Our Story
The Story Behind WIWIEN
A story of inherited wisdom, Macedonian botanicals and a lifelong curiosity that grew into conscious, modern skincare.
My first encounter with natural skincare began long before WIWIEN had a name.
It began with my beloved grandmother—the woman with whom I spent my childhood and remained deeply connected throughout her life, until her final breath at the age of 96.
Her connection with beauty and cosmetics had begun many years earlier. As a young woman, between the two World Wars, she worked in sales at a cosmetics factory in Skopje. It was there that she met my grandfather, who was the commercial director of the factory.
According to our family story, her remarkably smooth, porcelain-like complexion immediately caught his attention. He wondered whether she was wearing face powder—a small and tender moment that marked the beginning of their life together.
In the years that followed, my grandmother travelled widely because of my grandfather’s work. She carried with her an openness to different cultures and traditions, yet she never lost her connection with the plants, rituals and practical wisdom of her homeland.
She shared that wisdom with me slowly and naturally through everyday life. She taught me cooking, baking, sewing, knitting and embroidery, but more importantly, she taught me what it truly means to care for yourself.
For her, self-love was never about vanity. It meant treating yourself gently, caring for your body, nurturing your inner balance and allowing that care to radiate outward through kindness, understanding and the way you treat others.
As a child, I was fascinated by watching her in front of the mirror, gently applying her unusual homemade preparations. To me, they looked like almost anything except conventional creams. She would explain the plants she used—the herbs that grew around us in Macedonia, including St John’s wort, sage, chamomile, calendula, dandelion and many others—and the traditional ways in which they were used to care for the skin and body.
She also believed that natural care could be complemented by facial and body exercises, long before such rituals became part of modern beauty culture.
That very mirror is still with me today.
I have kept it as one of my most precious inheritances—not because of its material value, but because it carries the memory of those quiet moments we shared. For me, it is a symbol of her wisdom, her care and the earliest, unknowing steps towards what would one day become WIWIEN.
At the time, I had no idea that somewhere inside those small jars, infused oils and herbal preparations, the first seed of WIWIEN had already been planted.
From Curiosity to Creation
My own formulation journey began when I was 27, with infused botanical oils.
I soon wanted to understand how those oils could be transformed into richer textures, and I created my first balm using sage, calendula and chamomile. The next step was more ambitious: a tanning oil that became so popular within my family that I could barely keep any for myself.
For many years, everything I created was made for me, my family and my friends.
I observed how different skin types responded. I listened carefully to people’s experiences and paid particular attention to sensitive and problematic skin. Through continuous self-directed study, practical formulation and ingredient research, I explored botanical oils, butters, extracts, emulsifiers, emollients and the systems that bring them together into stable and enjoyable cosmetic formulas.
Over more than fifteen years, that curiosity developed into something deeper: a belief that skincare should offer more than an immediate sensory effect or beautiful marketing.
People deserve to understand what they are applying to their skin, why an ingredient is present and what purpose it serves within a formula.
That belief became the foundation of WIWIEN.
The Meaning of WIWIEN
Officially founded in 2024, WIWIEN was created as a celebration of feminine energy—the strength found in care, intuition, creativity and inner balance.
At the same time, we believe that true masculine strength can also be expressed through care, respect, presence and the confidence to value both oneself and the women in one’s life.
WIWIEN is therefore not simply a skincare brand. It is an invitation to approach personal care consciously, to understand what we use every day and to recognise care as a form of knowledge, respect and self-worth.
Our mission is to reconnect skincare with nature while combining traditional botanical wisdom with contemporary formulation knowledge, responsible product development and carefully selected ingredients.
How We Create
Our formulations are developed in North Macedonia through a process that combines ingredient research, practical experience, sensory observation and continuous refinement.
Selected WIWIEN products and formulations undergo independent microbiological, stability and dermatological testing, safety assessment and preservative efficacy testing through laboratories in North Macedonia and J.S. Hamilton Poland.
