Estonian natural cosmetics, face yoga, and the story of MaiWistik

MaiWistik is an Estonian natural cosmetics and face yoga brand, born from the desire to combine the power of plants, conscious self-care, and natural beauty. For us, skincare is not just a cream or oil in a jar, but a daily ritual that supports the body, mind, and connection with nature.

At the heart of MaiWistik products are Estonian medicinal plants, pure oils, and simple formulations. We believe that skin needs care that supports its natural balance, rather than burdening it with excessive synthetic additives. It is from this idea that the brand grew, combining natural cosmetics, face yoga, plant wisdom, and a holistic lifestyle.

When we pay attention to nature, we notice that plants communicate with us because they perceive light, scents, and even touch. This makes them not only vitally important but also admirable partners on our journey to a cleaner and more conscious life.

If you wish to delve deeper into this fascinating world, we recommend Daniel Chamovitz's book "What a Plant Knows" – it scientifically explains how plants feel and perceive their surroundings, and why they are also at the heart of natural cosmetics and plant-based health.

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How was MaiWistik born?

The story of MaiWistik began from a very personal need. When Mai-Liis Kivistik discovered an imbalance in her body, she began to delve deeper into health, listening to her body, and the world of medicinal plants. This journey led her to study as a natural therapist at Herbaticum and opened the door to plants, natural skincare, and holistic self-care.

The first plant that caught Mai-Liis's attention was celandine. This became the inspiration for creating the first salve and later the beginning of the entire MaiWistik natural cosmetics line. Thus, a brand was born with the aim of offering skin natural care and providing people with a more conscious way to take care of themselves.

MaiWistik is not just a cosmetic line. It is a story of how nature, body, and inner balance come together.

The Birth of the Name MaiWistik

MaiWistik's journey has not always been easy. In 2021, the brand faced a major change when it had to abandon its previous name, Herbazen. The reason was that a German natural cosmetics company was not satisfied with the use of the name components "Herba" and "zen."

Although the name change was a big challenge at first, it eventually became an opportunity to create something even more personal and meaningful. After much thought and internal searching, the name MaiWistik was born.

Several layers are hidden in this short name. MAI carries the message "Ma Armastan Iseend" (I Love Myself), a reminder that natural beauty begins with self-care, love, and valuing oneself. The letter I also symbolizes the uniqueness and importance of every person.

The second part of the name, Wistik, connects the world of plants, the wisdom of nature, and a touch of magic. The word is reminiscent of "witch's" wisdom, connected with nature, and also of "istik" (seedling), the beginning of a plant, its growth, and the desire to consciously use medicinal plants to support skincare and well-being.

Thus, MaiWistik became a name that combines self-love, Estonian medicinal plants, natural beauty, and a deep respect for nature.

Estonian natural cosmetics with the power of medicinal plants

Natural cosmetics rely on the power of plants, oils, and natural active ingredients. Estonian medicinal plants, which have historically been part of folk traditions, home skincare, and health support, play an important role in MaiWistik products.

Our products feature, for example, meadowsweet, horsetail, yarrow, oregano, chamomile, pine, red clover, and lady's mantle. These plants are consciously chosen based on their traditional use, skin-friendly properties, and MaiWistik's holistic approach to beauty.

MaiWistik natural cosmetics are suitable for people who are looking for skincare that is simple, clean, plant-based, and suitable for daily use.

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Face yoga and natural beauty

In the world of MaiWistik, natural cosmetics and face yoga go hand in hand. The skin does not depend only on what we apply to it. It is also affected by muscle tension, facial expressions, posture, breathing, sleep, stress, and daily habits.

Face yoga helps bring attention to facial muscles, relieve tension, and support natural tone. Together with natural skincare, it creates a holistic beauty ritual that focuses not only on external results but also on how a person feels in their body.

For MaiWistik, natural beauty does not mean perfection. It means contact with oneself, conscious choices, and care that comes from gentleness, not pressure.

 

"Everything right comes into a person's life when they need it, and so do plants. The first plant that caught my attention was celandine. It is considered a natural iodine. Absorbed through the skin, celandine also stimulates the immune system, which in turn boosts the body's tone and well-being. I quickly realized why this particular plant should be in our first salve - CURETIK." - Mai

     

    Who is Mai-Liis Kivistik?

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    Mai-Liis Kivistik is a health promoter, entrepreneur, natural therapist, and the creator of MaiWistik, whose work combines face yoga, natural cosmetics, medicinal plants, and conscious self-care. Her goal is to help people find a more natural path to supporting beauty, health, and inner balance.

