Inside Fields of Yarrow: Crafting Skincare from Seed to Skin
*FIELDS OF YARROW
*FIELDS OF YARROW
From the rolling hills of southern France to the lush landscapes of Bali, Souhela Ferrah's journey is as much a story of exploration as it is of connection. The founder of Fields of Yarrow, Souhela has brought the heart of Provence to the volcanic soils of Indonesia, crafting a skincare line that reflects her deep reverence for nature. Growing up surrounded by the Mediterranean's natural beauty, her childhood instilled a sense of wonder for the earth's power—a sentiment that would later bloom into Fields of Yarrow, an organic skincare brand rooted in her love for the environment.
Founded on the principles of "seed-to-skin" purity, Fields of Yarrow has carved out a niche in the beauty industry, standing apart from more conventional approaches by focusing on growing their own ingredients and handcrafting every formula. The brand aims not to cater to generic skin types, but to help skin recover from the environmental impacts we all face. By growing their own botanicals, Souhela and her team ensure every ingredient in their products is potent, fresh, and pure—a quality that's clearly reflected in the results her customers see.
In this interview, Souhela takes us through her journey from pharmacist to skincare entrepreneur, offering insights into the ethos behind Fields of Yarrow, her approach to ingredient sourcing, and the importance of creating skincare that nourishes not just the skin, but the soul.
Your journey from the flower fields of southern France to founding a skincare brand in Bali is fascinating. Could you tell us about your childhood and how it shaped your connection to nature?
I grew up in Marseille, where nature and the sea were always part of my life, and still are today in Bali. As a child, I spent every free moment outdoors, whether I was playing by the shore, exploring the hills, or just taking in the sights and sounds around me. Being in nature gave me a sense of calm and curiosity that shaped who I am. It made me realize how connected we are to the earth, and how much we can learn from it. That connection has stayed with me, and it’s what inspired me to create skincare that feels as natural and pure as those early memories.
What was the pivotal moment that inspired you to transition from your studies in pharmacy to creating your own skincare brand?
I didn’t make the leap into creating my own skincare brand straight out of school. I had a few different paths before finding my way here, but skincare was always something I was passionate about. From a young age, I understood that what we put on our skin, whether it’s for the face, body, or even hair goes much deeper than we realize. Our skin acts as a fast track to our bloodstream and overall health, so the ingredients we use matter. The pivotal moment came when I moved to Bali. I discovered this magical place filled with plants, flowers, and fruits that not only nurture the skin but also support overall well-being. I began making products for myself, and before I knew it, the brand naturally took off. I felt a deep desire to honor Bali’s natural treasures and share them with the world, and that’s where my journey truly began.
Can you walk us through the early days of Fields of Yarrow? What were some of the initial challenges you faced in bringing your vision to life?
One of the biggest challenges in starting a skincare brand is building trust I believe. People are understandably selective about what they put on their skin, especially when they’re unfamiliar with a brand. Skincare is such a personal experience, everyone’s skin is different, and what works for one person might not work for another. In the early days, we had a tiny store in Bali, and I spent most of my time there, talking directly with customers. It was really important for me to be present, to help people understand who we are and guide them through the products based on their needs. We didn’t even start with a business plan, I wasn’t looking for a gap in the market. My goal was simply to bring something honest and unique to life, something that could truly capture the magic of Bali in a bottle. We didn’t have an online store then, it was a little hidden gem you could only find if you wandered through the streets of Bali. I think that sense of discovery, combined with the personal connection, played a huge role in our early success.
How would you describe the ethos of Fields of Yarrow to someone unfamiliar with the brand?
Fields of Yarrow is all about creating natural skincare that truly nourishes both your skin and your soul. We grow our own plants and flowers organically in Bali and carefully source ingredients from organic farms across Indonesia. Each product is crafted with the highest quality, naturally grown ingredients to suit all skin types, free of synthetic additives.
Our ethos is rooted in a deep connection to nature, respect for the environment, and a commitment to honest, pure skincare.
Fields of Yarrow emphasizes addressing environmental damage rather than traditional skin types. What led you to this unique approach, and how has it resonated with your customers?
