A NOTE FROM ME
I thought about having a week off from writing... I'm on a two-week "holiday" on Mallorca and turned my phone DND—except for music and the investigative podcast series I've been listening to by the pool. I thought sometimes the best thing you can do is absolutely nothing. Life, for me, feels complete when the sun hits my face. Somewhere between the silence and the sunshine, inspiration quietly made its way back. No pressure. No rules. No deadlines. Just inspiration.
So, I'm really happy you're here, reading this. Today's edition is all about Sonsie and Pamela Anderson..
THE ONE TO WATCH
SONSIE
If you read last week's edition on RAESO (here), you'll probably notice a familiar feeling. Both brands, they are not selling skincare, but a way of seeing the world. They share the same appreciation for simplicity, calmness and living a little slower. But where RAESO invited you inward, Sonsie gently points you back outside—to nature. Rather than competing with each other, they complement each other. Anyway... onto Sonsie.
Via Instagram @sonsieskin
“I allow myself to rest, to feel, to be. I do not have to prove my worth - I simply am.”
Pamela Anderson
ABOUT
More than celebrity skincare — Founded by Marie von Behrens-Felipe, with Pamela Anderson joining as co-founder in 2024, Sonsie was created around the idea that beauty should feel uncomplicated. Instead of chasing perfection, the brand embraces healthy skin, fewer products and a more relaxed approach to ageing—one that feels refreshingly human.
Beauty, stripped back — The collection includes skincare, complexion essentials and lip products, all designed to enhance rather than cover. Just like the formulas, the branding is quiet, understated and effortlessly beautiful. Nothing feels overdesigned or overdone.
Why their POV matters — Sonsie isn't really selling skincare—it's selling permission. Permission to age naturally, wear less makeup and stop treating every wrinkle like a problem to solve. In a beauty industry built around correction, that feels surprisingly refreshing. It's not perfection—it's permission to simply be yourself.
Via Instagram @sonsieskin
The garden came first…
I can't stop thinking about this. Pamela was back at her home on Vancouver Island, building a garden and a quieter life. Then life decided otherwise. She found herself back in the spotlight—and eventually co-founding Sonsie. (It's never too late!!) And somehow, the garden came with her. You can still feel it in everything the brand is today.
She even had her own home renovation series, Pamela's Garden of Eden. (See? The garden really did come first.)
Three thoughts on Sonsie:
01 — It's not just Pilates & matcha
Most beauty brands are still building around the same aspirational woman. Pilates. Matcha. Clean girl. The usual moodboard.The more I looked through Sonsie's feed, the more I realised it's basically... gardening. Growing vegetables. Dirt under your nails. Flowers you've grown yourself. Slowing down enough to know what's in season.
What I found so interesting wasn't the garden itself. It was the woman behind it. We don't need another version of the same "it girl". We need more interpretations of what aspiration can look like.
02 — Beauty brand, fashion campaigns
Sonsies' campaigns don't really look like beauty campaigns.They feel closer to high-fashion editorials. Dreamy compositions. Beautiful styling. Storytelling over product shots. It reminded me that some of the most interesting brands borrow inspiration from completely different industries.
LOEWE made food feel fashionable. Sonsie is making beauty feel more like art.
Maybe the best creative references are rarely your competitors.
03 — The next it girl is gentle & kind
Pamela Anderson used to be one of the biggest sex symbols in the world. Today, she has become one of the strongest voices for self-acceptance among women. That's quite a cultural shift.Sonsie's Instagram is a mirror for self-love. A reflection of Pamela's own words and her inner world—filled with poetry, philosophy and a quiet dreaminess. The kind of thoughts you don't just read, but carry with you into your own day.
Via Instagram @sonsieskin
There's been a lot of press lately around Sonsie's gardening strategy after the brand saw an 800% spike in sales. I always find it funny when authenticity gets turned into a strategy. Yes, there's a team behind the storytelling and the campaigns, but I think it works because it's simply who Pamela is. She's quietly making space for a different kind of woman. One who's imperfect, close to nature and gentle. Maybe that's what people are really buying.
TO FOLLOW
PAMELA ANDERSON
I love people who forge their own path, and Pamela is definitely one of them. She reminds me that you don't have to be loud—but soft. Dreamy. Philosophical. Closer to nature. Maybe that's why I've always been drawn to her connection to Vancouver Island. Behind the red carpets is someone who seems genuinely grounded.
I also love Open Journal, her newsletter on Substack. It feels less like a newsletter and more like an invitation into her inner world—honest, vulnerable and quietly inspiring.
SAVED
FRAME STORES
It's interesting how we're moving back towards physical stores again. I came across Frame's Amsterdam and Scottsdale locations and found myself saving the stores rather than the clothes. I don't even mind the jeans. The whole experience is just so chic.
Amsterdam
Via Instagram @frame
Scottsdale
Via Instagram @frame
What do you think?
ON MY MIND
ME >>>
I've been living abroad for almost a decade now. With that came years of loneliness. Looking back, I don't think it was ever something to fix. Year after year, it introduced me to myself. My values. My rhythms. The life I wanted to build. Somewhere along the way, my own company became enough. Now, the people who come into my life don't complete it—they simply become part of the life I already love (...I'd absolutely gatekeep me, too).
See you next week.
*Visual rights belong to the respective brands. Images are clickable to their original sources.
NEXT WEEK
The fashion brand quietly becoming every chic girl's obsession.
Which companies inspire you? Leave a comment on Instagram below — I’d love to hear.