Founder of Mynd Natasha Kraal aims at empowering Malaysians to be more mindful. photos: YAP CHEE HONG/The Star
“There is nothing worse than being referred to as an ex-something,” Natasha Kraal says matter-of-factly. “Hence, the need to push forward into something new than regressing in the past.”
Kraal is referring to her move from her former position as editor-in-chief of Harper’s Bazaar Malaysia. “Moving on” may be a mild description of her leaving the publication. The decision was perhaps an inevitable one as the company that once held the licence for Bazaar shut down during the height of the pandemic.
The news, which arrived in the form of an email one morning, must have been a shock for the editor but she took it as a sign that, perhaps, it was time for her to forge a new path for herself.
“I was also, in a way, looking for a real change, after 24 years in publishing, 17 of which as the editor-in-chief of Harper’s Bazaar,” she says. “I still love fashion, but the bright soul of fashion which was about art, beauty, craftsmanship, ideology has somewhat darkened.”
Kraal’s view of fashion was honed by her time at the prestigious Central Saint Martin’s where she completed her MA in Fashion Journalism. Soon after, the young journalist – “with a head full of dreams” – joined an English daily as a fashion editor and was part of the founding team that produced Vox, a weekly publication.
Over the years, she has seen the industry devolve into what she describes as a “circus of influencers, logo marketing and social media algorithms”. Thus, when Bazaar shut, she took it as a sign that the time had come for her to move out of her comfort zone and that she should take on something that is “more meaningful, engaging and truly life enhancing”.
In 2020, Kraal made the decision, along with Kam Su-En, to start Mynd, a modern wellness digital media that aims to empower Malaysians towards more mindful living and a positive mindset, of which she holds the title of co-founder and editor-in-chief.
“It is a totally new journey but I feel this is my true life path,” she says. “It just took a bit of a long winding road to get here.”
The platform – to many – may seem a huge contrast compared to the content she created while helming Bazaar. But Kraal has a different take on it, saying that both are similar in intent.
Kraal says Mynd was created as a result of her own personal growth.
“Although the interest field is so diverse, fashion versus wellness and spirituality, it comes from the same authentic place,” she explains, “which is good journalism, connecting people, elevating experiences, exploring concepts, pure creativity.”
Ultimately, both, she asserts, represents the pursuit for “truth, love and beauty”.
For Kraal, it has always been about “the head and the heart” and creating Mynd was a result of her own personal growth and expansion. This, despite the fact, that it was born from the most difficult of circumstances.
It was shortly after Bazaar was shut, during a lunch meeting with Kam, that the dreaded “What’s Next” question emerged. Kraal, already had a clear idea of her next venture platform for “conscious living” – inspired by Goop. Kam, founder of Hammam Spa, proved to be a kindred spirit, sharing the same goals and aspirations as her. And after a couple of months, the platform was formally launched in February 2021.
While the move may seem sudden, it is, in fact, the culmination of a journey that spans more than a decade. It is also the result of Kraal’s personal growth, which means that Mynd is something that Kraal is truly invested in.
“It comes from my own healing journey that really started in 2011,” she says. “I was going through a very difficult time and was searching for support and understanding on how to navigate so many personal issues from a traumatic childhood to a painful divorce, and everything else that transpired in-between.”
Kraal managed to overcome, through a combination of “great therapy, spiritual healing and transformational thinking”. With Mynd, she hopes to provide others the tools to help them confront challenges or simply to just seek better awareness or reach a higher level of consciousness.
With the pandemic, it seemed like an opportune time to start a media platform of this nature. Themes like wellness, mental health and being conscious emerged as important topics for individuals. This was evidenced by the attendance of participants during a soft launch held at W Hotel in February 2021.
“It was full-house and people were so moved, wanting more,” Kraal recalls. “It’s so encouraging to be the catalyst for individuals taking their health, wellness and spiritual journeys further.”
Since then, more opportunities have come up. At the time of interview, Mynd had completed The Mynd Wellness Series at KLoe Hotel, made up of 10 events that focused on life-enhancing and interactive experiences such as breathwork, sound baths, energy healing, mindful running and a KonMari workshop. The month of Aug and Sept will see two workshops aimed at empowering young men and women. And they have also launched their own podcast The Myndful Life.
“It is exhilarating but sometimes a little exhausting being a small start-up but so many doors have and are opening up for us.”
She says her current role is to create content but with a commercial eye. The motives, however, are not purely monetary. Instead, it is about intention, particularly since this is something that resonates with Kraal.
“I have had a genuine interest in self-care and personal growth for a long time so it goes hand in hand,” she explains. “It’s so uplifting to align my personal and professional life, and really meet so many pure and wonderful souls in this realm.”
Through this entire process, Kraal has discovered a couple of things about herself. First, that she is resilient and that she has an identity that goes beyond just fashion and publishing. And then to have been able to transition gracefully into a new realm especially one that promotes positivity, healing and giving.
She has also found that she possesses healing abilities through her exploration with Reiki. And on a more personal note, her side-gig, The Sweet Society, which supplies homemade organic-ingredient cakes has grown steadily, enabling her to develop her culinary as well as entrepreneurial skills. In fact, during the pandemic, she was baking 300 to 400 cakes a month.
With all these developments, it is no surprise that Kraal has not looked back since receiving the email that led to her leaving the publishing industry.
“In some ways I miss the creativity, working with a passionate team, the interviews, the out-of-this-world travel experiences. I don’t miss the deadlines and drama! But I’m in a much better space doing what my soul aligns with so I am very blessed to be walking my path towards ‘truth, love and beauty’.”
