Selfridges conjures some Egyptian Magic

Published: 30-Apr-2014
Skin Care

The world-famous retailer will stock the cult all-purpose skin balm as part of its new retail initiative, The Beauty Project

Egyptian Magic, the cult all-purpose skin balm, will launch into Selfridges tomorrow as part of the store’s biggest beauty campaign to date - The Beauty Project.

Egyptian Magic is launching as part of the Global Edit - celebrating cult products from philosophical and feminist point of view, as well as a commercial one. It will be available in Selfridges stores in London, Birmingham and Manchester for the next six weeks.

Egyptian Magic is a unique, multi-tasking skin balm with a formula that blends effective, natural ingredients, which has been used for centuries and takes inspiration from the Ancient Egyptians. The super moisturising benefits of olive oil are combined with the healing powers of beeswax and honey, which are packed with antioxidants to protect the skin. The antibacterial benefits of bee propolis extract and radiance-boosting royal jelly help soften and smooth the skin while enhancing hydration.

Launched in the USA in 1991, Egyptian Magic counts singer Madonna, actresses Kate Hudson, Eva Mendes and January Jones, and models Gisele Bündchen, Jessica Stam, Cara Delevingne among its high profile fans. It is also a staple of the world's top make-up artists and regularly appears backstage at New York, London, Milan and Paris Fashion Weeks.

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