Global makeup awards and global green beauty awards makeup news flash, blog for the global makeup awards and global green beauty awards, news, cosmetics news, blog
The 2020 Global Green Beauty Awards winners have been announced. Celebrating the best in Green & Clean beauty, the awards looks at the best beauty products from brands making an active effort to make their beauty products more eco friendly.
There are a number of categories recognising the best of Natural, Organic, Vegan, Sustainable, Plastic Free and Ethical products. From skincare, to cosmetics, from hair care to body care, you can now see which products are excellent and green and clean at the same time!
With over 300 entries, it was a competitive year for the 2020 Global Green Beauty Awards. Read the winners in the list below, or read more about them in the e-magazine Global Makeup Magazine.
Winners list for the 2020 Global Green Beauty Awards.
Best ethical beauty product
Gold - Dr.PAWPAW Scrub and Nourish
Gold - Deardot Yuja Cleansing Seal
Silver - EK Sunscreens Kawakawa & Tamanu Certified Natural Sun Protection
Bronze - Lavera Hydro Sensation Cream Gel
Green and clean beauty awards.... our entries close today!
Hi everyone and especially our green beauty lovers.
Just a quick update to all our blog followers that the 2020 Global Green Beauty Awards close today for entries, 5pm GMT 15th July 2020. You have just a couple of hours left to cast your brand's entry in to this years eco friendly beauty awards which looks to celebrate those green beauty products, vegan products and ethical beauty ranges.
We have been absolutely flabbergasted with the amount of entries. As editor for the awards, I'm truly humbled to see so many brands, big and small, looking towards a more green ethos within the beauty companies. We have already had hundreds of brands enter into this years awards and we are hoping in the next few hours to see even more before the deadline rings in.
Beauty companies have already led the way with the LGBQ community, and now they are leading the green revolution too. We have seen so many brands which use sustainable packaging and have removed virgin plastic from their packaging. Other's use zero waste packaging and have everything completely disposable, from packaging to its carton.
Other brands look towards having greener ingredients, and have natural or organic (and sometimes both) within their ingredients list. We also have categories this year for those primal elements from nature which have huge benefits for the skin - shea, charcoal, aloe, honey to name just a few. We also have ethical categories - for those brands with a more ethical stand-point on beauty and perhaps look at sustainable farming, or how to give back to the farmers or the land / plants where the products have been made from.
We also have categories for vegan and cruelty free, as many brands are now making sure this is a fundamental step within their product creation in order to maintain a more clean and animal friendly company.
Our team is looking forward to judging the best of the best of these eco friendly beauty products with our green beauty awards. We are of course looking at products efficacy, but also the green and clean ethos around the beauty product and the beauty brands themselves.
The gold, silver and bronze winners will be announced in our magazine Global Makeup Magazine which you can read on our website home page www.globalmakeupawards.com which is the umbrella company for the Global Green Beauty Awards 2020. The awards will be announced online on 10th August and we cannot wait to show you who this year's winners have been. There has been such a mix of brands, we know you will be delighted to see such a range and to discover the best of the new eco friendly products.
Good morning! Daniel here!
It is a beautiful day here in Italy. Lake Garda is so much fun during the summer. There are lots of small festivals at each town with great food, drink, and music. The midday sun is so strong during July, I normally try and avoid going out as it can be quite exhausting and instead work on the Global Makeup Awards (the USA is currently open for entries!) and the Global Green Beauty Awards. However, on Monday I broke my own rules and went to the beach with my SUP board to cool off. It was great but later I noticed that my shoulders were sunburnt. They really seem to suffer, no matter how much sunblock I apply but I’ve been moisturising them regularly since and they feel much better! I better return to my trust favourite by EK Sunscreens - and put on their SPF factor 50 Kawakawa & Tamanu Certified Natural Sun Protection to prevent myself from any future damage!
Last night I skipped the AC/DC tribute band playing in the park across the road because this morning
I had an early start. A free 1-hour yoga session down by the lake at 6:30am. Such a perfect spot and
the air was still nice and cool.
Anyway, today I want to shine a little light on a couple of winners from the last beauty awards - the UK 2020 Global Makeup Awards. I would like to begin with BEST MOISTURISER GOLD WINNER: Primex Iceland for their amazing ChitoCare Face Cream.
