Begoña and Isabel, Founders of Ayuna

Biography

We both have solid experience in the cosmetics industry (together we have over 50 years), throughout the value chain and at highly relevant companies with an international dimension (active ingredients, dermopharmaceutical products, luxury, or professional brands).

Isabel: starting with a scientific background (a PhD in Chemistry, a Master's in Dermocosmetics, as well as Science and Innovation Management), my professional career has led me to management positions in Research, Development, and Innovation as well as Technical Direction, in addition to serving as a member of the board of directors of the Spanish Society of Cosmetic Chemists.

Begoña: I am a creative soul with over 30 years in the world of aesthetics and wellness. My role as an instructor at personal image schools was just the beginning. I have forged and nurtured professionals around the world, establishing myself as a reference in global aesthetics. I am an ambassador for Global Wellness Day, I have worked with luxury spas, and I have stood out as a facialist for stars at the Hollywood Oscars. My knowledge ranges from mastery of various facial and body massage techniques to managing the world of luxury, as well as cosmetic chemistry and skin biology. Over the last two decades, my creative collaborations with cosmetics and active ingredient companies and beauty publications, as well as my involvement in the creative area of AYUNA, have set trends and brought completely new and differentiating concepts to life.

We both crossed paths at a prestigious cosmetics firm, where we realized we had totally aligned visions regarding innovation, and together they led us into a new dimension regarding how to treat skin and how to develop high-value concepts and products.

When and why was the firm born?

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, at that time this vision necessarily meant products free of toxins and respectful of the environment. We designed a beauty concept at the intersection of nature, high technology, and luxury, to combine in a single cosmetic brand the luxury experience (effectiveness, sensoriality, elegance, and sophistication) with the attributes of natural cosmetics (clean, safe, respectful of people and the environment).

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

"We designed a beauty concept at the intersection of nature, high technology, and luxury"

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

• Define extremely strict and restrictive formulation and material usage criteria in terms of cleanliness, free of toxins or substances that could harm the environment — which are living and constantly being updated.

• Packaging selections that are as sustainable as possible: use of recycled and recyclable cardboard, separating components with different compositions as much as possible to favor recycling; containers with the maximum balance of sustainable design: minimum volume without excess, materials incorporating the maximum technically possible amount of 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% in water and soil compared to traditional field farming methods, as well as biomass savings and the preservation of ecological niches.

• Design that takes into account the full product life cycle, with its maximum expression in TERRA, for which we have created a new 100% ceramic container.

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

You have 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 consist of?

At AYUNA · Less is Beauty, from our inception, we have started with the importance of self-talk regarding beauty and the importance of positive thoughts for both skin and mental health. This is why routines were created focused on taking advantage of the moment of cosmetic care for conscious and intentionally positive application, including meditations and techniques like the I LOVE YOU MASSAGE, both at the user level and in professional ceremonies.

We start from the basis that there is no beauty without wellness, and we recognize the importance of mental health for well-being and beauty itself, which is why we invite people to redefine beauty by including "Mental Beauty." To demonstrate this importance, we have conducted research on 121 women in a study in collaboration with several departments at the University of Zaragoza (including Psychiatry and Health Sciences, among others) to prove 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 concept subject to change. The messages received, especially from the media, reflect social and psychological beliefs, as well as attitudes and values toward beauty, and these affect the perception of the ideal of beauty and attractiveness. Facing these external influences, MENTAL BEAUTY refers to the state and qualities of a person's mind, which contributes to their appearance and their psychological and emotional attractiveness. It encompasses both aspects of their internal world (including their thoughts, attitudes, and values) and external world (how they take care of themselves, what their appearance is like, and their wellness). MENTAL BEAUTY entails confidence, self-esteem, and self-acceptance.

Given that the sociocultural pressure to fit into a normative beauty (thinness, youth, perfection) is accompanied by an increase in 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 contributes to their appearance and their psychological and emotional attractiveness"

Mental Beauty has also materialized by bringing to life a new ritual to enjoy in the cabin, and Beldon is the first center to present it exclusively. What does it consist of?

"MENTAL BEAUTY" is a deep and unique ceremony designed to awaken intense emotions 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 focused 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" (which means mother), creating a space where human contact, such as hugs and the gentle act of rocking, together with practices like mindfulness and positive meditation, immerses you in a universe where "feeling" becomes "the essence."

Mental Beauty focuses on fostering balance and improving flexibility, providing relief for 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—highlighting CREAM III, a cannabis sublimating cream that lifts the mood, leaving the skin calm, juicy, and visibly revitalized, and CELLULAR OIL, a powerful oil derived from the stem cells of the Millennial 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 BEAUTIFULNESS cocktail, 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 levels of physical activity. Whether you are looking to free yourself from daily stress, relieve accumulated fatigue, recover from long trips and time zone changes, or simply wish to enhance the appearance and luminosity of your skin naturally, the ceremony provides you with a holistic approach to personal care and integral rejuvenation.

Relationship with beauty:

What is beauty to you, and how do you live it in your daily routine?

Begoña: Beauty goes beyond physical appearance; it is a harmony between body and mind, a symbiosis between science and art. For me, beauty is rooted in integral 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 make it a point to see beauty every day in a sunset, a walk in the woods, and in the people I cross paths with, whom I try not to judge based on their appearance. In my daily routine, I live it primarily when contemplating myself in the mirror, trying to focus on the beauty I can distinguish within the natural evolution that 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 day-to-day life?

Begoña: My passion for beauty and my dedication to innovation drive my day-to-day life. Science, nature, art, culture, and, of course, the team, the network of collaborators, and our clients nourish me greatly; although I must confess that the ability to educate and continue creating to contribute to the advancement of the sector is my true engine.

Isabel: I am inspired above all by the people who are part of my daily life, 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 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 which is rooted in nature and science, so for me, a more sophisticated beauty icon is the "golden ratio."

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

What is the best advice you have ever been given?

Begoña: Just do it!

Isabel: Because of the impact it has had on me in complicated moments, these verses from the song "Sólo el Amor" by Silvio Rodríguez: "You must love the hour of attempts, you must love the hour that never shines... only love manages to ignite the dead, only love begets the marvel..."

Beauty Questionnaire:

What is your skincare routine like?

Begoña: My care routine is not always the same, but to the basics of cleansing, hydration, and protection, I always add facial gymnastics exercises, massage, and deep breathing.

Isabel: Cleansing with Ayuna soap, cream (Nectar, Cream, Cream II, or III depending on the moment), and Velo if I have to go outside.

Since Mental Beauty is the protagonist, how could we implement it in our daily care routine in a simple way?

Begoña: It is very simple! By becoming 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 discourse toward positive thoughts, avoiding ruminating ideas about everything we don't like about our appearance.

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

An infallible trick or product

Begoña: Running or walking fast for everyone. Regarding cosmetic products, it depends on who it is for and what for.

Isabel: Adding exfoliation with Essence and Balm mask to the routine to be extra-radiant.

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

Begoña: By meditating, by loving...

Isabel: With a holistic approach that takes into account as healthy a diet as possible, exercise and yoga, as well as meditation.

Do you have any unfinished business when it comes to beauty?

Begoña: I only know that I know nothing.

Isabel: Always, I still have a lot to learn and work on! Right now, paying a little more attention to the body, which is sometimes the great forgotten one in day-to-day life.

What are your favorite ceremonies and why? 

MENTAL BEAUTY, as it allows for 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, I can act at a very deep level.

Discover the full interview here: