Hello there, we are Amelia and Josh, it is so nice to meet you! We founded Reduce Skincare in 2018 in sunny Durban. At the time we were still in university and wanted to find an outlet to help us build ourselves in the future.


Reduce is a plant-based, natural, preservative, chemical and cruelty free skincare brand that aims to produce beautiful, simple, affordable and quality products that not only make a difference in our customer's lives but also positively impact the environment. All of our individual packagings are recyclable and there are no harmful ingredients used in manufacturing.

Our products are for the skin. There are many types of skin - oily skin, dry skin, young skin, old skin, sensitive skin, unloved skin and adored skin. Everyone is unique, and at the end of the day, you only have one body. By caring for and loving yourself, you will protect and nurture yourself and discover how incredible your body really is. Self-love is so valuable and you will never regret showing yourself the love you deserve. 


To provide quality, affordable and sustainable alternatives. The brand plays a role in sharing self-love, awareness and positivity to those around it while offering eco-friendly and sustainable products that make a difference in people’s lives. 

The Reduce Team


Amelia Pattenden



Amelia has always had a passion for sustainable alternatives, simplicity and natural skincare as well as spreading a message of self-love. She has a Bachelor's in Commerce Degree, specialising in  Financial Management. She obtained her 200 hour Yoga Teacher Training qualifications in Rishikesh, India, in 2020, as well as her Prenatal and Postnatal YTT from Bliss Baby Yoga in 2021.


Joshua Cannan



Joshua has always had a vision and drive to start his own business and worked with Amelia to make her passion a reality. He loves interacting with people and sharing the Reducer mindset. Josh holds a Bachelors in Computer and Information Sciences and Application Development Degree and is brilliant in customer service and satisfaction.