Naturally I’m drawn to moisturisers with a high SPF number anyway but these guys are so much
more than that. With their Headquarters based in Iceland, it is inevitable that Primex Iceland is influenced by its geographical surroundings and embraces the rich natural products which are native to the area.
In 1999, they opened a hi-tech factory in Siglufjordur dedicated to the production of chitin and
chitosan which promote skin-healing and protection. In 2012 they were awarded “The Icelandic
Innovation Award” for creating popular, commercial products underpinned by solid, rigorous
scientific research and testing.
Recently, Primex has provided emergency staff in Iceland’s national hospital with ChitoCare Medical
products to relieve the pain and discomfort from cracked skin after using strong hand sanitizers and
to protect them from irritation.
Now for another winner. This year’s BEST SHAMPOO / CONDITIONER GOLD WINNER in the UK 2020 Global Makeup Awards was Biovène Barcelona for their Argan Oil & Mint Hydrate Repair Conditioner In-A-Bar.
Here at the Global Makeup Awards, we really loved this innovative company and product. Rather
than using the traditional conditioner design, this product comes in a bar containing natural Argan
oil, Peppermint, Macadamia oil, Beeswax and Shea butter. Not only is it plastic-free (always a good
thing), it also reduces water waste and increases efficiency (1 bar provides 50% more treatments
than a typical bottle).
Additionally, the company has a strong no-cruelty ethos as well as supporting vegan lifestyles and embraces the beauty of diversity across the globe.
Please, please do try their conditioner in-a-bar. This is a wonderful idea which should really catch-
OK, thanks for reading another In the Spotlight Blog. I hope you enjoyed reading it as much as I
enjoyed writing it. These guys are deserved winners of their beauty awards and I’m sure we’ll all be
hearing much more from them in the future!
Until next time, CIAO!!!
Don’t let’s be coy. Our V area needs as much love and attention as our faces. Being a delicate area, often with sensitive skin, it is important to use products specially designed for 'down there'! And our team are loving THE PERFECT V product range which also happens to have been a winner in the 2019 Scandinavian Global Makeup Awards.
Anyone who’s experienced an in-growing hair after shaving or a reaction to a soap or shower gel requiring a visit to the chemist will appreciate the use of a product dedicated for the vaginal area.
The ethos of this brand is to give women confidence and provide a positive image of themselves. Certainly being confident with your freshness at all times in this area is one less worry whatever age you are.
The ingredients are sourced from the Nordic home of this product featuring Arctic Cloudberry which has incredibly high levels of Vitamin C helping to enhance and brighten skin appearance. It also contains Omega -6 and -3 to promote healthy looking skin and vitamin A to rejuvenate the skin cells Bilberry extract is the skin conditioning agent containing anti ageing resveratrol and quercetin along with vitamins B C and E whilst it’s fruit has anti oxidant Properties.
The light fresh scent of elderflower also provides protection against free radical damage, lingonberries, the famous scandi super fruit, and sea buckthorn all contribute to the natural and soothing effect of the VV range. The judges loved the presentation of Vanicure essentials. Small enough to put in your hand luggage (30cc each item) the box contains one each of the VV Gentle Wash, the VV Gentle Exfoliator and V V Cream providing every step of your routine to moisturise and condition your skin. RRP $39.00.
Complement these with The perfect V Serum Very V which really calms irritated skin. The product may be for an area mostly kept under wrap but the packaging is so discreet no one will guess where it’s going to be applied. We all loved it !
Are you looking for the best serum? Here's our thoughts on some of the top brands out there right now.
It’s hard to get through daily life without it leaving its mark. We’ve been looking at some fabulous products called 'brightening serums' which are available which all help counter these effects whether caused by slight physical scars or skin conditions caused by nature, nurture or pollution. They all have a brightening effect on the skin. With varying price points our team have been looking at some of the varying natural ingredients being used ranging from the cucumber plant to rosehips.
