Posted in BeautyInspireStandard

Personal with Sofia & Ana, founders of theCosmethics

For a long time, I wanted to introduce you a little bit closer to our stockist partners and people in beauty & wellness industry that inspire me. So I decided to take advantage of the current pandemic lockdown situation.

I’ve been reading a lot and creating more content lately, thanks to some extra time I would normally spend on being outside, travelling, socialising, etc. Which I dearly miss!  So I thought I would share with you the wisdom, inspirational stories and wellbeing tips of these dear people I met on this journey with Lena Wild. I hope you will enjoy reading them too!

My first guests are founders of theCosmethics! Two beautiful souls and passionate advocates of natural beauty. They were the first people we introduced our products to, only when our brand was 1 month old, and they took us on board! I am so honoured to interview them.

What is the inspiration behind theCosmethics?

theCosmethics was born more like a hobby but soon I realised I enjoyed so much more to work with cosmetics than with clothes (I was working in the fashion industry). From the very beginning, our mindset was that we didn’t want to become just another beauty store. As customers, we want clear information, not only clear but also real & helpful information about products; education about the ingredients & uses of each product. When you visit the majority of beauty stores (especially 8 years ago when we started, nowadays the offer is better & bigger) they are not worried about which is the best product for you, or if they are going to really help you with your skincare, nor if you should learn how to correctly use the product you are buying to make the most of it. So we started theCosmethics focusing on treating people as we wanted to be treated as customers. Doing all those things that we did not exerience when we were customers.

Why natural skincare?

We found truly natural skincare is more respectful to people, animals and the environment. We have seen this part of the beauty world developed a lot since we began, so we also find many beautiful & innovative options right now. And finally, most of the products we have tired are as effective as conventional if not more in many cases. But we do not find all natural skincare being perfect. Sometimes, there are many scaremongering messages, trying to convince people that conventional cosmetics are super-super bad. We do not agree with that message. We think that there is an incredible world of natural beauty products, but we do not think all the other options are terrible or fear-worthy or bad.

How do you select your brands and products you stock at theCosmethics?

Testing, testing, testing! Also, we look at INCIs and the experience they deliver.

What is your advice for someone who is looking to switch to natural products?

Step by step. It is better to do not get obsessed and think that all your bathroom is poisoned and you have to throw it all at once. Keep the products that work for you until you find a better replacement, but, again, step by step. Look for a store where you find real advice instead of fear or hate messages. And be careful with your allergies. Real natural products contain real natural ingredients, so if you are allergic to some you are going to react to natural products too. Some people think that natural products are harmless or innocuous, but they are not if your have allergies. And finally, if you have serious skin concerns, go to a dermatologist. Discuss that you prefer to use natural products and if you do not trust or like your dermatologist, change. But you should always seek an advise from a physician if you have any specific requirements or health concerns.

Please share 3 personal beauty & wellness tips to look after yourself at home and during the lockdown?

1. Sleep! It is the best advice to reveal good skin. Get a healthy sleep rest at night is crucial.

2. Move! If you are not going to do a full yoga class every day, at least do some stretch or activity.

3. Even if you are at home… cleanse your skin gently every day!

Bonus: use all those beauty masks you stored at your bathroom, the ones that are impossible to use up in your entire life unless you are… in quarantine!

Inspirational quote?

Taking care of your skin is not a feminine act, it is an act of health. This is my thought but if you prefer a famous one: “Elegance is when the inside is as beautiful as the outside.” – Coco Chanel.
Lena Wild Founder & Formulator. Passionate sustainable lifestyle advocate. Certified organic cosmetic formulator and holistic facialist. Finds her peace and inspiration from the walks in the forest.

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