Natural is a word that has been worn thin by marketing, so here is what it means at Madam S.

It means plant oils that are cold-pressed rather than heat-extracted, because heat degrades the compounds you are paying for. It means a short ingredient list where you can look up every line and find out what it is doing. It means no synthetic fragrance: the scent in Luminous Lift comes from neroli, lavender and geranium, which are there for the nervous system as much as for the nose.

It does not mean the formulas are weak. Pomegranate seed, jojoba, raspberry seed and Japanese camellia are well studied and they perform.

The range is deliberately small. Four pieces that get used constantly are worth more than twelve that sit half finished.

If you are moving across from a conventional routine, start with the facial oil at night and give it three weeks before you judge it. Skin takes a full cycle to answer.