When Cassie Sanghvi started her cosmetics company, she knew it had to offer people something different; something useful.
As a pharmacist, she had a sound understanding of cosmetic formulations and felt passionate about creating a product range that was natural and organic.
Enter The Base Collective, a magnesium-based skincare and cosmetics brand, made with only the most natural ingredients and non-toxic components.
“We wanted to disrupt the market and create something Business and Finance that was genuinely clean, green and safe – these are the pillars we stand for,” Ms Sanghvi said.
The business was co-founded in 2016 by Ms Sanghvi and Carly Pountney. At the time of launching, there was a gap in the market for a magnesium-based product range that could offer incredible health benefits.
The range launched with a natural hand wash and hand milk, and has since expanded to include magnesium-rich products which has become the brand’s niche.
Magnesium is the hero ingredient in The Base Collective’s product range and something that the brand is renowned for.
But why did Ms Sanghvi decide that this ingredient would be the star of the show?
To put it simply, magnesium offers incredible benefits. From improving skin health, to relieving muscle aches and pains, and promoting more restful sleep, magnesium is a powerhouse mineral.
“Back when we started, many people didn’t know a lot about magnesium and the benefits of it,” Ms Sanghvi said.
“You can take magnesium orally but a lot of people don’t absorb it or find it irritating to the GI tract, but what people don’t realise is that they receive many benefits from absorbing magnesium topically.
“A lot of people are getting great relief from cramps, muscle aches and pains by applying magnesium topically. But it’s also really good for your skin health.
“If you are experiencing things like eczema, acne, premature ageing, and sunspots, your skin is one of those organs that magnesium is essential for. So if you’re experiencing those problems, usually your skin is lacking magnesium. By applying it topically, you’re able to balance it out and we’re seeing great results (among customers) with overall skin health.”
Magnesium can also reduce damage from external aggressors such as the sun and pollution, it assists with collagen production to improve elasticity in the skin, and it treats dry skin by enhancing skin barrier repair.
The way in which magnesium helps people has been one of the most impressive outcomes of The Base Collective range.
“I think, being a pharmacist, it satisfies that need to help people Shopping and Product. I think that’s probably one of the things I love the most (about running the business) – helping people,” Ms Sanghvi said.