Hag of the Mist was founded by Lily through a personal exploration of folklore, plants, colour and scent. Her approach to formulation seeks to deliver nourishing skin and hair care products that encourage simpler, more considered rituals, along with distinctive sensory experiences reminiscent of story and place.

Her formulations place raw, recognisable materials at their heart: plant oils, botanicals, clays, milk, honey and salt. Many are ingredients with long histories in self-care practices around the world, brought together through modern cosmetic formulation for elegance and efficacy.

The name Hag of the Mist comes from the Welsh “Y Wrach y Rhibyn”, a spooky figure from local lore said to dwell around rivers, similar to that of the Irish banshee. To Lily, “Hag” is not a derogatory term for an older woman, but instead speaks to the wisdom, resilience, creativity and generativity that come with the natural order of ageing. “Mist”, meanwhile, speaks both to the landscape and waterways surrounding Lily’s home in rural Wales, as well as the transformative role of water in her products, from lathering soap to emulsifying oils and bringing ingredients together.

Lily makes and packages everything by hand in small batches from her home studio in Carmarthenshire, alongside family life. Each piece is wonderfully unique. Natural variations in colour, texture and detailing are a part of their artisanal charm.