Mai-Liis Kivistik is a naturopath, founder of the award-winning MaiWistik brand, a yoga and face yoga instructor, and a passionate advocate for a healthy lifestyle from Estonia. MaiWistik, known for its plant-based skincare products, is carefully crafted using botanical herbs to nourish the skin and promote youthfulness. You can explore and purchase MaiWistik products HERE.
How was the MaiWistik brand born?
In 2018, I was diagnosed with an overactive thyroid gland, which, after some investigation, turned out to be stress-related. The thyroid’s role in the body is to produce hormones that regulate bodily functions. In summary, I had a situation where my thyroid was deficient in iodine and was in a complicated situation for normal functioning. Even then, I did not take medication, strongly believing in the body’s ability to heal itself. In fact, I managed to get everything under control by taking a break and slowing down.
At the same time, I was studying to become a naturopath, and one of the primary teachings is that if you notice a particular plant a lot, it has a message for you. I saw celandine everywhere, which is considered a natural source of iodine, and when its connection became clear, the raw material for my first ointment was also obvious. Applying celandine to the skin stimulates the immune system.
At the same time that celandine spoke to me, my friend, who had had psoriasis for over 10+ years, asked if I could put together something natural because she was tired of store-bought products. This is how the first product – Curetik – was born, not with the obsession of creating a company, but from the heart and flowingly. The heart always knows and guides when you know how to listen.
What are your personal values in life?
I am fully committed to aligning values with the MaiWistik brand. Sustainability is the most important to me – I always ensure that our product packaging is as environmentally friendly as possible and that waste is minimized. I believe that natural ingredients are the best choice for the skin, so I avoid all synthetic chemicals, artificial fragrances, and harmful additives in our products.
Transparency is also very important to me. I always openly share all our activities, ingredients, processes, and company practices to ensure that our customers can make informed choices when using our products.
I believe that skincare is more than just external beauty – it’s a matter of health and well-being. Therefore, I also contribute to promoting overall health and well-being and encourage customers to take care of their skin from the inside out. Therefore, I have combined face yoga exercises with skincare products.
Quality is also extremely important to me. I am dedicated to creating only high-quality skincare products that deliver effective results while being gentle on the skin. I follow the mindset – less is more. Fewer jars at home, the same active ingredients for the whole family, and fewer ingredients in products in general. In addition to our products, I offer our customers the opportunity to broaden their horizons to help them understand skincare ingredients, routines, and practices, thus enabling them to make informed choices for maintaining their holistic beauty.
What’s your personal life hack or recommendation for living a quality life?
Firstly, always listen to your heart and only then everything else. Intuition is always in harmony with us and directs us precisely to experience what we currently need the most.
Secondly, health maintenance and disease prevention are definitely essential. To move daily, sleep enough, eat plenty of locally grown herbs, vegetables, and berries, hydrate the body internally with an adequate amount of water, and use nourishing natural skincare.
Can you share a source of inspiration, like a book or experience that has impacted you?
Life on Earth does not function without plants. Humans breathe in the oxygen produced by plants, use plants as food and medicine, and dead plants create soil through decomposition. If we know how to observe our surroundings, we discover that plants communicate with us. Be sure to read Daniel Chamovitz’s book “What a Plant Knows,” which delves deeper into this topic.
What are your top recommendations for experiencing Estonia – food, places, or activities?
Estonia is full of wonderful hiking trails, such as the Paunküla mountain trails or the Kõrvemaa region. Definitely check out Rohe, Ülo, or Levier for eating options. Check out Estonian national opera ballet performances such as Louis XIV – the Sun King.