PAI ROSEHIP BIO REGENERATE OIL
This product is for all skin types is made in London Founded by Sarah Brown some thirteen years ago Pai steer clear of using common irritants preservatives and man made ingredients. Not tested on Animals. The company has certification from The Soil Association and accreditation from the Vegan Society. Rich in Omegas to help skin regeneration Pai’s Rosehip BioRegenerate Facial Oil offers help for all skin types including Acne, Eczema and Rosacea prone skin. This product uses Andean Rosehip oil. It has a RRP of £24.00
From the New Zealand Company Living Nature we next present LIVING NATURE ACTIVE BRIGHTENING SERUM with Hyaluronic acid Again this is a brightening treatment with active Atlantic Kelp and tropical Pracaxi fruit seed to minimise skin pigmentation and even out skin tone. Hyaluronic Acid boosts collagen and Rosehip oil boosts skin regeneration Harakeke Flax Gel helps reduce fine lines and wrinkles. Unlike other similar products which are mainly clear serums Living Nature Active Brightening Serum is a creamy liquid It absorbs easily and is best used along with Living Nature moisturiser. This product is £32 and currently available in the UK if you purchase from their stockist Naturisimo.
Back to London based companies HOUSE OF LIFE LONDON presents No 7 INTENSE RADIANCE BOOST. This is aimed at targeting age defying skin problems. The oil is hand crafted from the purest ingredients including parsley, lemon and potato. With its Neroli infused essential oil blend acting as a mood enhancer both body and soul are being treated. A terrific skin correction product. It has a RRP of £47.
THE ORGANIC PHARMACY, another firm favourite of ours offers THE ORGANIC PHARMACY STABILISED VITAMIN C SERUM a boost to firmness and collagen and to improve texture and brighten even skin tone Ingredients are 91% organic. Vitamin C has been shown to reverse multiple signs of ageing whilst boosting collagen and skin elasticity suitable for vegans Also great for the decolette. The main ingredient is Virginiana flower water from organic farms The Organic Pharmacy never fails to deliver. RRP £45.00
SCIENCE OF SKIN
And last but not least Science of Skin Rescue No 1 Douglas Mc George a leading UK cosmetic surgeon along with Ardeshir Bayat , an acclaimed academic skin biologist have joined ranks to produce a series of products all aimed at helping specific skin repair. Science Of Skin No 1 Is just one of these natural, cruelty free and vegan products developed to encourage treatment for scarring
This July's hottest shower gels as tried and tested by the Global Makeup Awards and Global Green Beauty Awards team
Don't be caught out by July showers, indoors not outdoors!
We’ve been having a great time testing shower gels and smelling really sweet. Shower gels are such a pleasure to use and can really awaken and revitalise your morning routine. When choosing a shower gel you've got to go for what is important for you.
Maybe you struggle waking up in the morning - in which case choose a citrusy shower gel with zest to wake you up. If you suffer from dry and dull skin you will need a more performance related shower gel that will hydrate your skin and leave it smooth - perhaps with a light exfoliation to remove dead skin cells. Or maybe for you it's all about the materials - is it organic, ethical, natural, zero waste? (If the last things are important to you then you will love reading about our 2020 Global Green Beauty Awards winners which will be announced in our e-magazine Global Makeup Magazine on 10th August.)
As shower gels cover such a huge range of personal choices whether though ingredients, strength or just personal taste, we thought we would touch on some of our July favourites from three well known brands, each with shower gels at a very similar price point, but all delivering something completely different.
We tested The Organic Pharmacy Shower Gel with Lemon & Eucalyptus, REN Clean Skincare Atlantic Kelp and Magnesium antifatigue Body Wash and Guava and Gold Paradise Found Bath and Shower Gel.
We’ve loved the healthy and refreshing fragrance when coming out of the shower after using The Organic Pharmacy’s Shower Gel with Lemon and Eucalyptus. You can buy it online for £25.95, in their shops (we love their flagship shop off Argyle Road near Oxford Street station, or even in Selfridges.) The eucalyptus in it has a really clean fragrance without being antiseptic. No sulphides in this product. Just the job to make you feel ready to face a Covid news week. We love the zesty scent which really awakens and refreshes in the morning.
RENs Clean Skincare Atlantic Kelp and Magnesium Antifatigue Bodywash, which has a RRP of £22.00 is also sulphide free and is infused with a blend of Anti-fatigue Essential oils. What better way to face a busy day.
What you may not have realised about this shower gel, is that is made from 100% recycled plastic, including using ocean plastic. If you are concerned about your plastic use, then this is a great green and clean brand to go for, as they are thinking ethically about their packaging and how they can re-use the plastic which is already out there. You can also enjoy its clean ingredients - Atlantic Kelp Extract is a source of essential minerals to nourish. Magnesium PCA helps moisturise the skin, it also contains Sage, Cypress, Geranium, Rosemary which provide a fresh, energising and uplifting scent.
