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Vertically farmed basil: a powerful ingredient for men’s cosmetics

“As the skin is a very porous organ, it is important to feed it a healthy diet and use natural products. With that in mind, I created a cosmetics brand using basil grown in vertical farms,” says James Chase, founder and CEO of BAZ&CO.

The UK-based vertical farming company aims to provide naturally sourced skincare products for men, with basil as its key ingredient. The company currently produces a body wash, an exfoliator and cleanser, and a moisturizer. Ingredients are sourced from the UK as much as possible. Further, BAZ&CO.  strives to use only recyclable materials in its packaging.

James Chase

“Basil is very good skin thanks to its anti-inflammatory and antioxidant properties. It also grows really well in vertical farms. We source locally because we trust European organic standards and want to keep our food miles low,” explains James.

The products

Education is key, especially for male-centric cosmetics
As James explains, developing cosmetic products for men 30 and older comes with a unique set of challenges, specifically around their receptiveness to new brands. It has thus been imperative that BAZ&CO. tells its story and explain why responsible cosmetics should matter to a client base that has long been underserved.

Across the board, there is a trend towards sustainability and wellness but this has yet to fully percolate the cosmetics industry. Understanding the story of vertical farming and natural, organic ingredients is especially important in cosmetics due to the price tag associated with natural ingredients.

Inside the production facility of Jones Food Company (Photo credits:

“Mass-market cosmetics can be made cheaply on such a large scale partly because they tend to use more chemicals and synthetic ingredients to keep costs low. Some brands are championing natural ingredients. As more brands come into the space, it will allow us to create a category for these products,” says James.

Due to Brexit, it is currently challenging to purchase BAZ&CO.’s products outside of the UK. In 2023, the company hopes to put its products on shelves in both the US and Europe. The company also plans to develop a deodorant and an SPF moisturizer to provide protection against UV rays.

For more information:
James Chase, Founder and CEO
[email protected]