Rows of vines now stretch across what was once traditional farmland as the English wine story continues to evolve. But not all of it ends in the bottle. For Pelegrims, a skincare brand rooted in the county, the vineyard is not just a source of wine – it’s the beginning of something altogether different. Working closely with progressive vineyard Westwell, Pelegrims transforms the overlooked by-products of winemaking into high-performance skincare. It’s a concept grounded in science, but shaped by craft, provenance and a deep connection to place – firmly situating the brand within Kent’s wider food and drink ecosystem.
You’ve described yourself as a Frenchman who loves English wine – what stands out to you?
“I think English wine is probably the most exciting new wine region since New Zealand in the ’80s or ’90s. I’ve lived in the UK for 30 years, so I’ve seen it evolve first-hand. What’s remarkable is the concentration of vineyards in Kent and Sussex – around 600 out of roughly 1,000 across England. Living here, it becomes part of everyday life. You go for a run or walk the dog and you’re passing vineyards. There’s real energy around it. Of course, much of English wine is sparkling – and it’s excellent – but what excites me most are the producers doing something more creative alongside that.”
Why did you choose to partner with Westwell?
“When we started Pelegrims, we were looking for the purest possible ingredients. That immediately narrowed things down. There are many great vineyards, but we were specifically looking for those working as close as possible to organic, biodynamic and regenerative principles. That’s what led us to Westwell. It’s not about scale for us – it’s about care. Some vineyards are producing millions of bottles, which is a completely different model. We wanted to work with people who are deeply connected to their land and their process.”
For a food and drink audience, how do you explain turning wine by-products into something valuable for the skin?
“At the core, it comes down to a group of molecules called polyphenols. These are natural antioxidants found in grapes, particularly in the skins, seeds and stalks – the parts left behind after pressing. Within that family, there’s one molecule called resveratrol, which has particularly strong properties for the skin. It helps with radiance, protection and overall skin health. What’s interesting is that these compounds were first studied in Bordeaux around 30 years ago, but there’s also a more familiar cultural reference – the so-called French paradox. Despite a rich diet, French people historically had lower rates of heart disease, partly linked to these same polyphenols found in wine. So what would normally be discarded or returned to the soil actually contains something incredibly valuable.”
You also work with vine sap – can you explain that?
“Yes, that’s one of the more poetic parts of what we do. In spring, when the vines are pruned, they release a sap – what’s known as the “tears of the vine.” It’s a clear liquid that drips, literally drop by drop, as the plant heals itself. It only happens during a very short window each year, and collecting it is a slow process. But it’s incredibly potent – far more concentrated than something like vitamin C found in oranges. There’s a long history behind it as well. Vineyard workers would apply it directly to their skin, and there are even stories of it being used in more elaborate treatments centuries ago. It’s where science and tradition meet in a very tangible way.”
There’s a strong parallel with food and drink here – how important is that sense of origin?
“It’s crucial. In the same way that people care about where their meat or vegetables come from, we think it matters in skincare too. You can buy a perfectly functional product anywhere – but if you don’t know where the ingredients come from, it’s a very different experience. For us, traceability is key. We can take someone to the vineyard, show them exactly where the ingredients come from, and explain how they’re grown and harvested. That builds trust. And even if people don’t always ask, it still matters that we know we’re doing things properly.”
How rooted is the brand in the local landscape?
“Very much so. We think of it as a 20-mile triangle – between the vineyard, our lab in Folkestone, and our store and treatment rooms in Canterbury. Everything is close, everything is connected. We’re working with local ingredients and contributing, in our own way, to the growth of English wine and the wider ecosystem around it. It’s not just about making a product – it’s about being part of something bigger happening here in Kent.”
As the brand grows, how do you protect that ethos?
“We want to grow, but not at the expense of what makes us what we are. That means being careful – about how quickly we expand, who we work with, and even who we take investment from. We’ve turned down opportunities that would have compromised our independence. If you grow too fast, you start making shortcuts. You change ingredients, you lose control of the process. That’s not what we want. We’re building something for the long term – something that still feels true in 20 or 30 years.”
What does the future look like for Pelegrims?
“A mix of things, really – new products, new collaborations, often with vineyards in different regions. But we’re not overly structured in how we approach it. We prefer to stay open and follow opportunities that feel right. If growth comes as a result of doing good, interesting things, then that’s perfect. We’re not chasing scale for its own sake. In many ways, that’s the joy of it – we don’t know exactly where it will go next.”
