Skincare that nourishes, protects against the sun, is good for the environment and non-greasy. It sounds almost too good to be true but exactly this is the premise behind Karmameju Skincare’s new suncare Karmameju SUN. A series of sun protection, which must definitely be said to cease previous quick fixes within suncare. Karmameju SUN does not compromise on anything. Not when it comes to the protection of our skin nor the environment. The environmentally produced suncare serie consists of plant-based SPF-formulas that are rich in antioxidants, is 100% vegan and doesn’t damage coral reefs.
Karmameju SUN has therefore had a long way coming. So long that founder of Karmameju Skincare, Mette Skjærbæk, had her doubts if it was ever going to succeed. But after several years of work, on March 25th this year, the team behind Karmameju Skincare were finally ready to launch the anticipated collection of ten suncare products. A launch that, despite lockdown, coronavirus and a declining desire to travel, turned out to be exactly the right time to present the suncare. As Karmameju SUN is not only intended the beach bag and foreign sun, but just as well the Danish Summer weather, we all now get to enjoy.
Firstly, how has it been launching suncare during the corona crisis?
We were very worried about how we should launch suncare during a corona crisis where no one travels. We were afraid of seeming thoughtless or as if we didn’t understand the situation the country were in. We had many meetings and changed our minds from day to day. We had held many press conferences before Christmas, and we knew we would be in the magazines so we couldn’t postpone the launch. And then suddenly a week before the launch the sun started to shine from a clear blue sky. We felt it on our own cheeks on the daily walk how the sun was biting the cheeks and it was time to start with the important protection of the skin. So we changed the whole strategy once more and launched more complete than we had decided to do the week before, with a focus on the beautiful Spring weather we had been blessed with. The launch went so well and the consumers have been incredibly positive, warm and supportive. I’m very relieved as it is so important to me that the consumers can feel it’s them we’re making skincare for. So it has been a beautiful experience, which confirms that as long as we as humans act from the heart everything will be alright.
How did the idea for Karmameju SUN arise?
SUN has been in progress for many years. It has been a dream ever since I started Karmameju Skincare, but a dream I had my doubts if was possible. I haven’t been able to find sun cream that I was feeling alright using on my skin and thereby the dream of creating got bigger. The problem with suncare is the very debated sun filters. There are three you can apply. The only one I want to use on my skin is the mineral sun filter, which is also called the physical sun filter. But they are known for being both white and greasy on the skin. It was therefore the goal to create a series of suncare that doesn’t make you either white or greasy but which is exclusively based on mineral sun filters. It was a big day when we finally succeeded.
Karmameju Skincare is based on clean, natural and effective skincare – how does Karmameju SUN fit into this universe?
SUN is – like all Karmameju products – 100% aligned with our green ethos. I don’t ever compromise. I simply can’t. Then I would rather work with something other than skincare. I feel like I have a gigantic responsibility for not misleading the consumers, what you call Greenwashing – I wouldn’t be able to look myself in the mirror. The skin is our biggest organ and I’m only developing products that I feel good watching my children apply every day.
What has been the biggest challenge in making suncare?
Breaking the code on the mineral sun filters so they became delightful to apply. When we finally succeeded, we had tried so many different ways that I several times afterwards have had a dream where I was putting sun cream on my youngest daughter and she became white as a little ghost. My subconscious simply didn’t believe it had been achieved.
How does Karmameju SUN differ from other suncare products?
You can get sun cream based on a mineral sun filter, chemical sun filter og with nanoparticle sun filter, where the two last ones are invisible on the skin and I will avoid comparing SUN with these. The comparison should be between sun cream based on mineral sun filters. I have for many years searched for sun cream based on mineral sun filters that were luxurious and invisible to use on the skin, but without any luck. The only ones I could find that worked tolerable on the skin contained large amounts of silicone – an ingredient we at Karmameju avoid by all means. So I was left without any useful choice. This is where we distinguish ourselves. That we have succeeded with a suncare series based on mineral sun filters, which are transparent on the skin, doesn’t make the skin greasy, and doesn’t contain silicone.
As you mention SUN is based on mineral sun filters. What are the advantages of these?
There are many. Mineral sun filters work straight away after being applied. They don’t clog your pores and are therefore ideal for skin prone to breakouts. They are allergy-friendly and don’t sting the eyes, give red spots etc. They are recommended for children. They are naturally-found sun protection from minerals in the grounds. They are not connected with the concerns there are around nanoparticle size ingredients. They are the only sun filters approved by Ecocert & Cosmos – the green certifications. They are white, not yellow, and do therefore not color your clothes the same way chemical filters do. For me, the mineral sun filters are a safe choice for both me and my family.
Karmameju SUN is meant af suncare, which is also skincare – can you elaborate on this?
The products are developed in the same way we develop a luxurious face cream or body lotion. It’s not just water, preservation, emulsifiers and sun filter. Quite the contrary, it’s the most delicious ingredients: organic aloe vera, organic shea butter, organic almond oil, organic jojoba oil and so on. And for the face creams, also the clinical-documented star ingredients hyaluronic acid and moth bean extract. So it’s skincare with sun filters. There is a perception that there isn’t space for active ingredients in a products when there has to be space for sun filter. I don’t in any way agree with this. There is space. It’s a really good idea to use face products with sun filter all year around as premature aging of the skin happens from light not just sun – and Karmameju SUN can either replace or supplement your existing skincare. Some love a skincare routine in layers, others a simple routine. The routine you have for everyday can now be created with Karmameju SUN as part of the steps you prefer.
SPF is an important part of skincare – why is it so important to protect the skin against the sun?
It is first and foremost to avoid skin cancer one of the most common types of cancer in Denmark. And then it’s also to avoid premature aging of the skin, which sun, and also just light, create. So SPF is protection on multiple levels.
If you as a consumer aren’t used to buying suncare, which products are then most important to start with?
The most important is to protect the skin so either with a face cream or a BB cream (face cream with color) for the face. And a sun lotion for the body. You can easily use one of the body products for the face also, then you will just get less of the super ingredients. So all the products are good, the most important thing is just to get them on.