I’ve always believed that skin types are mostly determined by genetics—we’re born with them. But what really impacts our skin over time is our lifestyle and the environment we’re exposed to daily. Environmental damage, like pollution, UV exposure, and stress, can have a real and lasting effect on the skin, causing premature aging, dullness, and sensitivity. That’s why Fields of Yarrow focuses on repairing the skin from these external factors rather than trying to change your skin type, which no natural skincare can do. This approach has resonated deeply with our customers because it feels more realistic and holistic. They appreciate that we focus on protecting and restoring their skin from the effects of environmental damage, helping them achieve a natural, healthy glow.
Your "seed-to-skin" model and your own garden in Bali are unique features of Fields of Yarrow. How has this approach, from growing your own ingredients to final formulation, transformed your production process and impacted the efficacy of your products?
Our seed-to-skin approach actually changed everything for the better. Before we had our own garden, we used to purchase raw materials from suppliers in their final forms, not always knowing where they truly came from. In Bali, we’re so fortunate to have incredibly rich volcanic soil, full of nutrients and minerals, which creates the perfect environment for growing powerful ingredients. Many of the plants we grow are high in antioxidants and have other amazing benefits, so I knew it was time for us to take advantage of that. However, making the transition from just purchasing raw materials and formulating in our pharmacy to actually growing them from seeds and creating our own oils, extracts, hydrosols, and essential oils was a real challenge. We had to restructure our entire team, which was no small feat. But when I look at what we’ve achieved today, if I had to do it all over again, I would do it without hesitation. The potency of our formulas has increased significantly, and this shift has been deeply appreciated by our customers and the local Balinese culture. Having control over the entire process, from seed to skin, has allowed us to ensure the highest quality in every product we make.
Fields of Yarrow is known for its complex formulations. Can you walk us through your process of selecting and combining ingredients for a new product?
When creating a new product, we start by exploring our plant library and researching new ingredients that align with the results we want to achieve for the specific product. The complexity of our formulations comes from our goal of delivering results comparable to those of chemical-based products, but in a completely natural way. This is our strong suit and also one of the most challenging aspects of our work from a scientific perspective. Combining the right ingredients that will enhance each other’s properties for the formula we want on the shelves is where the real complexity lies. Each ingredient is carefully selected not only for its individual benefits but also for how it interacts with others, ensuring that our formulations are both effective and harmonious.
Your journey has taken you from France to Bali, blending different cultural influences. How does this cross-cultural experience shape your approach to formulation, particularly in balancing traditional Indonesian ingredients with more globally recognized active ingredients in skincare?
My journey has truly come full circle, starting in France and landing in Bali, and along the way, I've had the opportunity to travel the world and live in several different countries. Each experience has taught me invaluable lessons, all of which inspired the creation of Fields of Yarrow. I wanted to establish a brand that reflects French elegance while harnessing the richness and magic that Bali has to offer. Having explored many corners of the globe, I've never encountered a place quite like Bali. The unique ingredients found in Indonesia are remarkable for our skin and overall health, and you simply can’t find them anywhere else. The most exciting part of our formulations is that many of these ingredients are relatively unknown outside of the region. Sharing their benefits and educating people about them is what I love most about this journey. It allows me to blend traditional Indonesian wisdom with globally recognized active ingredients, creating a skincare experience that is both unique and enriching.
Fields of Yarrow products are made in small batches. How does this approach affect the potency and shelf life of your formulations?
We prioritize the freshness of our products above all else. Our small-batch approach ensures that our products are as fresh as possible when they reach the shelves. This not only enhances the overall experience for our customers but also eliminates the need for synthetic preservatives, which are often used to prolong shelf life. Instead, we've collaborated closely with our laboratory team to research and implement natural preservatives that not only maintain the integrity of our formulations but also provide additional benefits to the skin. This approach has significantly improved the potency of our products, allowing us to deliver the best quality to our customers.
As the founder, how involved are you in the day-to-day formulation process? Do you have a favorite part of product development?
