{"id":38671,"date":"2021-03-26T10:00:00","date_gmt":"2021-03-26T09:00:00","guid":{"rendered":"https:\/\/amazingy.com\/magazine\/?p=38671"},"modified":"2021-03-26T16:44:06","modified_gmt":"2021-03-26T15:44:06","slug":"behind-the-brand-madara-cosmetics","status":"publish","type":"post","link":"https:\/\/amazingy.com\/magazine\/behind-the-brand-madara-cosmetics\/","title":{"rendered":"Behind the Brand: M\u00e1dara Cosmetics"},"content":{"rendered":"\n

Transported from the mystical natural landscapes of Latvia and the Baltic region to their very own innovative laboratory \u2013 this is how the unique ingredients of M\u00c1DARA\u2019s homeland are used to create the products that we have all come to love so much. M\u00c1DARA \u2013 the Latvian word for galium mollugo<\/em>, commonly known as “meadow bedstraw” \u2013 is a pioneer in the research of the Northern forests and their power-filled plants.<\/strong><\/h4>\n\n\n\n

Lotte Tisenkopfa-Iltnere, her sister Paula Tisenkopfa and co-founders Zane Tamane & Liene Dr\u0101zniece have managed to make their brand \u2013 which was founded in 2006 \u2013 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 M\u00c1DARA<\/a> 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 \u2013 and we continue to look forward to a long & prosperous collaboration ?

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What\u2019s the essence of M\u00c1DARA?<\/em><\/strong><\/p><\/blockquote>\n\n\n\n

It\u2019s definitely what we call the \u201cNorthern code\u201d. Inspired by the beautiful madness of Northern midsummer nights, M\u00c1DARA has kept the vibrating powers of nature, deep under the skin.<\/p>\n\n\n\n

Our take on beauty implies a combination of things \u2014 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.<\/p>\n\n\n\n

M\u00c1DARA 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 \u2014 hence, the never-ending quest for innovation and new discoveries.

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How did M\u00c1DARA\u2019s story begin? And how has the brand\u2019s identity changed over time?<\/em><\/strong><\/p><\/blockquote>\n\n\n\n

Lotte spent her childhood summers at her grandmother\u2019s 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\u2019s stories about their healing powers.

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\"M\u00c1DARA<\/figure><\/div>\n\n\n\n



M\u00c1DARA 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 \u2014 scientists are literally rushing to the forest looking for the next big thing. We are glad that M\u00c1DARA was among the first in that forest of nature-focused innovation.<\/p>\n\n\n\n

For us, a brand is like a living being. It has, of course, grown and evolved over time, but the core M\u00c1DARA pillars \u2014 being natural, innovative, sustainable and human \u2014 have remained unchanged. The means of expression and imagery still derive from our initial foundations and the story about to be told.

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M\u00c1DARA 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?<\/em><\/strong><\/p><\/blockquote>\n\n\n\n


It all starts with a dream or idea, followed by extensive research. Then comes formula development \u2014 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.<\/p>\n\n\n\n

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.<\/p>\n\n\n\n

Many M\u00c1DARA formulas use truly unique ingredients; a result of our own ingredient innovations. For example, the hero of our GROW hair care line<\/a> is the extract of Northern Chanterelle fungi, a substance you won\u2019t 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 \u2014 and the answer was hiding at our fingertips, in Northern forests!

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\"Behind<\/figure><\/div>\n\n\n\n


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Where might you pull inspiration from when coming up with new ideas?<\/em><\/strong><\/p><\/blockquote>\n\n\n\n


The answer is \u2014 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.

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Which M\u00c1DARA product is your go-to right now?<\/em><\/strong><\/p><\/blockquote>\n\n\n\n

It\u2019s definitely the long-awaited Velvet Wear Matte Cream Lipstick<\/a> from our M\u00c1DARA 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.<\/p>\n\n\n\n

Those suffering from dry, stressed winter skin, will find their relief in the SOS+ Rich Hydra-Barrier CICA Cream<\/a>, currently the richest of M\u00c1DARA moisturisers.<\/p>\n\n\n\n

Also, the Time Miracle Hydra Firm Hyaluron Concentrate Jelly<\/a> has been a huge success \u2014 an instant bestseller and beauty award-winner, this oil-free gel moisturiser is a must-try for anyone with normal \/ combination skin.

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\"Behind<\/figure><\/div>\n\n\n\n


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The M\u00c1DARA makeup collection is bold, exciting and continuously growing \u2013 what is the philosophy behind your makeup range?<\/em><\/strong><\/p><\/blockquote>\n\n\n\n


Starting our work on the long-awaited M\u00c1DARA makeup, we knew one thing \u2014 it won\u2019t be yet another \u201cnice but boring\u201d natural makeup collection. Our ambition was to stand out with quality, bold colours and lasting performance, whilst sticking to the essential M\u00c1DARA values. Hence, the slogan \u2013 “I AM ALL.”<\/p>\n\n\n\n

Our makeup is Certified Natural, 100% vegan and cruelty-free, all at once \u2013 the holy trinity, which is actually a rare find in the global beauty market, achieved without compromising on performance, boldness or lasting power.<\/p>\n\n\n\n

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.

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\"Behind<\/figure><\/div>\n\n\n\n


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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?<\/em><\/strong><\/p><\/blockquote>\n\n\n\n


Plant stem cells contain powerful actives in their most concentrated form. We currently use stem cells from two species \u2014 due to its antibacterial properties, juniper is the hero of our ACNE range<\/a>, while Northern Dragonhead is the power ingredient of our SPF30 mineral sunscreens, delivering rejuvenating and antioxidant benefits.<\/p>\n\n\n\n

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 \u2013 you don\u2019t 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!

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In what ways does sustainability play a role in M\u00c1DARA\u2019s overall process?<\/em><\/strong><\/p><\/blockquote>\n\n\n\n


Sustainability is at the core of everything we do \u2014 from ingredient selection to production, packaging materials and social responsibility policies. Our M\u00c1DARA 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.<\/p>\n\n\n\n

It is true, though, that it\u2019s 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\u2019s great to witness conventional companies finally adopting principles and practices that natural and clean beauty brands like M\u00c1DARA have been loyal to for years or even decades.

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\"Behind<\/figure><\/div>\n\n\n\n


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What lies in M\u00c1DARA\u2019s near future?<\/strong><\/em><\/p><\/blockquote>\n\n\n\n


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.

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Any last words for our Amazingy readers?<\/strong><\/em><\/p><\/blockquote>\n\n\n\n


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.

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\"Behind<\/figure><\/div>\n\n\n\n


Enjoyed reading this article about M\u00c1DARA<\/a>? Sign up here<\/a> for our newsletter and get updates, sustainable health & beauty tips, and special offers from our shop \u2013 dropped right into your inbox!<\/strong><\/em><\/h5>\n","protected":false},"excerpt":{"rendered":"

Transported from the mystical natural landscapes of Latvia and the Baltic region to their very own innovative laboratory \u2013 this<\/p>\n

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