Oh My Cream, London

The “less is more” sensibility behind Oh My Cream is inspired by founder Juliette Levy’s mother. “Many of us probably grew up with this image of our mother in our bathroom,” Levy thought, recalling how her mother always looked good without ever overdoing it. Indeed, this clean beauty concept store elevates everything we love about a French beauty philosophy: simple and effective products with a calm, chic, and tailored experience that is skin-first.

Clean beauty can be a blanket term for being environmentally conscious or more natural content. OMC’s approach feels more holistic and beyond a trendy buzzword, both more relaxed and committed at once. Their website cites no official definition of “clean” with a simple formulation chart. Levy prioritizes safety and eco-responsibility. While operating by being transparent about ingredients and carefully updating what they avoid carrying, Levy is not puritanical at all. She mentions the strict European cosmetics legislation and doesn’t label other options as toxic or bad.

Their selection includes Augustinus Bader, Bare Minerals, Herbivore Botanicals, Ren Clean Skincare, Sunday Riley, ILIA, and Pai Skincare. The curation is based on brands that share their ingredients and ecological impact with consumers. There’s also an emphasis on products with fewer preservatives and more plant-based active ingredients. All the brands they carry are cruelty-free. Styled as “holistic flagships,” the aesthetic boutique stores across France, Belgium, and England offer skin consultations, as well as treatments with Tata Harper and Dermalogica products. Online, you can search by formula, texture, ingredient, fragrance, skin type, and a comprehensive list of skin concerns, from first wrinkles to blemishes. The roll-out of their collection, Oh My Cream Skincare, features daily essentials made in France with gently formulated options.

Wondertip: The Notting Hill post successfully matched my skin tone to a shade of ILIA’s Super Serum Skin Tint SPF30 Lightweight Foundation (despite my skeptical interventions), which is the only thing I’ve been using for months—few dabs on the face, over a moisturizer if you also have dry skin.

243 Westbourne Grove W11 2SE London