Julie Lindh: Ahead of the Slow Beauty Movement, Before It Had a Name
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At Cocorau, we introduce people who inspire us, because everybody needs inspiration, and we only choose to spotlight brands and people we genuinely believe in.
Long before "slow beauty" and "ancestral wellness" were trending topics, Julie Lindh was already practicing both. Julie is the founder of JL Skin Expert and the Beauty Wellness Club, and was the first to introduce micro-needling in the US. She uses Korean and Japanese skincare methods, and her holistic approach helps clients feel confident and look ageless naturally; not through hacks, but through a slower, more intentional relationship with skin and self.
We sat down with Julie for a conversation on where it all started, how she builds a formula, and why she believes real results - not marketing promises - are what actually build trust. (The full, unedited conversation is on our YouTube channel )
On where it started — an inheritance, not a trend:
Julie: The first products that I've ever made, it's probably the oil because it was easy to kind of put together and that's...the reason for that is I also grew up with a grandfather who would make, you know, herbs and concoctions and oils and creams since I was young... So he had this magic potion that was working for everything, you know? You've got stomach pain, you put this on. You have, you know, an open wound, you put this on. So he had like this one magic potion, and, in the oil, you know, you could see all these herbs that was floating.
And I call it skin potion because I really love, you know, lotion and potion. But it reminds me a lot of my childhood and, you know, I've made that since 2011, and it's still going strong.
Before making myself into a successful skincare [line], I think I've used myself a lot as the first guinea pig, so it starts with me before I share it with the rest.
On how she builds a formula — science meeting nature, not replacing it:
Julie: I also have a science background, so I put a lot of science into the formulas, not just based on cosmetical but also natural. I believe plants, they all have their own energy and frequencies, that when they are combined, they can do magic. So, I do infuse a lot of science and kind of natural because that's more of my background. But the science part of it is to make sure that it works, that it works with your cells, that your cells is, you know, activated and is stimulated by trying to use as much as clean, clinical, and natural plants to ignite that.
Sometimes, you know, skin and cells are amazing, right? Because you can feed it, and it gives you different reactions. You apply it, it gives you different reactions, and then the body's immune system will then defeat what's good and what's bad for you and take it in. A good product is not just about, oh, it feels nice, it smells nice, it has this particular texture, but how does that match or puzzle into, with your skin type?
On sourcing — why one ingredient isn't the same everywhere:
Julie: A lot of the resources and raw material comes from all over the world because to create a great product, you can't just base on one soil. You need to get from all, different soil from all over the world, I believe. It becomes a little different, and it has different smells, and it has different texture, a different coloring. And I think, for me, that is cooking... I imagine in my mind, this scent, this aroma, or this texture. What happens when you apply it on the skin, and how should it feel?
On presence — a "slow living" philosophy before it had a hashtag:
Julie: I think I always, trying to be present, so, for me, every day is a perfect day. If it's not perfect, it has nothing to do with the environment or external, it has to do with my internal self. And if it's not perfect, then you need to check with yourself and ask, "How do I feel today? Why is my heart not smiling today?" ... So I don't get bothered by the external so much, because I think that if you feel somewhat peaceful or joy, it's very hard to take that away.
First thing I do when I wake up is look at myself, and I say, "Well, look at you... I'm still here. I'm in a present moment. What else can I contribute into this day?" So I'm pretty much very present.
On finding answers by slowing down, not scrolling for them:
Julie: The advice comes from a download that we all are open to receive, but we are so clouded sometimes... You have to be in the present moment, I believe, and I believe it started when I began meditating as a very young person. My grandfather always said, "Go to your corner and calm your spirits," because I had too many questions as a young self, and he believed that questions are within you.
I've always been like that throughout my life, and now when I teach people, I think it has to do with being present with your issue... so you're not suppressing it, you work it through.
This is a trimmed version of a longer conversation. Watch Julie's full interview, including her thoughts on beauty as more than skin-deep, on our YouTube channel