It's clear that the founding duo behind The|Tides Wellness don't believe in shortcuts. Combining all of their experience and successes from previous careers, they were able to build a unique and truly authentic Dutch wellness brand like no one else. With innovative spa and wellness treatments, therapies, expert advice and sustainable, pure and natural products, The|Tides Wellness is the modern apothecary for modern-day living.
We sat down with co-founder Annemarie Wortman to find out more about the story behind the brand and what makes them unique. Read about why we should all incorporate seaweed into our beauty routine and more, in the below interview.
What made you start The|Tides Wellness?
With seasoned experience in the international spa, wellness and hospitality arena, that both Kimmo Jacobs and I (Annemarie) have, we thought it was time to put our experiences and successes into a brand that could take wellness products and treatments to a new level. There was no truly authentic Dutch spa and wellness brand on the market that could offer the exclusive new category of self-care products with authentic Dutch ingredients in combination with innovative spa and wellness treatments, therapies and expert advice that work effectively and efficiently. We had the knowledge of what worked really well and knew which products were actually. We loved the the idea and knew that others would too.
What is the story behind The|Tides Wellness and what would you like to achieve?
Modern living takes its toll on our minds and bodies; 24/7 connectivity, long work hours, the constant race to the top that often goes together with anxiety and stress drains our vitality and strength. The ever-increasing chemical exposure, constant sleep deprivation, sensory overload, poor nutrition, and overconsumption of alcohol and sugar tires, weakens and stresses us out even further.
At The|Tides we aim to balance the modern lifestyle with an integrated holistic method to synchronise the body and brain through innovative spa and wellness treatments, therapies and expert advice together with result-driven products for optimized performance, balanced emotional and physical wellbeing as well as having a healthy skin. All our products are designed to complement the modern lifestyle and are ideal for travel and a life on the go.
We're a modern apothecary carefully crafted to heal and nurture the body and mind from the inside out and restore physical and emotional balance to stay well in the modern world, while living life to the fullest.
What do you care about most when creating and producing your product?
We solely design organic and natural skin care products, supplements and therapeutic oils with a high concentration of active natural botanical- and mineral ingredients with proven health benefits.
Key-ingredients are 100% pure, raw and locally sourced magnesium – which has remained untouched for 250 million years and have never been exposed to modern day pollution! Our seaweed and algae are sustainably cultivated in purified seawater, together with sea salts, clay, seaside plants, herbs and essential oils ensuring the natural wellbeing giving the best results. In all of our formulas we always:
• Strive to combine the best of science and nature
• Study the science behind the ingredients
• Use exceptional and superior ingredients that are sustainably sourced and 100% biodegradable
• Seek to create only natural and organic products of the highest quality and efficacy
On top of that, our affiliated lab carries out full assessments and stability tests on every product that we put on the market, but before that, we first use them ourselves and continue testing and re-examining until we discover the perfect solution. Once our products become a perfect solution, we know that through validation, their effectiveness will be result driven and as they are sustainably sourced we have created products that match our philosophy and brand.
What does sustainability mean to you personally and how do you incorporate it into your life?
To us personally sustainability focuses on meeting the needs of the present without compromising the ability of future generations to meet their needs. The concept of sustainability is composed of three pillars: economic, environmental, and social—also known informally as profits, planet, and people. The|Tides retail products are made and packaged in the Netherlands with 100% recyclable and biodegradable materials that naturally preserve our formulas for two years. For the packaging of our professional products we are currently testing with paper bottles and containers. In our treatments we are using biodegradable paper towels as a compostable alternative to plastic and foil wrappings and other towelling products that are commonly used in the professional spa and wellness industry. For our Hotel Amenity Program, we have a refill and recycling concept in place. We basically incorporate sustainability in everything we do.
What is your advice to consumers to take a first step?
At The|Tides we believe that beauty and wellness needs to be approached from the inside and out and that it has everything to do with the way we take care of ourselves - physically, emotionally and mentally. I would say that the easiest first steps are involving some self-care rituals into your daily routine that make you feel centered, grounded and relaxed. As long as it is tech-free, the possibilities are endless; listen to some soothing music, read, light a candle, give yourself a foot massage, do some relaxing yoga or meditation and focus on slow, consistent breaths to lower your heart rate and to calm your mind. Take a warm (foot-)bath, drink herbal tea, write down things that you are grateful for and also reflect on the dumb anxious thoughts that might come to mind.
What is your best beauty tip? And what are your favourite products or brands?
We believe it is a combination of many things. Our daily lifestyle will always have a serious impact on our skin and health. Our mantra is that we create beauty with our attitude, behavior and actions. Getting enough high-quality sleep should be one of the most important aspects of our wellness routine, in combination with eating a healthy and balanced diet including keeping our bodies hydrated, performing regular exercise together with taking time out for self care and keeping a clean skin care ritual. A balanced life incorporating brain body wellness inside and out is really what it is all about.
Lastly, could share the story behind the | in between The|Tides?
With regards to the | in our logo; a great question and glad you noticed this, not many people do. Kimmo and I have been literately growing up along the Dutch seaside. We were raised with the healing and powerful forces of the ocean. To us, The|Tides is a symbol of the forces of change. During The|Tides, the power of the ocean, which to us is the mother of life and reservoir of deeper consciousness, meets the firmness of the land. By adding the | to our logo, we wanted to emphasize the depth of the ocean, that there is more to see and experience than what lies on the surface. The fact is, that the oceans are supplying us with 70% of the oxygen we breathe, they feed us and have an incredible power to heal us but yet, we treat our oceans as if they are bottomless. Over-fishing for example is seriously disturbing biodiversity and ecosystems, including the sometimes irresponsible harvesting of wild seaweed for cosmetic use. On top of that, plastic waste and pollution are contaminating the oceans in such a way that it is a severe existential threat to ocean life and to ourselves. Keeping our oceans clean is one of the greatest environmental challenges of our time and we, as ocean lovers, want to contribute to that.
The|Tides has more than one layer and the philosophy behind it goes much deeper than meets the eye. The global beauty, spa and wellness industry are often considered sustainable because of their health and wellness connotations. Unfortunately the truth is, our industry is having a catastrophic effect on the environment and is a notorious contributor to tons of plastic waste from product bottles, to makeup packaging as well as plastic and foil wrapping just to name a few. All of this, finds their way to a landfill or our oceans. This needs to change! All of us have to take ownership and be responsible in the industry. Kimmo and I are using our expertise and experience across disciplines and across borders to create breakthrough visions and ideas that contribute to a better and more vital world.