➊ OUR STORY
The tide is turning. MIRROR WATER encourages self-reflection, a powerful practice which establishes sustainable, lifelong growth. Inspired by the therapeutic concept of mirror work, whereby the participant faces themselves in a mirror, the MIRROR WATER community makes space to converse and connect with our minds and bodies.
Self-reflection involves turning inwards, lending attention to the ripples of the roaming mind and the ebb and flow of the emotions. In turn, this precipitates a turning out, where our relationship with ourselves has the ability to positively affect our relationship with the world around us.
Cultivating rituals of relaxation, MIRROR WATER is a bodycare brand focused on a revolution within ourselves. MIRROR WATER ventures below the surface and encourages self-reflection. Looking inward, turning outward.
➋ OUR FOUNDER
Estée Lalonde is a Canadian born Creative Director and Content Creator living in London, England.
Known for creating videos, hosting/producing podcasts, and her love of all things beauty, Estée is most proud of the sense of community she’s built within the online space.
Looking back to Estée’s first few YouTube videos from more than a decade ago, it’s clear that beauty, vulnerability, and self-reflection were at the heart of the content – themes which continued to emerge over the next thirteen years, so it’s a natural progression that these would form the foundation of MIRROR WATER, too.
Narratives of self-care have let us down. We are encouraged to heal ourselves temporarily for the sole purpose of carrying on as normal. This exhausting, endless cycle benefits our culture of hyper-productivity and presenteeism, but does not enrich us. Opening up about her life, talking about her vulnerable side, and addressing her mental health struggles has resulted in her audience feeling understood, hopeful, and connected. When she’s not working, you’re most likely to find Estée soaking in the tub, drinking her favourite red wine, or walking around the park with her rescue dog, Effie.
➌ OUR ETHOS
Responsible, not sustainable. MIRROR WATER is not another sustainable beauty brand. To be any business in 2024 means to be responsible. We make the best decisions where possible, to have a positive impact on both the environment and those living in it. We don’t shout about it often, because it’s no longer something to brag about – it is inherently who we are.
➍ OUR INGREDIENTS
Did you know that Vetiver is a grass which drives its roots four metres deep into the earth? This plant and its hardy root system contain remarkable antioxidant properties that help to soothe dry skin. This is why vetiver is one of our hero ingredients. We encourage you to peruse our individual product pages to learn more about the ingredients we use, and to discover why we’re excited about them.
At MIRROR WATER we believe in giving you the power to understand the ingredients that come into contact with your body. Thanks to the expertise of our product development pros, here we have detailed the ingredients we don’t use, and why we choose to find alternatives:
✻ MINDFUL OF PRESERVATIVES: We do not use methylisothiazolinone (MET), a powerful biocide and preservative often used in personal care products. MET has the potential to heighten issues with skin sensitisation – such as contact dermatitis and eczema – so we avoid MET entirely.
✻ EDTA FREE: Our formulations do not have EDTA. EDTA is commonly used for stabilisation purposes. These compounds do not naturally break down in the environment and have been found in waterways.
✻ A NOTE ON FRAGRANCE: We do not use benzophenone, a fragrance enhancer, due to its negative impact on the coral reef. Instead we rely on natural oils such as vetiver and cedarwood to enhance the scent of our products.
✻ PARABEN FREE: We do not use phthalates, polyethylene, formaldehyde, triclosan, or any other parabens. Whilst more studies are needed to confirm the effect of these chemicals on our health and the environment, we would rather use alternative materials to prioritise our users’ wellbeing.
➎ OUR PACKAGING
We take care in selecting biodegradable, recyclable, and circular packaging materials throughout our entire range. We’re always trying to make improvements on our packaging here at MIRROR WATER, and that’s why you’ll see us rolling out brand new, aluminum lids on our full body care range in 2023.
Our boxes, note cards, glass bottles, and all shipping materials (including our packing tape) are made from recycled content and/or are 100% recyclable. We are continually searching for innovative and eco-friendly packaging solutions and are committed to reducing our footprint as best as we can. We encourage you to reuse and repurpose our packaging if you can, and if not, please dispose of it responsibly.
We encourage you to keep our glass product bottles, and reuse or repurpose them when possible.