MÁDARA was born in 2006 in Riga, Latvia, from a personal turning point. Lotte Tisenkopfa-Iltnere, the founder, developed dermatitis as a teenager. When she researched the ingredients of her expensive eye cream, she was shocked: synthetic substances, paraffins, questionable compounds. She decided never to use such products again, and began writing about her experiences in a blog. She quickly gained the attention of other women. Together with her sister Paula Tisenkopfa and co-founders Zane Tamane and Liene Drāzniece she founded MÁDARA.

The brand name is no coincidence: “Mádara” is the Latvian word for cleavers (common bedstraw), a medicinal plant that has been used for centuries in the Baltic region and also features as an active ingredient in many MÁDARA products. As early as 2007, the brand was awarded the title “Best of Latvia”. Today MÁDARA is a publicly listed company that sells its products in over 25 countries.

What sets MÁDARA apart from other natural cosmetics brands starts with the water, or rather, the absence of conventional water. Instead of ordinary water, many MÁDARA formulas use birch water, the birch sap collected in spring. In Latvia, tapping birch trees has a centuries-old tradition: every family taps the birches for a few weeks in spring, the sap is considered detoxifying and is rich in vitamins, amino acids, minerals and organic acids. MÁDARA developed its own technique to preserve birch sap long-term without destroying its active ingredients.

In addition, MÁDARA uses plant stem cells cultivated in bioreactors, developed in cooperation with the University of Latvia. This technology makes it possible to use ingredients from even endangered plant species without harming them in nature. All MÁDARA formulas are based on at least 95 percent natural ingredients, are certified by ECOCERT or COSMOS and are free from parabens, silicones, mineral oils, synthetic fragrances, artificial colorants and chemical UV filters.

MÁDARA follows a scientifically grounded approach: every active ingredient is selected on the basis of its proven efficacy, from birch water and plant stem cells to antioxidant chlorella extract. The routine is clearly structured and tailored to the skin’s needs. All products are dermatologically tested, suitable for sensitive and blemish-prone skin.

What is special about the MÁDARA system: skincare and make-up are coordinated with each other. The Skin Equal Foundation, for example, is built on the same hyaluronic acid and plant extract base as the skincare products, make-up thus becomes the final skincare step rather than its opposite. The airless dispensers of many MÁDARA products allow up to 99 percent of the contents to be used and extend shelf life without additional preservatives.

MÁDARA produces all products in its own factory in Riga, carbon-neutral, powered by renewable energy. Many raw materials come from Latvia or nearby European countries, avoiding long transport routes. Packaging is recyclable or bio-based; the airless dispensers allow 99 percent of the product content to be used and extend shelf life without additional preservatives. MÁDARA is a member of 1% for the Planet and actively supports environmental and social projects.

As a B Corp certified company, MÁDARA meets high standards in social and ecological performance, transparency and accountability. The products are predominantly vegan, clearly indicated on packaging and website, and are developed and tested entirely without animal testing. All formulas contain 95 percent or more natural ingredients.