This week we had the chance to catch up with Joy Isaacs on what inspires her, the decisions behind her brand and the best advice for your younger self. As the founder of cult skincare Argentum Apothecary, Joy has developed a brand which has dominated the luxury skincare scene. We delved deep into her inspiration, future plans and words of wisdom…
Q1. What initially sparked your inspiration for Argentum Apothecary?
My business idea was born out of a difficult experience. This turning point came to me when I had a dream about Colloidal Silver with its extraordinary antibacterial and healing properties and using it in skincare. Before this dream, I experienced a severe infection after having major surgery. My saving grace was the Doctors agreeing to use expensive silver wound dressings, which ended up being miraculous in their healing power! This traumatic experience must have stayed in my subconscious, only to resurface at a later time.
Q2. For readers who aren’t familiar with Argentum, how would you describe the benefits of your unique ‘silver skincare’ opposed to a normal skincare regime?
When we launched ARgENTUM our focus was on the incredible anti-age results from the Silver Hydrosol that decreases irritant effects caused by oxidative stress while stimulating skin elasticity. Since then, we can see from positive customer feedback that silvers anti-inflammatory and antibacterial properties are producing improvements in various skin conditions. We recently conducted clinical trials in France at The University Hospital, Toulouse, and are excited to see these incredible results, which furthers our scope into blemish-prone and sensitive skin.
Colloidal Silver is an exceptional skincare ingredient that helps to calm the skin by reducing inflammation and fights bacteria without destroying the natural flora of your skin. It decreases the irritant effects caused by oxidative stress and stimulates skin elasticity, which makes it an effective anti-age ingredient.
Q3. How would do you think the power of silver has influenced you and your outlook on both skincare and lifestyle?
Silver has impacted my life on many levels, and I love this magical metal which Scientists have recently discovered was created through supernova explosions from stars. It is something I have incorporated into my family’s day to day life, and through the work I do. Aside from Silvers incredible anti-microbial properties, it holds a beautiful symbology of reflection. It restores the equilibrium and stability of both feminine power and spiritual energy. It protects itself from outside negativity, and I think this message mirrors what our product does on a scientific level.
Q4. Have you always had a passion for skincare?
I had no idea I would end up in skincare. I have a passion for creating beauty and thought I would end up in interior design or jewellery design. Somehow I ended up here and it couldn’t fit more perfectly. My background is in luxury marketing, and my dream was to create a global brand. ARgENTUM has allowed me to realise my dream and gives me the opportunity to express myself with heart and integrity.
Q5. What is the story behind the brand name?
ARgENTUM means Silver in Latin, and as our patented formula combines Silver Hydrosol, we used the abbreviated Ag (chemical symbol), in the brand name. Hence why the ‘g’ in ARgENTUM is a lower case ‘g’.
I have a passion for creating beauty and thought I would end up in interior design or jewellery design. Somehow I ended up here and it couldn't fit more perfectly.
Q6. What do you find are the most important elements to you when creating new products?
All our products originate from something I’ve noticed is missing from my own skincare routine that doesn’t seem to exist on the market. It inspires me to deliver a product incorporating both form and function, which are the most important elements in any product creation.
Q7. Do you have a personal favourite or a go-to product from the Argentum range?
It would have to be our hero cream, la potion infinie, a hydrating and restorative day & night cream. It’s multi-purpose and covers a multitude of bases, being used as a toner, serum, moisturiser and make-up base. I even use it to wipe any fallen mascara from under my eyes throughout the day! Now that we’ve launched our travel-sized jar of la potion infinie, it fits easily into my handbag which means I can apply on-the-go.
You only need to use a limited amount as the formula has such potent actives, a 70ml jar lasts a good few months. There is nothing quite like it. With a signature scent mimicking the active ingredients, capturing the elements of fire, air, earth and water, it delivers a unique sensory experience. I wouldn’t be without it.
Q8. What sparked your inspiration and vision behind the link between your products and tarot illustrations within the Argentum branding?
I believe we hold our truth deep in our subconscious and are willing to project it on many things like people, life circumstances, poetry, music and of course imagery (art). It allows us to project what is just below the surface, accessing what is really going on ~ with our personal truth.
After being introduced to the concept of using archetypes in branding, I took hold of the power of their imagery and wanted these 12 energies to identify with the product and ARgENTUM as a whole. I believe in the power of science but also in magic and that creation and beauty can come from the meeting of these powers, wrapped up in feminine persuasion. We cannot fully understand and know one without the other, and this belief is what anchors the heart of ARgENTUM.
Q9. What is on the horizon for Argentum?
We have some beautiful new products in development that we’ve been working on for a long time to ensure the quality and innovation matches the rest of the luxury range. We seek only the finest ingredients for everything that we produce and are committed to sourcing all our ingredients from producers who share ethics close to our heart. It can be very time-consuming. But when we’re providing luxurious skincare treatments ~ I wouldn’t have it any other way! For now, all I can say is watch this space…
Q10. Knowing what you know now, and if you could travel back ten years and give yourself a piece of advice, what would it be?
I would just smile at my younger self ~ I would tell her to be exactly who she is, and where she is in every moment.