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About Joanne

About our Founder – Joanne Hill

I founded in Amaranth in 2012 after having worked as a Nutritional Therapist in a private practice for +10 years and becoming frustrated that the nutritional supplements and superfoods I was recommending to my clients were not widely available and clients were instead turning to cheaper alternatives.  These alternatives, whilst looking the same, contained nutrients in a form that was hard to absorb or in a low dosage.

I was angered by the marketing and claims around nutritional products and the lack of advice and honesty available to clients.  I wanted to share the wealth of knowledge I had acquired through study and private practice with more people to help them benefit.  Having a young family at the time and working with many clients with skin concerns, I also began to recognise the same issues with skincare and beauty products – inferior products, false marketing and green washing.

By 2015 we were gaining national recognition and were awarded the coveted Natural Products Independent Retailer or the Year award.  Since then more awards have followed including Natural Beauty Retailer of the Year (2016 & 2018) and in 2018 we were voted ahead of John Lewis and Boots to take home the Highly Commended Best Retailer at the Natural Health Magazine International Beauty Awards.  

Since then, I have spent 100’s of hours on additional nutrition and functional medicine training covering topics such as pain, sleep, stress, skin, female hormones and fertility. I became a Director for the National Association of Health stores and regularly speak as an expert on trends and forecast in the natural and organic beauty industry.

I live a few miles outside of Manchester, a city that I love and am now very proud to have fulfilled my dream to have a store there.  In my dream life I am a Monday to Friday city girl but at weekends you will find me on long hill walks, in country pubs or curled up with a book (usually beauty, nutrition or business focused) with red wine and chocolate (organic and raw of course).

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