In conversation with Leon Trayling, Co-Founder & Director, ishga skincare (Exclusive Interview)

ishga is proud to be Organic Certified by the Soil Association; an accreditation which means we have passed a certification process and met strict standards which promise that organic ingredients are used in our products whenever possible. 

The terms ‘natural’ and ‘organic’ are often side by side and can be used interchangeably, but at their core they have different meanings.  This refers towhere the products have come from. Products that are ‘natural’ are sourced from minerals, plants, flowers, and other ingredients that the earth gives us, rather than those made artificially.  This refers tohow the products have been farmed. Organic farms will grow produce without using artificial fertilisers, using fewer pesticides, and cultivating healthier soils, by farming in a way that regenerates the land.   

In the beauty and wellness industry, there is little regulation around the term “organic” and how it can be used. Unlike food and farming industries which are upheld by legal standards, many companies can claim their products are “organic” despite having minimal organic ingredients in them. The only way you can be certain that a beauty product is truly ‘organic’ is through the certification. 

This lack of regulation can be misleading as terms such as ‘clean’, ‘natural’ and ‘organic’ can be used on products sometimes containing as little as 1% of ingredients coming from the claimed source. As a result, companies who are not certified are not required to provide any kind of evidence that the product they are selling is truly ‘organic’ or ‘natural’ as listed on the label.  

Our products have been put through rigorous testing by a panel of independent experts so you can be safe in the knowledge that our skincare range has met the organic standards. When you see the COSMOS or Soil Association logo you can be reassured that every step of the manufacturing process has been thoroughly checked by unbiased auditors. This includes reviewing the entire manufacturing process, including sourcing of ingredients, formulation, packaging and premises. We’re proud to uphold high standards across our processes and products to deliver only the very best results-driven organic seaweed skincare

ishga only uses Hebridean spring and seawater collected locally by our team. Unlike many skincare ranges, we do not use any tap water. We collect our mineral-rich water from the surf as the waves break on our island’s beautiful beaches. The coastal waters surrounding the Outer Hebrides are recognised as being amongst the most pristine in the world, and to reflect this, they’ve been given the highest quality classification available by the Scottish Environmental Protection Agency.

Water has always been at the core of ishga (our name is derived from the Gaelic word for water) – it’s at the heart of all living matter. Historically, on the Hebridean islands of Scotland, great importance was attached to locations where it flowed, and in particular, certain natural springs emerged thanks to their different healing properties.

Our spring water is sourced from a remote location among the hills and lochs on The Isle of Lewis. The spring is lively and contains a bottom of natural blue clay. According to local folklore, it was used throughout the ages for its healing and therapeutic properties. Excellent for skincare, the water contains a potent mineral content, which includes potassium, magnesium and sulphates. We carefully take only what we need from the spring to ensure our process is as sustainable as possible.  The spring and seawater are part of the strong connection to nature that appeals to our consumers

When we launched our brand I would say the target consumer was a 30-35 year old plus female with disposable income, as our range has increased and the consumer has so much more information about ingredients, sustainability and authenticity our target consumer has changed.  Our customers are now very young with the launch of Little ishga but certainly appeal to all genders and the age range using ishga has certainly broadened with the main consumer age range starting at 25.

You are present at several luxury Spas. How do you choose the Spas?

We have a fantastic portfolio of luxury spas across the UK which continues to grow.  One of the most important things we look for is that any spas we work with see it as a partnership and they appreciate the elements that make ishga unique.  We can then work together to achieve the aligned goals from working together.  As our brand has developed we have worked with spas on ensuring that we support on highlighting the benefits of ishga at each part of guest journey to enhance the experience.  The majority of new Spa partners have come as recommendations from current spa partners which we take as a huge compliment 

What about retail?

Our Spa partners give the option for an experiential lead retail environment across the country.  It is our job to work with the Spa to ensure they are maximising this opportunity and it is a seamless integration into the guest journey.  It is an ideal environment as the guest gets the opportunity to experience the product in the treatment and get expert advice before they decide on the best purchase for them. 

Our export markets are developing with the current largest distribution network in China, followed by the US, Australia and Japan.  All 4 regions are key growth areas for the coming years including distribution in the U.A.E

Do you have plans to expand your range? 

The range will always evolve wether that is refining products we have already with new developments from our research and development or creating new products driven by consumer demand.  We have just launched little ishga this year which includes a cream for children and also a body and hair wash, this range is developed around the same ethos of all our products ensuring it is results driven, gentle and includes natural and organic ingredients. 

There will also be an addition to our Hydra plus marine cream next year that will focus on an oil based product with added Hyaluronic Acid.  We will continue to focus on innovative sustainable ways that seaweed can benefit the skin and add to the overall wellness experience.  The most recent example of this is the creation of an ishga sound treatment app that uses authentic sounds of the Hebrides including the sounds of the waves we harvest the seaweed from and the healing well to create specific sound scapes that invoke a particular feeling or sense of wellbeing.

How do you ensure consistency in your products? 

We have met the high manufacturing standards of ISO22716, meaning our production practices and processes are of the highest quality. It demonstrates our commitment to quality and safety for all in the creation of our products.  The standard provides guidance to documenting and regulating the production, control, storage, and shipment of cosmetic products. 

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