Begoña and Isabel, Founders of Ayuna

Biography

We both have solid experience in the cosmetics industry (together we have more than 50 years), across the entire value chain and in very relevant companies with an international dimension (active ingredients, dermopharmaceutical products, luxury or professional)

Isabel: Starting from a scientific background (PhD in Chemistry, Master in Dermocosmetics as well as Science and Innovation Management), my professional career has led me to positions of Director of Research, Development and Innovation as well as Technical Director, as well as being a member of the board of directors of the Spanish Society of Cosmetic Chemists.

Begoña: I am a creative soul with over 30 years of experience in the world of aesthetics and wellness. My role as a teacher in Personal Image schools was just the beginning. I have trained and nurtured professionals around the world, establishing myself as a leading figure in global aesthetics. I am an ambassador for Global Wellness Day, have worked with luxury spas, and have distinguished myself as a celebrity facialist at the Hollywood Oscars. My expertise ranges from mastery of various facial and body massage techniques to managing the luxury industry, encompassing cosmetic chemistry and skin biology. Over the past two decades, my creative collaborations with cosmetics and active ingredient companies and beauty publications, as well as my involvement in the creative direction of AYUNA, have set trends and given life to entirely new and distinctive concepts.

We both crossed paths at a prestigious cosmetics firm, where we found that we had totally aligned visions about innovation and together they led us into a new dimension of how to treat the skin and develop concepts and products of great value.

When and why was the firm founded?

We made the decision to create AYUNA · Less is Beauty in 2015, with the goal of offering the cosmetics market "better" products. After our extensive experience and the evolution of the state of knowledge, this vision at that time necessarily involved products that were toxin-free and environmentally friendly. We designed a beauty concept at the intersection of nature, high technology, and luxury, to combine in a single cosmetics brand the experience of luxury (effectiveness, sensory appeal, elegance, and sophistication) with the attributes of natural cosmetics (clean, safe, and respectful of people and the environment).

AYUNA · Less is Beauty was presented in January 2017 at IBE Los Angeles, with great success in reception by media, “buyers” and “curators” specialized in the Clean segment.

“We designed a concept of beauty at the intersection of nature, high technology, and luxury.”

AYUNA · Less is Beauty represents a commitment to pure, effective, clean, and safe cosmetics. What actions do you take to fulfill your commitment to the environment and people?

• Define extremely strict and restrictive criteria for the formulation and use of materials in terms of cleanliness, free of toxins or that may harm the environment - and that are live and constantly being updated.

• Packaging selections that are as sustainable as possible: use of recycled and recyclable cardboard, separating elements with different compositions as much as possible to facilitate recycling; packaging with the maximum balance of design and sustainability: minimal volume without excess, materials incorporating the maximum technically possible recycled or renewable content

• Use of clean technologies such as plant stem cell cultures. Botanical cell cultures represent a saving of more than 99.9% of water and soil compared to a traditional method of cultivation in the field, and a saving of biomass and preservation of ecological niches.

• Design taking into account the complete product life cycle, with its maximum expression in TERRA, in which we have created a new 100% ceramic container

Effort recognized with MADE SAFE certification and awards such as the ZERO WASTE AWARD from Blue Beauty.

You've recently introduced the concept of "Mental Beauty," an experience designed to help you fall in love with your skin and your essence. What does the project and the care ceremony involve?

At AYUNA · Less is Beauty, we have always believed in the importance of self-talk in relation to beauty and the importance of positive thinking for skin and mental health. This is why we created routines focused on making the most of the cosmetic care experience through conscious and intentionally positive application, including meditations and techniques like I LOVE YOU MASSAGE, both for individual clients and professional services.

We start from the premise that without well-being there is no beauty, and we recognize the importance of mental health for well-being and beauty itself. Therefore, we invite you to redefine beauty by including "mental beauty." To demonstrate this importance, we conducted a study with 121 women in collaboration with several faculties at the University of Zaragoza (including Psychiatry and Health Sciences, among others) to demonstrate the positive impact that cosmetics can have on mental well-being.

In your opinion, what is the relationship between beauty and mental health?

Beauty is a cultural, subjective, and ever-changing concept. The messages we receive, especially from the media, reflect social and psychological beliefs, attitudes, and values ​​toward beauty, and these affect our perception of the ideal of beauty and attractiveness. In contrast to these external influences, MENTAL BEAUTY refers to the state and qualities of a person's mind, which contribute to their appearance and psychological and emotional appeal. It encompasses both aspects of their inner world (including their thoughts, attitudes, and values) and their outer world (how they take care of themselves, their appearance, and their well-being). MENTAL BEAUTY fosters confidence, self-esteem, and self-acceptance.

Given that sociocultural pressure to conform to normative beauty standards (thinness, youth, perfection) is accompanied by increased levels of psychological dissatisfaction, this study demonstrates that the cosmetics industry has the possibility and opportunity to act on mental beauty through cosmetic psychoeducation.

“MENTAL BEAUTY refers to the state and qualities of a person’s mind, which contribute to their appearance and their psychological and emotional attractiveness.”

Mental Beauty has also materialized, giving rise to a new in-salon ritual, and Beldon is the first center to exclusively present it. What does it consist of?

"MENTAL BEAUTY" is a profound and unique ceremony designed to awaken intense feelings of well-being and to help you fall in love with both your skin and your essence. Inspired by the transformative power of love, touch, and positive thinking, this experience goes beyond superficial care. Its mission is clear: to help you feel good about yourself and perceive yourself in a more positive and loving way.

