Beauty: Immersed in rugby

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Apologies everyone if you're reading Element today thinking you might get away from the rugby, or read stories about topics that reach further than the next three weeks in the collective mindset. However, even among these pages, the big event has our attention...

The Rugby World Cup - yes, it reaches here - Element's beauty pages! The biggest event of the year has spawned thousands of products and services from the downright silly to the over-the-top.

But Linden Leaves' new skincare range for men, aptly named Rugby, celebrates the tournament in a genuine and luxurious way. The internationally renowned natural skincare company is best known for its more female-oriented products, such as body and bath oils. However, Linden Leaves has recently been looking closely at the skincare needs of men, and, inspired by this year's event, developed a range themed on our national sport.

Rugby, on sale now (and after the crowds have dispersed), incorporates Linden Leaves' principles of providing skincare that 'brings back balance' to the skin. An attribute that is vital to any successful sportsman, balance isn't what you would usually associate with an international rugby tournament. However, Linden Leaves' ambitions are part of a growing trend for skin care products aimed specifically at men.

There has been much talk about men's growing interest in grooming. As well as huge corporate brands going after this 'new' market, the natural beauty industry is also waking up to the benefits of male consumers.

As Juliet Blair, creative director of Linden Leaves says: "men are loyal purchasers, although not as knowledgeable as women about what to do with skincare products."

Skincare companies are therefore changing how they present themselves to men in an attempt to attract the male purchaser rather than relying on the women in their lives to make the decision. There is a huge and growing potential, hence the Rugby range: "men are comfortable to pick up the product because the name is so familiar," says Blair.

A family owned and run business based in Christchurch, Linden Leaves was established sixteen years ago by Juliet's mother Brigit Blair. The focus of the company is on high quality products for an international overseas market, a clearly successful strategy as the its products are now distributed all over the world from the US to Switzerland, and recently won an 'Econic Award' from the International Sublime magazine for their pioneering eco credentials. So far, they haven't traded on their kiwi provenance - however, they do their utmost to be as 100% pure as possible.

Other natural skincare companies are getting in on the act too - Australia's Gaia Skin Naturals (pronounced guy-ya) offers a range specifically for men alongside their women's and baby ranges. Where as Primal Earth, based out of Auckland, boasts a male founder looking to educate men on all facets of grooming.

So, even if you thought you would never say it, hurrah for Rugby! It's now no longer just about men running around in the mud, messing up their faces, but also about our boys caring for their skin and being comfortable about the natural products they can use do it. www.lindenleaves.com

FLYING THE 100% PURE FLAGS

As an ethical business Linden Leaves supports local charities, such this year's Movember ($2 from every soap will go to the charity fund).

Where possible they stick to their local roots for suppliers, for example the strawberries in their Aromatherapy Synergy In Love Again body oil come from a farmer down the road in Halswell; the roses used in their products come from another local Christchurch supplier and the sea salt in their bath salts comes from the pristine sands of Grassmere, Marlborough.

Parabens and laurylsulphates are avoided, and none of their products contain perfume - only essential oils, so they smell divine and can be used on sensitive skin.

Their packaging only uses vegetable inks.