Mother and daughter duo 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). The brand was created as a simple, well edited and effective line, integrating the synergy of both Eastern medicine and Western biotechnology.
SkinStore asked Kiristin a few questions to find out more about the brand.
- Question: What is the Sjal story?
After being long time skincare enthusiasts and devotees, my mother Karen and I were seeking a more all-in-one line that was easy-to-use, results-oriented and would work within one’s lifestyle. Our lives were filled with work and travel and we didn’t have 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, didn’t plateau or 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.