TBS: Where did the name MIRROR WATER come from? 

EL: Before I moved to the hustle and bustle of London, I grew up in Canada - surrounded by the forest. I’ve suffered from anxiety and depression for pretty much my whole life and being amongst nature always helped to calm me down.

When the novelty of a new city wore off and the harsh realities of London life started to kick in, I often found myself feeling extremely lonely and isolated amongst the chaos. Something that brought me incredible comfort was always taking a hot bath. It was always my own personal space to reflect on how I was truly feeling and enjoy the comforting warmth of the water. 

MIRROR WATER encourages self-reflection, a powerful practice which establishes sustainable, lifelong growth. Inspired by the therapeutic concept of mirror work, whereby the participant faces themselves in a mirror to practice mind body connection.

In creating MIRROR WATER, I recognise our products aren’t a cure – but I want to encourage people to prioritise themselves and emerge feeling softened and refreshed.

TBS: You refer to your brand as ‘responsible’ – can you unpack that for us? 

EL: To me, the word‘sustainability’ is thrown around quite easily and can be a bit of a buzzword these days. I think to be in any business now means to be responsible and have sustainability at its core. As sustainable as you can be, when adding more to the world. 

With MIRROR WATER, I wanted to keep things transparent and honest. The reality is, we’re a small business and try to make the best decisions where we can, for the environment and the people living in it.

I don’t think being‘sustainable’ or‘responsible’ is something to brag about…  it’s just inherently who we are.

TBS: Has your experience as a content creator shaped your approach to business? 

Absolutely! I have spent the majority of my career on the opposite side of the spectrum, being approached by countless brands to promote their products. Now that I’m on the other side of things, I know how much it means to a small business when a creator highlights their products. It has been really eye opening to me, just how much it takes to get a beauty brand off the ground.

I am so grateful to the community around us for embracing us and finding what MIRROR WATER means to them. 

TBS: What does an ideal day off look like for you?

EL: My ideal day off would look a little something like: going out for brunch with a friend, walking my rescue dog Effie in the forest, taking a yoga class and definitely enjoying a long soak in the bath with my favourite candle and a good book. Followed by lathering myself head to toe in MIRROR WATER SMOOTH Body Oil, of course. 

I have to practise what I preach and take time off on the weekends despite having a to-do list as long as my arm! You can’t pour from an empty cup. 

TBS: Wise words! Tell us something we don’t know about you?

EL: Something a lot of people don’t know about me is that I can talk to pretty much anyone. My friends always make fun of me for having deep conversations with uber drivers, people in cafés and anyone else that crosses my path. 

I love connecting with people and learning more about who they really are. I get a lot of energy from it. 

TBS: What attracted you to The Beauty Standard? Why did you say yes to us??

EL: I had seen The Beauty Standard online and thought it was an incredible concept. I fell in love with the aesthetic and curation and knew it was something I wanted to be involved in. 

I love that The Beauty Standard includes full sized products that people can use and enjoy for a long period of time, rather than small sample sized products that usually don’t make a meaningful impact. 

Not only that, but love supporting female founded businesses and once we all got on a call, our energies were aligned and we knew we had to work together! 

TBS: The future of beauty is always evolving. Where do you see the industry heading?

EL: The tide is turning within the beauty industry and we’re no longer focused on the surface level. We go deeper. MIRROR WATER is leading the way within the emotional body care space, redefining body care as an essential aspect of self-care where nurturing our bodies is synonymous with wellbeing.

Infused with essential oils that ground your body and mind, if you come away from using our products feeling nourished and relaxed, we’re doing our job. 

TBS: What is one of the most touching pieces of feedback you've received from a customer so far?

EL: I feel so grateful for the community built around MIRROR WATER. I honestly get emotional when we receive touching feedback… to think our products have made a difference to someone's life and they care enough to take the time to let us know. I just think it’s amazing. A real pinch-me moment.

We actually have an amazing customer named Julie who has bought our SOAK Bath Salts 82 times because she can’t get enough – it blows my mind!

TBS: During tough times, what keeps you driven and focused on your vision?

EL: Being a brand founder is a wild ride. During testing times, I try to take my own advice: slow down, step back and allow yourself the space to think things through properly. I get some of my best ideas outside in nature, so I like to step away from the digital world and remind myself why I’m doing this and how far we’ve already come.

After all, MIRROR WATER is only two years old and I’m so proud of how far we’ve come. 

TBS: And finally, if you could travel back in time, what advice would you give to your younger self at the start of this journey?

EL: I’d tell my younger self to hold tight and hang in there and stay connected to yourself and your needs. 

You can find MIRROR WATER's Smooth Body Oil in our be_thoughful box.