Deeply rooted in the love and passion of their family and home in Colombia, sister and brother Marcela and Jaime Rubiano have created a passion-project skincare line that exudes clean and positive energy with every use.
By developing an ethos around self-love, self-care, connection with the environment and inspiration from family recipes, Guaia Madre (styled as GUAIA MAdRE) was born. It’s a CBD-based skincare brand for men and women that focuses on clean ingredients, healing agents, and a connection to energy that supports the wellbeing and glow of all of its users.
After the family invested in a CBD farm in 2018, cannabis and its many healing powers became a part of the Rubiano’s lives for the long run. Learning about its multitude of benefits not just for skin but the whole person, it became clear to Marcela and Jaime that creating a CBD-infused brand was the dream.
“Because it’s a massive soothing agent, it helps with inflammation,” Marcela says. “It just helps with so many things, we knew we wanted to honor the plant.”
Via their Colombian roots, the Rubianos also found inspiration in the energetic and powerful women of their family. From the start, they wanted to honor the upbringing that inspired their dream to become a reality.
Growing up in a strong family of women led by their grandmother, the siblings learned from a very young age how to carry one’s life with healing.
“We learned everything about self-care and health from them,” Marcela says. “It just became obvious that we wanted to honor that, and that permeated through the whole process of developing the products.”
Reimagining their grandmother's oil, Guaia Madre's Eugenia's Rosehip Oil contains 100mg of powerful CBD along with rosehip, jojoba, olive, jasmine, sea buckthorn and Vitamin E. The oil hydrates and restores the skin leaving a youthful and revitalized finish from its blend of natural ingredients.
The Protean Palliative CBD Salve is a perfect healing agent for dry or irritated skin during the cold winter months with a natural blend of frankincense, lavender, ylang ylang, arnica, avocado oil, peppermint, spearmint and 300 mg of full-spectrum CBD.
After developing the base of Guaia Madre, it was time to start creating a skincare company that would make moves in the beauty world—no easy feat during a global pandemic. While the times were troubling, the siblings used this interior time as a way to make their company even stronger.
“We had the opportunity to spend so much time there in Colombia,” Marcela says, “exploring a new way of reconnecting to our family and female roots … Our DNA is deeply rooted in our family history. The world showed us that family is the thing that matters the most.”
The duo wanted to be sure Guaia Madre expressed the importance of this personal journey, sending a message of peace with oneself, the environment and your body. Jaime sees an organic connection to wellness and everyday routine as the “greatest creative endeavor."
“Once you see it as a vessel that communicates everything, you start to really connect with your body,” Jaime says. “[You] see it as a vessel that communicates everything you do in this realm.”
Right down to the packaging, Guaia Madre is about the natural, choosing to use glass and bamboo instead of industry standard plastic. For now, the company is looking straight ahead to a bright future, with dreams of expanding in the realm of wellness and lifestyle, maybe create a perfume line.
“Creating a more expansive sort of brand that includes lifestyle, wellness on every single level,” Jaime says, “that's the dream."
“Guaia Madre is now,” Marcella says. “It wasn’t five years ago. It wasn't 10 years ago. It's now when we are really in tune with everything that we manifested into the world.”
Photography by: Courtesy of Guaia Madre