Själ, a brand and a skincare philosphy Featured

A bridge between Oriental tradition and Western bio-technology.

by 30 June 2009

Själ, meaning “spirit, mind, heart and soul” in Swedish, is not your ordinary skincare brand. Created by the mother-and-daughter team of Karen and Kristin Petrovich, själ’s succinct and effective collection has won over many a skincare connoisseur. I had the pleasure of meeting the brand creators, and ask them what själ is all about.

What makes själ unique?
Själ is unique in that it’s a global concept bridging ancient Eastern medicines and Western bio-technology infused with gems stones and precious minerals. Själ uses over 45 active pharmaceutical-grade ingredients in each of our core products (Kura Intuitif, Cela Intuitif, Serum1 and Orbe eye cream), making it completely active, nutritionally complete and energized. We do not use fillers or temporary lifts such as caffeine, petroleum jelly, mineral oil or silicone.

Själ continues to improve the skin. It does not plateau and is excellent for all skin types. We constantly update our products for maximum performance as well as product sustainability, thus making the entire regimen very simple and straightforward.

What is the ideal skincare regimen that you recommend?
We always recommend using serum and eye cream that best suit one’s skin type, which can vary depending on age, climate, lifestyle, etc. With själ, one feeds the skin what it needs. For example, our serum is quite hydrating. For oily skin or humid climates, it may be used alone. On the other hand, if you are fatigued, have mature skin or live in an aggressive climate, we would recommend the serum with our reparative moisturizer, Kura.

What is the role of Eastern medicines in själ products?
We use precious minerals and herbs which have been used for thousands of years for their healing and restorative properties. Eastern infusion of precious minerals such as gold, silver, platinum and germanium are known as electro-stimulants. They function as semi-conductors increasing cellular productivity, performance and repair, leveraging the effects of the other products’ ingredients. Incorporating precious minerals offer benefits that literally bridges the gap between the ancient and the future.

How does the skin benefit from själ products with mineral and gemstones as ingredients?
Osmotic infusion of gem stones energistically enhance and complement the product. For example, in the cleanser and toner we use rose quartz and rhonondite for balance and equilibrium. Germanium mineral in the cleanser, eye cream and serum is oxygenating and de-toxifying. Studies have shown that high levels of germanium are found in the healing waters of Lourdes, France.

What does skincare mean to you?
Kristin: Skincare creates your canvas. You can always replace shoes or handbags, but not your skin. As your skin is the body’s largest organ, it should be treated with the greatest care. Therefore, a good skincare regimen can be a great investment. Karen: Taking responsibility for your skin.

What are some of your favourite places in Dubai?
Kristin: I will never forget flying in from Switzerland and seeing Ski Dubai in Mall of the Emirates. It was a bunny hill with a façade  to find a mini Switzerland in a mall!

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