The Home Of Cruelty Free Beauty & Wellness

Founder Jackie From Eunoia Rituals

We love Jackie's story about how her business began and how she came about creating Eunoia Soul Rituals and the passion and thought behind skincare being a self-care ritual to start and end your day on a high note. We hope you enjoy Jackie's story!

Hello, I'm Jackie.

I first stumbled across the word ‘Eunoia’ on a tumblr account, late at night no doubt, when I was a teen. Although I had no idea why at the time, the word Eunoia and it’s meaning ‘beautiful thinking, a well mind’, resonated with me deeply. It stuck with me for years and the words have become my screen saver through many a difficult time as a little reminder to evoke my own ‘beautiful thinking’.

I was always a very spiritual child. I loved being outdoors, I loved magic and playing with fairies and I loved beauty. I was always interested in the invisible ‘higher power’ and collected crystals. But as I grew older I realised my connection to source (and my crystal obsession) was a little bit unusual and so I hid it for many years.

I threw away all of my chemical laden products and replaced them one-by-one with their natural alternative. This act alone felt like a ritual – there is something magical about knowing that what you put on your skin is slowly healing your body. I knew I needed to share my new-found knowledge. Once I graduated, I started my business as a Clinical Nutritionist, with one of my focuses being chemical free living. I began hosting ‘detox shops’ at local supermarkets teaching groups how to identify chemicals in our cosmetics and about the natural alternatives available.

I want to change the female morning routine to become a ritual steeped in self-love and adoration.

At the start of 2017 I made the decision to take some time off to travel and live in Europe. I loved my work as a Nutritionist but knew that there was something else I was meant to be doing, I just hadn’t found it yet. That trip changed everything for me. I spent a lot of time travelling alone immersing myself in spirituality. I learnt about gratitude, journaling, manifesting, abundance and my mind was finally still enough to try yoga (finally!). I just knew that teaching these concepts in some way was my path.

The idea for Eunoia Soul Rituals as you see it today came to me near the end of my trip. I was driving through Italy when the idea simply popped into my head. And with it one goal came to mind:

‘I want to change the female morning routine to become a ritual steeped in self-love and adoration’.

I spent the next 3 weeks eagerly waiting to get home so I could get to work. Time has passed and my original ideas for this brand have evolved dramatically, but my mission for Eunoia remains the same and includes: every Eunoia product should have a purpose and be created with love and intention; the Eunoia brand will be just as much about creating natural skincare that nourishes your skin as your soul; and Eunoia products will always be free from parabens, sls, slse, propylene glycol, phthalates, fragrance, harsh alcohols or GMO's.

Whether you’re just starting out on your spiritual path or are well versed in these concepts, I hope that Eunoia takes you on your own journey to beautiful thinking.