What we put on our skins is of utmost importance to Annabel, and she can see the future of the beauty industry becoming much more transparent in terms of ingredients and labelling so that consumers can make informed choices in a world where synthetic chemicals have become commonplace. The inside workings of the beauty industry and terminology such as INCI listings and PAOs are second nature to Annabel and she can help decode the NPD process for brands. Driven by her own love of using organic, herbal and traditional ingredients on her own skin and family, Annabel is always looking to combine excellent product results with integrity of ingredients and formulation, and is always on the lookout for new niche brands and innovation.