Journal • Maayke Ruyffelaere

 

Hi Maayke, Thank you for the warm welcome to the Maiwe Lab. Let's start with, who is Maayke Ruyffelaere?

Oh, who am I? Well, I think I would describe myself as a very curious, sensitive, and driven person. I value my family and friendships a lot, and I’m always on the lookout for new experiences. What defines my life most at the moment is my 6-year-old girl, Filippa. As you can see, my partner and I are happily expecting our second child. Besides being a mother, I’m a passionate entrepreneur and the founder of Maiwe.

 

The first thing you call yourself is a "mom." Do you identify most with being a mother?
It is a big part of who I am, and being a mother brings me much joy and fulfilment. In terms of time, it's undoubtedly the most significant part of my life. However, I also feel equally like an entrepreneur. My business and entrepreneurship form another important aspect of my identity. The balance of juggling these different roles makes me who I am.

There are various interpretations of the name Maiwe. Can you tell us where it comes from?

Yes, I've heard a few interpretations, like "My way or the highway" or people assuming it's derived from my name. It's all understandable but not the truth.

Maiwe is a place in Chile where Filippa was born, and I lived there for five years. Specifically, it's a lake in the Andes Mountains, just a few kilometres from Argentina. It's one of the purest places I've ever experienced and where I first saw wild roses growing, the same ones I work with now. The knowledge that makes Maiwe's products so special comes from the locals, who have used this plant and its fruits in many ways for centuries. It's quite literally and figuratively where the seed of everything Maiwe represents was planted.

It sounds like a place you wouldn't just visit on a holiday. How did you end up there?
My partner, who I met in Ghent, where I grew up and studied Bioengineering, is of Chilean descent. After submitting my thesis, I met him on a night out, and we quickly left to travel across Europe for a year. When that dreamy year was over, he was planning to return to Chile and invited me to come along. I wanted to learn more about his homeland, meet his family, and immerse myself in the culture, so I decided to follow him.

I was so pleasantly surprised by the people and the land. I was welcomed so warmly, which led to us buying property and renovating a house; before we knew it, we were parents of a daughter. Only after five incredible and enriching years, the return ticket I had purchased was used (laughs).

 

What made you eventually return to Belgium?

I was missing Europe. It’s a bit of a paradox because nature in Chile is unparalleled, but at the same time, aspects of society, like the stark inequality, make you question things. Although Filippa was still young, I felt like I wanted to raise her in Europe. Being in contact with different cultures and languages really shaped me, and I didn’t want her to miss out on that. But nothing is permanent, and it's very possible that in the future, we might return to Chile to let her experience the natural beauty of her homeland.

In Chile, you came into contact with the plant that now shapes much of your life. Were you already working on building the brand there, or did that come later?
In Chile, I had the luxury of a large vegetable garden with many herbs. Besides my regular job, I spent a lot of time experimenting with making natural cosmetics like soaps, creams, and scrubs. There’s so much knowledge about using natural ingredients, and with my background in bioengineering, I loved experimenting and exploring the possibilities. At the time, it was mostly a passion project.

When we returned to Belgium, I felt the opportunity and excitement to take the knowledge I had gained and turn it into something professional. It was a steep learning curve, and building a brand involves much more than just experimenting in the kitchen. I have to say I underestimated what it would entail. Creating a quality product you fully stand behind is one thing, but selling the brand takes up most of my time. I try to approach it in my way, following my intuition. I’ve learned a lot about myself through this process. It’s a constant challenge, where you need to balance passion and creativity with the rational reality of having bills to pay.

 

 

Can you give us an example of how you approach this?
Aside from the roots of the Maiwe story, which lie in Chile and are very personal, my products are also personal because I’ve spent a long time searching for good natural products to care for and restore my skin. I suffered from acne and scarring for many years. I need to convey that personal story to my customers, and I find it challenging to do that digitally. That’s why I place so much emphasis on visually presenting the brand and going a step further. I opened the Maiwe Lab, where I open the doors weekly for anyone who wants to come by to test the products or seek personal advice. It’s something I’m happy to invest in. In our digital world, we must continue to come together as real people and support each other. A community of like-minded individuals is invaluable, I want people to feel really seen by the brand, and not just treated as a number.

Besides the Maiwe Lab, where else can people find your products?
Currently, Maiwe’s webshop is still my most significant market. Recently, my products have also become available at the Eat Dust stores in Antwerp and Amsterdam. I also started a partnership with Hotel August, where you can experience the products through different wellness treatments. I’m incredibly grateful for the support and opportunities that have allowed me to expand, for example in the Netherlands at the moment.

Can you tell us more about why you chose rosehip as the main ingredient for Maiwe products?
A rosehip is the fruit of a rose plant, and many different types of roses are found around the world. However, I specifically work with two types of roses that are only found in the Andes for our products. When the rosehip is dried, you get the seeds and dried fruit flesh. Most people are familiar with the dried fruit part, as it’s used for rosehip tea. The seeds are often discarded as a byproduct, but when pressed, they produce a concentrate rich in beta-carotene and vitamin A. This raw oil is the basis of all Maiwe products. For example, the Rosehip Oil Serum is a combination of organic ingredients derived from the seeds and fruits of rosehips. When applied to the skin, the Serum stimulates cell turnover, accelerating the skin's renewal process. Knowing this, I explored how to incorporate it into other products, such as cleansers and moisturizers, the type of skincare we use on a daily basis.

 

Roses and rosehips can be found in our region as well. What made you decide to use the Chilean Rosehip?
That’s true; it’s a plant you can find here. And yes, you could use it to make oil and tea. However, the quantities needed to produce oil are so large that you must harvest from many locations. In the Andes, the roses grow in vast numbers in the wild. It's a protected natural area where the roses grow freely, and the local population harvests them annually. There’s no private ownership; it’s a communal resource. The local population is fairly compensated for their work.

Not only does it feel like the right choice socio-economically but also ecologically. The Chilean rosehip is a native plant that has been growing wild there for centuries. There’s no need for additional irrigation, pesticides, or other products—just pure nature. The rosehips are organic certified, but they are actually way more pristine than organic.

 

Just one last question before you can go enjoy the sun with your loved ones.  Where do you see yourself in five years?
I would love to continue growing in the way I’m doing now. Offering an honest, natural product that genuinely helps people will always take priority over rapid growth. I hear too many stories of people seeking solutions from doctors and pharmacists and feeling lost. Maiwe wants to provide a natural and effective alternative for people struggling to find the right skincare.

Most importantly, I hope to be happy with two healthy kids and live somewhere surrounded by nature. Whether that’s in Belgium or elsewhere, I’m not sure yet, and I’m not worried about it right now. A lot can happen in five years, and I’m open to whatever comes my way.

 

Throughout the journal Maayke is wearing our Garage Suit in Hemp Denim Indigo with our new Tsuki Vest and a pair of Kleman Padror.  And a combination of our Cubic Shirt with the Meadow Skirt with a pair of Vinny’s Yardee Mules.

 

Styling Gijs Grondelaers
Text & Photos Wouter Struyf