    Mai-Liis is a recognized trainer and received the Special Award for Trainer of the Year in 2022. Over the years, her face yoga classes, workshops, lectures, and natural cosmetic products have helped thousands of people discover how the body, skin, mind, and nature are interconnected.

    Mai-Liis's journey began in the competitive dance world, where she was involved in elite sports for over ten years. An unexpected injury ended her active dancing career but opened the door to new directions. She earned a bachelor's degree in technical communication and furthered her education through the Erasmus program in Portugal, where her worldview, courage, and creativity expanded.

    Before the birth of MaiWistik, Mai-Liis worked in IT and marketing, organized international self-development events for the world-class company Mindvalley, and participated in the development of more than 20 business ideas. These experiences gave her a strong entrepreneurial background, the ability to see the bigger picture, and the courage to create something truly her own.

    A turning point came when a stressful pace of life and an experience of burnout led to hyperthyroidism. This prompted Mai-Liis to delve deeper into how the body actually works, what health means, and how to support herself in a more natural way. In search of answers, she came to the Herbaticum school, where she immersed herself in the world of medicinal plants, natural therapy, and a holistic approach to health.

    From these studies, personal experience, and a deep love for nature grew MaiWistik - a nature-friendly health and beauty brand, born on 11.11.2019. The brand's focus is on Estonian medicinal plants, natural cosmetics, face yoga, and the message that natural beauty begins with conscious self-care.

    Mai-Liis believes that beauty does not have to be complicated or artificial. Her created face yoga exercises, training courses, and natural cosmetic products are designed for people who want to support their skin, body, and well-being in a natural way - gently, consistently, and in harmony with nature.

     

    1. Listen to more in the podcast!
    2. If you want to know more about our Amazon lessons, you can do so in the Powerful Marketers blog.
    3. See how we communicate the message of natural beauty to various media channels.

     

    Further training

    • Osteopathy training 2025-2028
    • Trigeminal nerve and TMJL: functional connections and correction 2025
    • Temporomandibular joint dysfunctions 2025
    • Mimicry and emotions. The face as a mirror of inner state 2025
    • HoloLife Summit, Tallinn June 2025
    • Vision improvement using Dr. Bates' method, April 2025
    • Biohacker Summit, Helsinki June 2024
    • MCCM Medical Cosmetics skin, face and body analysis, May 2024
    • Buccal deep tissue facial massage, January 2024
    • Gua sha therapy for face, January 2024
    • Facial cupping therapy, April 2023
    • Cell salts, September 2022
    • Human Design for therapists, July 2022
    • Biohacker Summit, Helsinki June 2022
    • Homeopathy for home users, September 2021-May 2022
    • Structural osteopathy. Lower square, September 2021
    • Lymphatic massage for face with taping, August 2021
    • Functional anatomy, July-September 2021
    • Yin yoga 50h, July-August 2021
    • Structural osteopathy. Upper square, July 2021
    • STR (Soft Tissue Release) techniques, June 2021
    • Diastasis workshop, December 2020
    • Children's yoga teacher course, August 2020
    • The Joy of Movement: A Dance and Yoga Fusion Workshop, June 2020
    • The Movement Summit: Exploring the Intelligence of the Body, April 2020
    • Face yoga training, January 2020
    • Lifebook, Tallinn December 2019
    • Mindvalley University, Pula 2019
    • A-Fest by Mindvalley, Algarve 2019
    • Herbaticum, natural therapist training, 2018-2020
    • Lifebook, Kuala Lumpur April 2018
    • A-Fest by Mindvalley, Bali 2018
    • Biohacker Summit, Tallinn 2018
    • Vinyasa yoga teacher course, 2018-2019
    • Mindvalley University, Tallinn 2018
    • A-Fest by Mindvalley, Jamaica 2017 & Sardinia 2018
    • YogaFunc instructor training, spring 2017
    • European Innovation Academy, Nice 2014 & Turin 2016

    Additionally, studied various spiritual techniques: reiki, meta EFT, DEEP PEAT4 or polarity therapy, Enlightenment process, Access bars, meditation guidance, Qigong, and several coaching practices.

    Why choose MaiWistik natural cosmetics?

    MaiWistik natural cosmetics are created for those who want to use products with cleaner ingredients on their skin and prefer a natural beauty routine. Our products are inspired by Estonian plants, made with care, and intended for daily use.

