A Founder’s Vision for Better Skincare

Why I Founded Nourish London

Dr Pauline Hili founded Nourish London in 2011 because she believed people should not have to choose between effective skincare, natural ingredients and affordability. Her aim was to create honest, evidence-led formulations designed to support healthier skin over time.

Why Nourish began

I Believed Skincare Could Be Better

I founded Nourish London because I believed people should not have to choose between effective skincare, natural ingredients and affordability.

Throughout my career, I saw too many products making promises that were not supported by evidence. I knew there was another way. I wanted to create skincare that was honest about what it could achieve, carefully formulated using the best available scientific understanding and designed to support the skin’s long-term health rather than simply following the latest trend.

To me, skin is far more than our outer appearance. It is a remarkable, living organ that reflects our wellbeing, our environment and the way we care for ourselves.

Every stage of life brings new challenges for the skin. Understanding those changes, rather than forcing everybody into a fixed skin type or routine, has always been central to the way I formulate.

People deserve skincare that is honest about what it can achieve, formulated with integrity and grounded in sound scientific research rather than marketing claims.
Dr Pauline Hili, Founder of Nourish London

Science with a purpose

More Than Asking Whether an Ingredient Works

As Chief Scientific Officer and formulator, my role is to make sure every product is created with purpose.

That means asking more than whether an ingredient works. I also want to know whether it is responsibly sourced, whether it is kind to the skin, how it behaves alongside the other ingredients and whether it improves the formulation as a whole.

A fashionable ingredient does not automatically make a good product. Concentration, compatibility, stability, texture and delivery all influence what the finished formulation can realistically achieve.

That is why we formulate complete products rather than building marketing stories around one headline ingredient.

The principles behind every formula

What Guides Every Nourish London Product

Evidence

Evidence-Led Formulations

Every ingredient is selected because it has a clear purpose and contributes to the performance of the finished product.

Sourcing

Responsibly Chosen Ingredients

We prioritise ethically sourced and biodegradable ingredients wherever suitable options are available.

Research

Science That Keeps Moving

We continue to review new research and emerging technologies so our formulations can develop alongside scientific understanding.

Skin

Respect for Skin Biology

Skin is treated as a dynamic organ that continually responds to age, lifestyle, wellbeing and the environment.

Integrity

Honest About Results

We avoid promising overnight transformation and focus instead on consistent care and realistic, long-term improvement.

Value

Effective Skincare Made Accessible

The original ambition remains to create exceptional natural and organic skincare at the best prices we reasonably can.

Healthy skin, not quick fixes

Why Long-Term Skin Health Matters

The skin is constantly adapting.

Age, climate, stress, sleep, hormones, diet and environmental exposure can all affect the way it behaves. A routine that suits somebody during one period of life may need to change as their circumstances change.

This is why I have never believed in a single miracle solution.

Emerging thinking around skin ageing increasingly supports regular maintenance, protection and barrier care rather than relying on one dramatic intervention. Good skincare should work with the skin’s natural biology and help it remain resilient over time.

Our products are therefore designed to support healthy skin through consistent use. Some changes may be visible quickly, while others take longer. Results will vary because everybody’s skin, routine and environment are different.

That honest uncertainty matters. Skincare should offer informed support, not absolute guarantees.

Still made close to home

From an Idea to Our London Home

Founding Nourish London gave me the freedom to formulate without unnecessary compromise.

It meant being able to choose ingredients, concentrations and manufacturing processes according to what I believed would genuinely benefit the skin. It also allowed us to build a company around curiosity, integrity, kindness and a commitment to doing things properly.

Today, every product is still researched, formulated and manufactured in our London home.

Keeping these stages together means research, creativity and craftsmanship remain closely connected. Ideas can be discussed openly, formulations can be refined carefully and everybody, from graduates to senior leadership, can contribute to the finished result.

That hands-on culture is an important part of what Nourish London has become.

See How We Make Our Products

What success means to me

The Reason Nourish London Still Exists

Creating good skincare is only part of our purpose.

We also want to help people understand their skin, make informed choices and build routines that genuinely support its health over time.

Nothing gives me greater satisfaction than hearing from customers whose skin has become healthier and whose confidence has grown because of the products we have created. Those messages are a reminder that formulation is not only about chemistry. It can affect how somebody feels when they look in the mirror or step out into the world.

Our dream remains as simple today as it was when we began: to create exceptional natural and organic skincare at the best prices we can, because everybody deserves to feel comfortable, confident and cared for in their own skin.

The business has grown, the research has moved forward and our understanding of skin continues to evolve. The reason for doing the work has not changed.