Revealing the power of plants with Loto del Sur

Johana Sanint, founder and CEO of the Colombian botanical brand Loto del Sur spoke with us about beauty, the power of plants and the value that holds Latinamerican resources and their antic knowledge. Seen as one of the pioneers of this –nowadays– botanical beauty brands trend, she embraces the joy of having already traversed a long path while rediscovering her own homeland.

Photography: Emilija, Interview and Art Direction: Francisca Ceballos, Model: Gabriela Castello Assistant: Maité Figueroa

Loto del Sur are pioneers of a trend that is now expanding plant knowledge from Latinamerica. How do you feel about it?

I feel very happy!

I had this vision a long time ago and it has been very important for me. When I started to build a wellbeing brand, I started by asking myself how to differentiate from the rest of the world and I also asked myself: What is my principal purpose by doing this? The answer was to feel proud of ourselves as Latinamericans and the place where we come from by showing people the richness we have.

If I see people nowadays that have been influenced by Loto del Sur or have become self-aware of what we own and have followed this path of brand development, I feel immensely happy!

What is the role of plants in wellbeing and beauty?

First of all, I believe that plants hold an immense power, they are like the world’s largest pharmacy. I am a strong believer in the power of plants, in their hidden secrets and how you can use them for your benefits to make yourself prettier and to feel better with yourself. They have the fundamental elements to bring these benefits to your daily life. Our manifesto “The power of plants” speaks about this idea, and it is precisely what Loto del Sur tries to make possible.

You have to also take into consideration that we are based in the biggest plant outlet of the world, we hold this richness. Maybe some other countries have other resources and powers, but this is what we have; plants with millions of ingredients and multiple benefits. At the end we just have to put this at our service and meet with the right allies to convert them with the processes and rigor that beauty cosmetics needs. To blend the power of plants and the rigor of science.

What does beauty mean to you?

I love this question! I think that beauty can be seen from different angles. Beauty is something that in a few words makes you feel good, beautiful is some space that makes you feel good, beautiful is an object that you see and makes you feel admiration. But feeling beautiful yourself is feeling comfortable and happy with who you are.

How can the power of plants transcend into essential nurturing/richness in our daily lives?

In so many ways.

When you know their power and you value them, and then you start to have daily natural habits that transcend into your health and wellbeing.

Also, as Latinoamericans that inhabit this territory, respecting these ingredients and preserving their biodiversity it’s very important and brings so much joy!

And lastly, creating economic opportunities brings benefits to the people you work with, creating some value from the resources that for us are on the tip of your hand.

How would you describe in one sentence the connection between the nurturing of the body and the healing of the soul?

Self love.

What does “riqueza botanica” means to you?

This has a lot to do with our location, this huge resources territory that we have at our service.

It is about taking advantage of what we have in Latinamerica, and somehow to rediscover this richness that sometimes feels so far but it is so close –and through this way–, reveal to the world our deepest secrets.

How is the essence of Loto del sur projecting itself in this world of fast moving trends, especially in the world of Latino agricultural influence?

Loto del Sur focuses on being loyal to its original message: To turn routines into rituals, to have the time to enjoy and celebrate slow-life, to be aware that in a single moment there is an enormous joy and value that this fast-paced world wants to steal from us.

Part of our will and conviction is to bring people this. We want to convey the message of the importance of taking some time apart for yourself, to use it by taking care of yourself and to enjoy daily life turning it into something extraordinary.

Daily-life exists and we have to value it as it is, we cannot always be on the search for special events, but to bring day by day, singular and special moments.

What steps are behind your scientific investigation process?

I studied architecture and this has given me the method to understand how through a certain process and idea you can get a result.

At “Loto” when we have a special interest in a specific plant, we try to get to the core of it.

My passion makes me do it in a formal way, with a deep research on my own, then I get support from professionals that adds the final touches on the discussion on how we will approach it. In this way, we do the homework in the most perfect possible way. Because cosmetics –other than offering wellbeing–, have to be efficient. If you speak about certain products and their benefits, you have to keep the promise.

When we choose a certain plant from Latinamerica, we take into consideration the already done studies of their efficiency that demonstrate the result on people. And not just based on superstition and traditions –which are very important–, but we want to keep the rigor that science gives to us. We value before if it keeps or not the promise, if it's efficient or not…

But specifically, how do you work with your team?, how are the dynamics?

I love beauty products, I’m my best client, and I have always wanted to find at Loto del Sur the products I use. For example, now we are developing a botanical deodorant and a toothpaste. Even more daily products. Because, how amazing it would be if I could have a toothpaste with these characteristics! So everything starts from my own necessities, but not in a selfish way. I think that if you develop something to satisfy your own needs, you are being honest with the people you make the products for. We don't launch any product when we are not 100% satisfied. Sometimes we take one to five years in one single product.

I also fiercely believe in collaborative work, I love to have a team with whom you can discuss your ideas and get questions and feedback. I believe this is a vital space, when everybody can speak and say something.

Finally, I believe that it is important to be aware of what's happening in the market and why, what is missing, and be constantly on this research process.

How do you blend this process with the creative side? What in your art direction process would you say represents Loto del sur´s beauty?

As an influence of my own education, design and aesthetics are a very important value for me, as I believe we always have to cultivate ourselves: artistically, culturally, aesthetically. This is what propels us to make it better everytime time and we are always looking to be surrounded by people that share these values and want to collaborate with us.

I believe everything comes from an idea that wasn't born from zero but has been taking shape with time. And this is what adds up for us. It is like when something has some patina. Is not that I was born yesterday, perfect and then went to an agency and they created the image for me, and then I went to a formulas library and chose my four favorites and then sold them.

But instead, when you hold a long process with commitment and have had bullets and points, you achieve an intangible that you can maybe not describe but people see. This is what I hope at least.

On the second hand, when we project what Loto del Sur wants to be, –a cosmetic brand that uses the power of Latinamerican plants, but that at the same time shows the glamour and richness we hold– we have to be all the time thinking about it, and how to convey this objective.