And finally. Guava and Gold Paradise Found Bath and Shower Gel which has a RRP of £20.00. This shower gel left our judges feeling completely pampered and moisturised. In fact it won Gold in the UK 2020 Global Makeup Awards.
Paraben free and phthalate free fragrance, this is very much a gel based on the seductive scents Of exotic fruits and flowers and infused with jasmine, tuberose and a base of amber and pink cedar. You of course can't miss the gorgeous packaging of this product and the gold shimmer that it leaves you. A truly indulgent shower gel, this makes for a great present, or you can just spoil yourself.
So whatever takes your fancy from the range of products, you can see there is something perfect for everyone!
There is just one month left to enter the 2020 USA Global Makeup Awards.
This is our inaugural launch for the USA and we know it is going to be just as big as the UK Global Makeup Awards was.
It made sense to expand our awards to different regions across the globe, There are so many brands out there, and for America all the more so, there are so many great MADE IN THE USA brands! So it is time to celebrate them.
Beauty Awards in the USA
Beauty Awards are a big thing in the UK. In fact there are a tonne of them. We love to celebrate the best of the best new launches and consumers are always looking to find what is the hottest on trend beauty product on the market right now. But when you look to the USA, things have gone a bit quieter on the beauty awards and makeup awards front? There are the odd awards by magazines but not many awards that we can see which are independently judged and adjudicated by a team of beauty experts. For two countries with not only a shared language, but also a shared love of beauty products this seems to not align correctly. So we are delighted that the Global Makeup Awards has branched out and created an awards, just for America.
Products need to be available to purchase in America either by post or in shop in order to enter these awards. American beauty products are a huge thing. In fact - even Cosmo did an article for UK residents on what beauty products to buy in America if they are visiting there as not all are available to buy in the UK, making some products a bit like cult classics....especially when shopping in the famous ULTA and Sephora. I mean, some people even pack an extra suitcase when travelling to the USA just for beauty buys... oh and some Hershey's chocolate. In fact, in America, these are called the MVP Beauty Players - or in other words, the Most Valuable Player beauty brands.
Did you know Glossier (it's only been around since 2014 can you believe it!?) Drunk Elephant and CoverGirl were all American beauty brands? That's right. Some more hot American beauty brands out there right now and perhaps a little lesser known in the UK are BeautyCounter's tinted moisturizer, and RMS beauty un-coverup.
We've all heard of Kylie cosmetics here in the UK and we are hoping they will be entering the 2020 USA Global Makeup Awards. We'd love to try their Stormi palette with its unique periwinkle shade and beautiful butterfly packaging. Let's see how it rates against the other big palette players like Urban Decay's Naked palette. The Kylie Cosmetics brand was made famous by the Kylie Lip Kit - which sold both a lippie and a pencil for $36.
There is also Milk Makeup out there, which is an American brand from New York. They don't currently ship internationally which means it's time to book a flight and a suitcase if you want to get your hands on their Matcha stick cleanser.
Our 2020 USA Global Makeup Awards close in just one month. That's not much time to get entries in and we can't wait to see which hot hot hot products will be entering this year. We are of course looking for the best of new launches and are so excited to see who the winners will be in this year's American beauty awards.
Anywho, we will be announcing the winners for the USA Global Makeup Awards on 10th September - so keep an eye out - it's going to be one to watch if you want to keep up to date on the hottest beauty trends on the other side of the pond
The Global Makeup Awards team xx
In the Spotlight: Lily Lolo, MissGuided Perfumes and Lusso Tan - winners in the UK 2020 Global Makeup Awards
Hi again friends,
I’m sorry. I just couldn’t stop myself from writing another In The Spotlight blog. I just love
investigating more about the companies and people behind the great products which were winners
in our beauty awards and make-up awards and I want everyone to know about them.
It's wonderful looking through their Instagram pages, reading the company bios and I particularly enjoy read their
blogs. Today I’ve highlighted 3 winners from the UK 2020 Global Makeup Awards which were held earlier this summer.
BEST INNOVATIVE PRODUCT SILVER WINNER -
The Summer Meadow Bath Bomb is loaded with essential oils carefully selected to heighten your
senses, hydrate your skin and give it velvety smooth texture.
