Fasting is good for the skin, says Begoña Sanjuan of Ayuna

Launch 2017 market with launch in the US at the IBE—Indie Beauty Expo. The brand is present in the US at Detox Market and Beauty Hero and is also available DtoC—Direct to Consumer via its website.

The vision of co-founders and industry veterans from Spanish brand Natura Bissé, Isabel Ramos—a doctor in Chemistry—and Begoña Sanjuan—a trend creator—was to create a brand with a completely “clean” approach. Development started in 2015 for the Ayuna brand, which means “fasting” as an idea of life and beauty with a frugal mindset. Hence, the tagline “ less is beauty.”

re/sources: why focus on a “fast” for the skin. It seems a bit counterintuitive for a new skincare line?

Begona Sanjuan: Fasting has good benefits for the body, so what about fasting in a skincare regimen …  that’s why we developed a simple formula with clean ingredients and 100% natural. Thanks to biotech and molecules from stem cells, for instance, we can achieve so much more in Beauty!

With my founding partner chemist, we wanted to regenerate the skin without actually using regenerative ingredients.  We went on a quest to develop a nourishing line that would provide food and hydration to the skin. Clinical results demonstrated a gain in elasticity, circulation and a reduction in hyperpigmentation. All of this is achieved without external stimulation apart from ” food “.

Our idea was simple: We wanted to accelerate cell reproduction using only the necessary ingredients instead of stimulating production.

re/sources: How did you achieve a simple yet whole/complete skincare routine?

Begona Sanjuan: we used a combination of different essential oils to connect directly to the brain with meditation guidance while applying the care.

We worked on developing a blend of essential oils and meticulously selected them for skincare benefit and scent accord. The fragrance wasn’t just for a pleasurable smell; we wanted to emphasise the impact of well-being on the mind and mood, with a ritual close to meditation. We clean thoughts, too, to provide longevity.

Our guiding principles are:

• An all-in-one formula: nurturing the skin’s essential needs
• A fragrance that elevates the routine and is an invitation to meditation
• A microbiome-friendly formula with a ferment of lactobacillus for enhanced nutrition
• A range using living water: water in the formula comes from organic fruits like lemon and grape extracted by modern distillation

In the end, we wanted an application that would work at the molecular and cellular level while also taking care of emotional well-being for a full holistic ritual. All of our formulas can be applied to the eye, face, and neck.

re/sources: Could you tell us more about how you infused your origins into the range?

Begona Sanjuan: Our formulas and packaging are largely of Mediterranean origin. Most of the ingredients are sourced from the Mediterranean basin.

Our fragrance was created in the south of France, in Provence, and was very well received. As a Spanish brand, we wanted our scent to reflect our Mediterranean roots. Using precaution and the principles of green chemistry, we developed a long blacklist of more than 16,000 ingredients, so it was back to the drawing board for Isabel, our chemist and co-founder of the brand.

We have chosen glass and ceramic (ceramic - for our annual limited edition), which is also made in the region.

re/sources: Which market is the range available in?

Begona Sanjuan: We are mainly available in the US in retail and in Mexico at destination spas. Our other markets include China, Thailand, and Taiwan. After a few years of doing only cross-border sales, we are now registered in China.

We have ambitions to open doors in the Middle East, specifically in Dubai, Qatar, and Saudi Arabia, by the end of the year.

Our presence in Europe is more timid, with the Netherlands, Poland, Ireland, Spain, and France. However, we are still positioned as a Niche in Europe.

About The Founders

Begoña Sanjuan is a passionate beauty industry professional and an expert in product development, Spa and Wellness therapies and aesthetic treatments. She has achieved a wide array of accomplishments in the industry from product trendsetting, to trainer of trainers and facialist guru.

Dr. Isabel Ramos, PhD in chemistry, is one of the brightest and most creative professionals in this industry.  She is an expert in Green Technology and the development of natural cosmetics. At the core of her being is a deep focus in understanding the science behind the skin, biochemical and biophysical mechanisms, and the art of product textures.