Our story

Life on Earth doesn't work without plants. Humans breathe in oxygen produced by plants, use plants as food and medicine, and dead plants create soil through decomposition. If we know how to observe our surroundings, we will discover that plants communicate with us. We recommend reading the book "What a Plant Knows" by Daniel Chamovitz, which delves deeper into this topic.

 Eesti looduskosmeetika


Our brand story

It all started when Mai-Liis Kivistik, the founder of the MaiWistik brand and a naturopath, was diagnosed with an overactive thyroid by her family doctor. Further investigation revealed that this can easily occur due to stress and burnout. The thyroid's job in the body is to produce hormones that regulate the body's functioning. In Mai's case, the body lacked iodine, which disrupted its normal function. Instead of taking medication to improve her health, she strongly believes in the body's ability to self-heal. With a break, body cleansing, slowing down the pace of life, and changes in the environment, everything was brought under control. As a result of this experience, she began studying the magic of herbs with forest fairy Irje Karjus at the Herbaticum school in Tallinn, Estonia, to learn how to support herself more through medicinal plants and pure nature.


"Every right thing comes to a person's path when they need it, and the same applies to plants. The first plant that caught my attention was the celandine. It is considered a natural source of iodine. When absorbed through the skin, bloodroot also stimulates the immune system, which in turn boosts the body's overall tone and well-being. I quickly realized why this plant should be included in our first salve. - CURETIK." - Mai


It's exciting to explore the connection between nature and humans. We can be in balance or out of balance on physical, psychological, and energetic levels. When we feel good, we are happy, energetic, and our body works great. The symbiosis of yoga and plant therapy with natural skincare supports us in finding balance. MaiWistik is an award-winning natural cosmetic brand made from hand-picked Estonian botanical herbs, which are perfect for maintaining youthful skin.

2021 was a very difficult year for us because we had to change the brand name as a large German natural cosmetic's company did not approve of us using "Herba" and "zen" words in our brand name. Therefore, we changed our name to MaiWistik. There is a lot of depth hidden in the short name:

  • I
  • Love
  • Myself
  • Witch, mystical or magical
  • meaning plant.


Green mindset & packaging

Having a green mindset is in everyone's hands. We can save the environment through reducing consumption, reusing, and recycling. From the beginning, we have decided that our packaging material should have the smallest possible climate impact.

Looking at the cosmetics industry, even though a cream is in a closed glass or plastic jar, packaging can still be seen around it in most cases. It is understandable that packaging is needed for shipping the product, but it is not actually necessary to grab it off the shelf. MaiWistik's natural products are generally packaged in glass jars, which are good for the environment as they can be recycled. Since light and heat usually damage oil, we have chosen mainly dark glass as the packaging, which protects the contents of the jar from external factors. Our design is beautiful without a box - see for yourself.

Of course, after making a purchase from our online store, your order will arrive by mail with additional packaging, but we use a corrugated cardboard box, which is easy to recycle or use for storing dried herbs, for example. As a filling material, we use natural wood wool, which is beautiful, high-quality, chemical-free, and biodegradable. Here, you could also think that if you cannot recycle the materials yourself, you could take them to recycling facilities by sorting the waste and taking it to collection points. By contributing to waste recycling, our green mindset gains momentum, and the environment is less damaged.

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

We use local packaging and also as many local herbs, hemp oil, and beeswax as possible in our products because this reduces greenhouse gas emissions from transporting our raw materials from one place to another, supports the economy, and also supports local communities. We produce in Estonia because it reduces greenhouse gas emissions, maintains biodiversity, reduces waste and pollution, and supports the local economy and communities.