What inspired the creation of Lilian Muir’s new product, and what sets it apart from existing options in the market?

In the mid-morning glow of Athens, I was wandering the streets of a neighbourhood I know well. A neighbourhood filled with bustling cafes and bars, great restaurants, designers, makers and galleries. A glimpse of the wondrous Acropolis only around the next corner. 

I found myself lost in a daydream, wandering familiar paths, saying kalimera – good morning – to shopkeepers I’ve met before, the city had enveloped me, a comforting embrace of community and culture. 

Across the street at a cafe a scene unfolded; a group of friends were engaged in a spirited debate, the person next to them was totally engrossed in a newspaper, another person was staring up to the sky whilst chatting away on the phone, and a woman standing to warmly greet a friend. In common, all were suspended in a moment of time, sipping their cold, iced coffee; a freddo espresso. Watching this everyday moment, this small, beautiful moment, I felt as though I had been struck by lightning. In an instant, this thing, this allure, this magic of the Mediterranean lifestyle made sense. I realised that it is not the azure seas and the sweeping skies, it is about the way. The way life is lived, cherished and celebrated, even in these small, seemingly insignificant moments like in the cafe. In this moment, Lillian Muir began. 

Lillian Muir seeks to reveal the intangible ‘άγνωστa γοητευτικό’ – the indescribable air – of  Mediterranean life through the pursuit and curation of products, collaborations, community and celebrations that, piece by piece, articulate and share the energy and beauty of this lifestyle.  

Could you elaborate on the development process behind this product? What were some of the key challenges faced and how were they overcome?

I started this journey with an enormous learning process ahead of me. What I did know is that I had a clear vision of what I wanted to achieve, so I did what I knew and created a (probably more detailed than necessary) brand DNA document, I used this as the way to vet collaborators and suppliers – I felt that if I sat there with this document and this dream and the person sitting across from me got it, then we could work together – if they looked at me like why is this pile of pages on my desk then we couldn’t. I used this brand DNA doc to back my intuition in conversations far outside of my experience – I used this as a super power to make decisions. 

What are some of the notable features or innovations incorporated into this product that consumers should be excited about?

Our Freddo Espresso Transforming Body Scrub literally does what it says, and… it is a market first! I’m so proud of this innovative formula that transforms from a scrub into a body serum! Of course you can use this product in the usual scrub on/rinse off way, however the way I would really like you to use the product is after you have showered (or bathed) and dried off. Take your time to massage the super fine coffee and olive seed scrub into your body, starting at your ankles and working upwards in sweeping circular motions – savor this time for yourself. As you are taking this time the serum will absorb into your skin, then using a towel or our Body Sweep brush off the polishing coffee and olive seeds to reveal nourished and hydrated skin. This method ensures that your skin gets the maximum benefits from the nourishing ingredients.

Inspired by the magic of life beside the Aegean Sea and the romance of Mediterranean cities, our Freddo Espresso Transforming Body Scrub captures the essence of those leisurely moments we all cherish. It’s about celebrating the luxury of taking time for yourself.

What inspired you to create the Lilian Muir product line, and how does it reflect your own values and approach to wellness?

I’ve been super fortunate to spend a lot of time in Greece and Italy over the last decade, I have been completely enamored with Mediterranean life. The spectacular cities where antiquity and contemporary cultures coexist, charming villages that remind you that life can be simply beautiful, incredible vistas and an unshakeable celebration of community. But more than this, I have found myself in Athens. I feel like the best version of myself when i’m in Athens! I feel my most creative, most inspired and most capable when i’m in the city – I even feel like I dress better there too!

It’s no surprise that it was in Athens where the inspiration struck me, and the journey to build Lillian Muir began. A huge part of this adventure has been fueled by curiosity and finding the courage to be unafraid to explore and ask! I think that this energy is in my DNA and I can see these traits throughout my professional career. Before stepping into my Founder chapter, I had some incredible roles in brands and companies who have makers and creators in their hearts;  when I was at Woolmark is was farmers and emerging designers, when I was at Zegna it was artisans and fabric, when I was at The Australian Ballet it was dancers, musicians and choreographers – and my role in all of this was to share, celebrate and amplify their stories, I took this responsibility to heart. so it was so natural to me to seek out and celebrate these elements in my own dreams. So far this has come through in our products in the form of nurturing direct relationships with some of the farms that grow and distill our naturally derived active ingredients, collaborators with artists and creatives including artist Naked Summers, photographer Lee Oliveira, multidisciplinary artist and director Justin Ridler and content creator Sarah Kate Bryant. 

