"Increasingly, we see people moving away from heavily scented products when it comes to skincare,” says Bill Baker, who owns Consonant Skincare. In 2004, he embarked on a research project to find out what ingredients were in conventional skin care products. “What I found out deeply disturbed me,” he says. Bill found most products were made with chemicals that are harsh and irritating at best. What was worse was the scientific research Bill discovered showing some of these ingredients were even toxic and carcinogenic. Bill immediately embarked on a mission to create natural skincare products.
Bill was no stranger to the benefits of natural skincare products – he had to cope with his own skin issues from an early age. "I used a mix of expensive, top quality products and prescription medicines on a daily basis,” he recalls. “One day, a friend of mine turned me on to natural skincare products and I couldn't believe the difference it made for my skin, almost overnight!"
Even though the products were highly efficient, as an advertising-industry alum, Bill couldn't relate to them from a branding perspective. They weren't packaged and offered in a market-friendly way. "That's when I realized I had to develop natural skincare products that feel as good to use as conventional products, only in a 100 per cent natural and healthy composition,” says Bill, whose goal is to bring natural products into the mainstream.
