Maiwe Skincare

Hey Antwerp 👋🏼 if you’re looking for a last minute end of year gift for the teachers and caretakers that have been alongside your kids this past school year, our team is at the Lab on Monday from 8am til 6pm.⁠
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Don’t hesitate to reach out and we’ll create a thoughtful gift together, think (travel sized) skincare, handmade rosehip soap or ice-cold rosehip kombucha 💛⁠
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The Maiwe Lab⁠
Dodoensstraat 36⁠
Antwerp⁠
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maiweskin.com

A few weeks ago, Elke elke lahousse from Knack Weekend reached out to me for a piece on international love and entrepreneurship.⁠
Elke and I had been in touch before, as her attentive eye had noticed that I had gone through a break-up three years ago, and that now we were living as a family of four. Something had happened there, right? It sure did.⁠
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I said yes to this piece, not because I want to show off how seemingly instaperfect our relationship is (it isn’t), but because I’m very proud of what we have been through and how we managed to find our way back to each other, as a family, but mostly, as a couple. Maybe we might inspire others that love doesn’t always come easy, but with a lot of curiosity, space for the individual, willpower and openness, there is always a way to make things work. ⁠
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Two weeks ago, we got married in Antwerp as a way to celebrate where we stand today, and I have to say, the cliché is true: it turned out to be the best day of my life.⁠
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A shoutout to el hombre de mi vida, the one who literally brought me to Maiwe, the one who gave me a home away from home, two daughters and who has created every piece of beautiful furniture at the Lab, my talented Eugenio Toto Diaz Quappe, forever the salt and pepper to my life 🧂🌶️🤍

That moment when mineral sunscreen finally feels the way it should 🌞⁠
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Real people, real first reactions to our Daily Mineral Sunscreen SPF30. ⁠
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Lightweight, no white cast, no stickiness, just protection you’ll actually want to wear every day.⁠
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So so happy we can finally share our long awaited Sunscreen with you 💛⁠
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Get yours on maiweskin.com 🌎️

The wait is almost over 🤍 ⁠
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After years of development, testing, results, formulas, trials and experiment, we’re almost ready.⁠
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In two days, we’re launching our Daily Mineral Sunscreen SPF30, Maiwe’s all-natural, mineral sunscreen that your skin actually enjoys wearing.⁠ ⁠
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ps: pre-orders are live on maiweskin.com - be the first to get your bottle - we’re shipping out on Tuesday! 🌎️⁠
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campaign by ignacio gutiérrez ohlsson and Francisca Benedetti, on the shores of lake Maiwe 🩵

Earlier this week, we spent two days in Amsterdam to announce our arrival to the Skins family 🤍

On Monday, we met with the Skins team, presenting Maiwe to their floor and boutique managers (we’re launching in fourteen new stores!). Then, we were invited to an amazing dinner Blik, together with the other launching brands, the CEO and even the founder of Skins.

On Tuesday, we welcomed 60 journalists and influencers, presenting what Maiwe is all about.

I’m beyond grateful for the opportunity to launch at one of Europe’s finest beauty retailers, and for all the love and enthusiasm about this brand I call my baby.

Thank you Skins 🤍

I feel like Maiwe is living some its best moments 🤍

Working on new opportunities as a small, dedicated team, sharing the workspace with my kids after school, having this incredibly rewarding balance between exploring new horizons and connecting with our super solid base of loyal customers, many of whom have been with us from the start 💓🌸

Maiwe has always been independent and self-funded, that’s why every new business opportunity allows us to grow a bit and create new and beautiful things. Like this week, where our new Discovery Sets arrived, we prepared an order for an international new retailer, our dream collab with .lawa went live and I had a meeting with for something very special coming later this year.

Besides this, we’ve been working hard on something that will help you navigate the world of Maiwe even better. Swipe until the end to see us finalizing what we have dreamt of as a team for so long already, we’re almost ready to share it 💓

If I could have known as a child that this was a possible answer to “what do you want to be when you grow up?” i would have answered, building my own rosehip-infused company with a bunch of amazing people, every single time.

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For years, I ran Maiwe by myself. When running a business, big or small, there are countless decisions that need to be made, all day, every day. I used to have these conversations mostly with myself, weighing pros and cons to be able to move forward.⁠ ⁠
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I’m so happy that now we’re a team of four, and decision-making is based on real conversations, different points of view, yet all driven by that same gut feeling of what makes Maiwe... Maiwe.⁠
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Postponing the launch of our sunscreen is such an example. From formulation to testing to final validation, there are so many quiet steps that happen long before anything is shared publicly. ⁠
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This week, I felt like sharing a glimpse of that process with you.⁠
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Blessed for having such skilled, intelligent and passionate individuals by my side. ⁠
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Anyone waiting for the launch of Maiwe’s mineral sunscreen? So are we! We’re taking a little longer to launch our incredible new formula and here’s why 🌱⁠
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Our mineral sunscreen has been years in the making. We need our formula to be exceptional, all-natural, highly protective, with a beautiful finish on the skin and of course, 100% safe to use, regulated and tested. Needless to say, developing such a formula is challenging, but we have made so much progress already. And while we were close to introducing it, we made the decision to wait a little longer. Why is that?⁠
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We’re currently waiting for the final results of an additional stability test. Formulating SPF is tricky and we want to be completely certain about how the formula performs over time and across different conditions.⁠
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Where we are right now:⁠
✅ SPF testing — completed and confirmed⁠
✅ Shelf life — completed and confirmed
⏳ Stability testing — in progress⁠
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This last step is what bridges lab results and real-life performance. The stability test evaluates how a formula behaves over time, in closed and opened bottles. We’re 80% there, but not quite yet. And that just isn’t enough.⁠
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The final results are expected around June 16. We’ll update you the moment we know more!⁠
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Thank you for staying tuned and sharing your enthusiasm on this highly anticipated Maiwe formula 💛