Mojave Desert Skin Shield, an Ayurvedic and biodynamic skincare brand founded by Patricia Vernhes in Joshua Tree, CA, crafts self-care products originally designed to detoxify, nourish, and safeguard all skin types against environmental stressors like dryness, air, wind, and sun exposure. They meticulously select the finest organic and wild-crafted medicinal oils and plant extracts, inspired by ancient medicine and its reverence for the Earth. By prioritising fair labour practices and fostering a community-minded approach, they aim to empower individuals while minimising support for large corporations. Rooted in nature and bolstered by scientific validation and ongoing research, their philosophy and formulas yield consistent results across seasons. G Mag caught up with Mojave’s founder Patricia.
G Mag: What inspired you to start your beauty brand, and what sets it apart from other brands in the market?
Patricia: Twelve years ago I moved from London to Joshua Tree and dove deep into a personal study based on a solitary, meditative daily state of ceremony. I have completed yoga teacher training immersion and a postgraduate Ayurveda Yoga therapy course at a Sivananda Ashram before my move and I responded to a call of my Spirit to step onto a radically different growth path with an open heart and open arms.
After three 45-day long sessions of Antar Mouna, I felt ready to get to know the local community and I was in awe of the beauty of the people I met, but the lack of environmentally appropriate skincare philosophy around me was apparent. I was blessed by invitations to work and study with local elders and so I formulated the first formula with ingredients I found in a local independent apothecary store. I harvested and processed the rest from the land I got to steward utilising the knowledge I was given by my desert teachers. It took years of research and scientific data afterwards to know those were indeed the solutions from the future and it was a thrilling moment to realise that somehow, from a place of authentic offering that came from a call of the heart, from my self-proclaimed “monk - ship,” there was a brand in the making.
GM: Can you tell us about the unique selling points or key features of your beauty products?
P: We use ingredients which pass the test of the harshest environment on Earth because we believe that by doing so we are problem-solving challenges from the future. We also found out in the process that the knowledge and the healing powers of the desert plants offer a boost to our skin’s resilience and adaptability to environments and to travel - be it the desert, city, mountains or beach.
My research into the very edge of where ancient medicine meets the latest discoveries never stops and innovation is foundational to our work.
GM: How do you ensure that your products are both effective and safe for your customers?
P: All our formulas are dermatologist tested and approved as safe to skin and kind to skin. We are also vegan and cruelty-free, organic and we listen to our clients who come to the well-being practice for healing sessions, first-hand feedback is vital. I worked deeply within the local desert community to know what our challenges are and in many cities around the world. It’s surprising but to some extent, we all have the same issues, regardless of the climate we live in.
GM: What challenges did you face when launching your beauty brand, and how did you overcome them?
P: We were purpose-driven from the beginning so I think our trajectory is unusual. My goal was to establish the most solid connection with my clients, listen to their needs and provide an opportunity for healing beyond their expectations, both through products and experiences. I believe that business growth will unfold from the place of integrity and I still believe it’s the right way to grow, even if most would call it a road less travelled in today’s highly complex, holographic world.
GM: Could you share some insights into your brand's ethos or mission statement, and how it influences your product development and business decisions?
P: Our ethos is encapsulated in three words: nurture, share, and preserve. With nurture: you have to put all the love into what you create and share it like wisdom (in the ancient way), to the best of your knowledge and for the greater good of all. Share: the desert teaches you to be most generous when you’re most empty-handed. You meet people for whom abundance is non-financial and they show you how it’s done because their eyes shine. They come to help without expectations, and the community supports the elderly or the sick. Throughout the pandemic we educated our children in a collective I organised at our home. We share the love of a certain kind of faith in humanity and we prove it possible simply by nurturing it. In business, I found that nothing gave us more leeway than sharing, giving and being open. I am a student of Dr Alberto Villoldo and his quote “Exit the world of predators, enter the world of creators “ has resonated and still resonates with me like a prayer. Yes, we are here for business but our foundation is a gift that keeps on giving, and it’s making me and my team authentically happy. Preserve: Because we only have one Earth. Of all Earthians, humans are the ones that have a path perpetually destabilised by drama and self-destruction. We do not have the right to pull the rest of the planet into suffering with us. We forget we are not above the rest of our ecosystem, but instead an equal member of it. If we want to step into the role of the stewards we have to act accordingly. We are still far from that place. Conservancy should be obligatory in education, it should be revered. We are custodians of knowledge and grace. It’s time we step into the power they hold.
GM: What are some of the latest trends or innovations in the beauty industry that your brand is embracing or planning to capitalise on?
P: I’ve noticed a real shift within the vibrational and sound medicine field, it’s becoming widely known and embraced which is wonderful to hear. I recently read the Global Wellness Summit News and it said that Climate Adaptive Wellness is the top 2024 trend. I was very touched reading this, because I remember so clearly when I created our Climate Adaptive Skincare (TM) term and synthesised the philosophy whilst living in the desert, ahead of production of the first batches in the lab.
GM: How do you approach sustainability and eco-friendliness in your product packaging and
production processes if at all?
P: We use recyclable UV-protected glass, and our paper packaging is created in an eco-certified facility. Our lab is GMP-certified. I am personally involved in sourcing ingredients and we only use traceable ingredients that were created through sustainable practices.
GM: Can you walk us through your target demographic and why?
P: All humans, from babies to elderly. We all deserve high-quality products that are good for us. But we do connect very well with women, we are a women-owned and women-run brand.
GM: What role does social media play in your brand's marketing and customer engagement efforts?
P: I see social media as a form of modern-day television (I know I sound very old saying this) and I think it’s an extremely powerful connector and a great source of information. Our profile is informative and fun, but most importantly it’s authentic and our team manages it together. That being said, I love the creative side of the work, everything from packaging, branding, ethos, logo and philosophy, and art direction - all our content is original.
GM: What exciting developments or product launches can we expect from your Beattyrr brand shortly?
P: SPF and aftersun line, supplements, deep hydration and repair.
GM: As a female founder, do you feel some specific advantages or opportunities have
contributed to your startup's success?
P: I think equality is an extremely important topic and as a female founder I simply feel equal to my male collaborators. We have to focus on empowerment, not on feeling victimised. At the same time, having a good sense of historical and sociological context is crucial for equal conversation to take place - in the boardroom or wellness space alike. I choose to believe as women we approach business relations with intuition, empathy and a natural drive to build and nurture a sense of sisterhood and community.
GM: Can you talk about any mentors or role models who have influenced your entrepreneurial journey, particularly as a woman in business?
P: There are so many incredible entrepreneurs out there. I think each one has a unique path. I am open to learning from everyone I meet, but I have never had an actual mentor.
GM: How do you balance the demands of entrepreneurship with other aspects of your life, such as family or personal interests?
P: I am blessed because my family supports my work enormously. My husband was the real visionary who gave me the courage to keep going, and our two young daughters are starting to understand what we do as a family (for work) - it’s fascinating to guide them towards their goals from this place.
GM: What advice would you give to other aspiring female entrepreneurs who are looking to launch their own startups?
P: Cover all bases, on all fields. Address everything you may have not thought of, and keep educating yourself, update and research regularly. Stay disciplined. Build loyalty. Be hands-on even when you delegate. Do not give up. It doesn’t get any easier, you just better at managing it.
GM: In what ways do you prioritise self-care and well-being while managing the challenges of running a startup?
P: I have a morning and evening routine of breath work, intention, yoga, weights, and a personal ceremony. I try to keep regular at hosting tea sittings so I can be there for my friends and nurture my tribe.
