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Imelda, the Crusader for Organic Beauty

Whilst studying fashion design in New Zealand in the early 90s, Content Beauty & Wellbeing founder, Imelda Burke, was just as likely to be found at the local health food shop as she was in the design room. After moving to the UK in 1999, she found sourcing her usual medically prescribed cream for a chronic skin condition very difficult. Imelda set about researching the key active ingredients, only to find the cream contained a less than desirable collection of synthetics ingredients. Horrified that she had been applying this cream to her skin for over 25 years, she took to researching skin care ingredients to replace it with a more natural version.

This reignited interest in natural skincare went hand in hand with the organic food that Imelda had always purchased and complementary therapies that she had always trusted. Imelda soon discovered that there was no “boutique style” environment that provided a luxury shopping experience for those that wanted a selection of natural and organic beauty products. This sparked the idea of Content Beauty & Wellbeing.

“I wanted to create a place to purchase the most innovative and luxurious brands in the natural and organic sector complemented with super foods and supplements”.

In 2008 the Content doors were opened and Imelda’s vision of ‘being well’ had become a reality. Content was chosen as the store name as a nod to the ingredients in the products as well as the idea that ‘beauty’ comes from more than just what you put on your skin - good health and contentment are key to radiating a healthy glow.

In order to know a bit more about Imelda, I have devised a few questions loosely based on the Proust Questionnaire.


Lets begin with beauty...

What is your morning beauty routine?

It changes depending whether I am trialling new ranges. Currently, I use the following products on my skin every morning: May Lindstrom The Clean Dirt (an amazing cleanser), Tata Harper Hydrating Floral Essence (a very light and soothing moisturiser), Tata Harper Boosted Contouring Serum (a highly concentrated, multi-active serum), Tata Harper Repairative Moisturiser (lovely as a night cream), Pai Skincare Calming Body Cream (an intensely hydrating and therapeutic body cream) and Soapwalla Deodorant (all-natural, yet powerful).

What is your best beauty tip?

Without a doubt, Manuka Honey! I use it as a spot treatment or as a mask, superb as an anti-bacterial and collagen stimulating treatment. Raw organic Coconut oil is also second to none as a make-up remover.

What beauty fixes do you rely on to look and feel good?

I notice a huge difference in my skin when I drink green juices or smoothies daily (the more greens the better). When I am lacking the motivation to do it myself I use the amazing Beauty Boost Rest Day by Radiance Cleanse. I also reply on Pure Synergy as my multi-vitamin and take medicinal mushrooms. I like the Four Sigma Foods mushrooms as a tea or coffee replacement.

Where is your star brand of the moment?

I'm loving the whole May Lindstrom range. Based on ingredients such as spices (eg cinnamon, turmeric, nutmeg) and plant oils, it has a very grounding and calming effect. I love the whole ritual of using each product in sequence. The Good Stuff Body Oil is to die for - it contains raw cacao liquor and a golden shimmer which makes skin smell and look amazing! She has beautiful accessories too.

What three beauty products are you never seen without?

Here I go:

1. RMS Beauty Living Luminizer - the best highlighter;

2. Goe Oil - 28 plant oils in a handy tube;

3. VAPOUR's Atmosphere Luminous Foundation - the perfect foundation for dry skin with a light reflective technology.

And now a bit about you...

What do you consider your greatest achievement?

My relationship of 14 years. It feels like 2 years although he might think differently!

What trait do you most value in your friends and most deplore in others?

Loyalty and a healthy dash of humour. I don't really deplore much - each to their own.

What is your idea of perfect happiness?

Swimming in the clear blue ocean off Hvar Island in Croatia or any NZ beach. I think I might be part mermaid!

What is your most treasured possession?

My Health and Family and lovely Content Team!

What is the natural talent you would like to be gifted with?

The ability to fall asleep quickly and deeply!

Name three indispensable things that you would take with you on a desert island?

Solar powered Vitamix, my partner, and raw cacao :)

What was the best piece of advice you have ever been given?

Reaching goals is often just about holding your nerve long enough.


You can find out more about Imelda, all the above organic beauty and her Content store on her website:

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