Parvati, Editor-in-Chief: I recently met Yasmine Jones on a visit to the Pure + simple natural beauty spa in Toronto. I so enjoyed my facial with her Bella Aura products, and her approach to work and life, that I asked her to share more about Bella Aura for this month’s issue!
Parvati Magazine: Tell us about yourself. What prompted you to commit yourself to develop a skincare line?
Yasmine Jones: Bella Aura was born from my real life skin care journey, where grief, stress and a lack of rest took a toll on my normally healthy skin. This distress fuelled a search involving countless doctors, skin care products and treatment remedies to little or no avail.
Overwhelmed and confused by conflicting advice and product formulas, I returned to the elixirs of my native Morocco childhood. I began to do extensive research and collaboration with renowned Swiss chemists to formulate a line of natural skin care products proven by science. The recovery of my healthy glowing skin led me to start Bella Aura so that I can help others.
PMAG: You have chosen simple and elegant packaging in dark glass bottles, with each product showing a different color stylized teardrop. What is the ethos behind your design?
YJ: We have chosen dark violet bottles to protect the natural ingredients in our formula, plus I personally love the look.
The teardrop represents a drop of oil and the pattern is similar to Moroccan tile. I came up with the name Bella Aura because I believe that beautiful skin is a reflection of a person’s aura. Each product has a different colour logo representing the characteristics of the product as it relates to the aura colours.
Pink evokes compassion, beauty and love. It projects warmth and passion.
Indigo represents our spirituality & intuition; it projects a higher sense of awareness.
Orange symbolizes a burst of energy and creativity; it projects a radiant glow.
Green communicates renewal; it projects healing, rejuvenation and a sense of nature.
Blue symbolizes calmness. It projects tranquility and inner peace.
PMAG: Some say your product range is quite focused, with for example no toners or masks. What was behind this decision and do you think you will expand the line in future?
YJ: Our mission is to create real skincare products for real people: a simplified yet complete and effective line of five multi-purpose products that are designed for the active modern lifestyle. We created multifunctional products which are suitable for all skin types and skin tones. For example, our Gentle Purifying Cleanser is a three-in-one product. It cleanses, tones and moisturizes, which is possible because of our serum-in-a-cream emulsion formulas.
PMAG: Why did you choose to not go with organic botanicals?
YJ: We spend a lot of time to source our own ingredients and where possible we will use organic ingredients. Most of the botanical ingredients in our products are in fact organic. Some ingredients come from natural, organic sources but aren’t certified EcoCert because the farmers can’t afford the certification, so we don’t label our products as organic.
We prefer to refer to our products as natural / clean skin care, which should be the standard. Natural ingredients are no longer a luxury, they are a necessity.
PMAG: You and your employees commit to volunteering time for worthy causes. How has this influenced your working environment?
YJ: My mother, who was the most important person in my life, was the most generous person I’ve known. She taught me the lessons of giving back and taking care of others. Life is extremely busy, especially as a female entrepreneur who is trying to build a business, but I make sure that we take the time to work for others. Personally, I find it both rewarding and stress relieving. It also brings me close to the memory of my mother. Helping others allows us to realize how fortunate we are and I believe that it actually improves the work environment.
PMAG: What do you wish more people knew about caring for their skin?
YJ: The skin is the largest organ in the human body. The greatest threat to healthy skin is oxidization, also referred to as ROS, caused by environmental stress (pollution, sun, chemicals etc). We need to treat our skin as we treat the rest of our body like eating healthy and drinking plenty of water. My approach to skin care is to solve this problem by providing plenty of antioxidants, vitamins, amino acids and minerals to combat ROS.
Formulated with advanced Swiss bio-actives and tailored for urban dwellers, Bella Aura SkincareTM was created by Yasmine Jones from a personal need for an effective yet simple skincare line to transform and heal troubled complexions. For more information, please visit bellaaura.com.