Interview with the Founder: The Story Behind Fields of Yarrow’s Cruelty-Free Skincare

  • August 21, 2023
  • 6 Minutes

Last updated on 09/12/2023 by Souhela Ferrah

I feel like I’ve been writing a lot on this website about natural cruelty-free skincare, skin concerns, and how to address naturally skin problems to be part of the Clean Beauty movement. But I’ve told you almost nothing about myself!

So for this post, I have decided to tell you more about myself, my work, my experience, and who is behind the pen (or the computer in this case) writing this blog. To make things more interesting, I have asked to one of the journalists that interviewed me this year if I could also publish the interview on my skincare website.

And since she kindly agreed, here’s to you, my interview.

What inspired you to create Fields of Yarrow?

Fields of Yarrow was inspired by a combination of factors that have shaped my personal and professional journey. My family background played a significant role in paving the way for the creation of this brand. With one side of my family involved in the pharmaceutical industry and the other side consisting of natural healers, I was exposed to both conventional and holistic approaches to healthcare. This unique dynamic instilled in me a deep appreciation for the power of nature in healing and prompted me to explore natural remedies further.

In addition, my love for nature and extensive travels played a pivotal role in the inception of Fields of Yarrow. As I ventured through different countries and experienced diverse landscapes, I witnessed the profound beauty and healing potential that exists within the natural world. The colors, scents, and essence of various plants and flowers captivated me, leaving a lasting impression.

My passion for health and skincare further fueled the creation of Fields of Yarrow. I have always been drawn to supporting overall wellness, and I believe that true beauty starts from within. Recognizing the therapeutic properties of plants and their ability to enhance the health and appearance of the skin, I desired to develop a brand that aligned with my values.

Souhela Ferrah and her cruelty-free products being used

Tell us more about Fields of Yarrow’s commitment to cruelty-free and natural ingredients?

At Fields of Yarrow, our commitment to cruelty-free and natural ingredients is at the core of our brand philosophy. We prioritize the well-being of animals by ensuring that none of our products are tested on them. This is a fundamental aspect of our commitment to cruelty-free practices.

Production Standards

In addition to this, our dedication to natural ingredients goes beyond just the production stage. We take a holistic approach, from seed to skin, to ensure that each supplier we work with maintains a high level of traceability for their ingredients. We collaborate with suppliers who are certified ecocert and/or cosmos, which guarantees the use of natural and sustainable practices in their sourcing and manufacturing processes.

Chems Free Fair Trade

Furthermore, we have developed strong partnerships with local farmers (all over Indonesia) who specialize in growing specific plants or flowers. These farmers maintain chemical-free farms, ensuring that the ingredients we source from them are of the highest quality and purity. By cultivating relationships with these farmers, we are able to have a direct hand in monitoring the entire process from seeding to harvesting.

Commitment to Recycling

To further demonstrate our commitment to sustainability, we have implemented a recycling program specifically for our customers based in Bali. This program encourages our customers to recycle our packaging to minimize waste and environmental impact by dropping their used container to our stores.

Our Garden

Lastly, as part of our journey towards sustainability, we have recently embarked on our own farming initiative. We are proud to now seed and harvest our main ingredients on our very own farm. This allows us to have complete control over the sourcing process, ensuring the highest quality of ingredients while minimizing carbon footprint.


Fields of Yarrow is committed to cruelty-free and natural ingredients through our strict sourcing practices, collaboration with certified suppliers, support for local farmers, recycling initiatives, and our own farming. We strive to provide our customers with products that are not only effective but also conscious of the environment and the well-being of all living beings.

Can you share some insight about Fields of Yarrow’s success and growth?

Since its launch in 2017, Fields of Yarrow has experienced steady growth and success. One key factor of our success is the brand’s loyal following, which has been crucial in driving its expansion beyond Bali.

We started with a small destination store in Bali five years ago. From there, the brand has gradually expanded, with a well-planned and calculated approach to growth. Currently, we have two physical stores in Bali, an online store (that delivers worldwide), and we have successfully established a presence in Indonesia, Singapore and Australia.

Fields of Yarrow’s reputation and appeal have extended beyond its initial customer base in Bali and we are currently working on expanding the brand into 2 new markets: Japan and Europe.

Can you explain your “less is more” approach to Skincare?

This approach emphasizes the use of a few essential products that deliver what the skin needs, rather than overwhelming it with a lengthy and complex routine.

As a mother and a business owner, I value efficiency in my skincare routine. With limited time available, I need a routine that is quick and effective, without compromising on the necessary steps.

