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01-12-14 | Posted by

Envisioning a simplistic, holistic luxury skincare line for hyper-sensitive, dehydrated, and dull skin, Kristin Petrovich founded själ Skincare with her mother Karen in 2001. The name is Swedish for spirit, mind, heart and soul, and själ products combine the principles of ancient eastern medicines with state-of-the-art Western biotechnology. The unique global concept is based on Petrovich’s international lifestyle; she grew up in cities around the world, eventually moving to New York, where she worked as a fashion stylist. The line’s ingredients are sourced around the world and include precious minerals, which act as semi-conductors to enhance cellular activity. Here, Petrovich tells Beauty in the Bag about her inspiration and skincare philosophy.


Tell us a bit about your background. How did you become a skincare expert?

Prior to launching själ in 2001, I studied Eastern complementary medicines including Chinese, Tibetan, and Ayurvedic. At själ, one of my key focuses has been on creating the development of an all inclusive go-to beauty range. I researched the latest in technology, sciences, and diseases, as well as innovative technological breakthroughs in order to produce a holistic beauty and lifestyle range of high-end products. It’s my job to find the best individuals from various practices to source the most exclusive ingredients, while bridging the delivery of a perfectly formulated science and energy-based regime.

själ has a very inclusive philosophy. Can you describe it for our readers?

själ literary means spirit, mind, heart and soul in Swedish, and is the core to our integrative skincare line.

själ focuses on holistic anti-aging, bridging ancient eastern medicines with the latest in western biotechnology and energy gained through the infusion of precious minerals and gemstones. själ incorporates the highest possible standards for quality, product performance and skin adaptability, offering innovation and luxury to every element of the company’s well-edited, multi-functional regimen.

själ products do not only visibly restore the skin, but nourishes and reverses signs of aging. The entire product base also works at a cellular level that detoxifies, balances energies and protects the skin from the damaging effects of the environment, stress, fatigue, and travel.

Each product in the själ range is charged with precious minerals including nano-gold, colloidal silver, copper, platinum, and germanium in both liquid and solid form. Known as electro-stimulants, these minerals function as semi-conductors increasing cellular productivity, performance, repair, and penetration while leveraging the effects of the other ingredients in själ products.

In addition to precious minerals, gemstones such as diamond, blue sapphire, amethyst, citrine, tourmaline, and rose quartz naturally vibrate at a higher frequency, which promotes micro-circulation, clarity, and repair. Gemstones and precious minerals help to provide vitality in every jar, constantly adapting to your skin, allowing for maximum performance and benefits under any condition.

Does själ have a hero product? Why is it so special?

I would say our hero product of the moment or of the season would be our saphir oil concentrate; its incredibly lightweight yet contains double doses of omegas 3, 6, and 9 as well as three key anti-aging complexes. These include a bio-marine algae for increased energy and line filing, a lavender complex, which helps to relax muscles and a retinol-like plant extract that helps diminish the appearance of fine lines without any irritation or redness. It also contains essential and rare organic oils including blue chamomile for calming and soothing, clary sage, which acts as a nerve tonic, grand jasmine absolute, sweet orange and neroli in a meadow foam, and camilla seed oil base. The oil also contains a blue sapphire and aqua marine elixir, which are known for their calming and clearing properties.

What particularly excites you about the anti-aging category now?

There is something new everyday and the increasing application of degenerative disease discoveries and the application into the skincare arena.

Where do you draw inspiration for new product creations?

I would say that we draw inspiration from the latest in modern medicine as well as holistic medicine; a true integrative approach really excites and inspires us. We like to look at current things happening with our world and environment to see what the client needs to better their quality of life. For example, we are looking further into increased EMFs and radiation and the various effects they have on the skin as well as on the body. These along with pollution are growing stressors on the skin and body and unfortunately only worsening.

What’s next on the horizon for själ?

Of course, always tweaking and perfecting our existing line focusing on energy and frequency and how it complements and enhances science. We are looking to extend our facial offerings as well as expand into body as we feel it’s our natural next step.

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