'Mindful makeup' is the self-care step to add to your routine

It’s worth taking your time 

Your shelf of serums, creams and cleansers might be the key to unlocking true inner wellness. Image: iStock

Skincare has evolved far beyond cleansing and moisturising, becoming a staple ritual in our daily routines. Here’s why you should use this time, morning and night, to practice mindfulness. 

There’s no denying the powerful feeling a bold red lip or winged eyeliner will give you. Some days, we can leave the house with nothing but a generous dab of SPF and feel entirely unstoppable. On other days, our inner radiance needs a little bit of help to shine through. 

There are endless possibilities when it comes to makeup and skincare, with most brands and products designed to leave you with a picture-perfect final face. But our morning and evening routines, whatever they consist of, are more than an opportunity to get ready (and unready) for the day. Our skincare routines are defined not only by the lineup of products we apply but also by the sense of ritual and order involved. Whether you’re a strict 12-step girly or simply indulge in a Sunday night facemask every now and then, the time you spend on your skin doubles as an opportunity to unwind, reflect, and recentre. 

Lev Glazman and Alina Roytberg are the founders of fresh, a beauty and skincare range built on the foundation of mindfulness. Their vast range of products has long been created using natural ingredients, evoking an indulgent experience. Here’s why the pair have always strongly believed in using products as a form of self-expression and self-care. 

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A constantly evolving practice

Makeup, and by association skincare, hasn’t always served the same purpose for every face, being used in a variety of ways to both conceal and enhance one’s natural features. It only takes one short scroll on TikTok to understand the ever-changing nature of trends in the beauty industry.  

As Roytberg explains, like the masses on TikTok, the beauty industry’s most palatable change can be seen in the overwhelming shift towards prioritising the quality of our skin over simply ‘correcting’ it with makeup. Now, a minimalist, ‘clean girl’ aesthetic is all the rage, prompting people everywhere to ditch their heavy foundations and rainbow palettes. 

“You want to reveal, not conceal, your skin,” Roytberg says. “You want to use skincare products that enhance your skin, rather than using products to cover it up!”

Though the ‘skin first’ approach may be a relatively new concept for some brands and consumers, Roytberg and Glazman have used it to design their products since starting their brand in 1991. “For us and for fresh, it’s always been about listening to the skin and prioritising what your skin needs, which can shift by the day, week, month, or season,” adds Roytberg.

Founders of fresh, Lev Glazman and Alina Roytberg. Image: Supplied

Mindfulness is about discipline, not time

With most people's busy schedules, finding time to meditate can feel impossible– especially during the morning rush. But according to Roytberg, a few minutes with your favourite products is all you need to truly recharge. 

“Our approach to skincare has never been about only treating a series of issues, it’s about the ritual of caring for your skin, enjoying the process, and giving that time to yourself,” she says. “Even if the only time (or self-care) you can give is washing your face twice a day, you are still getting that full sensory experience to awaken your senses.”

According to Glazman, each skincare step and ritual gives you the ability to learn what feels good and what works for your skin, a conversation he says we should be having every day. 

“It really gives you the opportunity to get to know yourself and your skin, especially with the changing industry trend of not just covering up your skin or skin problems,” he says.

You don’t need to fork out a small fortune at a day spa to experience the wellness benefits of skincare, as mindful meditation can be done using your regular products. Image: iStock

As more people redesign their skincare routines to endorse a mindful experience, the importance of quality ingredients has never been more paramount. “Consumers are more knowledgeable and discerning than ever,” Glazman says. “They really care about what ingredients go into their products, how they are sourced, and who is sourcing them.”

From their rose-infused deep hydration products to their much-loved Black Tea and Kombucha-based ranges, the entire brand’s collection is a reflection of sensory exploration, giving skin what it needs to ‘function at its best’.

“At fresh, we aim to speak the intuitive language of skin and that is our guiding principle in how we source ingredients, develop products and how we ultimately communicate to our consumers,” Glazman says. 

Originally published as 'Mindful makeup' is the self-care step to add to your routine