Meet Pix Ashworth: Founder of land&water


Pix Ashworth, the founder of land&water, wanted to capture the essence of North Cornwall. The collection of natural bath and body products are made in the British Isles, and the natural ingredients are thoughtfully selected and sustainably sourced.

Tell us about your background. What was the journey that led you to create land&water?

My childhood was both old-fashioned and progressive for its time; I and my siblings were left to be children, to roam and to be independent. There was huge warmth, care and a continuous challenge of the status quo. It gave me determination and ambition but also respect for others and the world around us.

Our family business is hospitality (with venues in Cornwall, The Lake District and soon Hampshire) with the concept of active relaxation at its core. land&water’s heritage is embedded in the concept of active relaxation – of getting out amongst the elements to blow away the cobwebs, to invigorate and calm. My upbringing and our Cornwall-based lifestyle led towards my wish to take the emotion of this experience and bottle it.

The timing to launch land&water has been a natural evolution and it coincides with society’s growing need and desire to connect to the outside environment.

How has the brand evolved over time?

The brand is only a year old but its evolution has been in the making for a long time…

What inspires you and motivates you?

Spending time outside. That and the people that I work with are my primary sources for inspiration and motivation.

What does sustainability mean to you as a brand?

The principles of sustainability should not be a USP, but a given. This means doing the best you can for the stage of development that your business is at. We make decisions for the present but with an eye to the future. I am really proud of our sustainable achievements; we create natural products using ethical and natural recipes that are suitable for vegans. We were one of the first onto the market with 100% recycled plastic bottles.

Our packaging decisions are on our website.

What would be your top tip to help encourage others to live more sustainably?

There are three big changes I’d recommend to friends if they are able to: firstly, make sure your home energy supplier (particularly electricity) sources only from renewable energy; electricity suppliers are surprisingly easy to change! Secondly, invest in an electric car; there is so much choice now on the market. And thirdly, eat less meat. Beyond that, for me it’s really about re-creating and challenging my everyday habits.

What are you most excited to work on over the next few months?

We’ve got great plans to expand our product range both for new products as well as refills. Also, connecting with more customers directly and via retailers is an important growth path for us this year.

What piece of advice would you give to someone who is looking to set up their own company?

I think having a reason for being is integral to the success of a company. From there, being surrounded by people with whom you get on well and respect is the best springboard. Confidence in gut instinct and, of course, sheer hard work, are two other fundamentals for me.

What do you look for when finding the perfect gift?

Sustainability and the elements of surprise and delight.

What are your LITTLE FINDs (Top 3 favourite products on our site)?

1. Caran D'Ache - Ballpoint Pen: I love the combination of stationary, sustainability and a long-standing brand of quality.

2. Oy! - Clear Skin Purifying Serum: for my teenagers!

3. Bee's Wrap - Set of 3 Large Honeycomb Print Wraps: indispensable!

It's always fun to end on a quick fire round...

  • Favourite TV series right now? The Queen’s Gambit
  • Last thing you cooked? Fish pie
  • Favourite Instagram account to follow? @athenamellor Founder of Ramble Guides.
  • Best book recommendation? Wilding by Isabella Tree
  • Perfect way to spend your weekend? Walking, gardening, and a quick kip on a sofa if I can get it!
  • Best restaurant you’ve eaten at? Emily Scott Food at Watergate Bay and at St Tudy, Cornwall
  • Country you’d love to visit? New Zealand

Shop the land&water collection at THE FIND.

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