Wylde Loves: Argentum
The saying "Every cloud has a silver lining" could not have been more appropriate for Joy Isaacs, the South African born founder of Argentum. In 2010 she underwent major surgery and was amazed at the healing power the silver-infused wound dressings her surgeon was using. It reminded her of her mother's constant use of colloidal silver spray as part of family life to treat scratches, burns and grazes and prevent infection. When Joy's sister developed acne, for example, colloidal silver kept her skin clear and blemish free. Fast forward several years and Joy decided to start up Argentum with her partner Sam, in London. As the name implies, silver is at the heart of Argentum's ingredients; indeed the company has patented the formula of Silver Hydrosol fused with DNA HP; each ingredient having a catalytic effect on the other. This enhances the properties of each and optimises the potency of the formula. The result delivers skincare that is natural, restorative and super hydrating and which improves the appearance of fine lines, wrinkles and the overall texture of one's skin.
The founding couple add their own spin on the brand as well: "The psychology of beauty is at the heart of ARgENTUM. From our archetypes' messages, to the discovery of beauty within, we are drawn to the magic of love at first sight, and have infused the moment you fall in love across a crowded room in every aspect of our skincare."
Added to this is the fact that each jar of la potion infinie contains 1 of 12 archetype cards... CREATOR, SAGE, MAGICIAN, CAREGIVER, EVERYMAN, RULER, JESTER, INNOCENT, REBEL, EXPLORER, HERO & LOVER, the user is – with a sense of fun – invited to draw energy from the imagery and symbolism of their card, using their intuition to help reflect the subconscious. "The idea is to acknowledge your inner beauty and focus on the card's message to inspire
balance and harmony within." Maybe not to everyone's taste when exploring skincare, but we are loving the paradoxically spartan packaging that contains the products. Minimal text – invisible on the side view – produces a mysteriousness that concentrates attention solely on the product. We are fans!