British herbal care brand "herbfarmacy" has begun pre-sales at the Beauty Apothecary on the second basement floor of the Isetan Shinjuku store ahead of its nationwide release on May 5th.

Herbfarmacy was launched in 2006 by Paul Richards, a British natural cosmetics enthusiast, based on his many years of herbal research. The brand offers a selection of facial and body care items, centered around 11 healing balms.

Paul Richards has been involved in the creation of products for many British natural cosmetics brands, cultivating and harvesting herbs with a focus on soil and creating formulations that utilize those herbs. He says he has earned the immense trust of British herbal cosmetics fans because he creates his own soil and uses the herbs he grows himself in his products.

The brand's greatest feature is that it uses infused oil, a base material made by steeping herbs in vegetable oil to extract the active ingredients. The infused oil with dissolved herb extracts is solidified with a small amount of beeswax and shea butter, so the balm turns into a whipped cream-like consistency just by mixing it.

All products have been certified organic by the Soil Association, which was established under the basic philosophy that "healthy soil nurtures healthy plants." Even the emulsifiers and preservatives are made from Soil Association-certified ingredients.