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educe Skincare makes good on its promise to reduce the amount of chemicals and preservatives you put on to your skin and, at the same time, reduce your skin woes. As a result, the natural beauty brand founded by two students with R200 and a dream two years ago, has blossomed into a successful business which is gaining traction in KZN and further afield. “It all started with conversations around how we could work for ourselves,” explain founders Amelia Pattenden and Josh Cannan. “The idea of entrepreneurship came first, and the concept of a skincare line followed.” Amelia suffers from sensitive skin, and as a teenager began experimenting with creating her own creams, cleansers and masks to manage her own problem skin. In time, Josh and Amelia decided to try expanding the collection of products she’d developed over the
years into a viable commercial venture. With Amelia studying towards a B.Com in Financial Management and Josh a B.Com in Computer and Information Sciences and Application Development, they
The Aloe Vera Mousse is a best-seller. It’s such a versatile product which can be used anywhere to soothe and heal, as it penetrates deeply and reduces inflammation had the business know-how and Reduce Skincare was born in their second year. Now both graduates, they are focusing on increasing their product line. “We started with our Aloe Vera Mousse,
Keeping it
SIMPLE
AMELIA PATTENDEN AND JOSH CANNAN’S REDUCE SKINCARE BRAND HAS BUILT UP A LOYAL FOLLOWING IN JUST TWO SHORT YEARS, WRITES CANDICE BOTHA
Grapefruit Scrub and Lip Balm and sold to friends, family, market goers at I Heart Market and various pop-ups around the city, while steadily developing more items including serums, oils, masks, a shaving cream and
LEFT: Founders of Reduce
Skincare, Amelia Pattenden and Josh Cannan.
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an aftershave – and more recently a deodorant putty.” Their products are available from their online store, but they also stock boutique stores and salons. The focus is on plant-based skincare that is free of cruelty, preservatives and chemicals. “We provide quality, affordable and sustainable alternatives to
