Jo Chidley, founder of Beauty Kitchen, uses seahorse plankton, "a special king of micro algae," in a range of her products. "It protects itself from environmental stresses by producing a unique mix of antioxidants and omega 3 and 6 fatty acids," she explains, "which are the only two fatty acids your own body cannot produce and are the ones needed for healthy sustainable skin, lipids, sterols, carotenoids and vitamins (A, D, E & K)."

If your mind is conjuring up images of people in wellington boots handpicking algae from the UK's shoreline, I'm afraid it's not quite as wholesome as you'd imagine. It is, however, sourced sustainably. "We cultivate everything ourselves, and our seahorse plankton comes from our bioreactor (a big greenhouse to you and I)," Chidley says. "This is a cradle-to-cradle method, as not only do we get the greatest ingredient, but when you grow algae it creates energy that is sold back to the grid, turning CO2 into oxygen. This means we're not taking from the ocean."

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