Quarantine Questions with Eve Williams

 Eve Williams, founder of ede skincare

We caught up with Eve Williams, founder of ede skincare on why she started ede and how she is staying positive through lockdown. 

What is your brand? 

ede is a skincare and wellness project with a mission to redefine the practice of aromatherapy in a way that speaks to us, on our level. 

Why did you start your brand? Your inspiration?

The roots of ede came from the instant results natural skincare had on my reoccurring acne. The ethos of skincare and wellness came later. I felt like the practice of aromatherapy was still something age-old. I wanted ede to be a skincare and wellness project that reflects real-life problems in the language of this generation. I wanted to give another option of self-help for a generation of people who need it.

How do you evaluate sustainability in your product? 

I source Soil Association organic ingredients where possible and the best natural and vegan alternative where else. All products are packaged in glass and we offer aluminium lids as alternatives to plastic. I try to use 100% recycled and recyclable materials where possible, for example, we print our business/info cards on recycled t-shirt fabric paper and use 100% recycled tissue paper for packaging. We also work with Treeapp and plant one tree per order to help minimise our carbon footprint. There are also smaller studio procedures in place like printing on recycled paper and reusing all the packaging we receive.

Tell me about a project that didn’t work because of the unavailability of sustainable materials?

There are so many bumps in the road to being a self-funded, start up skincare brand that it’s hard to not be faced with unavailability of sustainable materials because of supply and monetary constraints. I find myself continually looking and researching for new suppliers that offer new advances in technology as we move towards planet friendly options for product packaging. For ede’s next step forward I’m looking into making each of our suppliers as local as possible making sure to connect with small businesses and eco suppliers. 


Quarantine Questions 

What are you doing to look after your mental health and is it different to your normal routine?

I started swimming a few years ago when I couldn’t get out of a deep funk and it honestly made such a difference to my mental health. I’ve found it difficult to find an exercise that replaces it so I have dabbled in bike riding, jogging, yoga and walking. I’m looking forward to getting back to those forty lengths though, they’re irreplaceable.

What are you doing for fun?

Reading. I realised a while back that I was always reading for research or learning and decided to start reading for fun. I now challenge myself to a book a month, which isn’t a lot but it’s good to have a goal.

What is the biggest challenge you are currently facing and how are you trying to overcome it? 

I’ve definitely been finding the ‘new normal’ challenging. Getting back out hasn’t felt straight forward for me. I think after been safely cocooned for so many months, I’ve been finding it uneasy and worrying to just get back to ‘normal’. To overcome it I’ve been making moves slowly. Exposing myself to the outside world again week by week, when (or just before) I feel ready for the next step forward. 

Name a positive impact from the situation we are in?

A re-evaluation on what we want and what we need.

What advice would you give to someone who is struggling at the moment?

The one thing I have been reminding myself is to allow myself my feelings. We are in a pandemic and we’re not meant to be OK about it. All your feelings are valid and allow yourself to work through them. Take deep breaths. Take exercise, little and often. Take time out.

Little Black book
Favourite vegan beauty product? Dear Diary lip balm from Neighbourhood Botanicals. I take a lip balm everywhere.

List of your favourite songs at the moment. Romance, Eh? – Blossoms, Peanut Butter – Easy Life, Call My Phone Thinking I’m Doing Nothing Better – The Streets + Tame Impala, Party Up The Street – Miley Cyrus.

List of your favourite podcasts and/or books. Off Menu with Ed Gamble and James Acaster, Happy Place with Fearne Cotton, The Gurls Talk Podcast, Where The Crawdad Sings – Delia