Covent Garden · mail order & internet · since 2021
Skincare written for a face that does not need a gender to begin.
Avant Products Limited formulates anti-ageing care for face, eyes, body and hair, then sends it by parcel. The house is built for people who want visible hydration and a ritual that can be shared, not a pink aisle and a blue aisle.
01 — The house
A product company that still answers as if the formula has a name.
Avant Products Limited was incorporated on 25 January 2021 as a private limited company. The registered office is 71–75 Shelton Street, Covent Garden, London. We sell by mail order and internet, and by other retail that does not sit on a stall. A third activity is information technology consultancy: the digital shelf, the ritual finder, the quiet work that makes a parcel company feel like a house.
The word avant is a direction, not a costume. We cut formulas for hydration, radiance, barrier repair and the look of firmness that people actually notice in a photograph taken in kitchen light. Award lists are pleasant. Repeat orders are the brief.
Clients find us because they are tired of being sold a “his” cleanser and a “hers” serum that share a factory. Write to info@avant-products.online if you want a ritual that can live on one shelf.
02 — Ritual
Day or night. The same skin. Different work.
The daylight pass
Cleanse without stripping. Tone for pollution and leftover overnight actives. A hyaluronic day cream that illuminates rather than sits as a mask. Antioxidant moisture if the city is the climate. SPF is your business; we will still remind you.
- Gel cleanse — volcanic or amino, depending on how the skin behaved overnight
- Mandelic or similar toner — restore, do not sandpaper
- Serum only if the cabinet needs a targeted step
- Illuminating day cream, hyaluronic backbone
The dark hours
Remove the day. Feed water back. A night cream that includes the eye area when the formula is honest enough. A sleeping mask when the week has been dry air and late screens. Reconstruction for hair if the same person is also asking for shine, not a separate personality.
- Double cleanse if there was city and sunscreen
- Toner, quieter than the morning
- Vivifying night cream for face and eye
- Sleeping mask on depleted weeks, not as a daily costume
03 — Lab language
Ingredients we will actually discuss.
Hyaluronic acid, in more than one weight
A day cream that only shouts “HA” on the carton is marketing. We use it as a water-holding system across day, night and duo moisturisers, and we will tell you when a heavier occlusive is doing the real overnight work.
Mandelic, used as restoration
A toner should leave the barrier able to take the next step. Mandelic is in the cabinet as a restoring, anti-pollution pass, not as a peel you perform in a hurry before a meeting.
Collagen talk, without a miracle
Radiance activators and firmness claims are written as what a serum can reasonably do in weeks, not what a billboard promises overnight. If a client wants a clinic procedure, we send them to a clinic.
Keratin for hair that is in the same house
A reconstructing cream for shine is still an Avant product. Skin and hair share a bathroom. The house does not pretend they are two brands.
04 — Cabinet
Filter by the work, not by a pink or blue stripe.
Purifying gel cleanse
A gel that lifts the day without leaving the face tight. Volcanic and antioxidant notes for city skin that still has to go outside tomorrow.
Restoring toner
The unglamorous step people skip. We keep it in the five-step because the cream behaves better after it.
Radiance serum
A collagen-intense activator for clients who want a targeted step, not a seventeen-product shelf.
Illuminating day cream
Hyaluronic day moisture that has to survive office air and a commute. Illumination is a finish, not a glitter.
Night cream, face and eye
One jar that is allowed to approach the orbital bone. If a formula cannot, we will not print “eye” on it.
Anti-oxidising duo
Day and companion moisture as a pair so the cabinet does not accumulate orphans.
Hydration ritual set
A closed loop of steps that can be given without a gendered wrapping lecture. Bags are optional. The formulas are not.
Keratin shine cream
Hair in the same house as skin. Reconstructing cream for people who already own too many bottles that do nothing.
05 — Clinic & counsel
Where a jar should stop and a practitioner should start.
The jar
Mail-order skincare is the daily work: barrier, water, light, overnight repair. We will not sell a cream as a substitute for a diagnosis. If the skin is inflamed, infected, or changing in a way that frightens you, see a clinician first.
The room
Advanced treatments, electrolysis and in-person protocols belong in a clinic with consent and aftercare. Avant’s product house can sit beside that room. It is not the room.
The digital shelf
Information technology consultancy in our filing is the unglamorous half: how a ritual is found online, how a parcel is explained, how a repeat order does not become a spam sequence. Partners who need that counsel can write to the same desk.
06 — Notes from Shelton Street
Letters we send with a jar, and some we send without one.
Genderless is a formulation brief
It is not a slogan painted on a unisex bottle of nothing. It means the fragrance, the claim and the ritual are written for skin, not for a marketing segment. If a product only works as a gift for “her”, it does not leave this house.
Five steps is already an argument
We will not add a sixth because a calendar needs filling. If a mask is in the ritual, something else is resting that week. Cabinets die of accumulation, not of under-cleansing.
Hyaluronic acid is not a personality
Every house prints it. The question is which weights, which vehicle, and whether the night cream is still doing occlusion. We would rather bore you with that than with a constellation on the lid.
A parcel is still a ritual
Mail order fails when the first week has no instructions that a tired person can follow. Every box from Avant should assume the recipient will open it after a commute, not after a facial.
Four years of the house
The company is four years old this week. Shelton Street is still the registered door. The work is still formulas, parcels, and a desk at info@avant-products.online.
Clinic light, product daily
People confuse a treatment room with a moisturiser. One is an event. The other is a decade. We sell the decade. We will introduce the event when it is honest to do so.
07 — Before you write
Questions from the dressing table.
71–75 Shelton Street is the registered office in Covent Garden, not a walk-in boutique with testers on a tray. The house sells by parcel and by arranged programme. Write to info@avant-products.online first.
No. The brief is skin. Fragrance, texture and ritual are written to be shareable. If you need a highly specific medical protocol, start with a clinician.
Yes. We will still tell you which other step it expects, so the jar is not an orphan.
Skin climate (dry office, outdoor work, late screens), what you already use, and whether you want a single product or a ritual. Send it to info@avant-products.online.
08 — Desk
Write to the house.
Letters are read by people who know the cabinet. We reply from info@avant-products.online.
Avant Products Limited71–75 Shelton Street
Covent Garden
London
United Kingdom WC2H 9JQ
Email info@avant-products.online
Telephone +44 20 7946 0288
Company number 13157407 · Incorporated 25 January 2021 · Private limited company
Nature of business
- Retail sale via mail order houses or via Internet
- Other retail sale not in stores, stalls or markets
- Information technology consultancy activities