Anouck Turrian, influencer et ambassador of Yemanja's cosmetics

Better known as “newks_life” on social networks, Anouck Turrian is a lifestyle and green beauty influencer. lifestyle and green beauty. She has been sharing her experiences and wellness tips with ethical values for several years on social media. She is now completing this with a blog, recounting her impressions and convictions. Including how to feel better with yourself, to self-develop with respect and radiate naturally. Anouck has a passion for putting forward topics in which she believes.

From minimalist art of living to natural cosmetics, she aspires to authentic exchanges and chooses to collaborate as locally as possible to find out what truly is behind a brand.

A glittering woman, with her head firmly on her shoulders, ambassador of Yemanja cosmetics, we went to meet her to decode some paradoxes in the field of cosmetics.


Yemanja: What was your motivation to become a lifestyle and wellness influencer with ethical values?

Anouck Turrian: I quickly realised, especially on the subject of skin, that there are harmful effects when using cosmetics. As my skin is very sensitive, I had bad reactions and eczema as well. As I was getting more and more information, I dug deeper into this area by reading, on the Internet and questioning myself. At first out of curiosity, I deepened my knowledge which was built up little by little. Then I started to share it further.

There are natural solutions that are really beneficial in the long term, as opposed to aggressive products that may give immediate results and yet are not healthy. My family is in the field of ecology and I grew in it. I asked myself how we can really take care of ourselves and at the same time take care of the planet, then I decided to share this and get feedback from people who follow me.

Y: As a novice at the time, was it difficult to understand what’s really behind a product, its compositions ?

A.T: Yes, extremely complicated and it required a lot of research. Nowadays, many people contact me, being sure of themselves, about what they use and apply on their skin. But there is still a tiny doubt, so they write to me. After checking, I explain what is not ok.

We tend to believe what the brands want to tell us and that if it’s allowed, authorized, it’s necessarily good for us when it’s not. I am opposed to this phenomenon and I am revolted because they are very well-known and well-used brands. Once we start digging into them, automatisms are created.

Y: What disturbs you the most with what certain brands reveal? What are the most frequent questions you are asked?

A.T: What bothers me is a whole. On the other hand, what strikes me the most and that I find vicious remains at the level of the components of these products and what we are asked to put on our skins, what we are made to believe.

From the questions I receive, I observe the majority of people who are contacting me are totally lost. They very often send me photos of their products and the INCI list (International Nomenclature Cosmetics Ingredients) which I decrypt for them.

Anouck with one of her favourite product: the balance exfoliating mask

Yemanja: How did you become aware about our brand and why do you recommend it?

A.T: I got to know the brand thanks to a subscription for organic cosmetics that I received at home. Once, among the other different products was the shining elixirthat I loved right from the first time I applied it. Not only the texture but also the immediate effect on my skin. I then tried the body range such as the exfoliating scrub which impressed me, the revitalising balm and then the sun range. Yemanja is innovative and really stands out with these products where there is nothing to complain about. It’s rare that a brand remains flawless! Everything is coherent and there is a common thread from A to Z, between the packaging and the fact that the products are gender-neutral. I only receive positive feedback from the people I’ve recommended them to. In terms of quantity and price it is also very attractive, with the body scrub and the revitalizing body for example.

I also find this interaction between the three components very interesting and unusual: cosmetics of course, but also the rituals and the trainings.

Y: What can you say about the preconceptions of the reduced ranges which can cool some people down?

A.T: A reduced range is often a very well thought-out one. It can sometimes imply that it’s for a more general use, whereas with some bigger brands you need a multitude of different products where you can’t find your way around. As in a restaurant, if the menu is too long, it cannot guarantee that it’s fully home-made. For someone new in the world of natural cosmetics, starting with a brand with a reduced range may be more interesting.

Y: Greenwashing, how do you perceive it and how do you recognise it?

A.T: Maybe that’s what revolts me even more than chemical cosmetics, because at least there it’s clear. On the other hand, with greenwashing you attract the consumer by putting a “green” visual to mislead him. In this way, brands give themselves a genre by making people believe what is absolutely false, by making a false promise, which is even worse.

I don’t trust big known brands that go green overnight and I’m wary of the visual but also of the use of the term “natural”, which can mean everything and nothing at the same time. Some harmful ingredients are derived from natural ingredients and this can be extremely misleading. I rely on logos and organic certifications, but again, they are not all the same from one country to another. I’m detecting greenwashing quicker and I’d like to learn more on the subject to share it with the people who follow me.

To learn more about Anouck’s world, check her on social media as well as her personal blog.