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A brand born out of expertise and passion, Elemental Herbology is one of those natural brands whose results-driven products can healthily compete with high-end makes. Founder and total driving force, Kristy Cimesa is the brains and brawn behind Elemental Herbology. With a background in holistic medicine, aromatherapy, nutritional medicine – and as a qualified therapist too – she’s almost over-qualified for the role. That, combined with her down-to-earth demeanour and soft New Zealand accent, makes it easy to see why she and her products have done so well, all over the world. The Elemental Herbology line is made entirely in Englandwith what are called ‘Bio-Nutritious’ ingredients. This translates into a range that is rich in plant, mineral andmarine extracts, feeding the skin from within. Not only do they deeply nourish and repair the skin, they also take you on a sensory journey, as their natural scents are heavenly and intoxicating. That said, there are no synthetic fragrances here; it’s natural all the way. Indeed, you also won’t find any artificial colours, mineral oils, sulphates, parabens or preservatives used at Elemental Herbology. It goes without saying, too, that they are strongly against and don’t participate in animal testing. It’s one of those brands that you feel you can truly trust. Elemental Herbology has come from a good place, created by honourable people, to make our lives, and skin, better. To improve our skin is to address specific concerns. This is, you might think, based around your skin type. Youwould be correct, but there’s more. Additionally, we must look after and understand our skin throughout the year. Elemental believe in seasonal skincare – that our skin is very different in the summer months compared to winter months, both on our faces and throughout our body. Other factors, such as lifestyle and fluctuations in hormonal levels, can also affect the skin. Kristy and the Elemental team believe we must pay attention to what is needed and apply the correct blend of ingredients to find the skin’s equilibrium. An elaborate yet conceptual range, Elemental Herbology is one I’ve been a fan of since its release in 2008. I’d encourage you to take a look and can guarantee you won’t be disappointed. Although she’s an extremely busy lady, I managed to steal some of her time and pose a few questions to Kristy. I was quite interested to hear her answers – here’s what she had to say… After completing a law degree, how did you make the switch to the cosmetics industry? I went on to study traditional Chinese medicine, nutrition, aromatherapy and variousmodalities of massage before working in the spa industry, first as a therapist and later as a consultant. During this time I worked with SpaceNK in treatment development and was introduced to the wonderful world of skincare. What is the ethos behind your brand? We believe in vital, nutritious and indulgent natural skincare formulated to help everyone’s skin adapt to environmental, lifestyle and hormonal changes. What do you enjoy most about your work? Creating beautiful products and packaging. What challenges do you face running your own business? Having to be an amazing multi-tasker – all of the time! Looking at the Elemental Herbology line, what are you most proud of creating? I am really proud of all of our products, but Cell Food is our bestseller and my hero product. As a woman and a mother, how do you ensure a healthy work/life balance? I really try to compartmentalise and separate work and home so the two don’t fuse or overlap. When I am at work, I am 100% focused, and likewise when I am at home with my kids. I am completely hands-on and it is their time and I want to be 100% present to them– certainly not onmy Blackberry over breakfast! Do you have a mantra or life philosophy? Embrace life, jump forward with both feet, and if you don’t ask you don’t get. Do you see any differences being awoman in the business world, good or bad? I think women are inherently more hands-on at home, so they have to juggle andmanage work life with family lifemuchmore than men do. Does this make us less focused at work? I don’t think so – maybe we are just more sensitive to how precious time is, and become more time-efficient. How do you feel Elemental Herbology competes with luxury brands? The proof is in the products. We have some wonderful high- end accounts, from retail at SpaceNK through to spa accounts with the Mandarin Oriental and Ritz-Carlton. Do you have a specific client inmindwhen creating your products? A client who desires pure and effective skincare that both feels indulgent to use and delivers great results. We receive a lot of feedback on what a pleasure our products are to use, as well as the incredible results they have on the skin, and that is an important part of our motivation as a brand. What advice would you give to someone starting their own business? Don’t underestimate how much energy, endurance and capital it takes. And you have to become fearless. What basic skincare routine do you believe everywoman should adhere to? Cleanse every evening, moisturize morning and night, and exfoliate once or twice per week. Which product fromElemental Herbology is a ‘can’t live without’ in your eyes? Cell Food. I couldn’t live without this; it brightens up my skin making it look dewy and fresh. It makes my skin feel smooth, soft and nourished. Whatmistakes do you feel womenmake when caring for their skin? Using too many products, layering, and not cleansing or exfoliating effectively. What are your aspirations - and have they changed since when you started the line? They are very similar to when I began – to create beautiful skincare that makes your skin look good and makes you feel great. What’s on the horizon for you andElemental Herbology? We are expanding into some wonderful spa accounts globally, from theMandarinOriental inHong Kong to Anatara inDoha, the Edition in Miami, and the Ritz-Carlton in New York. We’re also developing a line of nutritional tonics based around lipids and antioxidants. Onwards and upwards Kristy! I can’t wait to see what’s coming next… 2 1 5 S I M P LY A B U DH A B I