After years of working on their own conscious lifestyle blog, Dutch founders Willemijn & Liselotte decided to create their own clean skincare brand. “When we switched to natural skincare ourselves, we were astonished by how fresh and radiant our skin looked and felt.” After a fruitless search for a 100% transparent and natural brand, they decided to take matters into their own hands.
At SCOON we love the brand for their purse friendly functional products and their no-nonsense approach. “We stay away from complicated medical terms and ingredients or vague marketing myths. We keep it simple, honest & to the point”, says Willemijn.
Here's a short Q&A with founder Willemijn Kornelis, where we talk about natural ingredients, what she cares about most, a cupping set (!) & so much more.
What made you start SMPL?
We have a passion for conscious lifestyle, sustainability, natural skincare and entrepreneurship. Before the SMPL adventure, we started an online magazine on conscious lifestyle called BeBio.nl. It was not long before we came into contact with natural skin care. The stories that everything you put on your skin is absorbed into your body and the impact that regular skin care has on the world, made a great impression on us. In addition, we believe in the fact that pure and natural products can serve and care the body and the skin much better than artificial chemicals.
We switched to natural skin care and we were so surprised by the difference. Our skin improved significantly. Our skin looked fresher and more radiant. We noticed nothing could nourish our skin better then natural products, but it was a great quest to find good, honest and accessible products and information. This is why we started our own brand, because we missed a brand that was 100% transparent and 100% natural. We believe that the right natural products actually make a difference to your skin and the world around us.
What is the story behind SMPL and what would you like to achieve?
SMPL focuses its products and information on what really matters and leaves out the unnecessary. The products are produced in The Netherlands, they are all multi-functional and suitable for every skin type, because we do not use mineral oils, chemical preservatives or essential oils. We stay away from complicated medical terms and ingredients or vague marketing myths, which only cause confusion. We keep it simple, honest & to the point. We want to make natural skin care available for everyone and encourage the beauty industry to be more transparent and honest.
What do you care about most when creating and producing your product?
That the product simply works, is 100% natural and produced in The Netherlands.
What does sustainability mean to you personally and how do you incorporate it into your life?
We try to always be open for better alternatives. In our business this means better packaging, ingredients and always try to find a more sustainable solution. This is exactly what we try to do in our personal life: trying to be better & do better.
What is your advice to consumers to take a first step?
Read up little bit about the main harmful ingredients you have to avoid in skincare like Mineral Oil, perfume, Petrolatum (Vaseline), Paraffinum-Liquidum, Microcrystalline Wax, Ozokerit, Ceresin, Paraffinum-Subliquidum and Cera Microcristallina. Just be aware of the impact to do things a little bit better and experience the result of 100% natural skincare.
What is your best beauty tip? And what are your favourite products or brands?
Have a good balance inside out. Be kind to yourself and be aware of what you eat and never ever go to sleep without cleansing your face. Favourite products in our beauty ritual are (besides our own products of course) a jade roller and a cupping set for a special massage of your face with our boosting serum or argan oil. When you have wrinkles in the morning you get them away with the cupping and perfect for an extra glow! A few of our favourite conscious brands are Abel perfume, Kings of Indigo, RMS Beauty, O My Bag, Dick Moby and Yoni.