➊ OUR MISSION
Narratives of self-care have left us wanting. We are often encouraged to temporarily heal ourselves for the sole purpose of carrying on as normal, while societal pressure to optimise every aspect of our lives has eclipsed the importance of rest and recharge. This exhausting, endless cycle driven by our culture of hyper-productivity fails to enrich us.
MIRROR WATER is inspired by the intentional act of self-reflection which 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 moments of realistic relaxation in this fast-paced world, MIRROR WATER is a wellbeing brand for comforted bodies and uplifted minds, on a mission to rewrite this narrative. MIRROR WATER is here to inspire you to prioritise yourself throughout the day. To reconnect your body and mind. To take a moment for yourself.
➋ OUR FOUNDER
Estée Lalonde is a Canadian-born Creative Director and Content Creator living in London, England. Estée is known for creating videos, hosting/producing podcasts, and her love of all things beauty.
Before embracing life in London, Estée enjoyed a serene upbringing in Canada, surrounded by forests thick with trees and tranquil stretches of nature. Driven by a sense of adventure, she moved to London at the age of 19, leaving behind her family, friends and Canadian comforts. The initial excitement soon gave way to feelings of loneliness and isolation. Without the soothing presence of Canadian nature, Estée turned to self-care, finding comfort in the act of bathing and creating a sacred space at home.
In Estée's own words, "When have you ever regretted taking a bath?".
The need for decompression grew as she navigated the pressures of being a public-facing digital creator in her twenties. Without access to the Canadian outdoors, Estée sought new ways to reconnect with herself and nature. From this personal journey, MIRROR WATER was born.
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.