    Key aspects of MaiWistik products include:

    • Use of Estonian medicinal plants
    • natural formulations
    • dark glass packaging
    • minimal and well-considered packaging
    • conscious approach to consumption
    • holistic integration of face yoga and skincare
    • supporting natural beauty without exaggerated promises

    We do not believe in quick fixes. We believe in consistency, listening to the body, and small rituals that create a bigger change over time.

    Green thinking and environmentally friendly choices

    For MaiWistik, natural cosmetics are inextricably linked with green thinking. When we use nature's gifts, it is our responsibility to do so as consciously and sustainably as possible.

    Green thinking is in everyone's hands. We can save nature by reducing consumption, reusing, and recycling. From the very beginning, we have decided that our packaging material must have the smallest possible climate impact.

    Looking at the cosmetics industry, regardless of the cream being in a sealed glass or plastic jar, you can usually still see packaging around it. It is understandable that when shipping a product by post, it needs packaging, but for grabbing it off a store shelf, it is not actually needed. MaiWistik natural products are generally packaged in glass jars, which are good for the environment because they can be reused. Since light and heat usually damage oil, we have mainly chosen dark glass as packaging, which protects the contents of the jar from external influences. Our design is beautiful even without a box - see for yourself.

    Of course, after purchasing from the e-shop, your order will arrive by post in secure additional packaging, but we use a corrugated cardboard box for this, which is easy to, for example, burn or reuse for storing dried medicinal plants. As filling material, we use natural wood wool, which is beautiful, high-quality, chemical-free, and biodegradable. Here, one could also consider that if you cannot reuse the materials yourself, you could take them for recycling, sorting waste and taking it to collection points. By contributing to waste recycling, our green thinking gains momentum and less nature is destroyed. 

    In addition, all our flyers or promotional materials are printed on recycled paper. We share e-course materials virtually with participants to reduce paper waste.

    We use local packaging and as many local medicinal plants, hemp oil, and beeswax as possible in our products, because this way, the transportation of our raw materials from one place to another does not generate a significant amount of greenhouse gases, and on the other hand, it also supports the economy. We produce in Estonia because it reduces greenhouse gas emissions, preserves biodiversity, reduces waste and pollution, and supports the local economy and communities.

    For us, an environmentally friendly choice does not just mean the packaging. It also means a mindset - less excessive consumption, more conscious decisions, and greater respect for nature.

     

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    MaiWistik products and rituals

    MaiWistik's e-shop offers natural skincare products suitable for various daily beauty rituals. The selection includes face care, body care, salves, oils, deodorant, face yoga cards, and facial massage tools.

    Popular MaiWistik products include:

    • Clensik – meadowsweet facial oil and makeup remover oil
    • Happik – meadowsweet and horsetail face balm
    • Curetik – celandine ointment
    • Freshik – aluminum-free cream deodorant

    • Female Force – Yarrow Body Scrub

      Bloomik – Body & Massage Oil
      Cupik – Oregano & Yarrow SOS Oil
      Face Yoga Cards – Simple Exercises for Daily Face Yoga Practice

      Each product is created with the belief that skincare should be a simple, enjoyable, and natural part of everyday life.

      Natural Beauty Begins with Conscious Self-Care

      At MaiWistik, natural beauty means much more than appearance. It is the feeling of being connected to yourself. It is the ability to listen to your body’s needs, choose rituals that support your well-being, and take time to be truly present.

      For us, natural skincare, face yoga, and medicinal herbs are three natural paths toward the same goal — supporting well-being gently, consciously, and in harmony with nature.

      If you are looking for Estonian natural skincare that combines plant-inspired formulations, face yoga, and a holistic approach to beauty, you are in the right place.

      Explore MaiWistik Natural Skincare →

      Frequently Asked Questions

      What is MaiWistik?

      MaiWistik is an Estonian natural skincare and face yoga brand focused on medicinal herbs, natural beauty, and conscious self-care.

      What makes MaiWistik natural skincare different?

      MaiWistik products are made using Estonian medicinal herbs, nature-inspired formulations, and thoughtfully designed packaging. The brand combines skincare, face yoga, and holistic well-being.

      Are MaiWistik products made in Estonia?

      MaiWistik is an Estonian brand inspired by local medicinal herbs, a nature-centered philosophy, and the beauty of Estonia’s natural environment.

      What is face yoga?

      Face yoga is a practice that combines facial muscle exercises and relaxation techniques to increase awareness of facial tension, expressions, and everyday habits.

      Who is natural skincare suitable for?

      Natural skincare is suitable for anyone who prefers products with cleaner ingredients and values a more nature-inspired and mindful approach to skincare.