9 years ago we moved from the dynamic life of Riga to the rural area of Baldone—my husband’s grandparents’ centuries-old country home. In Riga, living in a multi-storey building, it’s hard to grasp the amount of waste a single household produces—even with recycling efforts. Here in the countryside, organizing our own waste gave us a real picture of the sheer volume one family produces in a month. It made us think about our daily choices: what we consume, what is left when the product is used.
A few years later, when I was expecting my first child, I read studies about microplastics, now found even in breast milk and human blood. While the long-term health impact of microplastics is uncertain, I decided that for our family business, we wanted to minimize our reliance on plastic packaging.
So we came up with a different format for cosmetics—solid cosmetics. It includes soap, shampoo, conditioner, natural deodorant, and facial moisturizer, all packaged in environmentally friendly and home-compostable FSC-certified cardboard.
Riga Stradiņš University, roe deers and family support: the origins of Silmachy
My graduation from the Faculty of Pharmacy at Riga Stradiņš University provided me with the invaluable knowledge and understanding of chemistry needed to create high-quality cosmetic formulations.
Living in the countryside, I’ve developed a deep appreciation for nature. Observing roe deer, hares, and squirrels in my backyard, while enjoying morning coffee, has been a source of inspiration. The changing seasons here are far more pronounced, beautiful, and noticeable than in Riga.
This connection to nature sparked a desire for creative expression. I realized that working in a pharmacy wasn’t for me. I wanted to create something of my own—natural, environmentally friendly products that contribute to a better future.
These experiences ultimately led to the creation of SILMACHY. And, of course, the support of my family has been fundamental to this journey. Additionally, my colleague Daija’s joining the brand brought a fresh perspective and energy that has significantly contributed to our growth.
From сoncept to product
I’ve always been driven to create effective, high-quality products that I can wholeheartedly recommend. As someone who isn’t good at empty promises or gimmicks, I only promote products I truly believe in.
Creating SILMACHY products, we began by deciding what kind of a product we want to create: its intended effect, and the desired impact. Next, we carefully find the raw materials, plant extracts. While we don’t produce raw materials ourselves, we prioritize partnering with reputable European manufacturers, with a preference for Latvian suppliers. All raw materials must meet strict quality standards and have the required documentation.
After that, our products go through a comprehensive testing phase. We iterate on the recipe, making adjustments to achieve the desired outcome. Our products undergo testing by our families and a close circle of friends. Once we’re satisfied, we prepare the documentation and send the product for external analysis.
In parallel, we collaborate with our partners to develop and test the product packaging (Asketic is responsible for the design here). Once the product is ready, we focus on developing a strategic marketing campaign (HSH media) to introduce it to a wider audience.
As a small company (the core team consists of 3 people), where I do all the product development myself, in addition to many other responsibilities, we manage to launch one new product a year—and that’s good 🙂
To be honest, we are proud of the fact that we are one of the rare cosmetics companies that produce, package, label and ship everything to our customers ourselves.
The joys and challenges of having a natural zero waste cosmetics brand
The most beautiful aspect of my work is a creative process. Generating new product ideas, testing, formulating, finding the perfect packaging—there’s an element of playfulness in every step.
As for the most challenging aspect, it is developing natural cosmetics in eco-friendly packaging. For example, while consumers are familiar with traditional face creams in plastic bottles, our goal was to create a water-free alternative that could be packaged sustainably in a home-compostable cardboard box. We dedicated two years to perfecting this product.
The same is with our intimate wash bar, made in collaboration with sustainable period panties brand THATDAY. Everybody knows bottled products, but who has seen pH-balanced intimate wash bars in solid form?
That’s why we are proud that both our facial moisturizer and intimate wash bar have been recognized internationally with awards from the European Natural Beauty Awards and the Free From Skincare competitions.
At the heart of our work are three core principles: knowledge, sincerity, and a desire to save the world from mountains of plastic.
Navigating family business
They say running a family business isn’t easy, but I’ve been fortunate to have the support of both my family and my husband’s family.
When I started SILMACHY, my husband and I continued to hold down other jobs for some time. And there was never any resentment if I needed to work late on a product formulation. My husband even helped to build the ground floor of the SILMACHY workspace. My dad and mother-in-law have also assisted with logistics, folding boxes and other tasks.
Of course, my husband and I have our disagreements. However, we’ve discovered that Silmachy serves as a shared passion or hobby, uniting us even more. It’s more than just a business; it’s a labor of love.
Authenticity and sincerity as the key to the audience
Many agree that honesty and authenticity are key on social media. Even on Instagram now. In the age of filters, people are no longer moved by just pretty pictures and unrealistic content.
Sharing real-life situations, challenges, and behind-the-scenes is an approach that resonates. When we joined TikTok three years ago, it was simplicity and authenticity that appealed to the audience. Thanks to Daija’s dedication to going live frequently and actively talking to followers.
Initially, we thought our audience was solely health-conscious and environmentally minded individuals. However, we were surprised to receive feedback from customers who appreciated our content and personality, regardless of their environmental concerns. We are happy that we can introduce our products to a broader audience, including those who may not be immediately interested in zero-waste or green initiatives, and encourage a change in habits.
By the way, if you’d like to get to know SILMACHY even better, we will be happy to take you on tour or soap-making masterclass in our small but lovely factory. Even Mr. President Rinkēvičs himself made some pretty soap in our workshop at the end of last year 🙂
Photo by Velga Kūkuma
A global business dream
Right now we’re seeking to expand our reach through partnerships with family businesses and concept stores across Europe and the USA, including package-free stores, design stores, and yoga studios. If you know of a place where SILMACHY would fit in, we’d be happy to get in touch!
This year we partnered with Wolf & Badger, a renowned international platform for artisan design brands with branches in London and New York. This platform serves as a good marketing tool for recognition. Perhaps one day we will establish a pop-up stand in their stores.
As you see, running your own company offers great freedom, but it also comes with responsibility. There’s no one else to rely on; your success depends entirely on your efforts.
However, if you’re passionate about what you do and actively work in alignment with your values, you’ll be well on your way to achieving success 🙂
