“It can be difficult to navigate all the greenwashing,” she says. Her advice? SHOP LOCAL FOR IRISH BRANDS wherever possible (Here, I would add, check the small print, as so-called “Irish” make-up may well be made in China). AVOID USING PLASTIC: “It’s actually quite easy to avoid unnecessary plastic; there are lots of amazing Irish brands producing organic skincare in glass containers.” (My own favourites include Modern Botany and The Handmade Soap Company).

CHECK INGREDIENTS: “I like www.incidecoder.com as it decodes the ingredients in a product and tells you lots of interesting information about their benefits.” (Stores like Skinfull Affairs in Dundrum Town Centre, and www.faerly.ie are trusty starting points for advice and choices.) To this advice I add RECYCLE: L’Occitane work with TerraCycle, so you can drop your clean empties (from any brand) into stores. REFILLS ARE MORE ACCESSIBLE THAN EVER: The Kind plans to introduce refill stations for Upcircle, a company repurposing waste to clever effect, while Skingredients has revamped its entire range, making it refillable. At Reuzi in Dublin 18, buy everything from shampoo to rosewater and pink salt in bulk. ON-IT IRISH BRANDS TO WATCH: Riley, for period products; and Nuasan, made in the west of Ireland (they donate 10 per cent of profits to climate change groups). Check PETA’s approved list of beauty brands, too.

thekind.co