Moving Towards Organic Skincare
Recently, I’ve been reassessing my whole skincare regime because, unfortunately, I don’t use that many organic skincare products. My skin is quite sensitive and I’ve been wanting to trial products with natural ingredients to see the difference it makes to my skin. So, when I saw MAAEMO on Instagram, I knew I had to try it.
MAAEMO (pronounced ‘MAY: MO) is an Australian certified organic skincare company created by naturopath and herbalist Hillary Wilcox. MAAEMO’s focus is on products with natural ingredients that are good for the skin. Hillary has created a range of skincare that is free from harmful additives; this includes parabens and sulfates, mineral oils, silicones, synthetic fragrances, preservatives, DEA & TEA. I caught up with Hillary to find out about her brand and why we should invest in organic skincare.
Sitting down with Hillary
E: Why did you begin MAAEMO and how did you come up with the name?
H: I started MAAEMO when I was studying at uni and became more aware of the impacts that our cosmetic products can have on our health. I remember learning about endocrine disruptors, carcinogens and the synthetic drivers of hormone disruption and found that all of these things were actually listed on the backs of my shampoos, conditioners, make up and skincare products that I had been using daily for many, many years. The thought that I had been covering my body in toxins, unknowingly, for such a long time made me feel angry, frustrated and sick.
I had also started to learn about the amazing benefits that certain botanical ingredients could have on improving the health of the skin as well as treating skin conditions. I came to realise exactly what I did and didn’t want in my products. So, I thought it was time to create a range of organic skincare products that were good for your skin and actually supported your health, rather than compromising it!
The inspiration for each of the MAAEMO products comes directly from my love of the earth and my appreciation for the ingredients provided by nature. When I was deciding on the name, I knew that I wanted the concept of nature to be represented in this. I eventually came across the word ‘Maaemo’, which translates to ‘Mother Earth’ in Finnish. I knew straight away it was the perfect word to represent everything that the business stands for.
E: How did your background in naturopathy help you in creating the MAAEMO range?
H: It’s definitely played a key role in helping me to understanding what the skin truly needs and how to provide it with such nutrients and botanicals in a way that remains ethical and effective without compromising on luxury. My degree has definitely given me a unique understanding and appreciation for the botanicals within the products, which is why I think the range is so unique to anything on the market.
Now to Ingredients
E: What are the top ingredients you look for in skincare and what do they do?
H: Gotu Kola [is] a herb well researched for its healing abilities…[it] is rich in essential fatty acids, phytonutrients and amino acids, which are all necessary for supporting healthy structure within the skin. This herb also increases circulation…and has been found to both increase new skin cell growth and boost collagen production, creating a youthful healthy glow!
Hemp Seed Oil is quite unique due to its high essential fatty acid content, which closely resembles our skin’s lipid profile. Our bodies can not produce essential fatty acids themselves – which is why they’re considered essential – [so] they need to be obtained through diet or through products such as the Vitalize Face Elixir. These good fat sources play an important role in supporting the skin cell structure and integrity, as well as [being] one of the very few oils that have a comedogenic rating of zero, which means that it won’t clog the pores and [it] is soaked up by the skin rapidly without leaving any oily residue. This is a key oil for hydration, inflammatory conditions, acne, scarring and damaged skin.
E: Is MAAEMO sustainable and ethical?
H: Ensuring that my business was sustainable and had strong ethical standards was incredibly important to me. I feel that we all have a huge responsibility to be conscious of our environmental impacts. And as a business owner I put a lot of thought into how I can do my part to reduce environmental impact. Each product comes in a glass bottle with a bamboo lid that has been made from sustainably sourced bamboo and a fully recyclable eco tube.
The fact that all of the products are also certified organic, ensures that each ingredient within the products has been grown and harvested without the use of any herbicides or pesticides, which can be detrimental to our environment as well as our health. Our organic certification also ensures the validity of our certified organic claim. [This] means the products are safe and free from synthetic ingredients that have the potential to significantly impact health.
If you’ve read my Soel Walker blog post, then you’ll know that I love using face oils in my skincare regime. It’s an added step to really help nourish my dry skin. So, I was pretty excited to try this elixir.
This is a super lightweight product that just soaks into the skin, leaving my face looking supple and plump rather than oily and wet (which a lot of oils can, trust me). It contains all the good stuff: vital nutrients, antioxidants and essential fatty acids. I love that it includes Omega 3 and Omega 6, which are known to stimulate cell protection for repair and growth – keeping the wrinkles away (for now anyway).
The elixir definitely smells of the essential fatty acids and although I prefer using products with hardly any scent to them, I find that after the elixir soaks into the skin it isn’t as strong. During the day I use 2 drops, which I gently press into my face for about 10 seconds. At night, I have a much more rigorous skincare regime and so I tend to use a few more drops.
The packaging feels so luxurious and it’s both ethically and sustainably made, which really makes a difference for me. The bamboo lid is easy to close and open and I love how the pipette applicator is tapered, meaning you can be precise with how much you use. You only need a very small amount to cover your entire face so this product is going to last a while. And at $59.95, you can’t really complain.
You can shop the entire range here.
PICTURED: MAAEMO VITALIZE FACE ELIXIR.
FIND ME ON INSTAGRAM: @THEEDITORSSTYLE
*This product was gifted to me but as always, thoughts and opinions are my own.