As the visionary and founder behind Ayurvedic dental care brand Terra & Co., Amra Hajdarevic is on a mission to redefine what it means to care for your smile. Her holistic oral care line combines modern dental science with longstanding Ayurvedic principles to create clean, non-toxic alternatives that elevate this very important daily routine. What began as a passion project has since grown into a wellness movement, with Terra & Co. now stocked in spaces like Erewhon and 1 Hotels.
Amra’s inspiration for the brand is deeply personal. As a mother, she set out to create products she could wholeheartedly trust: effective, safe, and thoughtfully formulated. Along the way, she’s had the privilege of walking this entrepreneurial path with her best friend (and KNESKO founder), Lejla Cas, whose dedication to spiritual skincare and energy healing continues to inspire Amra. (They often joke that they’re building empires with soul—each in their own lane, but always side by side.)
Today, we’re thrilled to showcase Amra not only for her dental care innovation, but for her commitment to whole-body wellness. After all, oral health isn’t just about having fresh breath; through scientific research it’s increasingly linked to mental clarity, cardiovascular health, and even disease prevention.
KNESKO: How did you discover KNESKO, and what is your favorite product from the brand?
Amra Hajdarevic: I discovered KNESKO through my best friend, Lejla Cas—the brilliant founder and soul behind the brand. Watching her build KNESKO from the ground up has been incredibly inspiring. Her vision of merging skincare with spirituality and energy healing was unlike anything I’d seen before, and it instantly resonated with me.
As for my favorite product, it’s hands down the Rose Quartz Antioxidant Serum. I use it every day. The texture, the scent, and the healing energy of rose quartz all come together in a way that feels like self-love in a bottle. It pairs beautifully with Terra & Co.’s morning oral care ritual, making my daily routine feel elevated and intentional.
How do you incorporate mindfulness into your daily routine?
I incorporate it through simple but intentional rituals. Oil pulling with Terra & Co. in the morning, applying my skincare slowly with breath and gratitude, and taking quiet moments to ground myself before checking emails or jumping into work.
Even something as routine as brushing my teeth or applying serum becomes an act of presence when I shift my mindset. Mindfulness isn’t about perfection—it’s about creating space to reconnect, breathe, and move with awareness, even in the busiest seasons of life.
What was the first KNESKO product you fell in love with?
The first KNESKO product I fell in love with was the Gold Collagen Mask. I remember trying it many years ago, back when Lejla was just starting her business. From the moment I placed it on my skin, I could feel the difference—and it wasn’t just luxurious skincare, it was an experience.
The combination of healing crystals, energy work, and results-driven ingredients was unlike anything I had ever used. It’s been incredible to watch KNESKO grow from those early days into the global brand it is today. And to say I’ve been a fan from the very beginning makes it all the more special.
Gold Repair Collagen Face Mask
Sale price
$60.00
What's the most rewarding aspect of your career?
The most rewarding aspect of my career is creating with purpose—knowing that something I built from the ground up is making a positive impact on people’s health, confidence, and daily rituals. Hearing from customers who’ve swapped out toxic products for Terra & Co. and feel better because of it. That never gets old. But beyond the business, it's the journey of growth (both personal and professional) that I cherish most. Building a brand that reflects my values while inspiring my daughter to dream big. That's the real reward.
What was a hurdle you had to overcome in your career journey?
One of the biggest hurdles I faced was navigating growth without compromising my values. In the early stages of Terra & Co., I had opportunities to scale quickly, but many came with pressure to cut corners, lower ingredient quality, or dilute the brand’s mission. It took courage (and a lot of faith) to say no and stay aligned with my purpose. I moved past it by trusting my intuition, surrounding myself with mentors such as Lejla Cas who believed in conscious business.
What advice would you give to someone who's trying to figure out their career path?
My biggest advice is: follow what lights you up versus what looks good on paper. Your career path doesn’t have to be linear or conventional. It’s OK to pivot, evolve, and explore until you find something that aligns with your values and makes you feel alive.
How has your approach to skincare evolved over the years?
My approach to skincare has evolved into something far deeper than just caring for my skin. It’s a daily ritual that nourishes my mind, body, and spirit. Over the years, I’ve become more intentional about choosing products that are not only clean and non-toxic, but also science-backed and soul-elevating.
I look for skincare that aligns with my values—formulas that deliver results without compromising health, and rituals that help me reconnect with myself. KNESKO embodies that balance perfectly. For me, skincare isn’t just about what you put on your face; it’s about how it makes you feel—grounded, radiant, and cared for.
What is it about KNESKO that feels special to you?
KNESKO has completely transformed the way I approach skincare. Before, I was the kind of person who’d throw on a face mask and vacuum the house—multitasking through my self-care. But KNESKO made me slow down and truly savor the ritual. Now, applying a mask feels sacred; it’s a moment to pause, breathe, and reconnect.
What’s the next big trend in skincare that you’re excited about?
I’m loving the shift toward skin longevity, which focuses on preserving skin health over time through barrier-supporting and cell-energizing ingredients, rather than just chasing anti-aging quick fixes. A perfect example of both trends is the KNESKO Rose Quartz Antioxidant Serum. It combines high-performance ingredients with the healing energy of rose quartz, turning a daily step into a mindful, skin-loving ritual. It’s skincare that supports your glow.
What advice do you have for someone interested in becoming an entrepreneur?
Building a business is a rollercoaster of emotions, but if you’re aligned with your purpose, it will carry you through the challenges. Be resourceful, not perfect. You don’t need to know everything or have it all figured out. Just take the next step, learn as you go, and surround yourself with people who believe in you.
Trust your intuition, protect your energy, and don’t forget to celebrate the small wins. After all, they’re the building blocks of your bigger vision. And most importantly: Don’t build it just to sell a product. Build it to solve a problem and serve a community.
What’s next for Terra & Co?
What’s next for Terra & Co. is all about deepening our impact while expanding our reach. We're excited to launch new formulations that continue to bridge ancient Ayurvedic wisdom with modern dental science, including our upcoming Gum & Teeth Oils this fall.
We’re also focused on growing our presence in luxury wellness spaces (like boutique hotels, holistic dental offices, and curated retail destinations) while nurturing our direct-to-consumer community through education, rituals, and intentional marketing. As for me, I’m committed to growing not just the brand, but myself—as a leader, a mother, and a conscious creator.
Learn more about Terra & Co and follow the brand’s journey and exciting launches on Instagram. You can also keep up with Amra on her personal Instagram page.
