GenZ jAGA

PHOTOGRAPHY

Aug 29

We collaborated with jAGA drinks for our beauty story about Gen Z, the social media generation who claim their online image is always at the back of their mind, with mental health being just as an important consideration as their physical health.

Beauty Editor  Claudine Blythman   Photographer Philip Blythman

Lips No6 Carmin Escarpin Lip Liner by Givenchy . 575 Soirée á Rio Satin Finish by Dior
Styling: Swimming Costume by Hunza G. Hat by Isabel Marant. Necklace by Alighieri

jAGA drinks are created by the founder and owner of jAGA Café, Lisa Jeffries, wife to drinks entrepreneur, Lee Jeffries of Drinks Chef LTD. The husband and wife duo joined forces to elevate the brand offerings that are available in their independent, brunch and beats cafe in Market Harborough, Leicestershire.

They wanted to create a range of sophisticated non-alcoholic drinks. Lisa’s background is Fashion and Nutrition – she is passionate about alternative medicine and the power of food as medicine. Lisa carefully picked a selection of nootropics, active stacks and adaptogens for a winning formula, replacing a regular soft drink, to stay cool on the inside and out.

The range consists of two parts. The first being 5 sparkling water drinks infused with real juice and extracts. The 5 canned drinks flavours include mixed berry, yuzu & cucumber, Mexican lime & mint, lemon & ginger and watermelon.

The sparkling drinks all contain GABA. Gamma-aminobutyric acid (GABA) is a neurotransmitter, a chemical messenger in your brain. It slows down your brain by blocking specific signals in your central nervous system (your brain and spinal cord). GABA is known for producing a calming effect. Lisa and Lee wanted to add something that has a calming effect to the drinks but something different to CBD which is already widely used in other non alcoholic drinks that are on the market right now. Each drink contains added vitamins, some of which include Vitamin B3 – also known as niacin – is one of the eight essential B vitamins. It helps to release energy from the food we eat, supports normal nervous system function, fights fatigue and also helps to keep your skin healthy.

Coenzyme Q10 (CoQ10) is very on trend right now, an antioxidant that your body produces naturally. Your cells use CoQ10 for growth and maintenance. Levels of CoQ10 in your body decrease as you age.

Ashwagandha and L’theanine both can aid relaxation, reduce stress/ anxiety and improve your mood.

Lisa and Lee wanted to add something that has a calming effect to the drinks but something different to CBD which is already widely used in other non alcoholic drinks that are on the market right now.

The second part of the range are 5 mini health shot bottles. Each has its own benefit to suit your mood/needs. They are made to be convenient little boosters for on-the-go, busy and health conscious people.

The idea came from the shots that Lisa makes fresh in the Café for customers and decided there would be something in making these for the masses.

A popular health shot that is sold in jAGA is the ENERGISE shot – made with immune boosting fresh ingredients such as turmeric & ginger to aid immune function and help reduce inflammation, along with black pepper which is known to activate the properties the turmeric.

Lips Matte 88 Violet Silk by Dries Van Noten
Styling: Coat by NA-KD, Earring by Monica Vinader, Necklace by Alighieri, Earrings by Zara

“Gamma-aminobutyric acid (GABA) is a neurotransmitter, a chemical messenger in your brain. It slows down your brain by blocking specific signals in your central nervous system (your brain and spinal cord). GABA is known for producing a calming effect.”

CALM – contains L’theanine- The green tea amino acid, L-theanine (L-THE) is associated with several health benefits, including improvements in mood, cognition and a reduction of stress and anxiety-like symptoms. Lemon Balm – a calming herb from the mint family known to help reduce stress and anxiety, promote sleep.

Lips Painted Desert Patent Paint Lip Laquer by MAC. Primary Yellow Paint Stick by MAC
Styling: Jacket by Adidas. Cap by Rotate Birger Christensen

Lips 09 Pure White Pro Makeup Epic Wear Liner by NYX , 402 Vantine Fuchsia by Gucci Beauty, Clear Lipglass by MAC
Styling: Top by Dodo Bar Or, Hat by Rotate Birger Christensen, Earrings Stylist’s own

Lips Spring Break Power Bullet Matte Lipstick by Huda Beauty, Half Naked PermaGel Ultra Lip Pencil by Pat McGrath Labs
Styling: Top by Issey Miyake Pleats Please, Hat by Eugenia Kim

Credits
To see more of their work, follow them on Instagram

Beauty Editor: Claudine Blythman
Photographer: Philip Blythman
Stylist: Charly Suggett
Hairstylist: Chloe Greaves
Nail Designer: Stefanie Staunton using Magpie Beauty
Nails: Oli Jae
Model: Celine Jorgensen @milkmodelmanagement

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GenZ jAGA

We collaborated with jAGA drinks for our beauty story about Gen Z, the social media generation who claim their online image is always at the back of their mind, with mental health being just as an important consideration as their physical health.

Lisa and Lee wanted to add something that has a calming effect to the drinks but something different to CBD which is already widely used in other non alcoholic drinks that are on the market right now.

“Gamma-aminobutyric acid (GABA) is a neurotransmitter, a chemical messenger in your brain. It slows down your brain by blocking specific signals in your central nervous system (your brain and spinal cord). GABA is known for producing a calming effect.”

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