A chat with Judith White - internationally acclaimed aromatherapist and the mastermind behind JW Organics

Over twenty years ago I first discovered the work of Judith White, back when aromatherapy was just starting to leave behind its “seaweed sandals wearer” type reputation and gaining respect worldwide. Holistic Aromatherapist Judith was at the forefront of that image change, as a teacher, lecturer, columnist, and regular radio and television personality. She was instrumental in setting standards and guidelines for the Aromatherapy industry with the Australian Government, enabling essential oils to be registered as therapeutic goods. Her pioneering spirit introduced Aromatherapy into hospitals, schools and colleges for holistic and allopathic medicine and into hundreds and thousands of households world-wide. She has also studied naturopathy, herbalism, holistic skincare, is a qualified fitness instructor and holds diplomas in aromatherapy, iridology and several forms of therapeutic massage. Author and co-author of 10 books, she is a living legend in the field of natural health. She recently released her own signature beauty range, JW Organics, which includes a range of in-salon treatments that are purported to be akin to heaven on earth. I was lucky enough to track her down for a chat…

How long have you been in the organics industry now?
Really I have been actively involved in the Bio-dynamic and Organic Industry for around 30 years.

Was the move from aromatherapy to beauty a natural one for you?
Completely! Aromatherapy was all about the therapeutic application of essential oils for 18 years because we had listed our essential oils before changing the registration of the same products from listed to cosmetic application. If we had stayed listed we were forbidden by the Therapeutic Goods Administration who enable listed products to communicate the skin and beauty care application of essential oils, and we are now cosmetic as most women in particular are now informed about the therapeutic application of essential oils and want to know more about how they use them for their skin and beauty care. The shift to cosmetic registration of our essential oils simply enabled the transition and development into skin and body care products – because of our therapeutic focus for many years this helped us define the type of organic skin care that we wanted – being results based.

What is the biggest change in the industry that you have seen since you started?
The big change; availability of raw materials and organic ingredients – the increase in demand has dramatically driven the farmers and producers globally, which is a real win/win for the planet and all living things. The organic skin care product development from a cosmetic industry point of view has become far more sophisticated and enables us greater scope to produce fabulous effective and safe products that work. Unfortunately, marketing got its visual hold on retail before legislation, and as such there are many brands ‘passing off’ as organic when in fact their products would not even come close to complying with the 387 Certification bodies globally that govern the Organic Cosmetic industry. We are both ACO or Ecocert Cosmetic compliant, depending on the product.

What was the biggest challenge you faced when you began creating your skincare collection?
Finding the right person to partner with for the JW Organics skin care range as distinct from JW Aromatherapy range. Most cosmetic chemists are still grappling with the Organic requirements for the making of organic skin care products. To produce sophisticated elegant results based organic skin care today takes more than knowledge about cosmetic chemistry; it takes an extensive knowledge of plants and a respect and passion for organic principals and methodology too.

What sort of customer do you see getting hooked on JW Organics?
Because we are a results based anti aging range, we anticipated our customers would be aged around 30 – 55. However we have a strong 24 plus group of advocates and a large percentage of 55 – 65 plus, too. Word of mouth as to the results that people are getting has spread far and wide beyond our expectations. The thing is we developed a range of products for the skin rather than a skin type – the results are so visible people ask what are you using, and it goes on from there.

Is it a range that can be integrated into an existing skincare regime, or is each product designed to be used solely in harmony with the others?
It is a range that has been designed to be layered with other symbiotic ingredients – thus exaggerating the active response from one ingredient with another. When you mix other ingredients – especially those less active or more synthetic - all you do is dilute the efficacy and why would any of us pay for a diminished result?

Do you think a lot of organic brands compromise when it comes to performance?
Most definitely. All you need to do is ask people who have used other organic brands and compare the results achieve with JW – once they experience the difference they won’t go back...

What do you think is the buzz ingredient emerging for the future?
Plant flavinoids and plant vitamins (the majority of vitamins are synthetic – those you take orally and those in skin care). Plant vitamins although expensive and rare are amazing; Resveratrol is a major anti-aging ingredient that we incorporate into our skin care with all our other plant vitamins.

What is the one JW Organics product that no one should be without?
Mmmm this is difficult! I use my serums every day, alternating the mineral with the vitamin. The rose mist and rose hand crème are also absolute must have’s.

And the in-salon treatment that is your absolute favourite?
It depends on how much time I have! I love the Express and Revive if I am on the run, otherwise it is the timeless facial and the body treatment.