Exactly one year ago, Maiwe was introduced as the new exclusive wellness partner of August, the iconic hotel, restaurant and spa in Antwerp. During this past year, Ioana, the lead spa therapist at August, has used Maiwe's products day after day. Performing rosehip facials and full body treatments, she has seen so many skins brighten up and find peace through our rosehip formulas.

In the wellness space, August had exclusive access to the new Exfoliating Glow Mask during this past year. Curious to learn more from Ioana, I invited her to reflect upon this year's experiences. Our conversation delved deep into her philosophy, a truly natural approach to wellness.

Ioana Rodica Cuypers is the lead spa therapist at August, Antwerp. She specializes in holistic wellness treatments and natural skincare.

 

 

Hi Ioana! You work with skin every day. Tell me, what is skincare all about to you?

Skincare is about feeding the skin nutritious ingredients. We don't only eat with our mouth, we also eat through our skin. It's so important that we feed our skin with authentic products. 

The skin renews itself every couple of weeks, so your skin layers are in a different state every single day. Dead skin cells are shed, and new food comes in. Exactly as what happens with your inner body. Skincare is also just about daily hygiene, truly. We brush our teeth twice a day, we should at least cleanse our skin daily and give it something nutritional to work with.

When you look at the ingredient list of Maiwe, you understand what each ingredient is doing for the skin, how it's actually helping.

 

 

You talk about skin as an extension of nature. Can you explain that philosophy?

The ingredients are what's most important. We are what we eat. We tend to forget this, but we are simply an extension of Mother Nature. If we feed the skin with organic, skin-like ingredients, the skin will easily absorb them and know how to work with them, by instinct. Rosehip is an organic plant that heals scars, it works as a retinoid, a skin regenerator.

"We are simply an extension of Mother Nature. If we feed the skin with organic, skin-like ingredients, the skin will easily absorb them and know how to work with them, by instinct."

 

 

What made Maiwe the right fit for August?

August is a beacon of trust, elegance and simplicity. Maiwe's organic rosehip formulas match that philosophy perfectly. I love working with Maiwe, day after day. I work with people because I love them. It's amazing to see their skin after a treatment, the natural blush they get is beautiful.

 

How do clients respond to the products? 

After one year of working with Maiwe, we have never had anyone react negatively to the products. All the ingredients are there in the right dosage. They're efficacious, but they are never aggressive. Everyone just keeps coming back for more.

We don't want people to just use a product without understanding it. We educate them, so people can buy the right product for themselves. They understand what the product is doing for them. 

 

 

 

"After one year of working with Maiwe, we have never had anyone react negatively to the products. All the ingredients are there in the right dosage. The products are efficacious, but never aggressive."

 

The seasons are changing now. Do you have some advice to adapt our skincare routine?

Now that the season gets colder, we see so many people with very dehydrated skin. I recommend using the Rosehip Rescue Balm, even as a day cream, to truly nourish the skin. It protects, and it also heals at the same time. If it's cold outside, you put on an extra layer of wool, right? The same goes for your skin, give it something extra!

What do you love most about working with Maiwe's products?

The beautiful thing about Maiwe is that you can change the routine according to the person you have in front of you. The products are adaptable and customizable, the routine is buildable. And the smell of the products is so amazing. I get so many compliments about the smell.

 

 

August has had exclusive access to the new Glow Mask this past year. What do you think about our new launch?

The new Mask is amazing for a deep cleanse and a very profound hydration. You can see the immediate effect on the skin. It's a must for everyone. The skin gets activated and exfoliated, you can really feel that. Afterwards the skin gets so refreshed.

You know, the skin needs a deep cleanse in order to get really hydrated. After the Mask it's very important to hydrate and nourish well. The skin will react wonderfully. 

 

"The beautiful thing about Maiwe is that you can change the routine according to the person you have in front of you. The products are adaptable and customizable." 

 

What does skincare mean to you, beyond the products and treatments?

The way you love yourself is so important. Only then you can receive love from others. Skincare is a way to treat yourself with love.

 

 

August offers organic rosehip facials and body treatments at their wellness in Antwerp's Groen Kwartier. You can book a treatment through their website.