May Lindstrom is love - the radiant green goddess, mother, model, beauty alchemist and founder of May Lindstrom Skin, a line of truly indulgent powders and potions that can magically transform the skin.
I discovered her almost four years ago and became obsessed on the spot. May was perfect in every way and definitely a kind of heroine to have a Pure Beauty talk with - there's so much glow, warmth and happiness about her, enough to inspire the entire world, not just a small bunch of women who, like me, cannot think of anything more wonderful than a drop of organic scented oil on the skin or a ritual of a fragrant face steam and a muddy messy mask that feeds and rejuvenates every cell.
We exchanged emails. She agreed to do the story. I got prepared to wait. The time flew by... May became a mother of a little girl, expanded her line, visited London, and was featured in numerous fashion magazines of international importance. With her CV constantly bursting at a speed of light I was afraid that she would change her mind and eventually skip the interview referring to her busy schedule. Which would be a valid excuse.
And yet it was the night before Christmas when an email arrived in my inbox: a note from May and the interview I could not wait to share with you because this is the most perfect message of love and beauty to instil every cell of your mind with a burst of inspiration and bliss and, who knows, maybe change a few lives in the process, too.
Beauty is what happens when our inner light and innate goodness resonate so deeply that it shines right through our cells, and creates ripples of love that are visible throughout the world.
Having worked both as a fashion model and make-up artist, would you say that fashion could influence our perception of beauty, but in a positive way?
Absolutely! Media plays a dramatic role in our perception of not just ourselves, but of her women and everyone around us. Our messaging is incredibly important. With my collection I make a very conscious effort to always draw attention to how amazing we already are, and how deserving we are of self love and truly beautiful care that feeds both our skin and soul. This feels particularly rare in an industry built around pointing out women's "flaws" and what should be fixed - whether lines and wrinkles, acne or the colour of our skin. I cringe at mainstream marketing and the stories it tells us, and mourn for the women who hear and believe these falsities about themselves.
And what or who is your idea of a beautiful woman?
Yasmina Rossi. She is a model, but so much more than that. In her sixties now, she is simply the most stunning woman I've ever met face to face. Her skin glows in the most incredibly magical way. You can see her inner beauty resonate through her outer beauty. Ethereal, radiant, glorious. She's phenomenally inspiring.
What is your personal philosophy when it comes to maintaining youthful and flowing appearance and healthy beautiful body? Are there any essential elements that should never be overlooked?
For me, diet is the key to beauty and well-being. I eat very well and am a lover of good food. I subscribe to two different Community Supported Agriculture (CSA) groups and love having these mystery boxes of super fresh fruits and vegetables show up on my doorstep.
Living in California, I am very blessed with incredible access to the best farm-fresh goodies year around. It inspired me to cook gorgeous food that feeds both my soul and my family's bellies. I believe in eating the rainbow, choosing the most vibrantly colours produce you can find and mixing up your meals regularly for nutritional variety. I also incorporate tons of whole unprocessed grains and every type of legume I can get my hands on.
I also believe in a little indulgence. There's little that is entirely off limits one hundred per cent of the time. There's a saying: "Everything in moderation, including moderation."
How does your own skincare line reflect this philosophy?
I choose the most beautiful, pure and potent ingredients in the entire world and from this my treats are born. They are true skin food, and fuel our beauty while also deeply nourishing our complexion and soul. It's total comford food, wrapped up in luxury.
In one of your early interview you've mentioned finally "figuring it our when it comes to you own skin"... What was your journey of discovery?
My own skin has been a work in progress since the delicate day I was born. For someone with severe chemical sensitivities, the world of beauty products can be a terrifying place. I was that for a long time before I learned what my body did and did not resonate with. I began creating bespoke formulas first for myself, and then for friends and family in my early teenage years and throughout my twenties - but never imagined that someday this would be my entire world.
How did you create May Lindstrom Skin?
The line was born out of a desire to create blissful bookends in my day, a time-out morning and night that was just for me, something that was simply luxurious and lovely. My foundation in purity and simplicity is solid, but it was time for me to embrace playfulness and beauty in my potions.
I wanted to feel something when I picked up a bottle and entered my cleansing ritual. I wanted to feel peace, joy and celebration all in that one moment. And I wanted to share that with every woman I loved and cared about, so she could feel this too.
It took a lot of time and persuasion for me to conquer the nerves and doubt that stood in my way and embrace this thing I loved so much as something that I could truly claim. It's been a gift on every level for me to follow this dream, and to have received such incredible support for my work from the very day I decided to leap. My skin, and that of every client of ours, is decidedly grateful I finally went all in and dedicated myself to this passion.
What is, in your opinion, the main difference between the products created by you and the so-called "luxury skincare"?
Out studio is essentially a small bakery, emanating the most incredible hunger-inducing aromas from all the cocoa, spices, beautiful plan oils and raw honey. It's my favourite place to be.
Everything we do is in-house. Each fresh ingredient is shipped directly to our studio in its whole and raw state. I believe strongly in utilising the very best possible ingredients in my formulations and by choosing raw materials grown in the wild or by organic farming methods, I feel I am doing just that. And just like food organically grown ingredients often have higher nutrient levels, and are free from chemical residues that can irritate skin or potentially cause long term harm in the body.
