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Brief Published: 28 Aug 2018

New Adriatic Brand Introduces ‘Fjaka’ Wellness Beauty Story

Saint Iris Adriatica

As ‘hygge’ gives way to other wellness lifestyle stories such as ‘lagom’ (a term of balance which translates as not too little, not too much), we look to the next concept pushing new beauty lifestyle ideals: ‘fjaka’.

Newly launched Saint Iris Adriatica builds its beauty story around the Adriatic coast, with its abundant plant life, natural remedies, sea spas and ‘fjaka’ – a lifestyle term that describes a blissful state of feeling relaxed, yet energised and powerfully alive.

Sitting in the luxury space between apothecary and provenance and wellbeing and indulgence, the UK-based brand’s primary focus is the body, with five unique products and an accompanying brush to cleanse, moisturise and recharge the skin.

The 100% natural and Cruelty Free International-approved line includes an Every Body Energy Cleanse – a luxury version of a body wash with pomegranate enzymes to gently exfoliate, and 20 plant oils to moisturise. There’s also a Serenity Salve, a Vitality Spritz, Wake-Up Droplets, and a Purity Paste. Like the Energy Cleanse, the Purity Paste also borrows from skincare, acting as a three-minute mask to brighten and retexturise dull skin.

The brand will also develop a 30-minute treatment for spas and in-store treatment rooms to help customers “connect with their fjaka” by targeting the back, neck and décolletage with its product range.

As we explore in The Bodycare Boom, consumers living a wellbeing-driven lifestyle are seeking beauty solutions that help them take care of their bodies as expertly as they do their faces. Saint Iris Adriatica shrewdly taps into a number of trends that are progressing wider wellbeing beauty by celebrating bodycare rituals, introducing a new lifestyle ideal, and prioritising natural, cruelty-free formulas.