Lotte Tisenkopfa-Iltnere, her sister Paula Tisenkopfa and co-founders Zane Tamane & Liene Drāzniece have managed to make their brand – which was founded in 2006 – known and marketed not only in Latvia, but in over 24 countries. We’ve been proud to offer a large part of the ever-growing MÁDARA range at Amazingy since 2020; right from the start, our loyal customers received the brand with enthusiasm and after only a short time many of their products became part of our bestsellers list – and we continue to look forward to a long & prosperous collaboration ?
What’s the essence of MÁDARA?
It’s definitely what we call the “Northern code”. Inspired by the beautiful madness of Northern midsummer nights, MÁDARA has kept the vibrating powers of nature, deep under the skin.
Our take on beauty implies a combination of things — from aesthetics and attitude to key actives, coming mainly from the Baltic/Arctic region. Northern nature is indeed a generous source of ingredients and inspiration.
MÁDARA also resembles the rather introverted Northern mentality. What is on the inside has always been the most important thing, which is why we prefer laconic forms and quality over everything else. And we are curious people, too — hence, the never-ending quest for innovation and new discoveries.
How did MÁDARA’s story begin? And how has the brand’s identity changed over time?
Lotte spent her childhood summers at her grandmother’s cottage in the Latvian countryside, exploring forests, picking mushrooms (a big deal here in Latvia!) and herbs for winter, as well as listening to her grandma’s stories about their healing powers.
MÁDARA pioneered the scientific research of natural Northern ingredients 15 years ago, when the beauty industry was still obsessed with synthetic raw materials. Over the years, we have observed a dramatic shift of preference towards natural ingredients — scientists are literally rushing to the forest looking for the next big thing. We are glad that MÁDARA was among the first in that forest of nature-focused innovation.
For us, a brand is like a living being. It has, of course, grown and evolved over time, but the core MÁDARA pillars — being natural, innovative, sustainable and human — have remained unchanged. The means of expression and imagery still derive from our initial foundations and the story about to be told.
MÁDARA differentiates itself from many other brands because it has managed to maintain full control of its own manufacturing & production. What does that process look like from start to finish?
It all starts with a dream or idea, followed by extensive research. Then comes formula development — selecting the key actives and working towards the desired performance and sensory qualities, including consistency, texture and fragrance. All products undergo thorough testing and dermatological trials to ensure maximum effectiveness and safety.
If you visit our production site in Riga, Latvia, you can normally take a factory tour and walk through all stages of product development. Having the know-how, research capacity, production facility and a team of specialists like ours allows us to implement fresh ideas and concepts pretty quickly.
Many MÁDARA formulas use truly unique ingredients; a result of our own ingredient innovations. For example, the hero of our GROW hair care line is the extract of Northern Chanterelle fungi, a substance you won’t find anywhere else. We were seeking a natural alternative to synthetic silicones, which are commonly used in conventional beauty. Our ambition was to deliver the desired effects of smooth, healthy, shiny and strong hair naturally — and the answer was hiding at our fingertips, in Northern forests!
Where might you pull inspiration from when coming up with new ideas?
The answer is — everywhere! Northern nature, our own curiosity and stubbornness, other people, a willingness to bring positive changes into the world, and contemporary challenges we all face.
Which MÁDARA product is your go-to right now?
It’s definitely the long-awaited Velvet Wear Matte Cream Lipstick from our MÁDARA makeup range. Just recently launched, it is already loved by our clients and praised by makeup artists for its performance, shade range and lasting power.
Those suffering from dry, stressed winter skin, will find their relief in the SOS+ Rich Hydra-Barrier CICA Cream, currently the richest of MÁDARA moisturisers.
Also, the Time Miracle Hydra Firm Hyaluron Concentrate Jelly has been a huge success — an instant bestseller and beauty award-winner, this oil-free gel moisturiser is a must-try for anyone with normal / combination skin.
The MÁDARA makeup collection is bold, exciting and continuously growing – what is the philosophy behind your makeup range?
Starting our work on the long-awaited MÁDARA makeup, we knew one thing — it won’t be yet another “nice but boring” natural makeup collection. Our ambition was to stand out with quality, bold colours and lasting performance, whilst sticking to the essential MÁDARA values. Hence, the slogan – “I AM ALL.”
Our makeup is Certified Natural, 100% vegan and cruelty-free, all at once – the holy trinity, which is actually a rare find in the global beauty market, achieved without compromising on performance, boldness or lasting power.
The campaign entails and communicates our beliefs on equality, sensuality and freedom of expression. Great-looking skin is for everyone! So, all our efforts were dedicated to creating a truly inclusive collection that would celebrate every skin tone and compliment every complexion.
For our readers interested in the more scientific aspects of your formulations: could you tell us a little more about the innovative process of using plant stem cells in your products?
Plant stem cells contain powerful actives in their most concentrated form. We currently use stem cells from two species — due to its antibacterial properties, juniper is the hero of our ACNE range, while Northern Dragonhead is the power ingredient of our SPF30 mineral sunscreens, delivering rejuvenating and antioxidant benefits.
The concept was developed in collaboration with scientists from the University of Latvia. Plant stem cells are grown in bioreactors, and this technology is not only contemporary and advanced, but also sustainable – you don’t need hectares of land to grow these plants, and you can enjoy the extraordinary benefits of even endangered species, such as in the case of Northern Dragonhead. No plant has been harmed along the way!
In what ways does sustainability play a role in MÁDARA’s overall process?
Sustainability is at the core of everything we do — from ingredient selection to production, packaging materials and social responsibility policies. Our MÁDARA skincare and makeup formulas are Certified Natural & Organic in accordance with the international COSMOS standard by ECOCERT Greenlife. And when you are certified in this way, sustainability is not only about the product itself, but includes countless other practices and choices you make.
It is true, though, that it’s a never-ending process; you are constantly seeking new solutions and ways to improve. For us, there has always been this ambition of challenging and pushing the industry forward. It’s great to witness conventional companies finally adopting principles and practices that natural and clean beauty brands like MÁDARA have been loyal to for years or even decades.
What lies in MÁDARA’s near future?
This spring will be all about bright and glowy skin! We are getting ready to launch two exciting, dermatologically developed formulas, offering a fresh take on legendary skincare ingredients used to improve skin tone and texture.
Any last words for our Amazingy readers?
No matter the times and challenges, put humanity and compassion before everything else. Be patient with yourself and others. When in doubt, turn to nature. Breathe.
Tags: Behind the Brand, Makeup, Skin Care
J. R. Thesis Smith is a mixed-race millenial in the dawn of their 30s & a wordsmith of sorts. They've spent most of their waking life in the U.S. – in the urban sprawl of NYC that is New Jersey, in the depths of its suburban echoes – but always dreamed of making their way across a bigger pond, to a place where opportunity would knock a little more often. After completing their training at New York University's Tisch School of the Arts (effectively spending three poor years in NYC) as a dance major, they gifted themselves a semester of studying abroad in Berlin, and in doing so kept a vow made in early adolescence – thereby inciting a metamorphosis of promise into full-bodied intention: to eventually fully emigrate to Berlin, the first space that had ever allowed them the freedom to find their own breath, their pace of existence. Now that they finally live there, they're learning how to breathe again – striving to become a more active member of the Undercommons as they continue on the odyssey that is their self-realization as an artistic being. Their most resonant hope is that they will be able to say what is true & necessary & kind; that people will find the time to listen, to themselves and each other; and that their voice will inspire other voices to speak out in turn.
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