"MENTAL BEAUTY" manifests as a holistic journey that cultivates self-esteem and self-confidence. It is a natural ceremony that combines the pure essence of AYUNA's "Made Clean" products with practices centered on KinesioMater, a technique that unites the root "Kinesio" (a reference to movement and kinesiology, the science that studies human movement and how muscles collaborate to produce movement, promoting harmony between mind and body) with "Mater" (meaning mother), creating a space where human contact, such as hugs and gentle rocking, along with practices like mindfulness and positive meditation, immerse you in a universe where "feeling" becomes "the essence."

Mental Beauty focuses on promoting balance and improving flexibility, providing relief from fatigue, stress, and the effects of jet lag. Through the exclusive KinesioMater technique, which integrates maneuvers designed to cultivate physical and emotional well-being, and a meticulous selection of products—notably CREAM III , a cannabis-infused, mood-enhancing cream that leaves skin calm, supple, and visibly revitalized, and CELLULAR OIL , a potent oil derived from the stem cells of the Ancient Wild Olive Tree, which offers a revitalizing treatment that reactivates the skin's energy cycles—

To elevate the sensory experience to another level, MENTAL BEAUTY incorporates the psycho-emotional influence of the exceptional aromacological cocktail BEAUTIFULNESS, created with essential oils (Gurjum, Palo Santo, Myrrh, Chamomile, Rosemary, Buchu), turning the treatment into an unforgettable emotional and sensory experience.

This ceremony is suitable for people of all ages and fitness levels. Whether you're looking to release daily stress, relieve accumulated fatigue, recover from long journeys and time zone adjustments, or simply enhance your skin's natural appearance and radiance, the ceremony offers a holistic approach to self-care and overall rejuvenation.

Relationship with beauty:

What is beauty for you and how do you experience it in your daily routine?

Begoña: Beauty goes beyond physical appearance; it's a harmony between body and mind, a symbiosis between science and art. For me, beauty is rooted in holistic well-being, merging emotional care with disruptive and sustainable cosmetic innovations to enhance the natural beauty of each individual.

Isabel: Beauty is in everything and everyone. I try to see beauty every day in a sunset, a walk in the woods, and in the people I meet, whom I try not to judge, not even by their appearance. In my daily routine, I experience it especially when I look at myself in the mirror, trying to focus on the beauty I can discern within the natural evolution my body and skin undergo over the years, and feeling grateful to them for accompanying me so well on this journey.

What or who inspires you in your daily life?

Begoña: My passion for beauty and my dedication to innovation drive my daily life. Science, nature, art, culture, and of course, the team, the network of collaborators, and our clients enrich me immensely; although I must confess that the opportunity to educate and continue creating to contribute to the advancement of the sector is what truly motivates me.

Isabel: I am inspired above all by the people who are part of my daily life and from whom I try to learn many things, to highlight a few Begoña, whom I admire for her great visionary capacity, my partner, with his great mediating skills and his rationality, and my children, who connect me with new ways of doing and thinking.

Who are your beauty icons?

Begoña: I could mention Audrey Hepburn, for her timeless elegance, or someone like Coco Chanel, as a synonym for elegance, innovation, and modernity. I love them both! But I also like to value beauty from a perspective that goes beyond superficial trends and is rooted in nature and science, so for me, a more sophisticated beauty icon is the "golden ratio."

Isabel: At this moment I look towards people who I think are "Well-aging" and who are brave in their positions on beauty and the pressure exerted by society, like Helen Mirren or the elegance of Marisa Paredes.

What's the best advice you've ever received?

Begoña: Do it!

Isabel: Because of the impact these verses from the song “Sólo el Amor” by Silvio Rodríguez have had on me during difficult times: “You must love the hour of attempts, you must love the hour that never shines… only love manages to ignite what is dead, only love engenders wonder….”

Beauty Questionnaire:

What is your skincare routine like?

Begoña: My skincare routine isn't always the same, but to the basics of cleansing, moisturizing and protection, I always add facial exercises, massage and deep breathing.

Isabel: cleansing with soap on an empty stomach, cream (nectar, cream, cream II or III depending on the time) and Velo if I have to go outside

Since Mental Beauty is the main focus, how could we easily implement it in our daily care routine?

Begoña: It's very simple! By being aware of the present moment when you apply your cosmetic products (feeling them, smelling them, perceiving them on your skin) and above all by modifying your inner dialogue towards positive thoughts, avoiding ruminating ideas about everything we don't like about our appearance.

Isabel: using moments in the daily routine to focus attention on enjoying the moment, the sensations that the application of the product evokes, and saying nice things to ourselves that help us to embrace and accept ourselves as we are, in our perfect imperfection.

A foolproof trick or product

Begoña: Running or brisk walking is fine for everyone. Regarding cosmetic products, it depends on who it's for and what it's for.

Isabel: Add exfoliation with essence and a balm mask to your routine to look extra radiant.

How do you take care of your beauty from the inside out?

Begoña: Meditating, loving…

Isabel: with a holistic approach that takes into account the healthiest possible diet, exercise and yoga, as well as meditation.

Do you still have any unfinished business regarding beauty?

Begoña: I only know that I know nothing.

Isabel: Always, I still have so much to learn and work on! Right now, I'm focusing a little more on my body, which is often the forgotten part of our daily lives.

What are your favorite ceremonies and why?

MENTAL BEAUTY, since it allows extending mindfulness and strengthening the skin-brain connection, the liturgy of the word allows me to work on what resonates with me and by following the meditation with the I LOVE YOU maneuvers to act at a very deep level.

Discover the full interview here: