Estée Lalonde - the London-based Canadian who moved to the UK over a decade ago, and has maintained a digital presence for just as-long, has amassed a following of over 2 million across her social media platforms. Lalonde cultivated this loyal community who have grown with her over the years following her beauty and skincare tips, alongside an open dialogue around her own struggles with anxiety and depression. Often relaying how the rituals of doing your make-up or skincare can help to lift you up on a dark day, not claiming to fix all problems with a bit of lipstick or body oil, but sharing how these small moments of joy and self-care can connect you back to yourself, even if only for a moment.

Now 34, Estée found a pertinent solace through bathing, especially over the difficult lockdown period. Feeling disconnected from most bathing products on the market that are overly scented, packed with chemicals, and simply didn’t match up to the other innovative beauty brands that lined her bathroom cabinets, Estée dug deeper into the bathing market and decided to create her own range and business, MIRROR WATER.

In her own words, Lalonde says that “MIRROR WATER is a brand for people who like ‘wellness’ but are tired of being told how to be well—because everybody is different, and you need to look within to find those answers. Water is nature’s mirror, and we’re all about self-reflection and looking inwards to go outward. MIRROR WATER’s bodycare encourages realistic relaxation. Our formulas are made from, naturally-derived ingredients and have a grounding scent inspired by nature and the forests I grew up around. MIRROR WATER is the brand I never had when I needed it the most.”

MIRROR WATER has been featured in renowned publications such as Vogue, The Times, The Telegraph and WWD. You can explore MIRROR WATER online and in select stores worldwide including Liberty London, Space NK, Oh My Cream! and Formula Fig.

It’s clear to see the progression from Estée’s inaugural YouTube videos centred on beauty, vulnerability and self-reflection to the launch of MIRROR WATER, reflecting these same values and providing her community with a tangible and accessible product to enable realistic relaxation, and a fresh approach to Wellness.

In 2024, Estée landed a position on the new British Beauty Council Media Advisory Board which brings together professionals from across the beauty publishing environment to reinforce the collective influence of beauty communications in the UK. In addition to being a past brand ambassador for the likes of Lancôme, Garnier and Adidas and featuring in publications including Vogue, The Telegraph, Glamour, The Cut and WWD, Estée also collaborates with brands, most notably creating six best-selling jewellery collections with Daisy London.

When she’s not working, you’re most likely to find Estée soaking in the tub, drinking her favourite red wine or walking around the park with her rescue pup, Effie, who was adopted via Wild At Heart Foundation where Estée is now an ambassador.

Whether you’re a long-time viewer or new around here, it’s Estée's goal to create an online space where you feel like you can be your whole self, indulge in whatever makes you feel good and connect with like-minded people.

To connect with Estée, follow her on all social media channels at @esteelalonde and watch her videos on YouTube.