March 27, 2019 3 min read

“To be nobody-but-yourself — in a world which is doing its best, night and day, making you everybody else–means to fight the hardest battle which any human being can fight; and never stop fighting.” 

- E.E. Cummings


This a one of my absolute favorite quotes ever. It tells so much about the challenge of being yourself and be who you really are. In the current society being authentic is barely the biggest challenge you can accept. Under pressure from society human beings often adopt values and disown their innate freedom. Rather than being authentic we often care about adapting society. Social Media has become a fake world where you are expected to wear a mask to hide your true self, because the ultimatum is to be perfect. Bright smiles, perfect bodies, always new clothes: perfection is omnipresent as a surreal extreme. 


But what authenticity really means? To be authentic means not comparing to others and following your own path. Authenticity is staying true to what you believe and to be brave to express your feelings and options. It’s about the idea that we should make the way we behave on the outside match what we feel in the inside. Authenticity is connected with your identity. Authenticity is a daily practice of embracing who we are. So stop caring about other people’s expectations. Authenticity means truly living in your own skin and being real. The real you is where passion happens, where progress happens and where adventure happens. To be authentic requires courage and clarity, so reflect on who you are and who you want to become.


The key to authenticity is your soul, because this is the most authentic form of you. The soul has no fear of who likes it and who doesn’t. The soul is intuitive and is able to love unconditionally. In contrast to our soul is our ego. It only cares about being liked. The ego wants to survive, be boosted up, and loves the standards set by society. It is always your choice whom you will give the power - soul or ego?



Authenticity goes simultaneous to inner beauty, because beauty begins in the moment you decide to be yourself. There are a million ways to enhance your physical beauty. With so many pressures upon us, we are easily distracted. Text messages fly fast. Phones ring and emails pile up. Your eyes are dry from staring at glowing screens of smart phones, laptops, desktops and tablets. How much will it cost? Will you ever be satisfied? Will you really feel more beautiful? What consequences with have your excessive consumption? - You should ask yourself: Does this really make me happy?


Beauty has nothing to do with looks. It’s about who you are and how you make others feel about themselves. Look for beauty outdoors, in the park or at the beach or in the woods. In nature, everything is perfect and beautiful, just as you are. The trick to finding beauty lies in the difference between just looking and actually seeing. When somebody asks you the question „What do you find beautiful about me?“ response with what you like of their inner characteristics. And don’t ever be superficial. Get to know people without having prejudices against them, because of their physical beauty. Everyone is beautiful in their own way. 


We want to represent authenticity and inner beauty. This is why we only work with team members or real surfers and athletes for our shootings and repost a lots of customer pictures. Josea should not be represented by professional and perfect models, but by you. You are Josea and you are perfect. So be part of our movement! Wear your Josea bikini as a statement - as a statement for self love, authenticity and inner beauty. Wear it as a statement for the love of the diversity of people and for being yourself.