“Narratives of self-care have let us down. We are encouraged to heal ourselves temporarily for the sole purpose of carrying on as normal. This exhausting, endless cycle benefits our culture of hyper-productivity and presenteeism, but does not enrich us,” says Estée Lalonde via her website.

She wanted that to change. Inspired by mirror work—a therapeutic process where participants look in a mirror, and speak affirmations and truths about themselves out loud—Lalonde created MIRROR WATER. Cultivating rituals of relaxation, MIRROR WATER is a body care brand that ventures below the surface to encourage self-reflection, vulnerability, and care.

The Canadian-born founder now lives in London, England. When she’s not working, she’s most likely soaking in the tub, drinking her favourite red wine, or walking around the park with her rescue dog, Effie. Here she speaks on her brand, her commitment to sourcing natural ingredients, and why mindfulness is important.

On MIRROR WATER’s ethos:

“MIRROR WATER is on a mission to prove that rest is productive. We live in a world that is so fast paced and go, go, go that sometimes it feels like slowing down is a waste of time. We want to inspire rest in all forms—whether that’s going outside for a walk, having a bath with our beautiful products, or watching Netflix. I truly believe unwinding and appreciating your downtime will help you connect with yourself, and in turn others.”

On why she doesn’t call her brand sustainable:

“Any brand that’s putting a product into the world is ultimately contributing to waste, carbon emissions etc., so for me it feels inauthentic to say we are a sustainable brand because it’s a bit of an oxymoron in my head.

That being said, we absolutely question whether materials are recyclable and locally sourced, and we do everything in our power to use ingredients and materials with the Earth’s interest in mind.

All of our products are packaged in glass with aluminium lids—which are all recyclable, of course. We’re also looking into a refill system for future production runs, and are constantly looking at ways to improve the sustainability of our supply chain.”

On her favourite brand offerings:

“Our best-seller is definitely the SMOOTH Body Oil. It’s a truly special and luxurious product that is fragranced with our bespoke blend of essential oils, called Downtime ACTIV-Essence, which is inspired by Canadian forests. The fragrance helps you feel grounded, yet uplifted. The oil has a beautiful texture that’s non-greasy and dries down into a satin finish once it’s absorbed by the skin.

We also have a rich version of our body oil called RUB Solid Balm, which I love. It’s great for areas that tend to get extra dry like your elbows, knees and feet, but can be used all over the body as a treat.

Last but not least, we have our magnesium-rich SOAK Bath Salts, fragranced with the same essential oil blend as our oil. Having a bath is one of my favourite ways to unwind, so naturally bath salts are at the heart of our offering.”

On MIRROR WATER’s commitments to ethical and natural products:

“All of our products are over 95% naturally-derived; some are even 100% naturally-derived. We’re incredibly intentional about the ingredients we use, and most importantly don’t use.

Our formulations do not have EDTAs, which are commonly used for stabilization purposes. We don’t use them because they don’t break down naturally in the environment, and have been found in waterways. We don’t use benzophenone, which is a fragrance enhancer, because of its negative impact on the coral reef. And we don’t use Parabens, because we would rather use alternative materials that prioritize the wellbeing of our community.

Our products are also vegan, we never test on animals, and we try to source our ingredients locally where possible.”

On how mindfulness became a central pillar to her brand:

“I take a realistic approach to wellness and mindfulness. I’m someone who really wants to meditate, but can’t quite get there. So I try to inject little moments of mindfulness throughout my day and my week instead. Things like enjoying a cup of tea, stretching when I’ve been at my desk for too long, or a beautiful bath on a Sunday morning. I think people are looking for more realistic ways to incorporate mindfulness into their day and that can look different for everyone. At MIRROR WATER we like to offer simple suggestions rather than making someone feel like they need to completely overhaul their lives.”

Discover more of MIRROR WATER in the gallery below.

Photos courtesy of MIRROR WATER.