Embracing Change: How Mas Newen is Evolving

Change is in the air at Mas Newen, and we couldn’t be more excited to share it with you!

We’re not just talking about a fresh coat of paint; we’re talking about a fundamental shift in how we present our role in the world. This transformation goes beyond the surface. It delves deep into the essence of life itself.

Unveiling Our Vision: Symbiosis, Life Force, and the Torus

We envision worlds of Living Cultures where people once again become caretakers of their territories, so that all of life can thrive.

We see ourselves as space holders, weavers, custodians, and storytellers, crafting a tapestry of interconnected life, rich with color, strength, and resilience.

So we are repositioning Mas Newen to focus on the innate beauty of life.

Everything we do at Mas Newen is a shared journey, a commitment to serving the living cultures that connect us all. Our mission is to nourish ancestral relationships between places, cultures and economies.

We see the intricate web of life, from the microbiome within you, influencing your personal well-being, to the vibrant local ecosystems that surround our communities, shaping our collective experience.

We believe that your health, your community’s vitality, and the planet’s thriving future are intertwined. We’re not just building towards a future where territorial and global cultures flourish together; we’re inviting you to be a vital part of a movement that recognizes the interconnectedness of all life and empowers you to contribute to a healthier, more vibrant world.

Why keep the name Mas Newen?

Because Mas Newen means “More Life Force”. And we still believe that it encapsulates the essence of our transformation.

To bring this vision to life, we embarked on an intuitive, systemic exploration, seeking a symbol to embody our symbiotic relationships. We found it in the Torus shape, a representation of interconnectedness and interdependence, mirroring the delicate balance of ecosystems.

This Torus shape, constantly evolving and adapting, became the visual anchor for our three core areas: cultures, places, and economies. We experimented with its form, creating a dynamic, ever-flowing stream of life. This foundational figure evolves and adapts as ecosystems do – into vibrant arrays of shapes and colors, each representing the living system we strive to cultivate.

The Symbiotic System: Mas Newen’s Three Pillars

Mas Newen is more than just a brand; it’s a living system with three interconnected parts:

Mas Newen Company and Store

Our store is the engine driving our impact-driven work, sharing stories and spreading our message far and wide both online and in natural salons and concept stores.

Our symbiotic self-care products, crafted with the same care and respect that defines each pillar of our company, revitalize your hair and skin. These products nourish your body’s microbiome with living, fermented ingredients, while also supporting agroecology and ancestral practices in the territories where we work.

 

Mas Newen Lab

Our R&D and production hub is where we experiment with innovative products beyond personal care, like food or even more ecological construction materials.

The goal behind our work with the lab, aside from supplying the Mas Newen store, is to collaborate with other brands. This will allow us to supply ingredients grown with agroecological principles, supporting living cultures on a larger scale around the world.

 

Living Cultures

Living Cultures is a separate entity that holds space for and nourishes living cultures, enabling us to raise funds independently to facilitate transformative change through cultural exchanges and community-driven projects.

From the southern Veluwe territory all the way to Lago Budi in Chile we nourish cultures of care where people once again become caretakers of their territories, so that all of life can thrive.

Since 2020, we have collaborated on projects to foster agroforestry systems, strengthen local economic autonomy, and support food sovereignty and biocultural restoration initiatives within the communities we’re building long term relationships with.

The People and Brands Behind Our Transformation

We’re weaving a new reality, one where life’s inherent vitality flourishes in every form.

• These are the people bringing the mission and vision to life:
• Nurturing the roots of change through the foundation Living Cultures: Edo Caceres Salgado & Janneke Bruil
• Bringing symbiotic self-care to life through the Mas Newen Company: Wyke de Zanger CEO / Marielle Gussenhoven Regenerative Compass & Brand Strategy (Wholebrands)
• Exploring the regenerative possibilities of creation with the Mas Newen Lab: Edo Caceres.
• Giving form to our interconnected vision with Studio Thonik.
• Sharing the story of life’s renewal with Aubrey and Courtney from Dandelion Branding

How to Support the Mas Newen Vision

You can be a part of our journey in several ways:

• Buy Our Products: Experience the transformative power of our symbiotic self-care, where fermented, living ingredients work to balance and nourish your hair and skin; all while knowing that your self care supports a larger mission.
• Visit Our Studio (Netherlands): If you’re local, come experience our space and learn more about our work firsthand.
• Support the Foundation: Contribute directly to the Living Cultures Foundation and help us cultivate thriving communities and ecosystems.

We’re weaving a new reality, one where life thrives in all its forms. Join us as we cultivate “More Life Force” and create a better world for generations to come.