Impressively, they will donate 47p to Mencap for every one of their Limited Edition bath Bomb’s
purchased. I love their choice of charity and their commitment to improving the lives of others.
They also write some super blogs. I especially enjoyed this one from last summer, which is very
relevant now in the midst of this current heatwave - https://lussotan.com/blogs/news/holiday-
BEST FRAGRANCE BRONZE WINNER -
Missguided Babe Power
I have to admit, in addition to having created a fantastic fragrance, I am also in love with the
company and products names which left me curious and keen to know more about the company and people behind the product.
The Missguided brand has a clear mission and that is to “empower females globally to be confident
in themselves and be who they want to be”.
This comes across clearly through the company branding which is exactly how they themselves describe it- bold, clear and forward-thinking.
These guys at Missguided understand the current climate and have really captured the attitude of women towards modern life, including social media, street style and popular culture. Run by Nitin Passi, who previously had a successful career in the New York Fashion Industry, he set-up by himself in 2009 and has gone from strength to strength. Clearly running his own business suits him and he expresses himself wonderfully through the brand.
Follow his adventures on Instagram -
BEST FOUNDATION GOLD WINNER - Lily Lolo
Founded in 2005 by Vikki Khan and named after her sisters, Lily Lolo is a British natural mineral
Their first foundation product managed to achieve cult status in natural beauty circles and the
company now has a wide range of products tailored towards customers who are looking for ethical,
high quality products. In fact, their cream foundation won gold in the UK 2020 Global Makeup Awards are our judges fell in love with it too. Did you know that it is 100% vegan foundation and made with nourishing jojoba and argan oils?
Using exclusively natural ingredients, the brand is inspired by the gift of difference and they create
products for every type of woman, regardless of age, style or skin-type.
In fact Lily Lolo are a cruelty-free brand, dedicated to remaining free from chemicals, parabens, perfumes or dyes.They are also proud to say that 90% of their beauty and makeup products are vegan-friendly.
We hope you enjoyed reading a little more information about the winners from the UK 2020 Global Makeup Awards which ha da record breaking year in terms of entries. We had over 350 entries so the best of the best were picked and we love highlighting those winners in our In the Spotlight beauty blogs.
My recent blogs showcasing some of our recent 2020 UK Global Makeup Awards winners have been pleasingly popular, I must say I love writing them! Today I would like to highlight some more wonderful
companies which not only have super products deserving of beauty awards but also have such
fascinating back-stories and positive contributions to our industry.
BEST ANTI AGEING PRODUCT GOLD WINNER
24K Gold & Manuka Honey Face Oil
Manuka Doctor was gold winner for best anti ageing product in the UK 2020 Global Makeup Awards. Manuka Doctor is a company with a firm foot still in its homeland among the fresh New Zealand
mountains where their expert Bee Keepers source high-quality, quality authentic Mānuka Honey.
The last few years has seen demand for the honey increase dramatically as more and more people
become tuned-in its well-being properties.
The origins of the company go all the way back to 1909 and the Manuka Doctor strives to keep their
production techniques as clean and pure now as they were in the beginning. Their philosophy is to
use the best ingredients from New Zealand and the remain a rare example of a New Zealand honey
company which runs its private business in a fully integrated way.
We loved this product because we could see an approved appearance of our skin, reduced wrinkles and improved skin radiance. It is 2020's must have beauty product.
BEST BEAUTY TOOL GOLD WINNER
Skinvigorate Sonic Skin Care System
Mary Kay Mission – Enriching the lives of women and their families around the world. That’s a great mission statement! Furthermore, Mary Kay back it up by creating excellent products
which really do have a positive effect on women and their families!
Founded in 1963, Mary Kay’s original offer consisted of one foundation product along with four
skincare products. By the late eighties they had banned animal testing and created a recycling
programme. Soon after they achieved the impressive milestone of $1Billion wholesale sales.
According to Instagram Mary Kay China has just celebrated its 25 th Birthday.
The company’s standpoint on equality is inspirational and I absolutely love how they promote their
beauty products from a feminist standpoint as well as vocally getting behind the recent #BLM
movement. This is a company run by people who know who they are and what change they want to
make in the world. Mary Kay’s huge success only underpins the notion that you don’t have to
abandon your values to be successful.
