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Sjal Co-Founder Kristin Petrovich

Behind the Bottle

A Q&A with the insiders behind your favorite brands.

Kristin Petrovich


Karen and Kristin Petrovich spent years working with notable holistic healers, researchers and biochemists in Asia and Europe to develop the world's first luxury skincare range charged with precious minerals and gemstones like gold, sapphire, diamond and platinum along with powerful, rare actives from around the world and eventually, Själ was founded in 2001 (which is Swedish for spirit, mind, heart and soul). Själ was created as a simple, well edited and effective line which integrated the synergy with the latest of both eastern medicines and western biotechnology. They incorporated their personal practices of eastern (preventative) medicine with Western medicines to holistically meet the needs of the modern day consumer without creating temporary results or plateau on the skin.

1). How did you get started in this industry?

After being long time skincare enthusiasts and devotees, my mother Karen and I were seeking a more all in one line, easy to use, result oriented that would work within one's lifestyle. Our lives were filled with work and travel and we did not have the time for the multiple step regimens, which ultimately were not effective or healthy for skin. While we were unable to find anything on the market, which had these principles, was nutritionally complete, that did not plateau or did not use synthetic ingredients or bases, Karen became interested in traditional eastern medicine from her frequent trips to Asia - especially meditation, acupuncture, herbal remedies and energy work, began to integrate them into her daily lifestyle and I noticed that Karen had a vitality she hadn't seen in years. So I joined Karen on her next trip and the concept for Själ was born.

2). What is your star product or biggest breakthrough?

Kura Intuitif, because is an all in one healing, repairing and protective cream. It's loaded with peptides, algaes, a vascular complex, a brightening complex, reparative oils and proteins, which make the skin luminous, supple and dewy. Infused with gold, silver, copper and pearl for regeneration and brightening. It is perfect for flights, as a nighttime cream, after skiing or sun exposure. A favorite of models and celebrities, voted 'best in-flight cream' by InStyle magazine.

3). Who/What inspires you?

I'm inspired by holistic healing practices for their healing, harmonizing and balancing benefits to the body. I'm a believer in acupuncture, Chinese medicine and gemstone healing. I love to discover different practices and therapies that make you feel balanced and empowered physically, spiritually and mentally. These fundamentals inspired my mother and I to create a skincare line, using holistic principles combined with the latest in biotechnology.

4). Be honest, what beauty products do you use regularly other than your own?

Clea de Peau Beauté and Laura Mercier because they are natural but lasting coverage. SPF by Skinceuticals. If I run out, my son's SPF by Kiss My Face.

5). Imagine the future of the beauty industry and give us your prediction of what's to come.

I think with the market saturation, brands will be forced to re-evaluate and pare down their lines, making it easier for the consumer. This is one of Själ's core philosophies creating simplistic, result-oriented and adaptable products.

6). Give our customers a beauty insider tip:

Keep your primarily focus maintenance and prevention, including the basics such as sleep, nutrition, exercise, balancing personal and work life. I like to take vitamins including: trace mineral complex, vitamin C, and omegas 3, 6 &9. When I'm not feeling well, I take Glutathione for detoxification. Acupuncture is great for releasing blocks and opening up energy flow.

6.5). In 140 characters or less, give us a beauty tip to Tweet and tell us where to follow you.

själ is a holistic approach to scientifically advanced skincare. To receive Själ's latest news and special offers, please follow Själ on Twitter at @sjalskincare or like us on our Facebook.

7). Extra Credit: Write personal reviews for some of the individual products in your line.

Definitely the Balans Cleanser and Mineral Källa Tonic as they contain gold and silver, which are natural antibacterials and antimicrobials which help to properly balance skin without stripping. The Balans Cleanser is gentle but highly effective leaving skin hydrated and supple. It contains a pearl extract for brightening and germanium mineral extract for detoxifying and oxygenating. The Mineral Källa Tonic is a refreshing rose tonic, which contains an environmental complex and adaptogens, which help to protect skin against pollution and environmental aggressors.

Serum1 as its lightweight and quickly absorbent with the purest ingredients focusing on lifting, toning firming as well as calming and soothing and hydrating. It incorporates platinum, blue and green copper with hyaluronic acid and ceremides for complete regeneration.

Orbe Eye Contour Cream, our best seller, has a perfect consistency of a gel cream, incredibly soothing and freshening. Orbe Eye Contour Cream is loaded with peptides, algae, aloe, gold, silver, copper and cucumber, it forces on wrinkles, elasticity, brightening and de-puffing.

Our latest product, Saphir Concentrate Anti-Aging Face Oil is an amazing blend of 14 essential oils with 3 key anti-aging complexes (our SUPRA 3) infused with blue sapphire and aquamarine from the Himalayan mountains.

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Sjal Co-Founder Kristin Petrovich Products

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A proprietary anti-aging bioactive complex designed to diminish the appearance of wrinkles, increase elasticity and revitalize skin.
1 oz | JF011
A gentle, triple-performance mask effectively exfoliates with a powerful complex of enzymes, multi-fruit acids and crushed pearl.
2 oz | JF009
This super-active treatment protects, softens, calms and evens skin tone while increasing oxygen uptake.
2 oz | JF010
A deep hydration crème for reparation of dry, damaged or mature skin.
1 oz | JF004
A lightweight crème designed to promote cellular renewal, pore minimization, brightening and cell detoxification while addressing wrinkles.
2 oz | JF005
Comprehensive anti-aging treatment focuses on cellular regeneration, lifting and wrinkles.
1 oz | JF014
Out of Stock ADD TO BAG
A lightweight crème designed to promote cellular renewal, pore minimization, brightening and cell detoxification while addressing wrinkles.
1 oz | JF003
Out of Stock ADD TO BAG
Free Correcting Rescue Cream ($15 Value). Details »
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