Interview with Estée Lalonde, Founder of MIRROR WATER

Founder Series: Estée Lalonde, Founder of MIRROR WATER

Wellness is a bit like dating apps these days—endless options, slightly overwhelming, and mostly leaving you wondering if any of them actually get you. Enter MIRROR WATER, the brainchild of Estée Lalonde, a brand that skips the performative wellness fluff and goes straight for the good stuff: self-care that actually feels good. But who is the woman behind it? Spoiler alert: she’s just as cool as her brand.

By Dandy / Mar 26 2025

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From YouTube to Wellness Guru

Before she was the founder of a cult-favourite self-care brand, Estée was a beauty and lifestyle YouTuber, building a community of women who loved her down-to-earth approach to beauty, fashion, and, eventually, life itself. She started in 2009, and her refreshingly unfiltered take on things made her a standout in the digital space.

“I’m originally from Canada, but I’ve lived in London for about 15 years. I’m in my 30s and live in London with my rescue dog, Effie,” Estée shares. “I’m a true homebody and love relaxing with a book and a cup of tea. I unwind by going to yoga, walking in the forest, and going for dinner with my friends.”

But it wasn’t just about skincare hauls and aesthetic home tours. Estée was always more than an influencer—she was someone who wanted to create space for real conversations about self-care and mental well-being. So, naturally, when she felt the pull to create her own brand, it had to be something meaningful.

A Brand Born from a Bathtub

The idea for MIRROR WATER didn’t come from boardroom brainstorms or market research—it came from real life. “Moving countries when I was 19 was so exciting, but the initial buzz soon gave way to feelings of loneliness and isolation,” Estée explains. “Without the soothing presence of Canadian nature and my usual routines, I turned to self-care, finding comfort in the act of bathing and creating a sacred space at home.”

That nightly ritual turned into something more. Estée realised that self-care wasn’t about expensive wellness retreats or waking up at 5 AM to journal—it was about creating moments of comfort in the everyday. And just like that, MIRROR WATER was born: a brand built for comforted bodies and uplifted minds, offering a refreshingly real take on modern self-care.

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SMOOTH Body Oil

£44.00

BUTTER BRICK Solid Face and Body Cleanser

£14.00

RUB Solid Balm

£32.00

SOAK Bath Salts

£38.00

Title

Wellness, But Make It Realistic

If you’ve ever felt personally victimised by the idea that “wellness” means celery juice, sunrise meditation, and hitting the gym five times a week, Estée is right there with you. “There’s this idea that if you’re not doing all the things, you’re somehow failing at wellness,” she says. “But real wellness isn’t about perfection—it’s about balance and being true to yourself. Sometimes, wellness looks like skipping a workout because your body is begging for rest. Sometimes, it’s choosing the glass of wine and the long dinner with friends.”

Basically, you won’t find MIRROR WATER guilt-tripping you into anything. The brand is about self-care that fits into your life, not the other way around.

The Reality of Running a Business

Of course, founding a brand isn’t all face masks and body oils. “One of the biggest challenges. "I’ve faced as a founder is stepping into the world of business without a traditional business background,” Estée admits. “I’ve spent my career working in the beauty industry, predominantly with women, so when I launched MIRROR WATER and had to start dipping my toe into other industries like operations, logistics, etc., I had to learn about a much different corporate world.”

Cue a steep learning curve, but one she’s tackled head-on. “It’s inspired me to work harder and learn more,” she says. And despite the hurdles, the pinch-me moments make it worth it: “Seeing our SMOOTH Body Oil being produced in a factory, launching with Space NK and Liberty London—it’s surreal.”

Protecting Your Energy as a Founder

Running a brand and keeping your sanity? Not always easy, but Estée has a few non-negotiables. “If I don’t schedule my quiet time into my calendar—it literally won’t happen!” she laughs. “I try to practice what I preach and factor daily self-care into my life, whether it’s an early morning walk with my dog Effie or a hot bath at the end of the day to decompress.”

She’s also serious about boundaries: “I rarely work on a Sunday; it’s truly a day of rest—don’t call me.” Consider that your official PSA.

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BUFF BODY DRY BRUSH

MIRROR WATER

£22.00

This luxurious dry brush is your new go-to for smooth, glowing skin. Crafted with natural bristles, it gently exfoliates and stimulates circulation, helping to boost your skin's radiance and promote lymphatic drainage. A perfect addition to your self-care routine for a refreshed, invigorated feeling.

SUN THROUGH TREES SOY CANDLE

MIRROR WATER

£54.00

Set the mood with this hand-poured candle, designed to elevate your space and calm your senses. Infused with a delicate blend of soothing scents, it creates a peaceful atmosphere, ideal for relaxation, meditation, or simply unwinding after a long day. Light it up and let the calmness wash over you.

JOURNAL

MIRROR WATER

£35.00

A sanctuary for your thoughts, this beautifully crafted journal invites you to slow down and reflect. With its soft cover and thoughtfully designed pages, it offers the perfect space for journaling, goal setting, and exploring your inner world. Whether you’re planning, reflecting, or dreaming, this journal is your companion for mindful self-expression and personal growth.