It is crucial for me to be hands-on in the formulation process. I start by creating the skeleton of each product, selecting the key ingredients, and then I work closely with our lab team to refine the final formulation. This collaboration ensures we create a safe and potent product that truly delivers on its promises. My favorite part of product development is definitely the moment when I discover the first samples. I always try the products on my own skin before they launch, as I want to ensure they meet my standards. I also love the scents that are naturally created from the combination of the ingredients; there's always an element of surprise, and they never disappoint. Each formula has a calming, grounding quality in its very own way that I find holistic, making them perfect for starting or ending our busy days.
Can you tell us about your best-selling product and what you think makes it so popular among your customers?
I would say one of our best-selling products is our Wild Rose & Geranium Illuminating Oil, which has been selling out for 6 years. The incredible results it delivers are what truly make it popular among our customers. We formulated this oil with unique lightweight oils like sacha inchi, moringa oil, and babassu oil, allowing it to penetrate deep into the skin layers. This makes it the perfect oil for every skin type for men and women. It acts as a luxurious moisturizer, packing a powerful punch of natural ingredients that hydrate and rejuvenate the skin beautifully.
As someone deeply involved in skincare, what does your personal skincare routine look like? Are there any Fields of Yarrow products you can't live without?
I truly believe in the saying 'less is more,' so my skincare routine is quite simple. In the morning, I keep it minimal to hydrate and protect my skin for the day, while I dedicate more time to my evening routine to deeply cleanse and nourish my skin with products that will repair it overnight. My morning routine consists of just 3 products: I start with Eau de Fleur Essence on a cotton round, which combines cleansing, toning, and protecting the skin barrier all in one step. Next, I apply a few drops of Floral Fusion Serum for deeper hydration and to enhance my skin barrier with our grape juice ferment. I seal everything in with the Floral Fusion Antioxidant Moisturizer, which acts as a protective shield against environmental aggressors and prevents dehydration. My night routine is a bit more elaborate. I always double cleanse, no matter what. I begin with one of our cleansing oils—I've found that switching them up helps prevent my skin from becoming too accustomed to a single product. I follow this with a foaming cleanser, then apply a serum and finish with our famous Wild Rose & Geranium Illuminating Oil. I always wake up with fresh, glowing skin. It's also important for me to adjust my routine based on the cycle I'm going through. Our skin has different needs throughout the month due to hormonal fluctuations, which can affect hydration levels, oil production, and sensitivity. By listening to my skin and adapting my products accordingly, I ensure it remains healthy and balanced.
As you expand internationally, how are you adapting your product line to cater to different markets while maintaining your core philosophy?
What I find truly fascinating about Fields of Yarrow is that our products are universal; there is a product for everyone and for every skin concern. As we expand internationally, we maintain our core philosophy of creating high-quality, natural skincare that is effective across diverse markets. Since our formulations are designed to cater to a wide range of skin types and conditions, we don’t adjust them for different regions. Instead, we focus on educating our customers about the benefits and uses of our products, helping them find the right solutions for their unique needs. This includes sharing knowledge about how to incorporate our products into their existing skincare routines and highlighting the universal appeal of our natural ingredients. We also engage with local partners to understand cultural beauty practices, ensuring that we remain relevant and accessible while staying true to our ethos. Ultimately, our goal is to make Fields of Yarrow a beloved choice for skincare enthusiasts around the world.
Looking ahead, what do you envision for Fields of Yarrow in the next five years, both in terms of product innovation and global presence?
Looking ahead, my vision for Fields of Yarrow remains steadfast, rooted in the same goals we set on our very first day. I aim to educate more customers about the importance of using natural skincare and the incredible benefits our products can provide. My dream is to help as many people as possible not only achieve beautiful skin but also enhance their overall health with formulations that are packed with superfoods. I want to ensure that Fields of Yarrow stays 'in the garden', not something you see on every corner, but a unique brand that retains its special charm, just as we envisioned from the beginning. We plan to open our own stores in key cities around the world, where we can offer not just our products but also our signature facials, creating an immersive experience for our customers. In terms of product innovation, we will continue to explore new ingredients and formulations that align with our ethos, always striving for freshness and potency. I envision Fields of Yarrow as a global leader in natural skincare, making a positive impact on the beauty industry while nurturing a deeper connection to nature and health. The journey has just begun, and I am excited to see where it takes us in the next five years.
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