In my approach to wellness, I look for moments to savor! Face mask, hair mask, dry body brushing these kinds of self care moments all take time and intention. I have never met a day spa that I didn’t love! Going for a facial and a massage is where I can truly take a moment, let my mind go and come out feeling rested and glowing! 

Can you tell us about the key ingredients and formulations used in Lilian Muir products?

At Lillian Muir, we pride ourselves on our biomimetic formulations that capture the essence of Mediterranean life, blending tradition with cutting-edge science to create products that truly nourish and transform the skin. Each ingredient is carefully selected to work synergistically, providing a luxurious and effective skincare experience. Our formulations are designed not only to address specific skin concerns but also to deliver the timeless beauty and tranquility of Mediterranean life to your daily routine.

Freddo Espresso Transforming Body Scrub:

• Pomegranate Extract: Rich in vitamin C, folic acid, and polyphenols, pomegranate extract promotes a youthful appearance and shields the skin from environmental stressors. Its free radical scavenging and anti-inflammatory properties are essential for maintaining healthy, radiant skin.
• Coffea Arabica (Coffee) Seed: Finely ground coffee seeds exfoliate the skin while invigorating it with natural caffeine. This ingredient, enriched with vitamins B3 and E, tightens and nourishes the skin, promoting elasticity and helping to protect against external damage.
• Olive Stones: The fine particles of olive stones reduce skin irregularities by exfoliating and removing impurities. This helps regulate skin texture, resulting in a healthier and more radiant appearance.
• Coenzyme A: This powerful ingredient stimulates the catabolism of lipids, aiding in the reduction of cellulite and improving uneven skin texture. It ensures the skin remains smooth and firm.
• Crithmum Maritimum Extract (Sea Fennel): Rich in vitamins and minerals, sea fennel extract is known for its hydrating and anti-aging properties. It enhances skin texture and tone, encourages collagen production, and supports the skin’s natural renewal process.
• Biotin (Vitamin B7): Essential for maintaining skin health, biotin helps keep the skin hydrated and promotes the production of new, healthy skin cells, improving overall complexion.

Whipped Body Cream:

• Punica Granatum (Pomegranate) Fruit Extract: As in our body scrub, pomegranate extract offers powerful antioxidant protection, nourishing and protecting the skin while promoting regeneration.
• Oryza Sativa (Rice) Bran Oil: This oil is packed with antioxidants, including vitamin E, ferulic acid, and oryzanol. It moisturizes the skin, provides UV protection, and helps prevent premature aging by neutralizing free radicals.
• Bisabolol: Derived from chamomile, bisabolol is celebrated for its skin-soothing properties. It reduces inflammation, provides hydration, and has antimicrobial benefits, protecting the skin from potential irritants.
• Beta-Glucan: A powerful skin-soother, beta-glucan reduces redness and other signs of sensitive skin. It also boasts excellent moisturizing properties, enhancing the skin’s barrier function and reducing the appearance of wrinkles.
• Ceramides: Crucial for maintaining the skin’s barrier function, ceramides lock in moisture and protect against environmental aggressors. They are key to keeping the skin hydrated and plump.

Are there any new and exciting products or launches on the horizon for Lilian Muir, and how do you see the brand evolving in the future?

I’m super excited to share that we have a product development pipeline of 31 products up our sleeve! 

Also! In the first week of July –  just in time for Euro summer – we will launch a small resort capsule collection. I love the way this came to be! As well as wanting to indicate our intention for the future, we were workshopping with the incredible photographer (and my dear friend) who came to Greece with me to shoot the campaign Lee Oliveira how we could shoot a ’skin’ campaign on a sailing boat without looking like a swimwear brand… the answer… we’ll create it! 

We have two swimwear styles in two colours (so four pieces) and two kaftans. My incredible 91 year old Grandmother collaborated with me in the design for the kaftans, and hand beaded the tassels that fall from the shoulder of the blue kaftan – she is incredible!

In addition to this we have several collaborations in the works which will add to our story along the way.