Beauty brand, Mawena, launches with Selfridges on Earth Day

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Plant-powered beauty brand, Mawena, will launch into Selfridges on 22nd April as part of the retailers’ Project Earth edit with its curated collection of products, expertly formulated using patented active ingredients. 

Inspired by the rituals and traditions passed down from generation-to-generation and woman-to-woman, Mawena – meaning ‘I am seen as I am’ in Manjaku, a West African dialect – prides itself on crafting efficacious skincare that melds ancestral knowledge with cutting-edge plant research. 

Helena Mendès, founder of Mawena, says: “I am thrilled to launch Mawena at Selfridges and be part of the changing face of beauty with this esteemed luxury retailer. What started as an exchange of traditions and sharing of culture and practices with local Maya women, has led to the creation of a highly efficacious organic range of skincare products. I am excited to see how the Selfridges customers react to our innovative beauty offering, packed with beneficial skincare.”

Selfridges as a leading retailer known for its prestige beauty offering and sustainability ethos, have a unique understanding of how to encourage their customers to shop more sustainably. 

As a new Selfridges brand partner, Mawena succeeds in providing a unique point of view with an authentic beauty line that is cruelty-free, vegan and committed to giving back to the Maya community that was its inspiration. With innovative and eco-friendly packaging, Mawena products are housed in recyclable glass, using vegetable inks with no notice or additional paper. The raw ingredients are purchased directly from the community’s co-op at consistently above market prices and the brand gives back €2 to the co-op to ensure continued support.