Conscious Beauty And Beautiful Minds: Interview w/ Lynn Power of MASAMI

Lynn Power spent her 30 year career in the advertising industry and has worked on a ton of iconic beauty brands — L’Oreal, Clinique, Nexxus, Vichy just to name a few. She found herself gravitating back to beauty accounts over the years and has been a member of CEW (Cosmetic Executive Women) for at least a decade. When Lynn got the opportunity to partner with James Hammett to launch MASAMI, clean premium haircare, she jumped at the chance.

What was the first beauty routine you adopted as a child or teenager? Which emotions do you connect with this memory?

As a teen, it was all about the blue eyeliner and a bad perm. I cringe thinking about that look. I was not made for a perm. I wasn’t really comfortable with my own approach to beauty until I was in my late 20's.

CONSCIOUS BEAUTY — What meaning do you give this term?

To me, conscious beauty is about making a mindful decision to choose products that are good for you and good for the environment. This means it’s not just about formulations that are clean (no sulfates, parabens, phthalates or other toxic ingredients), but also about sustainable, ethically sourced and cruelty free.

Which aspects of sustainability in beauty are especially important to you?

Right now, we’re focused on the packaging. There is so much of beauty packaging that goes into landfill (the industry produces 120 billion units of packaging a year and I’ve seen stats that say that only 14% gets recycled). But thinking about carbon, water and energy are also important — and that means looking at formulations, shipping, supply chain and more.

When do you consciously feel beautiful?

When I’m surrounded by family and friends. I’m the most comfortable in my own skin and know that I’m loved.

Did your approach to beauty change within the last 1–2 years?

As I’ve gotten older (I’m 54), I’ve definitely changed my approach to beauty. I can’t go out without making sure my brows are “on” and I’m more focused on skincare that takes care of wrinkles and hyperpigmentation vs. foundations and makeup. And of course, my hair needs extra help so I’m all about hydration with MASAMI.

How would you like to see the image of beauty change within the next 5 years?

I’d love to see diversity being fully embraced. Meaning, not just diverse people, but diverse takes on beauty, ranging from all natural to fully blinged out.

What or who inspires your beauty routine?

There are a few other clean beauty brands that I now look to for inspiration: Romer Skincare, The Sexiest Beauty, Blure — I love the products that they are creating.

What is your best beauty advice to others?

Never, ever get a perm! And look at the ingredients on your beauty products, you’ll be surprised to find that many of them are made with known toxic ingredients.


Follow MASAMI on Instagram.

Demee Koch about the MEDIUM interview series on CONSCIOUS BEAUTY:

Hello! I am a serial entrepreneur with more than 2 decades of experience in the health & beauty industry. This interview series is intended to create awareness about the movement of Conscious Beauty.

We are in a beautiful time of Conscious Beauty — you may have heard of this term, but what does Conscious Beauty mean, and why does it matter?

For us, beauty is a way to love — it is about self-care, art, nutrition, exercise, life, self-love. I invite you to become part of a movement that re-defines beauty. Let’s empower beautiful minds.

Thank you for being the change. I’m looking forward to learn from you. Reach out to me via LinkedIn.
Demee ❤︎



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