PIA KNOESTER, THE VISIONARY BEHIND HELGABAD, SHARES HER JOURNEY FROM THE BEAUTY AND PERSONAL CARE INDUSTRY TO THE CREATION OF A BRAND CENTRED AROUND WATER AND MINDFULNESS. HELGABAD IS NOT JUST ABOUT PRODUCTS; IT’S ABOUT ENHANCING EVERYDAY MOMENTS INTO SOMETHING SACRED. IN THIS INTERVIEW, PIA EXPLORES THE SIGNIFICANCE OF WATER IN BOTH PHYSICAL AND MENTAL WELL-BEING, AND HOW HER PERSONAL EXPERIENCES SHAPED HER UNDERSTANDING OF ITS POWER.
Can you tell us a little about your background and what inspired you to create Helgabad?
Pia Knoester: Until 2021, I worked in the beauty, personal care and hotel amenity industries. For as long as I can remember, product development was always part of my work. However, during the pandemic, I realised I needed a significant change. I was driven by the desire to create harmony
and happiness in my daily life, and that’s where Helgabad was born. The idea of transforming everyday bathing into a sacred ritual became central to my vision.
Water plays a central role in your work. How would you describe its significance to human well-being, and of course to you?
Water’s significance is enormous. We know it’s essential to life itself. In my part of the world, we often take clean, accessible water for granted. I grew up in Jakobstad, a small town on Finland’s
west coast, and spent many summers at our family’s island house. During my childhood, we didn’t have running water there, which taught me not to take it for granted. Water is not just a basic need;
it carries deeper emotional and physical importance.
What personal experiences with water have shaped your understanding of its healing or calming properties?
The pandemic was a particularly difficult time, and I turned to cold water swimming – more like dipping – to help manage stress. Immersing myself in the cold water forced me to focus entirely
on my breathing, and this had an almost miraculous effect on my mental clarity. It was incredibly refreshing and calming. As I developed the concept for Helgabad, I realised how significant water is in all of our lives. Whether it’s the first shower after childbirth or a dip in the sea, water holds an unmatched ability to rejuvenate both the mind and body.
In what ways do you believe water influences both physical and mental health?
Physically, we need water to survive, but there’s also a psychological element. Water represents safety, perhaps reminding us of the nine months spent in our mother’s womb. Water’s temperature also plays a role – cold water can invigorate, while warm water can relax and soothe. Engaging with water allows us to reconnect with ourselves.
What lessons can we learn from the fluidity of water in terms of how we approach challenges or changes in our lives?
Water teaches us that there’s always a way forward, no matter the obstacle. Like water, we can be fluid, adaptable, and persistent.
Why do you think water has such a calming effect on the mind and body? What about being near or immersed in water brings us peace?
I believe the calming effect of water is deeply connected to our pre-birth experience. The sensation of being enveloped by water might tap into feelings of security and comfort from our earliest days.
Whether it’s looking out over a calm lake or hearing the sound of waves, water naturally soothes the mind.
How does water represent balance and harmony, and how can we apply that symbolism to achieve greater well-being in our daily lives?
We should strive to connect with water every day. Swimming in the ocean, lakes, or rivers brings a sense of balance and harmony. It’s not just a physical experience but a mental one that helps us ground ourselves.
How do you connect the idea of water with concepts like mindfulness and being present in the moment?
As I mentioned earlier, my cold water dipping experience during a difficult time in my life was a turning point. It forced me to be entirely present, focusing on my breath and the sensation of the water. Water helps us slow down and focus. Whether through its feel or sound, water allows us to find moments of mindfulness. My husband, for example, finds peace in the sound of waves, although for me, that sound often reminds me of the sea’s powerful, unpredictable nature.
What do you think water teaches us about letting go – whether it’s of stress, control, or emotional baggage?
Water may not heal everything, but its cleansing and calming properties can certainly help us let go of stress. When we immerse ourselves in water, it’s as if the weight of the world can momentarily
drift away, helping us to feel lighter and clearer.
PIA KNOESTERS HELGABAD is a brand that elevates the simple act of bathing into a moment of mindfulness and renewal. Her personal connection to water and its role in well-being has inspired a
vision where water is not just a necessity but a sacred, healing element. Through her products and philosophy, Pia encourages us to use the properties of water as a path to greater harmony in our daily lives. The name Helgabad is a reference to her grandmother whose name was Helga and who lived in India. But Helga also means holy in Swedish, so Helgabad means “holy bath” [“bad” means
“bath” in German]. The KAFTAN(EN) are made by a carefully selected Photos: Porträit – Jennifer Sandström, Produkt – Karolina Isaksson KAFTAN(EN), the Nordic towel poncho, is available in white and grey, and there is also a KAFTAN(EN) POCKET.
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