I had the pleasure of talking to founder and director Tarj Mavi to find out what lies behind La Mav's success.
What were the reasons behind your passion to start La Mav?
After the birth of my second child I developed a severe case of postpartum pigmentation and as I was not able to find a solution that was both effective and not harmful to my health, I decided to turn to nature. I was still breastfeeding and it was extremely important for me to find an alternative that was 100% toxic free. So, I took my knowledge as a scientist and my experience in the development field and started formulating products based on healthy, effective, organic ingredients that are good for our bodies, good for the planet and good for the generations to come. Cut a long story short - this is how the brand came into being. And I am very happy with what we have managed to achieve!
What is it about La Mav that makes it have such a large and dedicated following?
I believe the reason is that we do not only sell beauty products. We make constant efforts to raise awareness among people, about the importance of turning to organic solutions, avoiding chemicals, being nice to nature and all living beings.
Why is it important to use organic ingredients?
Because they are better for you and they provide long lasting results, in contrast with regular skincare products. Organic ingredients are more potent, they reach the deeper layers of the skin, nourishing it and helping the cells regenerate, while protecting them from external damage. Yes, you may not see the change after the first application, because none of the organic products contains petroleum by-products, silicones and other ingredients meant to make your skin appear better instantly, but fail to offer sustainable benefits in the long run. You can be sure, the results from switching to organic will not be far away and you’ll be amazed how good your skin can look and feel!
What is the difference between natural and certified organic skincare?
Unfortunately, in the past years, “natural” turned into just a trendy word used to make products more appealing for customers, rather than carrying any meaning, due to lack of strict regulations towards the products carrying this label. This means that even if the manufacturer states that what they are selling is natural, the truth might be far from that.
Organic, on the other hand, means that all plants used in the manufacturing process were grown in a pesticide, fertilizer, antibiotics and growth hormone free environment. This way there aren’t even traces of harmful and potentially dangerous chemicals in the final product. In order for a product to get labelled organic, at least 70% of its ingredients must be from organic origin. The good thing here is that there are regulatory bodies and organizations that are in charge of certifying, which products get labelled organic, such as: USDA, OFC Australia, Natrue, Ecocert. They have their specific strict requirements and if these are not met, it is not prohibited for the product in question to carry the “organic” label.
For those new to La Mav, which products should they start with?
Here I would strongly encourage people who are not sure of their skin type or skin conditions and the products they should start with to reach out to our staff, so we can give expert advice and recommend products to them, based on their specific needs and preferences. We are always happy to help with guidance and advice, whenever it is needed.
What is a unique feature of the La Mav range? How does it differ from other skincare lines?
All of our products are created after years of extensive research and we carefully picked the ingredients of each product, so they can be as potent as possible to encourage visible and long-lasting results. We are also the first brand that successfully infused makeup products with Certified Organic Rosehip Oil and Vitamin C – both proven to be irreplaceable aids in the fight against premature ageing.
What are the most exciting ingredients in the La Mav range?
If I have to be honest there isn’t one in particular that stands out from all others. Each ingredient was carefully selected because our main goal was to formulate all products that we offer in a way that they would be effective, yet gentle on the skin. The power of each formulation lies in the well-studied effect of the combination of all ingredients used. In order to capture this vision we have implemented a unique Three-Tier™ formula, which consists of BIO-ACTIVES, antioxidants, vitamins, essential fatty acids, therapeutic grade herbal extracts, carrier oils and very gentle and soothing Essential Oils that provide a potent and result-driven concentration designed to work on the cellular level.
For those starting to change to a green routine, which product should be the first to be replaced?
The cleanser, definitely. Overdoing cleansing or using aggressive products that wash away the skin’s natural oils and disrupt the lipid barrier, can have devastating effects on the overall skin condition and appearance. Even the greatest moisturizer can’t reverse the damage caused by harsh cleansing products. That is why it is important to pick wisely. You should look for a gentle, yet effective cleanser that removes impurities, keeping your skin healthy and good-looking, without leaving it dry or irritated.
Being the CEO of an internationally renowned company, how do you balance and maintain a healthy lifestyle?
I try to sleep well, eat well and take some “me time” no matter how busy my schedule is. I also finish every day with Bikram Yoga - it keeps me fit and it helps me relax and takes the stress away.
I spend every free moment I can get with my family – they are the most important part of my life and even one hour with them gives me a lot of energy and motivation to move on and do my best at everything.
What has been the most rewarding aspect about starting La Mav?
Meeting all those incredible people along the way who helped me in so many ways! Another thing that makes me happy is that more and more people are turning to the organic & natural ways of living and that our attempts to raise awareness actually leads to something. This was my initial mission when I first started the brand and I am super delighted to see the change already happening!
You can find out more about Tarj's skincare line at La Mav.