Our formulas are vegan, created with ingredients of natural origin and formulated without ethyl alcohol. In line with our principles, we do not commission animal testing.
Yet responsibility is only one part of the WIWIEN experience.
We also want every product to have its own character—a distinctive texture, appearance and carefully composed scent. This sensory identity makes each formula recognisable, memorable and enjoyable to use, without losing sight of its purpose within a conscious skincare ritual.
Our ECOGEA Certification Journey
For WIWIEN, responsible skincare has always meant more than creating beautiful textures, distinctive scents and an enjoyable sensory experience. It also means transparency, carefully considered ingredients and a willingness to have our work independently evaluated.
This commitment led us to ECOGEA—the Institute for Quality and Innovation of Natural and Organic Products.
The certification process was detailed and demanding. The ingredients and formulations submitted for certification were individually reviewed against the applicable ECOGEA requirements, including their origin, purpose, safety documentation and role within each formula.
In 2025, every WIWIEN product manufactured and available in our portfolio at that time was ECOGEA-certified—representing 100% of our active product range for that period.
For a young, independent brand from North Macedonia, this was one of the most meaningful milestones in our journey. It demonstrated that a vision born from family traditions, local botanicals and years of independent research could be developed according to serious standards and evaluated by an independent certification organisation.
The ECOGEA certification became a symbol of our commitment to transparency, responsibility, quality and respect for the people who trust us with their skin.
It was never about presenting WIWIEN as a large corporation. It was about showing that a small and dedicated brand can pursue responsible formulation, independent verification and internationally recognised standards with the same seriousness and ambition.
Where Tradition Meets Knowledge
Two worlds, one philosophy
Today, WIWIEN carries two worlds within it. One is the world I first discovered through my grandmother: herbs, infused oils, quiet rituals and the understanding that caring for yourself can influence the way you care for others.
The other is the world of modern formulation knowledge, ingredient research, independent testing and responsible product development.
The People Behind WIWIEN
Our Team
WIWIEN Natural Skincare is shaped by people whose knowledge, creativity and experience come together around one shared purpose: informed, responsible and distinctive skincare.
Goce
Goce is a technology innovator and software engineer whose work connects digital technology with cosmetics, biochemistry and product development.
Through collaborations with companies and projects across the United States and Europe, he has gained experience in translating scientific and technical data into practical solutions for modern product development and manufacturing.
At WIWIEN Natural Skincare, Goce supports formulation research, ingredient functionality analysis, product concept optimisation and the implementation of digital tools that strengthen research and development processes.
His interdisciplinary perspective helps WIWIEN Natural Skincare transform ideas into innovative, functional and contemporary skincare products.
Jasmina
With more than fifteen years of independent formulation experience, Jasmina is the founder and creative force behind WIWIEN Natural Skincare. Her work grew from inherited traditions of botanical care and a lifelong interest in ingredients, textures, scent and functional skincare.
Through continuous research and practical formulation, she explores botanical oils, butters, plant extracts, emollients, emulsifiers and ingredient functionality, combining intuitive creativity with responsible product development.
At WIWIEN Natural Skincare, Jasmina leads the brand’s vision, formulation research, product identity and development direction. Her approach is guided by transparency, informed natural care and the belief that effective skincare should unite knowledge, sensory pleasure and respect for nature.
Additional Team Members
Research & Development
Inside Our Laboratory
Behind every WIWIEN Natural Skincare product is a process of research, observation and careful development. In our laboratory, ideas are translated into balanced formulations through the study of ingredients, texture, stability and sensory experience.
We work with botanical oils, butters, plant extracts, emollients, emulsifiers and active ingredients, refining each concept with attention to functionality, quality and the way it performs on the skin.
Our development process is complemented by microbiological, stability and dermatological testing, challenge testing and safety assessment, carried out in North Macedonia and through J.S. Hamilton Poland.
