What is Beauty?

"I wanted to show women in a different way. As an artist, I feel I have a responsibility to free women from the idea of eternal youth and perfection. Society's ideal of perfection is impossible to achieve”.… “
the calendar conveys personality, sensitivity and the guts to be yourself, emphasising how his aim was "not to shoot a calendar about perfect bodies but to capture sensitivity and emotion, laying bare the souls of the women in the images, rendering them more naked than nude.”
- Photographer Peter Lindbergh


Beauty is in the heart, and the way it shines through, when we are captured during unrehearsed moments, It’s in the way it feels to achieve a goal you’ve worked tirelessly to achieve, in the moments that build the women we become and strive to be, when we are wild and free, running through the forest or on the beach, with our hair stuck to our face by the salty ocean sea, the way our skin feels being touched by the wind, sand and sun, or the moments when we are totally still and at peace, not because of what an exterior image has brainwashed us to believe.

“A wild woman is a survivor. An unexplainable spark of life. They ooze freedom and seek awareness, they belong to nobody but themselves yet give a piece of who they are to everyone they meet. If you have met one, hold on to her, she’ll allow you into her chaos but she’ll also show you her magic.”
- Nikki Rowe


We are all unique, with experiences and memories that tie together seamlessly into a blanket of our own versions of beauty. We are different shapes, sizes, colors, and heritage. We are mothers, daughters, and grandmothers. We are activists, innovators, achievers and inspirers.

We are the lives and change we create - that is beauty. Our bodies are simply a shell that allows us to radiate these experiences and accomplishments through. They are a case that displays our happiest and most incredible experiences for the world to share with us.
No culture, company or concept could ever define beauty. It is composed of the moments that draw upon our strength, and consume us with the remarkable and intoxicating experience of being alive. Visible through the sparkling eyes of those that are inspired and represent the most distinct and remarkable attractiveness of their souls -free, alive, real and true to themselves. Proud and eminent. Marching to the beat of their own drum.

‘Sat nam’ is one of the most prevalent of all mantras in Kundalini yoga, ‘Sat’ meaning ‘truth’ and ‘nam’ meaning ‘name’ but the true definition is a reminder to be your true self.
Truth, enlightenment, consciousness and above all awareness, comes into your experience. 

“I never set out to work in the ‘beauty industry’ and don’t consider that wild azur is really part of this. I am much more interested in ‘longevity, optimal health and wellness which results in radiant skin naturally.
Our products are youth enhancing by nature but are also healing and medicinal to some degree for both body and mind. “ 
- Clare