själ (swed) (schál): spirit, mind, heart and soul.
Discover the anti-ageing skincare infused with gemstones and precious minerals.
What do you get when you combine the best of Eastern and Western elements for the ultimate skincare? Själ. Their innovative approach to anti-ageing skincare brings elements of ancient eastern medicines together with the latest western biotechnology. Their special skincare is infused with energy through precious minerals and gemstones.
Själ’s goal is to obtain and focus on the best of both worlds; producing the most beneficial and clean products.
Beauty and the Dirt caught up with Själ and one half of it’s founders; Kristin Petrovich to chat about the brand, what is so important about their innovative concept, and how she and her mother Karen got to where they are now..
So tell us a little more about your brand ?
“Själ is a Swedish/Scandinavian word, it means spirit mind heart and soul. My mother and I chose the word for the meaning, because we wanted to really to focus on the connection between the mind and the body and creating the skin care line. We use ancient eastern medicines, combined with the very latest and western bio-technology, most of our bio techs here are from Europe, and we use gemstones, minerals and energy.”
“So basically we are using gemstones and minerals as a platform for the ingredients, which been used for, I’d say maybe close to 5,000 years now but they’re having more of a presence in the western community which is great. We’re talking about energy and how they effect products and what our goal is; we wanted to have something very simple, very modern, well edited, and easy for someone to use. It’s clean, but still has a lot of the technology, so you have the anti-ageing aspects as well as everything for prevention, nutritionally complete and basically a balanced product focusing on a synergy between and east and west, and using things like something minerals and gemstones to increase and enhance energy.”
“What we’ve been doing is we’ve been using amethyst in some of the products, crushed powdered stones, nano-gold, platinum silver, elixirs, programme frequency in the product as well. It depends on product and what we’re trying to achieve.”
“So for example, with the Balans cleanser and toner, it contains nano-gold, and silver, so it breaks down your makeup, a well as dirt, but its not going to strip the skin, and it’s going to lay the skin very soft and supple.
It has a pearl extract in it, and then that was actually charged with rose quartz so it has a frequency of a rose quartz stone; combined with some rejuvenation as well. And then it has a bio tech; we used African white wood extract that helps control oil, helps to keep pores minimised, keeping skin toned and lifted, but supple. It’s not pulling the skin and not leaving any residue. It is balanced and harmonised, the stones used for rebalancing energy.”
“Take our new Bio-Regeneratif Serum; it has a pale blue colour which is from malachite. We use malachite extract in this and it helps protect from electro-magnetic frequencies.. We also use a platinum peptide, we got this from a bio-tech group in Spain, and they use this same platinum delivery system for cancer medicine because it goes straight to weaker cells, targeting anti ageing and so on. Malachite is a regenerative stone as well.”
So what is your favourite stone?
K: “Rose quartz is calming; I use amethyst a lot if I’m not well, I’ll take a detox bath with amethyst, it’s very healing and absorbs energy.”
The journey that both Kristin and Karen have gone through to create the brand has been a long process. It involves a lot of research, tuning in and working with scientists, also bringing the spiritual research to the talble. They have fine tuned their products to perfection.
It has a very luxurious New York scent!
“Yes, we want to give a luxurious feel! We bring practical luxury too, we don’t have a lot of products, so it’s not an overwhelming amount.”
On bringing virtual reality and bringing science together:
“The coolest thing is the more you study science the more it becomes spiritual, and that’s a crazy thing. I think use the concept of prevention, balancing, using different kinds of herbs, and the concept of energy itself which is chi, which is a life force. Our focus is integrating the two. Even with with our facial, we use different gemstones, bio map, which is made up of amethyst originally from japan. Someone one had on of our facials, and said it reminded them of something they did in India, I’m like, I’ve never even been to India! It’s more a hybrid with a focus on the balance of everything and I think ritual, I mean we do use different stones, but I also think theres a balance between whats modern and what people have time for. We always have to be mindful of that.”
“There are treatments you can do at home, you do sometimes have to take that time out and shut off…it’s totally okay to do nothing sometimes!
time to just, be. Check in with yourself. Take care of yourself.”
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