure maximum freshness. The unique formulations have been mindfully created by Natasha using her expertise in product formulation and understanding of advanced skin science. No pre-made bases are used, and they are cruelty free, vegan friendly and free from fear. Natasha is passionate about tackling the misinformation and fear mongering about skincare ingredients that persists in the beauty industry. Being ethical isn’t just about impact on the environment and on people, but also about how brands market their products – with honesty, transparency and built upon knowledge from reputable sources.
Apothaka® products are genderless, suitable for a wide range of skin types and ages and are enjoyed by loyal customers all over the world. Success of this brand has been driven wholly by real customers' word of mouth and has been recognised by a number of beauty awards as well as in the press.
These products are not about quick fixes or miracle cures. They are about improving the way skin functions over time, how it looks and feels but also about enjoying the experience of using them through elegant textures and scents: combining product effectiveness and self-care with a bit of an at home spa experience. The most recent addition to this range which has already become a bestseller includes a one step, multi-tasking hydrating serum with niacinamide, ceramide complex and hyaluronic acid - formulated to help the skin barrier function optimally. Further launches are planned with moisturisers and a hydrating mist coming soon!