The Body Shop has been a game-changer since its debut in 1976. As a human right and environmental activist, founder Dame Anita Roddick shook the beauty industry by ripping beauty norms. Back in the ’70s, The Body Shop was one of the first to campaign against animal testing, harness only ethically-sourced natural ingredients, advocate for fair trade with farmers and suppliers, and redefine what beauty is – bold and forward-looking even for today’s standards.
And now, one of its bestselling ranges, Drops of Youth has changed its name to Edelweiss. A bottle of Drops of Youth concentrate is sold every 20 seconds worldwide. So why the change? In a 2021 Global Self Love Index launched by The Body Shop, an overwhelming majority of people across the globe felt that their self-confidence took a hit with the so-called beauty conventions – what with the common practice of airbrushing, placing value on youthful appearances and more.
The name change marks yet another step in the brand’s forward movement towards inclusivity. Rather than being subject to the ageist notion that beauty equates to youth, the bold name change of its best-selling skincare range also comes with a reformulation and extended line-up.
Notably, the new Edelweiss product range is now even more powerful. As a flower that thrives in the harsh conditions of the Swiss Alps, Leontopodic acid is produced when the Edelweiss flower is in distress. Leontopodic acid is a unique and powerful ingredient that’s 60 per cent stronger than the antioxidant ferulic acid that was originally used for Drops of Youth. The same resilience observed in the Edelweiss flower is now harnessed into the Edelweiss skincare you can use.
If you are a fan of Drops of Youth, fret not. The Edelweiss line-up includes the legendary Concentrate and favourites from Drops of Youth range, adding two more products to its range – Edelweiss Cleansing Concentrate and Edelweiss Intense Smoothing Cream – to ensure all your daily skin needs are well-taken care of.
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