In the studio we blend each micro batch by hand, and individually hand-fill each and every bottle and jar. Until this year this was entirely me. Now I am very grateful to be growing my team and no longer be the only set of hands!
Once each bottle is filled and shined, we lovingly pack each box as though it's Christmas. We ship most days of the week and nothing stays on our shelves - these treats are in constant movement to ensure ultimate freshness and efficacy for our clients. We are an intimate team and a real family, and truly pour our hearts into delivering a beautiful experience.
May Lindstrom Skin shatters the boundary that previously stood between healthy and luxurious. I innovate and create gorgeously effective potions designed to reveal and illuminate the sensors nature of healthy, glowing skin while celebrating a return to the vital and conscious daily ritual.
Our treats aer gorgeous, from the bottle to the box and attention is paid to every detail. Customer experience is our focus - this isn't about cleaning up dirt or softening rough spots. This is the story we tell ourselves about ourselves. This is a celebration of our individual beauty.
Talking about attention to detail - even the packaging is special and sounds like a magical object. How did you come up with idea of using Miron glass?
Myron glass works like a natural filter blocking the complete spectrum of visible light while allowing a certain part to be permeable for radiation in the spectral range of UVA and infra-red light. This unique combination offers optimal protection against the ageing processes that are released by visible light, thus lengthening stability and potency of our collection without the use of parabens and preservatives.
We use Miron glass bottles for the entire collection. The dark glass is GORGEOUS, but more importantly serves an active vital purpose. The history and appreciation for the special protective qualities of violet glass can be traced back to the heyday of ancient Egyptian civilisation. Even then valuable essences and healing natural products were kept in gold and violet glass containers.
How do you create the formulas and what is the process normally like?
I delight in the discovery of new scents, colours, textures and the beautifying magic of plants and minerals straight from nature. Working intimately with these pure ingredients is heaven for me and infinitely inspiring. I love to breathe in something new, cup a drop of a flower essence in my palms, inhale and see where my imagination takes me.
I like to envision who will fall in love with this new treat - who this man or woman is, who will resonate with these elements once I've crafted them into a new blend. I like to just play and explore until something resonates with me, until I reach a scent, texture and effect that I know is special and exciting.
My work is a combination of intuition and an ongoing study of plants, minerals and our relationship to beauty rituals throughout history.
What or who inspired the names of each product?
I think of both names and formulas while driving, showering or brushing my teeth. The Good Stuff came first - it's just the most delicious treat ever. The Clean Dirt - it's fun and a little funny, makes you think. The Problem Solver - truly is a miracle worker for just about anything (and this one is named after my husband). The Honey Mud - delicious sweet mud pudding. The Youth Dew - a glow like no other. The Jasmine Garden - what romantic dreams are made of. The Blue Cocoon - the cosiest, most soothing heaven for your skin.
Embrace play! I love that my treats inspire whimsy and fun in our ritual. This is so important. I want each client of mind to delight in their skin, and to build a new relationship around what self care looks and feels like. The experience itself should be a full sensorial ritual, and then the result need to be remarkably, and immediately measurable.
What would be the most perfect way to recreate May Lindstrom beauty ritual at home?
Close the bathroom door, turn down the lights, and exhale any heaviness from your day. Light a candle and lose yourself in its flicker. Choose your favourite treat from the collection and deeply inhale the rich and evocative scents as you move into the nourishing layers of your ritual. Get lose in the aroma of exotic spices and lush plant life, let this moment wake your dreams and tickle your imagination. This time-our is to be fully savoured.
Most importantly - be right where you are. Even if you have only five minutes, make it the most delightful five minutes of your day. Sip it with pure delight, drink everything in and let yourself get a little swept away.
Do you have a favourite product in your collection and if so, why?
The Blue Cocoon is my absolute favourite treat of all times, on the entire planet. This is essentially the most beautiful facial oil you've ever experienced in a unique waterless and waxes balm form. In a jar, it is solid. Once it touches the skin, it turns immediately to a lovely fluid. This is used both as a daily hydrator or as a special treatment for the skin that is sensitive, inflamed, damaged, acne or irritated. It can be used as a spot treatment or for the full face, neck and decollete.
Your products make the skin glow, so it's almost a shame to cover it with make-up. Do you ever wear any and if so what are your go-to brands?
Most days I leave my skin clear and fresh, but I do have many favourite treats and brands I admire. I love the cream foundation from Kjaer Weis, or the Un-Cover Up from RMS Beauty, or if you prefer powder, Alima Pure is wonderful (blend with The Blue Cocoon for the most gorgeous, custom skin-friendly cream foundation).
The cream blushes and Radiance highlighter (also the lip tints) from Kjaer Weis are beautiful (and the packaging is beyond stunning as well). I have a couple of favourites from other lines including Ilia lipsticks, W3LL People mascara, RMS Beauty Living Luminizer and lip shines.
And what is your ultimate tip or rule for creating the best and most beautiful version of self, something any woman can or should do?
Simple things - raw coconut oil for head to toe hydration, good salts for the bath, chlorella powder for a quick and nutrient rich masque treatment. A hot bath, salt as the sea, and pure raw honey blended with a bit of cinnamon, slathered thick from forehead to breasts... simple - and life-changing. Beyond skincare - a reminder to breathe, deeply and often (a personal challenge for me). Time outs with the family, rediscovering your child's eyes and making it a point to restore Joy in our world.