Spreading Clean Beauty

Embrace natural anti aging ingredients with the beauty of Scandinavian Friluftsiv lifestyle

Times have changed. Everything has changed – our lifestyle, habits, thoughts. There’s no difference when it comes to the beauty industry. In the case of beauty and skincare, people don’t talk as much about anti-aging nowadays. They focus on well-being. Holistic beauty is what consumers tend to follow. What we put on our skin and what we’re eating and our personal nutrition and lifestyle choices are integral to our skin health and our overall wellness.

People turned the positive spin on things, they now talk about how they are going to age rather than when. They know that aging is something that will come either way, so they have embraced it and started to celebrate it. It’s the process that evolves over time. The state of mind is essential. If we live in peace with ourselves, without stress and alongside nature, our well-being will reflect on our skin. For this reason, every human being has always had the need to connect with nature, and every culture has its own manner to get to it.

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Friluftsliv – Life in the open air

Scandinavians are blessed with beautiful nature and landscapes. However, temperature and lack of sunny days during winter are not something that’s in their favour. Despite rough climatic conditions, Scandinavians grow up to a philosophy of connection with nature. Because of that, they belong to countries with the highest happiness index.

A passion for nature cuts to the heart of what Scandinavians call Friluftsliv. The expression literally translates as ‘open-air living’. It was popularised in the 1850s by the Norweigan playwright and poet Henrik Ibsen. He used the term to describe the value of spending time in remote locations for spiritual and physical well-being. Swedes, Norwegians and Danes use this phrase today for many things. Running in the forest during lunchtime, biking, cross-country skiing, using lakeside sauna or relaxing in a mountain hut – everything that is considered to be outdoor activity can be related with this ritual. It is about love and respect for the environment. They connect with nature in a simple way, letting their senses feel the harmony.

Friluftsliv is more than just an activity – it’s a lifestyle. And a very healthy one. Because of its social connection, it is considered to be one of the main reasons why Scandinavian countries are among the world’s happiest places. Experts have long known that time outdoors makes you happy. Just two hours a week in a natural environment, such as parks or green spaces, boosts your well-being. And it’s not just the good mood you get. Spending time in the outdoors can also help heal grief and trauma. People with post-traumatic stress disorder (PTSD) have found relief in therapies that involve staying in nature.

Unfortunately, what comes with nature today is air pollution.

Natural anti aging ingredients are in tune with nature’s plea

Nowadays, consumers are pretty anxious about the dangers of pollution and they are looking for protection against the harmful health effects of air pollution. Because of that, the global facial care with natural anti aging ingredients and anti pollution benefits has increased.

Some of the research has shown that a lot of consumers believe that products with natural anti aging ingredients are better for the skin and half of them are willing to pay more for natural or organic products.

Natural anti aging ingredients like some plant extracts help to relieve skin troubles and inflammations caused by yellow or fine dust. Besides plant extracts, probiotics also improve overall skin health. They improve skin moisture by increasing the expression of some moisturizing factors.

Another factor in providing skin relief from pollution’s damaging effect are seaweeds. They are used in cosmetic and food composition to protect against fine dust. Their extract is claimed to help protect and restore immune functions.

Jupiter’s beard is all you need

One of the plants that are known for its ‘resistant’ properties is Helichrysum stoechas, commonly named everlasting. The extract obtained by Provital from the flowers of this plant is called Everlasting-eco or ‘Jupiter’s beard’. It’s known for its benefits in anti-aging treatments, but also for its antioxidant and anti-inflammatory effects. It is also recommended for formulation of cosmetic products with purifying and antiseptic activity.

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Everlasting-eco is COSMOS certified. It contains polyphenols, protects against free radicals and is paraben free.If you want to learn more about natural extracts and their relations to traditional rituals and lifestyles like Friluftsliv that have great storytelling potential for your brand and products? Download our free ‘Rituals of the world for happiness’ and get inspired.

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