I strongly believe that the skin doesn’t require a multitude of steps to thrive. Our skin has a natural ability to maintain its health and balance, and layering it with numerous products can disrupt this delicate equilibrium. Instead, focusing on a select few products that cater to my specific needs allows me to provide targeted care without overwhelming my skin.

Simplifying our skincare routine also helps us to avoid unnecessary and potentially harmful ingredients. By using fewer products, we can prioritize quality over quantity, ensuring that the products we choose are packed with beneficial active ingredients, vitamins, plant extracts and of course chemical-free. This means that each product we use serves a purpose and delivers the desired results.

By embracing the “less is more” philosophy, I create an opportunity for my skin to breathe and regenerate naturally. Excessive product application can lead to clogged pores, irritation, and a lack of skin permeability. Allowing our skin to breathe and rejuvenate itself can contribute to a healthier complexion in the long run.

At Fields of Yarrow, our products are designed to align with the “less is more” approach, providing effective skincare solutions without overwhelming the skin. Furthermore, our products are formulated to be combined, allowing users to create personalized and powerful treatments customized to their specific needs. This versatility promotes efficiency while optimizing results.

By focusing on just a few essential products, we can provide targeted care, avoid overwhelming the skin, and promote natural rejuvenation.


When it comes to combining products, a personal favorites of mine include combining toner/essence with serums. Applying a serum on top of an essence creates a luxurious and nourishing experience for the skin, leaving it with a beautiful glow. This combination enhances the absorption of the active ingredients, delivering maximum benefits.

How do you view skincare as a daily self-care ritual?

Skincare, to me, is a form of self-care that holds significant importance in my life. When I engage in my skincare ritual, it becomes a sacred moment where I focus solely on myself and my well-being.

I believe that taking the time for skincare allows me to connect with myself on a deeper level. It’s a moment of self-reflection and self-appreciation. Through the use of products containing relaxing and calming essential oils, I am able to create a calming atmosphere that enhances my overall experience.

For me, skincare is not just about achieving a perfect complexion. It is about understanding and fulfilling the needs of my skin, which in turn promotes a sense of well-being. I have learned that a healthy skin is far more important than striving for perfection. Skincare helps me to nurture and care for my skin, resulting in a healthier and happier me.

What draws me to Fields of Yarrow and our holistic approach to skincare. Our products prioritize both skin health and inner peace, which aligns perfectly with my own beliefs. Skincare has become a form of meditation for me, a moment to pause and clear my mind before bed. It allows me to wash away the day’s stress and go to bed feeling refreshed, both mentally and physically.

Skincare is my personal way of connecting with myself.

Could you share some specific skincare rituals or practices that you personally follow and find beneficial?

Yes, I would like to emphasize the importance of incorporating a regular lymphatic drainage into a morning or evening routine. While skincare products are undoubtedly helpful for maintaining healthy skin, it is essential to recognize that the facial lymphatic system also plays a significant role in the health of our skin.

Neglecting to stimulate and drain this system can lead to various issues, such as dull skin, inflammation, and acne. The lymphatic system helps to eliminate toxins and waste from our bodies, and when it becomes sluggish or congested, it can result in these negative skin conditions.

One effective way to stimulate the facial lymphatic system is through the use of a gua sha tool and a suitable face oil like our wild rose & geranium illuminating face oil. Gua sha massage involves gently scraping the tool along the contours of the face, which helps to encourage lymphatic drainage. The combination of using the gua sha tool and the face oil amplifies the benefits, as the massage not only drains the lymphatic system but also enhances the absorption of the oil. This allows for maximum product effectiveness, leaving the skin nourished and revitalized.

Incorporating a gua sha massage into daily morning or evening rituals offers numerous additional benefits beyond lymphatic drainage. Firstly, it aids in releasing tension in the facial muscles, promoting a relaxed and refreshed appearance. Secondly, it can improve blood circulation, resulting in a brighter complexion and a more even skin tone. Lastly, the gentle massaging action of the gua sha tool enhances the overall absorption of skincare products, ensuring that they penetrate deeper into the skin for optimal efficacy.

Fields of Yarrow is known for its effective products. Can you mention any products that have been particularly well-received by customers?

Without hesitation, I would say our Wild Rose Illuminating face oil. Our customers have praised this face oil since the very beginning for its ability to hydrate and nourish the skin, leaving it smooth, radiant, and plump.

