Some brands are built on products. Others are built on purpose. Marie-Stella-Maris has always belonged to the second kind. From its earliest days, the brand has been defined by a simple but urgent mission: clean water for everyone, everywhere. For Josha Jansen, who joined as the very first employee and now serves as Chief Marketing Officer, that mission has shaped not only the trajectory of the company but her own career.
She arrived in the early stages, when the brand’s promise was still more vision than reality. There were products — mineral water and a first collection of care items — but the identity was still taking shape. “I’ve been here to see every phase,” she reflects, “from defining what we stand for, to building a community who believes in it.” Her perspective is unusual: she is not the founder, but she has helped to found the culture.
Marie-Stella-Maris takes its name from the Latin for “star of the sea,” a nod to both water and the poetic quality the brand aims to carry. From the start, the commitment was clear: a fixed amount from every product sold would go directly to clean water projects around the world. It was a promise that resonated, but the challenge was to weave it into the DNA of every touchpoint — not just in messaging, but in design, product, and experience.
Josha’s role has always been about connection: connecting the purpose to the product, the product to the customer, and the customer back to the purpose. In practical terms, this has meant everything from refining packaging design to shaping campaigns, from opening the first flagship store to defining the tone of voice. Always with the question: does this reflect who we are?
Over the years, the brand has evolved from a small start-up into a recognised name in the premium lifestyle segment. Its collection now spans home fragrances, body care, and refined everyday essentials, all designed with a minimalist aesthetic and a consistent sensory signature. But no matter how the product line expands, the mission remains constant — with over €2 million donated to clean water projects to date.
Over the years, the brand has evolved from a small start-up into a recognised name in the premium lifestyle segment. Its collection now spans home fragrances, body care, and refined everyday essentials, all designed with a minimalist aesthetic and a consistent sensory signature. But no matter how the product line expands, the mission remains constant — with over €2 million donated to clean water projects to date.
“Our mission is timeless. Our design is timeless. That’s what allows us to evolve without losing ourselves.”
For Josha, working on the brand is not just a job but a long-term relationship. She has seen it through market shifts, design overhauls, and the challenge of staying relevant without diluting its core. The answer, she says, lies in clarity: knowing what to protect and where to adapt.
Her marketing philosophy mirrors the brand’s approach to design — less about shouting, more about presence. Instead of chasing quick wins, the team focuses on building a strong, steady identity that customers return to, not because it’s everywhere, but because it feels familiar and true. Campaigns are built around storytelling, sensory experience, and the idea that buying something beautiful can also do something good.
Being part of the brand’s journey from the inside has also shaped her own leadership style. She values collaboration and continuity, recognising that a consistent team can carry a vision forward in a way that constant turnover never could. “You learn to think in decades, not seasons,” she notes, “and you understand that purpose is something you prove every day.”
Looking ahead, Josha sees growth not just in product categories, but in impact — expanding the clean water projects the brand supports, and finding new ways to integrate purpose into the customer experience. Whether through refill systems, sustainable sourcing, or transparent communication, the aim is to make every interaction with the brand a reminder of the bigger picture.
Marie-Stella-Maris today is as much a movement as it is a company. And for Josha, that’s the measure of success: not only selling products people love, but building a brand people trust to make a difference.