KEEPING IT SIMPLE

Reduce 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. 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

traditional skincare and often develop products we wish we could find for ourselves – like the deodorant which I have always wanted and took a year to develop,” explains Amelia.

Each product is hand-made in their dedicated, sterile production space at their home in Durban North. “Because our products are oil based, they are not as susceptible to bacteria growth and changes in colour, texture and scent compared to water-based products. We do huge amounts of testing with ourselves, family and friends and have mentors in the industry who are always so generous with their knowledge and expertise.

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.”

They enjoy the challenge of producing a chemical-free and affordable alternative to must-have products like an illuminator, which is Amelia’s current focus. “I’m using mango as a base,” she says.

Word of mouth has done its bit for the growth of the business, as customers share their discovery with friends and follow the brand on social media. Having salons use Reduce Skincare products in their treatments has been particularly satisfying for Amelia and Josh, who note that the affordable price point puts people off as they can’t imagine something that’s not expensive doing the job. “It’s so rewarding to have them come back surprised at how well our products work and ready to buy more.”

The couple say that this customer satisfaction and the relationships they have built as a result is the best element of their work, and they have many testimonials from people who have seen radical transformations in their skin as a result of using Reduce Skincare. “We’d love to see the business grow into a lifestyle brand with products across skincare, food and accessories that promote the Reduce mindset of sustainability and conscious consumption,” they say. “We aim to share self-love, awareness and positivity with our customers, while offering eco-friendly products that make a difference in people’s lives.” * FOR MORE INFO Reduce Skincare: reduce-sa.com