Which make-up primer ensures a natural, beautiful, and radiant make-up look?
A natural, clean, and conscious beauty routine is an increasingly important part of how people care for their skin. When the skin is well-hydrated and soft before makeup application, the makeup will also look more even, natural, and beautiful on the skin.
For MaiWistik, natural cosmetics mean more than just beauty products. It's a caring attitude towards oneself, one's skin, and nature. That's why we have created the Natural Beauty Ambassadors movement, which includes women who share our values: quality, lightness, joy, naturalness, and conscious self-care.
In October, we spoke with holistic coach and makeup artist Kaia Valdmaa. We talked about her beauty rituals, her relationship with nature, and how Happik face cream found a new role in her makeup kit as a natural makeup primer.
1. Do you have a routine that kickstarts your day or slows it down?
I love, love, love mornings. I am absolutely a morning person and I love waking up with the day.
My morning routine usually includes lemon water, movement, and silence. Movement can be strength training, yoga, running, brisk walking, or just a gentle stroll—exactly what my body needs at that moment. A moment of silence or meditation helps me start the day peacefully.
If I have more time, I add a smoothie or a steaming cup of coffee and write in my journal about my thoughts, feelings, ideas, plans, joys, and worries. All of this energizes me for the day ahead.
I like to end my evenings without screens. I often tidy up the house a bit to create a clean space for the new day, burn candles or incense, and listen to pleasant music. Ideally, I also manage to do some stretching, gentle breathing, or a gratitude practice.
But since I'm just human and sometimes I can't do everything, I choose at least one small practice from the morning or evening—even if it's just for five minutes. For example, if the day has been long, I do a gratitude practice in bed in the evening. Before falling asleep, I mentally review my favorite moments and people of the day. This way, it's nice to fall asleep on a positive note.
2. What makes you happy?
Simple and genuine things make me happy.
Time for myself. Morning coffee. Sunshine. Dreaming with my loved one. Walking the dog. Time spent with good women. Sunday morning pancakes. Walks in nature. Laughing until my stomach hurts.
My holistic coaching work and creating beauty also make me happy. For example, I really love doing makeup for myself and others. For me, it's a ritual, not just a change of appearance.
3. What do you value most in maintaining your health?
I highly value how subtly the body communicates with us. The body first gives quiet, and then louder, signals when we have forgotten it.
If I have forgotten to get enough sleep, play, relax, eat balanced meals, or take moments of silence, my body starts to signal it. We all have an inner compass. We just need to pay more attention to our body's sensations.
Fatigue, tension, a drop in inspiration, or discomfort in the body can be signs that the body needs attention. When I take a moment to listen and observe, I can make choices that support both physical and mental well-being.
4. How do you choose beauty products?
Whenever possible, I choose products that are locally sourced, contain easily understandable ingredients, are natural, and produced sustainably.
As a makeup artist, I also use natural cosmetics. This aligns with my values and helps me emphasize a person's natural beauty. For me, it's important that the skin doesn't look artificial under makeup, but rather alive, fresh, and real.
A natural makeup primer or a good moisturizing facial care product can greatly influence the final result of makeup. If the skin is soft and cared for before makeup, the makeup will also look more natural.
5. What is your favorite MaiWistik product? Has any product surprised you?
Where do I begin? Everything has surprised me, and everything is a favorite.
I love Happik face cream. I use it daily as a face cream, for eye area care, and to soften my lips. I'm so glad that Happik is now also available as a separate lip balm. It's really nice to apply Happik to my lips in the evening and wake up with a soft feeling in the morning.
Secondly, I really like Cupik. I use it as needed on smaller skin areas when the skin requires soothing care. In my personal experience, it helps the skin feel more comfortable and calm.
I'm also a fan of Fresik because I've been making my own deodorant from household ingredients for years. For me, it's important what I apply to my body every day.
In addition, I can't get enough of the Female Force body scrub. The scent of its essential oils in the shower feels like a gentle aroma ritual. After use, the skin feels pleasantly silky and nourished.
6. How did you come up with the idea to use Happik as a makeup primer?
The funny thing is that I once went to a photoshoot to do makeup and forgot my usual makeup primer at home.
Makeup primer is important in my work because it helps prepare the skin before makeup. The skin should be hydrated, soft, and even so that the makeup looks good and lasts well.
Coincidentally, I had Happik face cream with me that day. The client had very dry skin that needed proper hydration before makeup. I used Happik as a makeup primer and the result was incredibly beautiful - natural, lovely, and radiant.
The client later said how much she liked the primer because her makeup had never looked so natural and radiant on her dry skin before. Since then, Happik has always been in my makeup bag, especially in autumn and winter, when Nordic skin needs more moisturizing care.
7. Why is Happik face cream suitable under makeup?
In my experience, Happik helps soften and moisturize the skin before makeup. If the skin is dry, makeup can look uneven or emphasize dry patches. On well-prepared skin, makeup looks more natural and fresh.
