JOURNAL

Every Tatawai product begins with a simple belief: skincare doesn't need to be complicated to be effective. Founder Suzanne created Tatawai after years of studying cosmetic science, exploring the role of botanicals in skincare, and developing a deeper understanding of what sensitive and sensitised skin truly needs. Guided by a philosophy of calm, restraint and stewardship, Tatawai was built to support the skin rather than overwhelm it. We asked Suzanne about the journey behind the brand, what makes Tatawai different, and the principles that continue to shape every product in the range.What made you start a skincare brand? Initially I wanted to understand what was in my skincare products, how they worked and why and so I studied Organic Cosmetic Science for 3 years.  But then I discovered that I loved the process of developing products and seeing the difference it made to peoples’ skin.  The brand grew out of desire to do more than just take, to be a good steward of the resources that are available to us and to use those resources to give back to others.  I’ve tried to weave that thread through every part of the business. What makes Tatawai different to other NZ Skincare brands? I think Tatawai gives permission to stop trying so hard, to pause and look at skincare with a calm and restrained approach.  That allows our skin to do what it does best – restore, protect, and support us.   What surprised you most about launching a skincare line? How long each step of the process takes.  There are so many people to deal with, and everyone is juggling multiple clients.  So, I’ve learnt to relax and try to enjoy the journey more.  Afterall, the destination is only the next starting point. What standards or principles were non-negotiable for you when developing the range? New Zealand does not have any requirement to register cosmetic products or prove what tests have been conducted for legislative compliance, so I choose to develop products to EU standards (one of the strictest in the world) and have them independently verified, as if I was going to launch in Europe.  Botanicals were always part of my plan, partly from my training, but also because plants have developed remarkable protective and restorative systems over time, many of which continue to inspire modern cosmetic science.  There are wonderful synergies that plants have developed that often work in ways that are difficult to fully reproduce through isolated ingredients alone.  Also, the Tatawai products have natural colour from the ingredients used, because we don’t live in a black and white world and colour makes me smile. What are some of the misconceptions people have about sensitive skin? Globally over 70% of people report having sensitive skin, which likely exceeds the number of people with true medically sensitive skin.  What most people experience is sensitised skin, either periodically or long term.  However, the causes are many, complex and often interconnected, such as hormones, environment, stress, product switching, too many products or active ingredients that overwhelm our skin etc.  Our skin is the largest organ in our body and has amazing restorative capabilities, but it does have its limits.  Before Tatawai, what experiences or parts of your background helped shape the way you approached this project? No experience is ever wasted, even if it takes years/decades to be able to put that knowledge to use.  Over 25 years ago I studied Herbal Medicine for 2 years and while I decided not to pursue it, it gave me a good foundation of anatomy, physiology, chemistry, and a love for botanicals.  Now with over 30 years of experience in IT, working with and in many different organisations to develop and deliver meaningful insightful data for decision making, I can apply those skills to help me look at the brand from different angles.   What does the future of Tatawai look like to you? I would like the range to grow with different types of products, think top to toe, to include haircare and body care products.  All will have a calm and restrained philosophy behind them.  I want Tatawai to be known for products that work and that people feel good about supporting because the brand reflects a better way of doing things. Do you have a favourite (botanical) ingredient and why? Mango Butter – it is a wonderful example of an upcycled ingredient (comes from that massive pip inside the fruit) that would normally be thrown away.  I currently use it in my hand creams, and it will form part of a formula for a more nourishing/emollient moisturiser in the future.  What I love about it is that despite being deeply nourishing, it does not feel heavy or greasy on the skin. It has wonderful softening and protective properties and works beautifully in products designed for dry or sensitive skin.

It appears to me that skincare routines have got more complicated over the last few years — multiple serums, layered actives, constant tweaking based on whatever's trending. For a lot of skin types that's manageable. For reactive or overstimulated skin, that complexity is often what's keeping it from settling. I built Tatawai around three steps — cleanse, support, seal — not as a minimalism trend, and not because I think fewer products is automatically better. It's because overstimulated skin tends to respond better to something consistent and structured than to something constantly changing. Cleanse gently. People tend to put all their attention on what they apply after cleansing — the serums, the actives — and treat cleansing as a formality. But it affects the barrier every single day. Done right, it should feel calm rather than corrective: enough to prepare the skin, not enough to add to the load it's already carrying. Support thoughtfully. This isn't about intensity. It's reinforcing what skin already does on its own — hydration, barrier function — through measured formulation rather than layering more on top. For skin under pressure, tolerance matters more than potency. Seal with restraint. Moisturiser gets treated as optional, but for reactive skin it's doing real structural work — holding hydration in, reducing water loss, giving the barrier room to repair overnight. It should reinforce, not smother. None of this is about doing less for its own sake. It's structure with a purpose: take the unnecessary pressure off, and skin generally finds its own way back to balance faster than people expect.

For a lot of people, the frustrating part isn't dryness or a breakout. It's that skin stops being predictable. A product that's been fine for months suddenly stings. A routine that's worked for years no longer feels stable. Some weeks skin behaves, other weeks it doesn't, and there's no obvious reason why. Most people call this sensitive skin. In my experience, it's rarely that simple. What's usually happening is accumulation, which eventually leads to overstimulation. Our skin doesn't respond to any one thing in isolation — it carries a running total. Active ingredients, environmental exposure, over-cleansing, stress, hormonal shifts, not enough recovery time between treatments. None of these need to be dramatic on their own. It's the layering of them, week after week, that eventually overwhelms the skin's ability to recover. Tolerance isn't fixed, either. Our skin's natural defenses that handled frequent exfoliation or stronger actives comfortably a year ago can quietly lose that capacity, especially through hormonal changes like perimenopause, where the structural scaffolding that kept skin resilient starts to erode. When that happens, the usual instinct is to fight back — try something stronger, add a step, chase a fix. More often than not, that just adds another variable to a system that's already under pressure. None of this means active ingredients are the enemy, or that skincare has to become minimal forever. It means that when skin is already carrying too much, the answer is rarely "more." It's giving it fewer variables to deal with, so it has the room to regulate itself again.

A calm, structured guide to restoring an overstimulated skin barrier through simplified, barrier-first skincare and gentle recovery rituals.