The Skinvigorate Sonic Skin Care System provides you with a cleaner, impurity free face in just 60 seconds. It was truly deserving of a gold win in the UK 2020 Global Makeup Awards. The Skinvigorate also removes 4 x more dirt, makeup and pollutants compared to just hand cleaning at home. This means you are left with super clean skin, that looks fresher and rejuvenated. It really is a must have cleanser, up there with LumiSpa and Foreo Luna 3 skincare cleansers.
I’d love to tell you more about these brands but probably the best thing you can do is head over to
their websites to find out more about their history, their products and their latest news.
They are thoroughly deserving of their beauty awards and in this tough year so far, I definitely think
any products that help us feel better and healthier are a great thing,
By the way, here in Italy the weather is super-hot, just as it has been in the UK, and it is great to see
lots of German tourists have come back to Italy as soon as they could, to enjoy the food, culture and
beautiful scenery. It’s a huge boost not only to the tourism sector but to everyone’s mood. Living in
a ghost town started off like a novelty but it soon became quite draining!
Also, thank you for all your entries in the Global Green Beauty Awards and the 2020 USA Global Makeup Awards - watch out for their entry deadlines closing in mid july and 1st of August respectively.
Until next time!
Our beautiful UK 2020 Global Makeup Awards trophies have arrived!
Good (early) morning everyone!
It's Dominique here from the Global Makeup Awards. Today I'm up too early....3.45am because the sun is just rising, it's one day after the summer solstice. That's not a regular habit of mine... more just being someone who once sees the sun is up, I can never get back to sleep again, anyone else like that?
A little quick update with where we are with the awards. We currently have TWO awards open. We have both the 2020 Global Green Beauty Awards open (a green beauty awards alternative) and the 2020 USA Global Makeup Awards open. (This is like the other Global Makeup Awards you know and love, but this time we've branched out into the fabulous American market, where the is so much beauty innovation and expertise. We are so excited to be launching in the USA and for our USA beauty awards to be taking on a whole other shape and dimension. Entries for the Global Green Beauty Award end July 15th, and for the USA Global Makeup Awards the entries close August 1st. We don't normally have two awards running at the same time, but as you all know coronavirus has wreaked havoc on schedules and timings so we have had to have had a little reshuffle!
In other beauty related news, we have had delivery of our 2020 UK Global Makeup Awards trophies. They are so beautiful. We love our innovatively designed A6 perspex block beauty award trophies. They look so cute on a desk to celebrate a win or placed on a shelf.
If you have just entered our Global Green Beauty Awards or the USA Global Makeup Awards and would like to order one like in the picture, just let us know. Why not try and collect one for each global region that we run our awards in, or one each year? They cost £150 for one trophy celebrating one win, but be sure to let us know soon as you win as we have a short order window.
What do you receive when you win in our awards?
We really do try to add value in our awards. Every winner in our beauty awards receives for free and entry in our Global Makeup Magazine, and for the moment that includes an image too. You also receive a paper certificate posted to your door and of course our iconic awards logo and a mention with back link on our website. But, if that's not enough for you and you would like something physical on your desk, then an additional perspex trophy is exactly what you are looking for.
We also announce the winners in Diary Directory. Have you signed up to it yet? It is such an amazing beauty tool to find out what is going on in the beauty events calendar, and their daily email is really interesting. You'll also never miss out on our awards dates this way either!
Will you ever run a gala?
A gala for our beauty awards is something we are so keen to do. What better event is there for networking, socialising, having a good knees up and of course for finding out the winners to the beauty awards with a celebration gala. However, for the moment with the coronavirus pandemic we need to keep things safe. As soon as things return to pre-apocalypse (kidding! but you know what I mean) then it is definitely something we will put on the table.
The sun is really coming up now and it's already time for another coffee. If you have received your UK Global Makeup Awards trophy please do send me a picture of it so I can feature on the website and social media. Our next UK awards isn't until January 2021 so let's keep the ball rolling and news about the 2020 awards hot hot hot!
Peace and love
Editor's Makeup Newsflash
Bitesize news on the latest and great updates from the Beauty and Makeup Industry for the Global Makeup Awards and the Global Green Beauty Awards
Submit Press Release?
To submit a press release please email with the title "submit press release" and the content in the email to email@example.com