From the first clean retinol on the market to the oil that transformed Hailey Bieber's skin. Mara Beauty is far from just an Instagram brand. Founder Allison McNamara tells us more about what it means to be a sustainable, clean brand that champions spending less on makeup and more on nourishing your skin.
Few have tried as many products as Allison McNamara. This former beauty editor and The Californian It girl stopped writing about the beauty industry to become one of its protagonists. The treasures of Turkey's Sea of Marmara inspired her journey to create a clean, effective skincare line based on the power of algae.
Before founding Mara, you were already an insider in the industry.
Yes, for many years I worked as a beauty editor and presenter. I tried hundreds of products but never found one that substantially improved my skin. Back then, you couldn't find products that were both luxurious and clean. In 2015, I began formulating my own line, fusing clean synthetic actives (like retinol and vitamin C), superfoods, and my favorite ingredient: algae.
How did you want Mara Beauty to be?
I was very clear that I wanted it to be formulated with sustainable and ethically sourced ingredients; to have elegant, recyclable packaging with little to no plastic; and for it to actually work. I'm very proud of what we've achieved.
Where does the name come from?
It was during a trip to Istanbul in 2015. By then, I already had the idea of creating a line with algae-based formulas, but I still lacked a name. We were in the Sea of Marmara when the idea of "Mara" came to me. I liked that it matched the last four letters of my last name (McNamara) and that it also means "sea" in Gaelic (my family is Irish).
Being an entrepreneur is very rewarding, but sometimes it's difficult. Do you have any advice for future entrepreneurs?
Get ready to work like never before! Many people leave their 9-to-5 jobs to start their own business, have more freedom, and a more flexible schedule. They'll soon realize they'll have to work 100 times harder. It's not an easy path, so make sure you love what you do and believe the world can't live without your brand, because that's the kind of dedication it requires.
Let's talk about Mara Beauty's incredible formulas where algae plays a leading role.
Our proprietary seaweed blend contains Alaria esculenta extract and microalgae extract (vegan plankton). These are harvested using an artisanal and sustainable method that guarantees their regeneration and environmental conservation. We source them from the coasts of Northern Ireland and Brittany, France.
What benefits do they have for the skin?
In the case of Alaria esculenta extract, it comes from a brown algae that stimulates the natural synthesis of hyaluronic acid and is loaded with phytonutrients and fatty acids that plump and promote both firmness and smoothness. Plankton, on the other hand, is a powerful antioxidant that retains moisture and strengthens the epidermal barrier. Both extracts are highly effective at protecting your skin against oxidative damage, pollution, blue light, and photoaging.
Superfoods are also star ingredients in the line.
We include superfoods in all our formulas. One of my favorites—and found in several products—is moringa. This plant, known as the "tree of life," contains more than 92 nutrients; 46 antioxidants; vitamins A, B, C, D, E, and F; and fatty acids for incredible nutrition and hydration. We also use chia, spirulina, reishi, and ashwagandha.
The oil category is very demanding and competitive. What makes Universal Face Oil so different from the others?
It's a luxurious blend based on a patented complex of seaweed and moringa. Combined with other ingredients like baobab, Kalahari melon, and blueberries, it offers unique results. It's a highly active formula—containing all the vitamins, fatty acids, phytonutrients, and trace elements—that leaves skin incredibly soft, is highly versatile, and smells like a spa. In Los Angeles, it's a favorite of makeup artists and numerous celebrities.
Mara Algae Retinol Face Oil reviews are amazing, what makes it so powerful?
Algae Retinol Face Oil was the first clean retinol on the market. This revolutionary formula uses 1.2% clean retinol, meaning it's not stabilized with BHT/BHA or parabens (not even trace amounts). We've also boosted this synthetic active ingredient with four natural sources rich in vitamin A, including cacay (which contains three times more vitamin A than rosehip), fermented green tea, hemp seeds, and black cumin.
What about the redness or irritation commonly associated with retinol use?
All Mara formulas aim to balance the skin. They act very actively, and they also fill the skin barrier with proteins to prevent redness, irritation, or inflammation.
How long should it take to see results?
You'll notice results overnight and see the full results after 3-4 months of consistent use. Start slowly (1-2 nights per week) and work your way up to more frequent use. I use it about 4 nights a week! Always use it at night, and apply a cream with SPF during the day.
What about the cleanser that "changed Hailey Bieber's skin"?
It's an oil-based cleanser and can be used on wet or dry skin, or you can leave it on for a few minutes for a light exfoliation. It contains four fruit enzymes that gently exfoliate the skin, removing all traces of makeup and/or SPF, and has a nearly imperceptible amount of grit. This cleansing oil is active; in addition to the fruit enzymes, it also contains algae, spirulina, chia, moringa, and squalane to hydrate. It's a fantastic cleanser, and we loved seeing Hailey Bieber use it in her daily routine!
What skincare routine do you follow? Are you a minimalist or a maximalist?
I'm a 100% minimalist. I use no more than three (maximum four) products in my routine. Mara products are formulated to do the hard work so you don't have to. My philosophy is: cleanse, treat, and moisturize.
About the founder
The best skincare advice you've ever received?
Wear less makeup and wash your face at night.
A beauty secret?
Don't use makeup remover wipes!
We know you love smoothies and Pilates. Can you recommend an easy post-workout smoothie recipe?
I'm a smoothie fan! Meet the Mara Skin Detox:
- 1 tablespoon of collagen or your favorite protein powder
- 1-2 cups of spinach
- 1/3 frozen banana
- 1/3 cup frozen raspberries
- 1 cup of almond milk (organic and sugar-free)
You can sprinkle on some flax or hemp seeds, or any other supplements like chaga or reishi. Mix it together, add some bee pollen for garnish, and you're done!
What's on your nightstand?
A lamp from Amber Interiors, my gratitude journal, whatever book I'm reading at the moment (currently: "David & Goliath" by Malcolm Gladwell), two phone chargers, and my Apple Watch.
A book you recommend?
For business, "The Hard Thing About Hard Things" by Ben Horowitz; for life, "Sapiens and Homo Deus" by Yuval Harai; and for fun, anything by Ernest Hemingway or "Cosmos" by Carl Sagan.
An Instagram account to follow?
@jakearnold
Do you follow any mantra?
You are in control of your own happiness!
A person who inspires you?
My father! and my fiancée, Cassondra Kaeding.
You don't leave home without...
My Apple Watch.
You love to travel. Do you have any favorite destinations? And a secret spot there?
I had the opportunity to study for a few months in Paris, so it will always be like my second home. My favorite restaurant is The Philosophers In Les Marais, they prepare the best organic and locally sourced food. I also love the vintage shop. Yukiko January 25th .
We're mesmerized by your hair. What products do you rely on to care for it? Do you have any tips you can share with our community?
I love the products for Innersense ! I try to wash my hair a few times a week, I always air-dry it, and I try not to go to sleep with wet hair. I think of my haircare routine as a moment of relaxation.
