Posted in BeautyInspireWild

Yelena’s journey to Lena Wild

Yelena here, founder and formulator of Lena Wild (former Wild Beauty Apothecary). I wanted to let you in on my journey and the inspiration behind creating our handcrafted natural and organic skincare line.

I was born in one of the greenest countries in Europe – Latvia. A place full of untouched, wild, green forests. With an abundance of stunningly tall trees, berries, mushrooms and many more of nature’s wonders, beauty wasn’t so much on my mind. Instead, these untainted elements were the backdrop to my childhood.

As I began to grow up, I started to experiment with hair and makeup. It was the ’90s, so my tastes were influenced by pop culture of the time. I was one of those kids who was mesmerised by my mum’s hair, that cut and dyed my own and experimented on the locks of my braver friends. Even my grandad came to be a regular Yelena hair model. (He still is to this day when I go to visit!) While not every one of my beauty endeavours was always successful, I certainly learned a lot along the way.

Big city life

After graduating from high school, I moved to London with my family. I wasn’t sure what to study but I felt the pressure to jump right into university. I chose Accounting & Banking as a degree and worked part-time while I studied. It didn’t come easy, and I ultimately switched gears to take a gap year. Looking back now, I know I needed that time to decide what to do. It freed me up to pursue a couple of makeup artistry courses too, as I seemed to be always looking for a way to keep beauty by my side.

I finished my original degree but it is no surprise that afterwards I gravitated back towards my passion. I worked in retail for some well known beauty brands and enjoyed my time there. Speaking to people seeking makeup advice, colour matching foundations to best suit a skin concern – I discovered I just loved helping people! Being able to immediately see their gratitude was rewarding beyond words. It was when a customer asked me about ingredients that I would often find myself stumped. That I found frustrating.

I did a few 9-5 office jobs after departing from beauty retail – but I never really felt fulfilled. Something was always missing, and I often worried I would never fit in anywhere. My insecurity levels grew heavy on me, and I was ultimately diagnosed with depression. My mental health took a toll on my physical health, mood, relationships with family and friends and my skin. I developed severe adult acne, which I had never experienced before. Red, inflamed and itchy, my spots made me feel very, very insecure.

From Fan to Formulator

Before this unprecedented flare up, I already had taken an interest in natural skincare and a holistic approach to beauty. My condition provided me all the more reason to dig deeper. I started to take holidays off work—not to go on holiday, but to attend courses and workshops in skincare-making, nutrition and herbalism. The natural skincare and nutrition course through the College of Naturopathic Medicine in London in particular provided me more structure for further research. I absorbed studies on how important it is to focus on food, supplementation and lifestyle when targeting skin health. I just couldn’t get enough of what I was learning! I eagerly shared my findings with my loved ones. With my spark back, I started to blog about green beauty but I soon realised I wanted more. Just like my days crafting hairstyles as a teen, I started playing with formulating my own products. Once again, friends and family were my willing test subjects – but this time I worked to target their individual skin needs. That’s when I started to receive amazing feedback.

“Formulating products and advising others on healthier alternatives? That is my true motivation and passion.”

Yelena Serebryakova • LENA WILD FOUNDER

In 2015 I enrolled to study Organic Cosmetic Science with Formula Botanica, one of the world’s industry leading schools for the subject. It was a game-changer. Their courses taught me how to research ingredients, decode skin structure and apply this knowledge to refine my cosmetic formulations. I studied the science of natural skincare and skin anatomy in depth, spending countless hours learning how to formulate face, body and even spa treatment products. Learning from expert formulators shaped my knowledge into expertise. The products I started to make at this time, and a newly adopted organic lifestyle, improved my skin condition.

What I love about green beauty is that I continue to learn every day. But formulating products and advising others on healthier alternatives? That is my true motivation and passion. It feels like a dream, but I could only have found it by going through my journey. That it bloomed into this – it’s an opportunity I am beyond grateful to have.

This is how Lena Wild (former Wild Beauty Apothecary) was born!

Lena Wild Founder & Formulator. Certified organic cosmetic formulator and holistic facialist specialising in advanced facial massage technique including sculptural facelift and gua sha. Passionate sustainable lifestyle advocate. Finds her peace and inspiration from the walks in the forest.

Comments (7)

  • Wow what an amazing journey! I myself am enrolled in Formula Botanica right now hoping to one day carry this passion out to the world. I love love your company name and branding, I’m having the toughest time with that, do you have any tips?
    Thanks for sharing!

  • Hello I love the ingredients in your products! My situation is that I am an older woman in my 60’s and live outdoors most of the time. Even sleeping outdoors! The wind and sun has taken their toll on my skin over the years. I am very, very natural minded. A purest in the strongest sense. Your products seem to be for younger skin that is acne prone but will it work on my older skin that is outbin harsh weather alot?

    • Hi there, thank you for reaching out and for your kind compliments :) wow, fascinating! Weather and air quality in London does not allow us this luxury to spend so much time outside, you must be based somewhere warm? You know, with the Bloom Oil, we have customers from various ages and even skin types. It almost ranges from 20s to 60s and even a couple of ladies in their 80s. Oil is light and fast absorbing, it does create a fine protection barrier, particularly thanks to Jojoba oil. I would love to send you a sample to try how it works for you. Can you please email to me your address to ? If where you are is very windy and sunny, I would suggest you using some thicker balm on the top, something that contains plant butters, like Shea butter, for example. Also a natural SPF is a must, to avoid further sun damage. Hope it helps x

  • Thanks for sharing your life! :)
    I really want to thank you for your values. Your natural products are very good and really work!! My skin is much better now! Also, you care about nature and earth, you are not only helping me to improve my skin but also my ideas!!

    • Thank you for your kind words, Alber! I am delighted to know that our skincare potions serve you and even more that you share our values <3

  • I want to come shopping with you! You’re my kinda lady. Thank you so much for what you are doing. I can’t wait to see it. It just makes my heart sing to see so many people who are now interested in and inspired by the wonderful medicinal, cosmetic & edible plants that grow around them.

    • Vivienne, you are so kind, thank you so much! It was such a huge pleasure meeting you on Formula Botanica’s conference, I hope we meet again! Your personality, warm energy and pure heart spread contagious sense of joy! Much love to you, beautiful <3


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