Many of us are spending more time in our homes than ever before—The Home Edit is trending on Netflix and sales of furniture and home decor are at a high. But, despite the fact that our homes may be tidy, our minds (most likely) are not. We’re stressed, frazzled and doing our best to get through each day in this “new normal.” In what couldn’t be a more timely collaboration, Aromatherapy Associates and The Laundress have teamed up to blend the best of home care with the best of self care and create products that elevate everyday chores.
On a recent Zoom call with beauty editors, Aromatherapy Associates founder Anna Teal was asked how the partnership came to be: “Gwen and I met at the Global Wellness Summit last October in Singapore. I was hosting a table discussion on the future of well-being and Gwen came along. We instantly found a connection with not just our joint love of beautiful products, but also a desire to develop incredible wellness experiences and disrupt categories,” she said. “To be here a year later, sharing these products with you, is a real moment of pride.”
I think it’s fair to say most people think of aromatherapy as essential oils in diffusers, roll-ons, etc, so how do they have therapeutic benefits in household products as well? “People have been spending more time at home during this pandemic, and we’ve been hearing from our customers that they’re more interested in creating a sanctuary at home,” Teal explains. “Essential oils harness one of our most powerful senses—our sense of smell, which is directly linked to our brain and how we create memories and connections. This can build a powerful link over time with associating the scent with how you feel, using the mind-body connection. We really wanted to bring this to life with this collection, creating more therapeutic experiences out of everyday rituals and helping to zone the home.”
There are four products in the The Laundress x Aromatherapy collection: Deep Relax Signature Detergent ($45), Forest Therapy Signature Detergent ($45), Support Breathe Dish Soap ($30) and Support Breathe Surface Cleaner ($30). “Our most iconic blend is Deep Relax—our founder Geraldine created it to treat her own chronic insomnia, and it’s been our icon ever since,” says Teal. “It’s deliberately quite a heavy scent with sandalwood, vetiver and chamomile, which are known for their calming properties, so it’s perfect for washing bed linens and loungewear to aid sleep. Our Support Breathe blend is infused with tea tree, eucalyptus and peppermint, which are known for their natural respiratory support properties and antimicrobial benefits, and the refreshing scent is a perfect pairing to a natural everyday surface cleaner for the home.”
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