We have revisited the oil and it will be launching in a few weeks. We have added Roses from our own farm, Geranium extract and many other amazing ingredients to it. The combination of wild rose and geranium extract not only provides a delightful floral scent but also works together to rejuvenate and brighten the complexion.

The lightweight and fast-absorbing texture make it a beloved choice for daily use, as it does not leave a greasy or heavy feeling on the skin.

The carefully selected ingredients of this oil ensure it is suitable for all skin types, making it a versatile option for a wide range of customers.

One of your recommended products is the Supercharged Basil & Cassia Hydrating Serum Stick. What makes it stand out and what benefits does it offer to different skin types?

The Supercharged Basil & Cassia Hydrating Serum Stick stands out firstly due to its innovative stick format, which offers convenience and ease of use for our customers.

The stick format makes it perfect for on-the-go application, whether you’re traveling or at the office, as it eliminates the need for using our fingers. This ensures a hygienic and mess-free experience.

What truly sets this product apart is its unique combination of ingredients, specifically the Basil extract and Niacinamide. This powerful combination works together to clean the pores and minimize their appearance, making it an excellent choice for individuals with acne scars and oily skin.

Additionally, we have incorporated ingredients such as glycerin and hyaluronic acid, which provide deep hydration to the skin. The Supercharged Basil & Cassia Hydrating Serum Stick is a multi-targeted product that helps to keep the skin looking fresh and healthy day after day.

This product offers numerous benefits for different skin types, particularly those with acne scars, oily skin, and a need for deep hydration. Its unique format and combination of ingredients make it a standout choice in the market.

How do you ensure your formulas are effective and trustworthy, and how do you connect with your customers?

Building trust and fostering a community are indeed crucial elements for Fields of Yarrow, as a botanical-driven skincare brand. To ensure the effectiveness and trustworthiness of our formulas, we employ a rigorous approach that incorporates multiple key steps.

Firstly, extensive research and development are conducted in collaboration with botanical experts and pharmacist. By combining scientific knowledge with the power of botanical ingredients, we strive to create formulas that are both safe and effective. These formulas undergo thorough testing and are validated through laboratory trials and tests to ensure their efficacy.

Transparency is another vital element in building trust with our customers. We provide full ingredient lists for all our products, clearly indicating the botanical extracts and other components used. In addition, we ensure that our packaging is informative and includes relevant information about the benefits, usage instructions, and potential side effects. By being transparent and clear about our products, we aim to establish trust and credibility with our customers.

To connect with our customers, we prioritize open communication and engagement. We actively seek feedback and suggestions from our customers through various channels, including social media platforms, emails, and customer surveys. This not only allows us to understand their needs but also helps us improve our formulations based on their preferences and concerns.

Furthermore, we place a strong emphasis on providing personalized customer support. Our team is dedicated to answering queries and providing assistance promptly. We also offer education on skincare routines customized to individual needs, ensuring our customers feel supported and confident in their skincare choices.

Building a community is an integral part of our brand. We are soon launching our first skincare masterclass to share with our customers more about our product and how to get the best out of them.


We also engage with our customers through regular newsletters, educational blog posts, and social media content, creating a space where skincare enthusiasts can connect, share ideas, and learn from one another. By fostering this community, we aim to build long-lasting relationships with our customers and offer ongoing support on their skincare journeys.

Is there anything else you would like to add or any message you would like to convey to our readers?

Thank you for giving me the opportunity to answer these questions.

…Believe in yourself and your abilities. Remember that success is not always defined by the destination, but by the journey you take to get there. Embrace challenges and setbacks as opportunities for growth, and never lose sight of your dreams. Surround yourself with positive influences and supportive individuals who will lift you up and encourage you along the way. And most importantly, never forget the impact you can have on others. Your story, your experiences, and your insights have the power to inspire and motivate those around you. Share your unique perspective and make a difference in the lives of others. Keep striving, keep pushing, and keep believing in yourself, because you are capable of extraordinary things.

About the Author

Souhela Ferrah
Souhela Ferrah

Researcher, mom and founder of Fields of Yarrow

Growing up in the south of France, Souhela Ferrah was surrounded by flower fields. As the daughter of a pharmacist, and with her educational background as chemist, she grew up with a strong affinity with nature and understood its power very well. Thanks to her family, her hometown and her travels around the world, she found inspiration in natural healers, herbalists and nature itself. And this was enough to motivate her to start the awarded honest skincare brand, Fields of Yarrow.
Tags: animal rights / clean beauty / cruelty free / fields of yarrow / founder / natural skincare / organic skincare / responsible skincare / souhela ferrah / sustainability / sustainable skincare

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