“You can use scents to train your olfactory memory in order to relax”
Sitting across from her in her office on Gendarmenmarkt
in Berlin, you might assume she has just returned
from a four-week spa holiday. Laura Simonow appears
deeply relaxed, refreshed and put-together. She is the
founder and CEO of a young, ambitious cosmetics
brand: This Place. The 38-year-old entrepreneur has
many plans – and her days are so long, she would rather
not say how many hours she spends working. But there
is no trace of stress. Laura Simonow looks radiant. She
clearly has her ways of generating strength, finding
peace and making time for herself. And it’s certainly no
coincidence that this is precisely what This Place is all
about. “Functional natural cosmetics” is how Laura
Simonow
refers to her products, which include creams
for muscle relaxation, improved sleep or period pains.
Clean, vegan and produced in Germany with high-quality,
natural ingredients.
Why the name This Place? Because the brand sees itself as a “place of wellbeing”. Every product is designed to delight all the senses, feel good to apply on your skin, and give off a pleasant fragrance. “You can use scents to train your olfactory memory in order to relax and signal to your body: now it’s time to switch off,” explains Laura Simonow. For each product, This Place recommends a little ritual, around two minutes long: conscious breathing, massage, meditation, mindfulness. “Little moments of relaxation can be so divine. I believe the most important thing is to have a routine. That’s where the magic is. Ideally, you should establish fixed times to relax. When you do it regularly, it truly has a positive effect on your health.”
Why the name This Place? Because the brand sees itself as a “place of wellbeing”. Every product is designed to delight all the senses, feel good to apply on your skin, and give off a pleasant fragrance. “You can use scents to train your olfactory memory in order to relax and signal to your body: now it’s time to switch off,” explains Laura Simonow. For each product, This Place recommends a little ritual, around two minutes long: conscious breathing, massage, meditation, mindfulness. “Little moments of relaxation can be so divine. I believe the most important thing is to have a routine. That’s where the magic is. Ideally, you should establish fixed times to relax. When you do it regularly, it truly has a positive effect on your health.”
Laura Simonow knows what she’s talking about.
She studied medicine and spent many years working
on fundamental neurological research. However, in
between,
she also spent a little over a year working at an advertising and branding agency in Los Angeles.
“The world is full of worlds. This phrase has followed
me since my early childhood,” explains Laura Simonow.
“I have enthusiasm for many things. I’m constantly
drawn to new topics, curious, and always wanting to
learn something new. Sometimes it’s a blessing, sometimes
a curse – in any case, I could never spend my entire
life in only one career. That’s why I flourish so
much as an entrepreneur. It combines many, many different
aspects.”
“The world is full of worlds. This phrase has followed me since my early childhood”
Staying true to herself is probably just as typical
for her as her dedication to quality and a solid foundation,
structure and discipline. As you would expect,
Laura Simonow also observes the two-minute relaxation
rituals herself. She meditates and does yoga, at
least every other day. “If I take a break for more than
three days, my whole body starts to hurt.” And she
loves incense and the smell of exquisite incense products.
On weekends, she goes for walks in the forest
with her partner, whenever possible. She loves nature,
and collects pine needles, pinecones and other treasures
of the forest. At home, she researches her finds, and
anything suitable goes in a little incense jar. “Doing
something that is totally unnecessary, doesn’t serve a
higher purpose and doesn’t fit into your optimal daily
routine can be very relaxing,” says the entrepreneur.
For her, the ritual of burning gathered ingredients is
soothing and represents appreciation and respect for
nature. “It’s incredibly rewarding.”
In feel-good moments like these, or during yoga,
she likes to wear clothes in light colours, white or beige.
For work, she tends to select dark blue or black tones.
She likes clean cuts, and materials are more important
to her than trends or price. “When a beautiful material
meets a clever cut, then I am very happy. I buy relatively
few clothes and like to keep things for a long time.”
Browsing the shops – a little here, a little there – is not
part of her everyday life. “For me, it’s something sensual.
I’m rarely in the mood for it. But when I am, I go all
in for the experience, celebrate it and enjoy it.”
Currently, Laura Simonow is also using her free
time to prepare for a trip to Japan. She loves the country
with a passion and has been there often. Now, for the
first time, she will visit places off the beaten track. For
example, a place where for many generations, people
have been making washi paper by hand: a delicate, precious
material with a fine texture. “Dedication to the
product, attention to detail and respect for masters of
the craft” are quintessentially Japanese qualities, she
says – “they inspire and ground me”. While planning
her trip, she likes to burn a Japanese incense stick, produced
by a traditional family company. And retreats to
a relaxing place of wellbeing – that energises her and
makes her radiant.
CREDITS
Photography: Marlen Müller/Wildfox Running, Production: Michaela Stout, Styling: Ineska Baric, Hair & Make-up: Patricia Heck/Nina Klein, Text: Nele-Marie Brüdgam
Photography: Marlen Müller/Wildfox Running, Production: Michaela Stout, Styling: Ineska Baric, Hair & Make-up: Patricia Heck/Nina Klein, Text: Nele-Marie Brüdgam
