Why I started Lucid Leef

Lucid Leef didn't begin in a lab or corporate meeting. It began quietly, in everyday life, somewhere between long workdays, family responsibilities, late-night ideas, and a growing desire to create something that resonates with me.

I've always been drawn towards nature, self-care, natural ingredients, aromatherapy, crystals, and small rituals that help me slow down and reconnect with my wairua. What started as curiosity slowly became research, experimentation, and eventually formulation.

The more I learned, the more I became fascinated by the incredible native botanicals we have here in Aotearoa. Plants like Kawakawa, Harakeke, Pōhutukawa, Tōtara, and Mamaku have a long history within Te Ao Māori and offers something uniquely connected to the whenua.

I wanted to create products that not only felt calming, grounding, and purposeful, but also reflected resilience to the environment and elements that we shield our skin from.

Lucid Leef was and still is being built slowly, often in small pockets of time between work and family commitments. There have been more moments of excitement, self-doubt, and late-night scribbles than I can count. But through it all, the vision stays the same.

I didn't want to create a brand that feels over polished or lacks in personality. I wanted Lucid Leef to feel human, earthy, honest and raw. A brand inspired by New Zealand botanicals, handmade formulation, and the idea that looking after yourself comes in many forms.

Every product I create is part of that vision. Thoughtfully formulated skincare designed to bring together culture, sensory experience, and intentional moments of care.

Lucid Leef is still growing, evolving, and learning every day. But at its core, it remains exactly what it started as: a passion project built from curiosity, creativity, and the means to take a moment for yourself whenever you can.