First Came Crystals, Then Came Reiki?: Hemsley Organics Wants To Popularize Reiki Skincare

Crystals, Ayurveda and traditional Chinese medicine have moved from alternative to mainstream in the skincare segment. Reiki could be the next peripheral healing practice that goes big in beauty.

In these anxiety-riddled times, British skincare brand Hemsley Organics believes the energy-balancing therapy could be compelling to consumers willing to experiment with unconventional wellness techniques. It’s two debut products, Age Defying Facial Day Cream and Age Defying Facial Night Cream, are touched by a reiki master before they’re dispatched to the public.

“As cliché as this may sound, reiki changed my life. I practice every morning and throughout the day. I fill myself with positive energy, healing and vision, and meditate about my goals. I reiki my food, home, business—everything,” says Hemsley Organics founder Joe Hemsley. “It is brilliant for mindfulness and wellbeing, and makes me a more grounded person. When I thought about having my own organic cosmetics company, I thought it would be a great idea to infuse all this wonderful, positive energy into our products.”

Hemsley Organics reiki skincare
Hemsley Organics products are touched by a reiki master before they’re sent to customers.

Reiki involves a practitioner transmitting vibrations through their hands to relieve stress and pain. According to The International Center for Reiki Training, it’s based on the premise that people have life force energy and, when it’s low, they can suffer from sickness and distress. The Center has compiled anecdotes of reiki treatments healing injuries and diseases, but medical studies are inconclusive. In the beauty industry, spas and salons have been at the forefront of adopting reiki.

“We reiki our skincare to clear blockages, and restore emotional and physical energy and to clear negative energy.”

“We reiki our skincare to clear blockages, and restore emotional and physical energy and to clear negative energy,” says Hemsley. “When [merchandise is] filled, packaged and, then, delivered to us, it’s been exposed to negative energy, so we cleanse the product and charge it with positive energy for our customers.”

Perhaps unsurprisingly, the idea for Hemsley Organics came to Hemsley during a reiki session. He says, “As a spiritual person, we all have a reiki guide—your intuition and gut feelings—that’s what’s guiding you. For many years, I knew that I would have a beauty brand. One day after meditating, it just came to me: organic skincare. I continued meditating and the idea began to develop.”

Hemsley Organics founder Joe Hemsley

Hemsley, who has worked in performance automobiles, has shelled out 24,000-plus pounds or some $41,000 at the current exchange rate to turn the idea into a brand. He details, “I literally invested every penny I had at the time. I even sold my car and, then, transferred all of the money I had into the business account. I do not do things halfheartedly, and my mind was and still is so focused on succeeding with Hemsley Organics.”

“By concentrating on two products, I could make sure they were the best they could be. After all, first impressions count.”

It took six months to finalize Hemsley Organics’ two products, which are priced at 39 pounds or $50 each. “By concentrating on two products, I could make sure they were the best they could be. After all, first impressions count,” says Hemsley. “They are just the beginning of a luxury brand that aims to nourish skin from the inside out.”

Hemsley Organics expects to add five products to its arsenal by the end of the year, including a cream cleanser, eye serum and toner. Its formulas don’t contain water. Instead, Hemsley Organics relies on organic Bulgarian rosewater. Other ingredients the vegan, organic and cruelty-free brand uses are baobab and jojoba oils, rosemary and rose hip.

Hemsley Organics reiki skincare
Priced at 39 pounds each, Hemsley Organics’ two initial products are Age Defying Facial Age Cream and Age Defying Facial Night Cream.

Hemsley Organics has been trying to raise brand awareness via influencers and celebrities. Actress Sarah Jayne Dunn posted about its products. This year, it’s also pursuing retailers across the United Kingdom. Hemsley mentions Space NK, QVC UK, Cult Beauty, Harvey Nichols, Naturisimo, and Harrods are target retailers for the brand. To grab the attention of prominent retailers, he plans to refine Hemsley Organics’ packaging to enhance its luxury positioning.

Hemsley’s ultimate goal is for Hemsley Organics to put reiki-infused skincare on the beauty map, but he knows that goal won’t be reached overnight. He says, “Building a successful business takes time. It’s important not to rush anything and to really nail what you are doing and to believe in yourself and your ability.”