Et Al is the new make-up brand from IIAA. Its first refillable and eco-friendly collection consists of the Intelligent Skin Cream Foundation with SPF 20, available in 32 shades, Complexion Glow Blush and Eye refill palettes, available in three shades, Versatile Blush Eye and Blush Refill, available in eight shades, and the Refillable Compact, available in two sizes and crafted from a natural fibre composite. The launch also includes a three-in-one Face Mist to hydrate, set and protect, and six vegan and cruelty-free brushes.

We sat down with head of brand Anushka Patel to talk all things Et Al:

What was the basis of the brand?

“At IIAA, we’re all about skin health. It was about bringing a brand to market that was going to complement everything we do with Advanced Nutrition Programme and Environ.

“We know people invest heavily in their skin, and they’re conscious consumers. They know a lot about ingredients, so how can we make sure we’re protecting all of that with a make-up brand that’s going to enhance everything they’re doing?

“There are a lot of hybrid make-up brands in the market now, but we wanted to have the benefits of skincare, without replacing the skincare.”

How did you balance the skincare element without compromising the products?

“We wanted to understand what consumers are looking for in a brand, but also align that to our values as IIAA. We took all that information and said, ‘OK, if we bring out a foundation, first and foremost, it’s got to perform amazingly as a foundation, because it’s make-up.’ That was the most important thing, because we could put in all these skincare actives and have the most amazing story, but if it’s not a great foundation, there’s no point.

“This was about ensuring that skin cells aren’t damaged, that we’re not causing irritation and inflammation on the skin. We did a lot of research into actives and what percentage we needed to be functional and effective in those formulas.”

Can you tell us about the Et Al Beauty Collective?

“Et Al means ‘and more’ or ‘and others’, and it’s about building a collective. When we brought our team on board, they were the first to enter the collective, and we really wanted the brand to grow with them, and for them, and make them part of the journey with us. There’s not just one person behind this brand.

“We then took it to our B2B network, our stockist skincare professionals, and now they’re part of our collective. We want to build a community around this brand because we want people to feel like they’re part of something.”

What training are you providing?

“We’ve done it virtually because we found people want the convenience from their businesses. We’ve got an amazing education team, and they’ve put together two workshops.

“They demonstrate the products and take you through the artistry and science of each, which are two of the main pillars of our brand. You get immersed into what the brand’s about so you can make a measured decision as to whether it’s right for your business.”

RRP: from £15 to £45 020 8450 2020 iiaa.co.uk