The Unconventional Wisdom series features founders making waves, and shares their insights and journeys about living a beautiful life.

Many know chia seeds as a nutrient-dense source of healthy fats. But fewer people are aware that chia seed oil is a *skincare* powerhouse. Clean skincare line Maya Chia features chia seed oil, extracted using a clean process, along with other organic, non-toxic, and wildcrafted luxe ingredients.

Maya Chia founder Susanne Norwitz agreed to sit down and give the NakedPoppy community an inside scoop on how she chooses ingredients, her 5-min skincare routine of choice, and the best part of getting older.

Tell us the origin story of Maya Chia. Was there a tipping point that made you go clean and start a business? 

The idea for Maya Chia came several years prior to the 2014 launch when I was doing a detox. Part of that detox included taking chia seeds. I was curious as to what these magical little seeds were — and I was floored. They’re a true nutritional powerhouse, with more omega fatty acids than wild-caught salmon, and more antioxidants than blueberries. I thought, “Is anybody using this powerhouse ingredient in skincare and if not, why not?” 

Further research showed chia seed oil was clinically proven to increase skin hydration, reduce trans-epidermal water loss, and increase skin barrier function. Plus, I was turning 40, and the phrase “If not now, when?” kept sounding off in my head.

Is there a product you came out with that has an interesting or unconventional backstory? Tell us more. 

Astaxanthin is a prime example of how we are always searching for the best, high-performance ingredients we can get our paws on. Astaxanthin (which took me a year to say properly, by the way) comes from the microalgae plant; it’s what gives flamingos their rich pink hue.

It’s an antioxidant that has shown amazing clinical results demonstrating its ability to fight free radicals; one paper calls out astaxanthin as being 6,000 times stronger than vitamin C and 550 times stronger than green tea catechins in combating free radicals. Maya Chia was one of the first U.S. companies to use this ingredient in our skincare formulations, such as The Eye Achiever Multi-Correctional Eye Serum and The Optimist Hydrating Brightening Essence.  

maya chia the eye achiever on nakedpoppy

When (or how) do you usually get your best ideas? 

When I let off the gas a little and do something totally off-topic. Now that I think about it, that usually happens when I’m driving.

With only 5 minutes to care for your skin in the morning, what would you reach for and why? 

Cleansing oil, face oil, and SPF. They’re all a must for my skin and I’d argue most types of skin. 

Maya Chia is a lovely luxurious brand. What drives the premium pricing? 

We use the best ingredients we can get our hands on, and with that, there can be a very high cost, like with The Straight A Serum Advanced Gentle Retinol Treatment. But we actually err on the side of pricing conservatively to keep our products attainable. 

What are your tips for staying grounded and focused when things aren’t going your way?

An absolute love for what I do. Being an entrepreneur is a rollercoaster ride. There are massive highs and lows — sometimes all in the same day. What moves us forward is that deep and abiding passion for what we do. And that passion is what sustains me. 

What’s the best part of getting older? 

You really learn to trust yourself. 

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