It seems Lucy Ashman, our visionary founder, was destined to create a conscious beauty brand, grounded in both environmental sustainability and social impact. Her journey into clean beauty began early, shaped by a deep connection with nature.
Growing up in Belize, Lucy would often take long walks home from school, collecting botanicals to craft her own homemade perfumes. Her passion for nature’s "pharmacy" was clear, as she became fascinated by how ancient cultures, particularly the Maya, tapped into the healing properties of plants. This early curiosity bloomed into a lifelong love for skincare and a deep respect for traditional Mayan knowledge.
Lucy carried this passion with her into a career in eco-tourism, traveling throughout Central America. Her role involved curating unique, immersive experiences, which allowed her to meet local communities and learn from their time-honored traditions in conservation and sustainable living.
At the same time, Lucy began cultivating her own organic garden in the mountains, overlooking the vibrant city of Antigua. Drawing inspiration from the land, she crafted natural skincare products—much like she had as a child. It wasn’t long before luxury boutique spas and hotels noticed her talent and began requesting custom scrubs and facial creams for their guests.
Today, every Tierra & Lava product reflects Lucy’s deep-rooted values and her lifelong interest in the sacred, traditional uses of local plants. Along with her dedicated team, Lucy is the heart and hands that bring this vision to life. Together, they meticulously craft each product with care, overseeing operations to ensure that every detail aligns with their commitment to natural, sustainable, and ethical skincare.