Happik is especially suitable for me when I want to create a radiant and natural makeup look. It's not just a face salve for me, but also a practical helper in my makeup bag.
It is particularly well-suited for drier skin or at times when the skin needs extra care before makeup. As with any skincare product, the amount should be chosen according to the skin's needs, and a very small amount is usually sufficient.
8. How is your relationship with nature? Do you have a favorite place in Estonia?
Nature is part of me, and I am part of it. We have a mutually respectful and loving relationship.
Nature is my home, my balance point, my charger, my keeper, and my nourisher. Like a loving grandmother, it's always good to come home to. Regardless of the weather, I go outside every day to connect with nature. It helps me maintain my connection with myself.
There are many favorite places in Estonia: bogs, pine forests, coastlines, and springs. For me, the combination of forest and water is especially magical. When I step out of the forest and am greeted by the sea, or when there's a lake or river in the middle of the forest, there's something very special about it.
One grounds, the other restores. One supports, the other expands. One offers certainty, and the other flow.
9. What is your favorite season and why?
Although Estonian autumn and winter are also beautiful, spring and summer are my favorites.
The time of nature's awakening and light is magical for me. The anticipation and hope that fill the air and people's faces at that time feel so bright.
10. What are your favorite herbal teas?
It depends on the situation, but peppermint, lemon balm, and primrose are my everyday companions.
11. How do you ground yourself?
By moving in nature, meeting my women friends, working out, being at my parents' place in Southern Estonia, and doing garden work.
Grounding doesn't always have to be something grand. Sometimes it's enough to go outside, breathe deeply, and be truly present.
12. What are your three core values that you never make a decision without?
For some time now, I've known that my life's mission is to be a creator of love and connection.
Therefore, I always view my actions and decisions through these two values: will the next step, project, or decision create more love and connection for myself and the world, or not?
It's easier to live when I know I'm acting in alignment with my values.
13. If you could change one thing in the world, what would it be?
I wish women knew how powerful they truly are.
14. What is one thing that is always in your makeup bag?
Lip balm.
15. Are you more of a cold shower or a warm sauna person?
Both. I'm more of an in-the-moment decision-maker.
I try to be gentle with myself and allow my body to choose. I don't force myself into cold water if it doesn't feel good at the moment. I've experimented with various practices on my body and have come to realize that I can always choose. Nothing is mandatory, but everything is possible.
Just as nature operates according to cycles and seasons, a woman's body is cyclical. I follow my body's internal seasons. If my body needs warmth and tenderness, I choose the sauna. If I feel my body desires refreshment, cool water can be very pleasant.
16. If all your roles were taken away, how would you introduce yourself?
I am a life traveler. I love to explore and discover the world within myself and outside of myself.
I love sincerity and authenticity. I love it in myself and consider it a great gift when I can experience someone else's honest being.
I like to understand what came before me and why my soul chose to come here. I like squelching barefoot in the mud and sipping cocktails with an umbrella on a skyscraper rooftop in a big city.
I value the wisdom of grandmothers and grandfathers, as well as future technologies that can make our world a better place. I am like a bridge between the material and spiritual worlds. I bring knowledge and practices from the spiritual world to the material world and vice versa.
It's important to me that there is more connection and less separation in the world. I am a creator of connection - primarily within myself. Only then can I radiate it outwards.
Frequently Asked Questions
- Can Happik be used as a makeup primer?
- Yes, Happik can be used under makeup as a moisturizing and skin-softening care product. It is especially suitable for drier skin or at times when the skin needs extra care before makeup application.
- What skin type is Happik suitable for under makeup?
- Happik is primarily suitable for dry, normal, and dehydrated skin. For oilier skin, it's advisable to use a very small amount and observe how the skin adapts to the product.
- How to use Happik before makeup?
- Apply a small amount of Happik to clean skin and allow it to absorb before applying makeup. On drier areas, a little more product can be used, but a thin layer is usually sufficient under makeup.
- Does Happik help makeup look more natural?
- On well-hydrated and softened skin, makeup usually appears more even, fresher, and more natural. Happik helps prepare the skin for makeup with a nourished feeling, especially if the skin tends to be dry.
- Can Happik cream also be used without makeup?
- Yes, Happik is also suitable for use as a daily skincare product. It can be used on the face, lips, or drier skin areas when the skin needs softness and care.
Happik as a natural makeup primer
Kaia's experience shows that Happik face cream can be much more than just an everyday skincare product. In the makeup artist's kit, it has become an essential aid for softening and moisturising dry skin before makeup application.
When skin is prepped before makeup, the makeup looks more natural, even, and radiant. This is precisely why Happik is perfect for those looking for a natural makeup primer or a hydrating facial treatment to use before makeup.
Check out Happik in the e-shop and find your natural skin ritual →
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