Last month saw an exciting new development for Swiss beauty brand Mavala. Most famous for its trusted hand and nail products, the team has entered an entirely new category with the launch of a 17-sku-strong skincare line.
In honour of its Australian debut, Mavala global managing director Doris Maute took a whirlwind trip to Sydney, and BD was lucky enough to sit down with her to hear more about the range. From sourcing ingredients in the Alps to finding inspiration in K-beauty, here’s why this launch should be on everyone’s radar.
When did you decide to launch skincare and why?
We started out producing nail products 60 years ago, and since then we’ve expanded into eye lashes, lip products, hand care and foot care, all at different times. So it made sense that eventually we would cover skincare too.
We focused on women’s wishes and needs. This how we came to notice that they were looking for more naturality that’s not necessarily organic. We also saw that women are not trying to look younger necessarily, but that they want to age better.
Our aim was to create a line that would deliver on these expectations and more.
Most women don’t know what their skin type is, so rather than try and create a range for that, we decided to cater to five different skin concerns. And this really matched Mavala’s philosophy of solving problems with safe products.
How do you think the products will be received given the brand’s reputable country of origin?
Switzerland has a very good image in terms of precision, seriousness and reliability but also nature. We know women like a balance between nature and science so this reputation works well!
The fact that we are Swiss and seeking excellence was imperative when it came to selecting our raw materials because we only went for the purest and most advances ones.
What are some of the standout Swiss ingredients?
We have the Swiss Mallow flower extract which is a small flower growing in a high altitude that’s very resistant to harsh conditions, it’s known for its soothing and calming properties. This is used in all 17 products.
Also in every product is the pure Alpine water from our mountains. This water goes through the rocks for 25 years before it springs and so is very rich in trace elements. It’s sourced at 1,800 metres above sea level, an area that’s completely unpolluted and pure.
Then we have the Swiss botanicals associated with each specific skin concern. There’s Alpine Rose Stem Cell in the Anti-Age Pro range, Mallow flower in the Aqua Plus line, and Swiss Apricot extract in the Skin Vitality line.
In the Pore Detox products we’ve worked with Willow Herb flower extract that is also sourced in the Alps and this has sebum regulating properties. We combined it with with Perlight which is a very fine, volcanic mineral powder to absorb oil. Lastly, in the Clean & Comfort line we’ve used the Mallow, the Alpine water, Cornflower water and Aloe Vera.
Where are some other innovations that make the range unique?
All the products are very fine in texture – they have a light, watery consistency. We took quite a lot of inspiration from Korean products in that respect, but without the many steps!
We also looked to Korea when developing the Sleeping Masks, they are a popular concept from over there. You don’t have to remove the mask, just leave it on overnight which saves so much time and effort.
Lastly, we haven’t developed any eye contour products because the serums and moisturisers are so gentle that you can apply them in the most sensitive areas of the face, such as around the eye.
What do you hope consumers’ opinion will be of the products?
We rely on the loyalty of our consumers and the fact that they can trust us. That’s very important. We want the products to be efficient so we worked hard on that and I hope that we get this recognition in Australia.
For more information, visit the brand listing.
