Born in Rio de Janeiro to a Brazilian father and English mother, Yasmine McDougall Sterea’s journey to founding Free Free emerged from personal trauma and transformation. Growing up in Rio’s elite society, she witnessed the stark contrast between outward perfection and private struggles, particularly through her mother’s experience of suppression, and ultimate tragedy when she died by suicide.

After building a successful career over 11 years as an Editor at Vogue, the birth of Yasmine’s daughter Violeta Lua catalysed a profound healing journey and awakening. When she birthed her daughter, she rebirthed herself and Free Free´s Paradigm. This path led her to begin the mission to uncover creating a pathway for women so they can truly be free. Yasmine studied psychodrama, Jungian psychology, meditation, neuroscience and many consciousness practices and blended this with her background in fashion and art. Following further studies in Social Justice at Harvard University, Yasmine created the Free Free Methodology – a unique three-part system that now forms the foundation of our transformative programmes. This methodology blends creative expression with healing practices, helping people worldwide break free from their own invisible chains and improve their emotional, physical and financial freedom. More than all, this methodology helps individuals and companies shift their own limited perspective to a creative, multidimensional one, where all of us see ourselves as leaders of change, contributing to the Free Free paradigm together. Today, Free Free honours the legacy of Yasmine’s mother by empowering the feminine within ourselves and our society to create impactful lasting change in lives and communities.