Launch of The Rosehip Rescue Balm



Last Saturday, we celebrated the beautiful launch of the Rosehip Rescue Balm at The Lab. We started the day with a cosy brunch, including a scientific look behind the scenes with Mustafa Varçin, cosmetic scientist and product developer for Maiwe. During the brunch, we explained the process of developing a new formula, providing a unique transparency on how cosmetics are actually created. Then, we offered our visitors free mini facials all afternoon. Rosehip kombucha was served, and the atmosphere was just right. It was the perfect way to welcome this incredible formula to our Maiwe family!


All pictures were made by the talented photographer Birgit Sterckx





Martina Lattanzi came over from London to give every Lab visitor a beautiful mini facial and explain all the benefits of the new Rescue Balm. Martina is a new, talented friend of Maiwe. I can't wait for you to know more about her, as together we're preparing many incredible things for the future! Art director, makeup artist, holistic skincare specialist, food enthusiast, sweetest soul, Italian-born and London-based, that's Martina in a nutshell.⁠

Looking back to our launch day, I'm still amazed about how things just happen when you simply believe in something, and put action into words.






One rainy day in November, I got my first e-mail from Martina. It was the kind of e-mail that speaks to you as if it had been written by someone who knew so much about you, but whom you had never met. Someone who seemed to grasp perfectly what it is I needed. I could tell she fell in love with Maiwe, and her enthusiasm, ideas and projects were so genuine and right up my alley. I was intrigued, to say the least.⁠

A few video calls later, I trusted my gut feeling and gave her 'carte blanche' on the art direction of our campaign for the Rosehip Rescue Balm. Time wasn't on our side, we had to move fast, but Martina managed to gather an incredibly talented team in London, and deliver a beautiful result that I absolutely love.⁠

While talking about the launch, she spontaneously booked tickets to come over and we worked out the idea of mini facials to introduce the Balm to enthusiast visitors of the Lab. I knew she was in love with the new formula, and couldn't think of a better ambassador to treat all of you.⁠









The Rosehip Rescue Balm