In this interview, Kim sits down with Maayke Ruyffelaere, founder of Maiwe, to explore the story behind her brand and the remarkable benefits of rosehip oil from Patagonia. Maayke opens up about her time living in Patagonia, her own skin struggles, and how these experiences inspired her to create a skincare line grounded in both science and nature. She shares insights into her formulation process, the importance of ethical sourcing, and her vision for the future. Read on to discover how Maiwe’s thoughtful approach translates into products that truly care for the skin and the planet.
1. What inspired you to use rosehip oil from Patagonia?
I lived in Patagonia for a few years with my family. During that time, I struggled a lot with acne and scarring. Through conversations with local women, I learned that the oil from the countless wild rosehips growing there is incredibly powerful for healing the skin. That caught my attention, both as a scientist and bioengineer, but also as a woman with very reactive skin. I then embarked on a long research phase, studying the use of rosehip, the different qualities of oil, the varieties of roses, extraction techniques, and more. The fact that harvesting rosehips benefits the local community and that the plant grows 100% organically was decisive for me in building my brand around this exceptional plant.
2. How does your scientific background help in developing Maiwe products?
A lot. I completely developed the Rosehip Oil Serum myself, by understanding extraction techniques, the composition of extracts, vitamin, and fatty acid profiles, I knew exactly what final result I wanted to achieve. The other products in the line are developed in collaboration with a Belgian lab that does fantastic work. We can work very closely together since I know exactly what I want in terms of ingredients and functionality. This collaboration is very pleasant, as we speak the same scientific language.
3. What makes Maiwe’s Rosehip Oil Serum different from other rosehip oils?
The Rosehip Oil Serum is much more than just a regular rosehip oil! It’s a combination of three organically certified rosehip ingredients. First, the cold-pressed oil from rosehip seeds, made in Chile. We have access to ultra-fresh rosehips, harvested each year in March, immediately dried and pressed. By April, the oil is already in Antwerp, and we make a fresh batch of Serum. Additionally, it contains supercritical extracts from both rosehip seeds and fruits. This technique, only available in Germany, allows us to also extract the red berries, giving a significant boost to the vitamin content. It’s also an extremely environmentally friendly technique, where ‘supercritical’ air pressure gives you very pure extracts from the plant.
When you use Maiwe’s Serum, you know you have an incredibly pure bottle of 100% rosehip, from rosehips that were still growing on the bushes that same year in the wild, untouched Patagonia. This is an incredible luxury and quality that no other brand offers.
Moreover, we know the people who harvest our rosehips. We visit the harvest every year and work closely with our Chilean partners, who fully support Maiwe and its values.
4. How have your own skin issues influenced the creation of your products?
My own skin issues have been the guiding factor in developing the line. I had tried so many products, alongside countless visits to dermatologists. Roaccutane was suggested, which I fortunately never took. I did use harsh creams with peroxides. I noticed that my skin barrier was damaged and never really improved, the acne kept coming back, and the scars were severe. I started reading a lot about inflammatory reactions, which cover a broad group of skin problems. Hormonal imbalances, lifestyle, and diet play a major role in this, but with the right skincare, you can truly make a difference. I couldn’t find the products I needed anywhere: fragrance-free, 100% natural, and truly effective. The beautiful story and ethical nature of the ingredients are a fantastic bonus, of course. But first and foremost, the products need to deliver a calm, balanced skin. That’s something so many people are longing for.
Rosehip is nature’s ultimate cell renewer; it’s rich in vitamins A and C and has a very interesting fatty acid profile. The more I studied the plant, the more I realized it’s the perfect match for the skin. The oil and extracts reduce inflammation and are helping many clients with acne, but also with eczema, very dry or oily skin, and even psoriasis.
5. What do you love most about combining nature and science in your skincare products?
Nature is the foundation of science; we draw our knowledge from the wonders of nature. They are inseparably linked. Of course, you can synthetically replicate everything, but in doing so, you lose much of the poetry, beauty, and purity. For me, the synergy between the two worlds is the key to a sustainable future. The human aspect must not be forgotten either, countless families are involved in the harvesting, processing, and further production of our products.
6. Are there any new products or ingredients you’d like to add to Maiwe?
Next year, we’re launching a few new products that we’ve been working on for a long time. The skincare line is expanding, and body products are coming as well, since I’ve started a collaboration with August in Antwerp. I’m currently researching a new central ingredient that I’m just as in love with as rosehip, but I can’t share too much yet. In collaboration with the University of Antwerp and a Chilean research center, we’re developing something very exciting. As a bioengineer, this really gets my heart racing, but I can’t reveal too much for now!
7. How do you combine motherhood with running your own brand?
I started Maiwe when Filippa was 8 months old. Just over a year later, the website went live with our first three products. I firmly believe that motherhood pushed me to pursue my dreams. The daily balancing act isn’t always easy, but I think motherhood keeps you sharp and focused since your time is limited. I try to involve her in the business as much as possible, by helping with packing orders or making deliveries together. I’m expecting my second daughter in December, which is very exciting, and honestly, I’m not sure yet how I’ll manage everything, but with patience and confidence, I’m sure it will all work out.
8. What can people expect when they start using Maiwe products?
Maiwe stands for reliability. You can count on the brand to use ingredients that will calm, rebalance, and nurture your skin. The products are fragrance-free, and no essential oils are used either. For some people, that takes some getting used to, but the results are so much better, especially if you have sensitive or reactive skin. The results are noticeable quickly—your skin becomes calmer, more balanced, and healthier.
9. What does the name “Maiwe” mean to you and your brand?
It means a lot! Maiwe is a glacial lake in the Andes Mountains, in the south of Chile, where we always go with my family and friends. It’s a magical place, where untouched nature and pure beauty truly overwhelm you. It’s also where I had my first conversations with the locals about the uses of wild rosehip. It was literally at Maiwe that the first seeds for the brand were planted, and where I also get the “Maiwe feeling”: the freedom and self-confidence that naturally come when you feel good in your skin.
10. Why was it important to you that your brand be available at Blos?
Blos is the destination in Belgium for high-quality skincare. The best brands come together here, and the curation is unique. You know that only top brands pass the screening. I have immense trust in Kim’s knowledge of beauty. That she included Maiwe in the Blos family is invaluable to me, and having Maiwe at Blos was undoubtedly one of my boldest dreams when I started the brand.
11. What are your biggest dreams or goals for the future of Maiwe?
My dream is for many more people with reactive and sensitive skin to discover Maiwe’s solutions. Of course, I also dream of international expansion and would love to further develop our sourcing in Chile. My dream is to work around the Maiwe lake with some of the amazing women I know there, to further develop the pressing of rosehips near the lake. For that, I’d have to spend at least a year back in Chile, which isn’t on the cards just yet, but it’s definitely something I’m thinking about.
12. Do you have a tip for Blos customers who want to start using Maiwe products?
For me, skincare revolves around three principles that apply to all skin types: gentle cleansing, thorough hydration, and quality treatment. Maiwe offers products in each category. If you choose one from each, with the Purifying Cream Cleanser, Balancing Facial Cream, and Rosehip Oil Serum, you have a fantastic starter set that you can expand as you become more into Maiwe. And if you really only want to pick one: give the Rosehip Oil Serum a try. It’s a unique product that delivers immediate results. You won’t regret it!
