Another New Thing in Skincare: Amie Naturally Kind Skincare*

*Press Sample

British skincare brand Amie* has launched at Shoppers Drug Mart. It's hoping to be your new skincare best friend (Amie, get it?).

Advertised selling points include:

- a set of pH balanced natural beauty essentials for an effective daily skincare routine

- suitable for all women regardless of age, skin type and ethnicity but especially good for combo/acne skin

- on average 95% natural ingredients

- free of parabens, mineral oils, petrochemicals, sodium laureth sulphate, sodium lauryl sulphate or animal extracts

- vegan friendly

Radient Dawn Exfoliating Daily Wash ($10, 150ml)

"Deep cleans pores and exfoliates for clear and radiant skin with blueberry seeds, green apple and lemon extracts."

The gel does a good job at cleansing. It has a good density scrubby bits which are hard and remind me of St. Ives. It's lightly foaming, doesn't give a tight squeaky clean feeling and your face feels clean after. I hesitate to use this everyday just because the exfoliator is a bit rough. Don't scrub too hard and I think you'll be fine. 

Morning Dew Matte-Finish Moisturiser ($12, 100ml)

"controls oilines and shine, hydrates and softens with rosehip, bilberry and vitamin E"

This does mattify your skin when applied and has a sandalwood scent. It kept me more matte for maybe an hour longer than if I hadn't used it but you aren't getting anything completely oil stopping here (I'm not sure anything like that exists on the market). It is hydrating enough but use a thin layer (like, chickpea size amount for the entire face) since I found absorption to be an issue if I used squeezed out too much.

Morning Light Hydrating Daily Moisturizer ($12, 100ml)

"keeps skin soft, smooth and nourished with rose extract, rosehip seed oil and mallow"

This was surprisingly thick and is definitely for the dry skin girls. It's too thick for me to use in the morning and I'd rather use it thinly as a night cream. Again, be careful how much you squeeze out.

Spring Clean Deep Cleansing Mask ($12, 100ml)

"purifies pores, combats oiliness and blemish"

Please use a paper thin layer! The first application was my usual medium thick layer and the peppermint and lime in this mask was extremely overwhelming. I couldn't wear it for the 10 recommended minutes. My eyes teared up and there was an unbearable "tingly" sensation. I tried it again when an almost not there thin application. My skin didn't burn as much but the pepperment scent still wafted into my eyes and made them tear. This dissipated after a few minutes and I might put up with it since after washing, my skin is definitely more smooth and soft.

In general:

These are quite perfumed. I wouldn't mind if they toned down the scent a bit. In general, small amounts of each are recommended. Overloading your palm with any of these products will give too much scrubbiness, make absorption difficult, or give unbearable tingles.

If I did ratings, and compared them to the other basic skincare drugstore lines, I would give these an A-. Here is a solid collection of products that do their job and do them well enough with some hickups. You aren't getting bells and whistles, but remember that you aren't paying for bells and whistles. These have been reliable and sufficient, and they sell at a good price point. Extra points do go towards the natural ingredient focus, I know that's important to some people and especially for Vegans/Vegetarians. The brand also has a few makeup remover and toner options. I'm curious to see how the wipes work so I may pick those up. 

So, will you be picking these up?

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