Spotlight on: Maia SMith

Maia Smith, founder of H by Maia, talks natural skincare and why the products you put on your body are just as important as what you put in it.

Words and images by Marta Wasielewska.

Tell us a little about your background.

I am the founder of ‘h by Maia’, a natural toxin-free skincare line. More than just a skincare brand, h is a dialogue about what you put on your body being just as important as what you put in your body. Knowing our skin absorbs up to 60%, the h philosophy encourages you to think about the products you put on your skin, and provides healthy, honest and clean alternatives that actually feed your skin. I handcraft every product myself, using only quality botanical ingredients and essential oils - free from synthetic ingredients and preservatives.

My background is in public health in developing countries, working on international aid projects in Cambodia, India, Albania and Azerbaijan for nearly 15 years. My specialist area is “Behaviour Change Communication”, encouraging people to live more healthy lifestyles – working with illiterate audiences or specialised audiences, such as sex workers during the HIV epidemic. I have stayed in the public health and behaviour change field, which is where my interests continue to lie. And h by Maia is definitely more about the health world than the beauty world (which is quite a different world!)

What inspired you to start your company?

Three key reasons:

1. The ‘h’ is the initial of my Mum’s name, Helga. We sadly lost Mum to breast cancer in 2014. Mum was German and my first healthy inspiration. She was a true natural beauty and always kept things healthy for our family. Her priority for natural cures first got me into the natural mindset. When Mum was diagnosed in 2008, we changed our diets and a curiosity for reducing toxins emerged in both of us. The more I researched the ingredients found in high street products, the more I was horrified about what people (ourselves included) spend their money on! There is a lot of talk about the importance of food and exercise, however I didn’t find many people talking about skincare, yet we know there’s a correlation between the products you use on your skin and your health (and parabens, a preservative in skincare has even been found in breast cancer tumours!). For me, it was a no brainer to look to alternatives and I started experimenting. Sadly Mum didn’t live to see me set up the company, but it is her memory (and all the countless people dying of cancer these days) that drives me. I feel passionately that we should be living more simple and less toxic lifestyles.

2. I suffered from terrible acne as a child. After years of taking antibiotics, eventually homeopathy worked. But then in my 30s I developed Rosacea. As I was experimenting with natural ingredients, I found my skin improved just from switching to natural. I loved the products I created and gave them to friends, who encouraged me to start selling them. So I come from a great sympathy for sensitive skin; and to this day the skincare range I sell is what I use every day!

3. I have a passion for things honest, natural and non-toxic. I am so inspired by encouraging people to live more naturally… and hearing clients tell me they love my products or they have greatly helped their skin. I know the products work! The oils I use have significant health benefits for the skin – but also for the mind. I love the sensation and aroma of an oil on the skin, and how it energises the mind and spirit.

You had a very colourful life, lived in many countries - did it have a big impact what you do?

Yes, huge! I was born in Germany to British and German parents, who worked in international development in Africa and Asia. So I grew up bilingual, as an expatriate, in the sun and in international schools. I moved to the UK in 2007, which was quite a culture (and weather) shock for me! I’m a bit of a global nomad. I often crave warmer climes, other cultures; and spend about 2-3 months a year in Turkey which gives me my international fix. As far as my business goes, I am very interested in natural beauty traditions across the world.

Where do you source your products?

I hand-make all my own products; and currently source my ingredients from different suppliers based in the UK. My dream is to source oils from small local traders around the world.

Do you think people connect more with nature and natural products nowadays?

Yes definitely. Whilst some countries have been more into natural products for longer, in the UK, people are becoming more informed and are seeking alternatives. We know from research that demand for natural products has grown massively, and is expected to continue. Customers are looking for products that are free from synthetic fragrances, preservatives, parabens, petrochemicals and harsh cleaners.

Describe your typical workday.

I start my day with a 5-7km walk, then come home to begin my working day. I work from home so my commute is from one room to another! A typical day would involve preparing client orders, and production of products, which I make in small batches. I also visit my stockists and do events, working a 7-day week. Being a one-man band, I do everything myself, including all the finances, marketing etc. A few evenings a week I go to a yoga class or the gym.

What advice would you give to other creatives and makers?

Running a small business is hard! And running it on your own can be very challenging, as you have to become skilled in everything – finances, marketing, selling, creating etc – and making decisions alone. The thing that keeps me going is remembering why I set my business up in the first place, and the belief that I am doing something good for people’s wellbeing. Keep revisiting your motivations!

If you can move your work out of the home environment, I would do that so you are able to leave your office/studio and switch off. Otherwise it is so easy to end up working all hours of the day. I also recommend hooking up with other creatives and makers (through groups like The Creative Duck) as the collective inspiration and experience of others in the same boat is very powerful.

Browse Maia’s range of natural skincare products on our shop.