1. Tell us a little bit about yourself.
I’m Kristina, the founder of SoulKrave.com — a wellness and lifestyle platform that was born out of both passion and personal experience. My background is in business and brand building, but becoming a mother completely reshaped my perspective on what wellness truly means. Soul Krave began as a response to what I felt was missing — a space where wellness feels genuine, holistic, and rooted in real life. Today, it’s a digital magazine and marketplace that celebrates conscious living, natural beauty, and the small brands that make a big difference.
2. Can you share a pivotal moment in your life where you defied traditional societal norms and challenged the status quo? What are the values and beliefs you were representing at this moment?
After giving birth, I realized how little support and authentic information there was for women navigating motherhood — especially when it comes to postpartum recovery and emotional wellness. Instead of returning to my previous corporate path, I chose to build something that felt real and meaningful. Launching Soul Krave was my way of challenging the idea that wellness should be glossy, perfect, or exclusive. I wanted to represent honesty, inclusivity, and the beauty of imperfection — values that empower women to embrace their natural selves and find strength in authenticity.
3. How do you define being a "rebel" in the context of your industry, and how does your business embody this?
In the wellness and beauty industry, being a rebel means rejecting the pressure to fit into curated perfection. At Soul Krave, we celebrate the messy, the real, and the raw — because that’s where true transformation happens. We champion local and small brands that prioritize integrity over image, and we challenge the fast-paced consumer mindset by focusing on mindful, purpose-driven living. Our rebellion is quiet but powerful — rooted in care, truth, and connection.
4. As a busy professional, you probably spend a lot of time going from meeting to meeting and traveling. How do you maintain your skincare routine on the go and what are your go-to products?
I like to keep things simple and effective. My routine always includes a good hydrating mist, a clean facial oil, and SPF — no matter where I am. I love multi-purpose products that don’t require 10 steps but still make me feel refreshed and cared for. I’m also a huge believer in rituals over routines — so even if I only have 5 minutes, I make it intentional. A quick face massage or a few deep breaths can do wonders.
5. What motivated you to adopt a clean beauty lifestyle, and what attracted you to Clean Rebel?
It started from curiosity but deepened into awareness. Once I became more conscious of ingredients and how they affect our bodies — especially during pregnancy and postpartum — I couldn’t go back. Clean Rebel’s philosophy really resonates with me because it’s not just about being “clean,” but about being transparent, effective, and kind — both to ourselves and the planet. That’s the kind of energy I want to surround myself with personally and professionally.
6. Can you share which Clean Rebel product is your favourite?
It’s hard to pick one, but I absolutely love their facial oil. It’s nourishing, smells beautiful, and feels like a moment of self-care in a bottle. It’s one of those products that brings you back to yourself — simple, grounding, and effective.
7. What is a myth about clean beauty that you would like to see busted?
That clean beauty doesn’t perform as well as conventional beauty. The truth is, innovation in natural and clean formulations has come such a long way. You can absolutely have high-performance products without compromising on health or ethics. Clean beauty isn’t about sacrificing results — it’s about choosing consciousness and quality.
8. What advice would you give to others aspiring to make a real difference in their industry? And why do you believe that each one of us should express ourselves as the individuals that we are?
My advice would be: start where you are and stay true to your values. Authenticity always stands out, even when it’s quiet. You don’t need to fit the mold — in fact, breaking it often leads to the most meaningful work. Each of us has a unique perspective and energy, and that’s our greatest contribution. When we embrace individuality, we allow others to do the same — and that’s how real change happens.
