MATH Scientific: formula for a trustworthy skincare brand
MATH Aesthetics Campaign I Photography Rugilé Juodzbalyte
Marija Valaitė, the co-founder of Math Scientific, talks about a journey to leading a successful business and our take on the brand’s look and feel.
Marija Valaitė put a dream to reality, she is the co-founder of MATH Scientific – a minimalist skincare and makeup brand that has proved us a simple formula and science works. We came across MATH a year ago, the brand was only figuring out its visual voice but there were many important strategy elements in place already. We were convinced the awareness of the MATH will skyrocket in the coming time, if all aspects will be nourished.
The plan was to work on the aesthetic vision of the brand. We held interviews with Marija and applied the brand analysis to create a visual strategy handbook, then produced an original photographic content. Now, those images appear throughout many online store platforms that sell MATH Scientific products.
As a result, we have witnessed how implementing strategic aesthetics to the website, social media pages of MATH and online cosmetics retailers, have helped to create a brand style with a clear connection between the brand and the product. This led to a higher audience trust and manifested a positive outcome for MATH. The brand expanded its market in other European countries. Also, had a great appearance in VOGUE Scandinavia magazine. Now Math Scientific is recognized by many, as one of the favorite skincare brands available in Lithuania.
What influenced you to start your own business?
Marija: I’ve always had an entrepreneurial spirit and the ability to notice opportunities within every challenge. Therefore, I always knew that at some point, I would create my own business and start developing my own brand. I was at the top of my game in my marketing and communications career, when me and my now business partners started developing ideas for MATH. Those conversations revolved around the collaboration of beauty and science and the great things that could come of it. At the time, I already had experience in the beauty industry, plus, I’ve always been passionate about skincare and the way healthy skin inspires confidence. What started with those conversations and a strong desire to create trustworthy scientific skincare that sparks confidence, grew into a brand that I am incredibly proud of.
“I was very happy with the aesthetic feeling that I saw, since at the time we were still trying new things and testing various angles and seeing something that aesthetically accurate was very inspiring and a huge step in the right direction. ”
What has change in the creative and marketing department when the aesthetic vision for MATH has been developed?
Marija: Once you have photos that you truly like and that represent what the brand is all about, it’s easier to go from there and develop the aesthetic vision further by keeping the things that worked perfectly and building on that, as time goes by, and the brand grows. I was very happy with the aesthetic feeling that I saw, since at the time we were still trying new things and testing various angles and seeing something that aesthetically accurate was very inspiring and a huge step in the right direction.
When it comes to marketing, the photos became a part of our general mood board and the narrative of what we’re all about. And this narrative has led us to becoming one of the biggest skincare brands in Lithuania, since our users truly appreciate not only our scientific products, but also our minimal and stylish aesthetic.
MATH products have a fashionable look, yet it is packaged in a minimal and sustainable way.
The visual feel of the brand is clean, stripped down, natural, much like in a laboratory setting.
What does the brand’s visual image speak of the product?
Marija: MATH is a part of the skinimalism movement. Our packaging and visual feel is not the only thing that is minimalist. Our formulas are minimalist as well. We focus on choosing scientifically proven actives, giving them space to unleash their full potential for the skin, without overcrowding the formula with fancy ingredients that are only there for show.
Back when we were developing the visual strategy, we had an interview session about MATH products and the story behind the brand which helped me reflect on this and create a wholesome authentic vision that I could share. And when we were done with the photoshoot, I was very pleased to see that those sessions paid off, since the visuals reflected the philosophy so beautifully.
What elements would you consider the most important in leading your own company and growing skincare and makeup brand?
Marija: I’d say you must always remind yourself why you started and know what your values are. Also, keep in mind, that the company is not an abstract concept, but a group of people and you must take care of those people to the best of your ability.
When it comes to finding and maintaining your place in the beauty industry, I’d say it’s important to listen to the users and truly reflect on their insights. People always express their concerns and desires, and the brand must listen and respond. For example, we recently removed Phenoxyethanol from our formulas. Even though Phenoxyethanol is a safe ingredient, people don’t appreciate seeing it on the ingredient list, therefore we replaced it. Sometimes you must make bold moves like that to show people you truly care. For us it’s natural, because we really do.
Do you have a daily, weekly ritual you do to refresh the work-focused mind?
Marija: I am a strong proponent of taking time for reflection and journaling. It’s easy to get lost in the hustle culture and start believing in the “once I achieve X, then I can rest“ mindset but it never works. It‘s important to stay balanced all the way. I try not to identify with my business. I am a businesswoman but I‘m so much more than that. Therefore, I always make time to play with my daughter, read books, enjoy great podcasts, play tennis, meditate, travel, and do many other things that keep my feet firmly on the ground.
