NURIA VAL
A Deeply Rooted Love For Plants
A model, photographer, creative director and founder of a plant-based beauty brand. Nuria does it all. Based in Barcelona but traveling around the world since the age of 17. I connect with Nuria through our shared curiosity, getting energy from discovering new places. There’s so much beauty in the world and so much to see.
Creation Of A Plant-Based Beauty Brand
Creation Of A Plant-Based Beauty Brand
From her deeply rooted love for nature, Nuria always knew she wanted to do something with plants. No specific idea, just something with plants. The turning point came when she met Gabriela Salord, a beauty-industry marketer, in Paris. Together, they landed on the purest form of plants, oil, and created a beauty brand. Rowse launched in 2019 with a single product: the Winter Body Oil, made with plants that grow in extreme winter conditions. Their immediate success allowed them to grow and develop more products. Six years later, Rowse offers a full range of skincare and has recently launched its first makeup line.
The world Nuria has created with Rowse inspired us to make something together. An item that makes sense. Thoughtful, beautiful and versatile. The result is the Rowse Pouch, designed to carry your favorite products wherever you go.
We hosted Nuria in our hometown Antwerp to celebrate the launch of the pouch together. Here’s what we talked about:
Tell us more on growing up in Barcelona and moments in your trajectory that shaped you to who you are and what you do today?
Tell us more on growing up in Barcelona and moments in your trajectory that shaped you to who you are and what you do today?
“I was born in Barcelona and I think I was a super curious kid. I always liked to explore and try new things. At 17, I started traveling on my own while working as a model. But my real passion was photography. Combining both allowed me to learn a lot and develop my creativity, even if I didn’t realize it at the time.
Later, I mixed different creative paths, which eventually led me to Rowse. I also lived very freely, often staying months or even years in places I discovered through work. Los Angeles, Cape Town, Turkey and Athens were all inspiring stops that shaped me.”
You launched Rowse in 2019. What did you aim to achieve with Rowse that you have achieved already?
“In 2018, I met Gabriela, my co-founder. We came from very different backgrounds but shared a passion for plants. We realized the purest thing you can get from a plant is oil, so we created the Winter Body Oil using plants that grow in extreme conditions. We still have it today, and it remains very special to me.
I also wanted Rowse to be a brand for people who aren’t into complicated beauty routines, like me. I couldn’t understand why we needed fifteen products every morning. I wanted something simple but effective, products you can trust. That was my goal: safe, honest beauty for everyone.
It worked. We’ve since expanded into skincare for different skin types, and now makeup. I’m really happy to create something honest, which people truly value.”
Do you see Rowse grow into something more or different than it is today?
Do you see Rowse grow into something more or different than it is today?
“I see Rowse as more than beauty, as a lifestyle brand. My dream is a small hotel with art residencies, surrounded by nature and plants. Ideally in Spain, where I’m from.”
I’m honoured to work together for this new project. Can you tell us a bit more about what we designed together?
“This collaboration felt natural. At Rowse, we don’t work with plastic, we use glass, so creating something useful and beautiful to carry your products made sense. The fabrics come from leftover collections by Bellerose. The pouch adapts to what’s inside, small when you close it, expandable when you need more space. At the office, we even used it as a bag for the street. Multifunctional, which I love.”
What will you carry in your pouch?
What will you carry in your pouch?
“Always my camera. A lip balm, my phone, and Rowse’s Summer Mist, which I use for face and hair. For makeup, the tinted serum, lip and cheek, and eyeshadow. And since I have a daughter, often a toy or cookies for her.”
What does beauty mean to you?
What does beauty mean to you?
“For me, beauty is about respecting the skin and its rhythms. It’s not about fighting age, but about becoming comfortable with who we are and what makes us feel good."
What do you do to stay grounded?
“My career, like anyone’s, has had ups and downs. I try to be an example by being respectful with nature and with ourselves. That’s as much part of my personal life as Rowse.
We also have an off-the-grid house. Living without electricity or water makes me very conscious of resources, and it helps me teach my daughter how to care for the planet.”
Tell us more about this house.
Tell us more about this house.
“It’s another dream project called Oliveta, which we started around the same time as Rowse. We found a small house with an olive grove and wanted to make our own olive oil and build a sustainable home. It’s been a beautiful process.”
Travelling is a big part of your life. What has been your favorite destination so far?
Travelling is a big part of your life. What has been your favorite destination so far?
“Iceland. Since I was a kid, I’ve been obsessed with volcanoes, and when I went, I was amazed by the glaciers and raw nature. It’s a place I return to often, almost like a yearly escape. I also want to go back to Japan. I’ve been once, but there’s so much more to explore.”
What’s a scent, texture or memory that instantly transports you somewhere else?
“One plant that’s very special to me is sempre viva, which means ‘always alive.’ You find it all along the Mediterranean coast. Its scent always brings me back to my childhood and some of my best memories.”
Because we're The 246 and not 24/7: What’s your ideal day off?
Because we're The 246 and not 24/7: What’s your ideal day off?
“Spending time in nature with my family, cooking, walking to the beach, and watching the sunrise or sunset. Simple things that make me feel lucky.”
