My friend, May, introduced me to Bastide, the luxury beauty and lifestyle brand that celebrates the artistry and terriore of Aix-en-Provence.
Founded more than 25 years ago, Bastide products are made by local artisans who inherited generations of savoir-faire in using rich, potent, good-for-you ingredients found in the South of France. In 2015, Shirin von Wulffen and her husband Frédéric Fekkai purchased Bastide.
I reached out Shirin to learn more about their journey to relaunch the brand, where she finds inspiration, and some of her favorite products. She was super helpful and more than happy to share her thoughts with all of you!
What inspired you to purchase Bastide? │
About 8 years ago, we started restoring an old 17th century Bastide (farmhouse) in my husband’s hometown of Aix-en-Provence. We fell in love with la douceur de vivre, the sweetness of life, that we found in the region and yearned to have a collection of scents, soaps, and creams that reflected in the same way we were eating fresh from the garden. We had the good fortune to stumble upon a heritage brand called Côté Bastide and set out to collaborate with local Beautisans (Beauty artisans) to create a natural beauty and lifestyle collection “from our bastide to yours.”
What is it like to work with your husband? │
Creating a brand together is very much like restoring a home together – we are both very passionate and opinionated so we definitely disagree but in the end, this is what makes it interesting and worthwhile. I consider myself incredibly fortunate to work with someone who has so much entrepreneurial experience and passion. Frederic has an energy and enthusiasm that can move mountains so I never would have done it without him.
How does your personal style influence the Bastide brand? │
I was born to German parents on a farm in Iran, grew up on a farm in Virginia and worked and lived in Hamburg, Milan, Paris and New York, so I have a great affinity for nature but also a love for art, lifestyle and fashion. Living in the South of France surrounded by olive trees and lavender renewed my desire to enjoy “la douceur de vivre” or the sweetness of life. Bastide combines our love for nature but also for sophisticated beautiful formulations and packaging.
Do you have a favorite Bastide product? │
Huile Epatante for body and hair – it’s amazing in the summer after a day in the sun
What advice would you give your younger self? │
Don’t spend so much time listening to the negative voices in your head. Take chances. Learn to look at obstacles as challenges rather than problems.
Are there any final thoughts you would like to share? │
Provence has really taught me to slow down and to be present. When we make our Bastide products we always think about the beauty and nature of Provence and the special moments that we want to share. For example our best-selling scent “Rose Olivier” was inspired by a love story. Frederic was having lunch in Grasse (where we make all our fragrances) and he saw an very large tree that was completely covered in roses. Our friend explained that in Provence rose bushes and olive trees sometimes “fall in love” and the rose bush grows into the olive tree, covering it entirely with roses. The two plants live symbiotically and stay intertwined for the rest of their lives.
Merci beaucoup Shirin.
I love all the products, in particular the Ambre fragrance products. I am glad though, that I kept all the original dark glass bottles, with the beautiful labels and script. It was so French and so distinct.
Yes, I understand, very authentic and beautiful.
Hi Jeannine! I stumbled upon your blog just last night and this is going to sound crazy! The Bastide perfume is my absolute favourite! Figue Amour is my favourite. The Neroli a close second. Got it in Australia and it is sold out everywhere I’ve been looking for more than a year. I live in Singapore and they don’t even sell it here.
And to stumble upon a blogger who knows someone who makes it!
Would you know where I’ll be able to find it in Asia or Australia. My daughter studies there and we make frequent trips there. Many thanks! And of course, I love your content. I’m a sucker for many things french:)
Thank you for your kind words. I agree. The products are wonderful, and I love Figue Amour. In the US, you can find Bastide products at Neiman Marcus (www.neimanmarcus.com). In Australia, you can find them at Mecca (www.mecca.com.au) Good luck and let me know if these options work for you.