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 the Free Free Method. Yasmine studied psychodrama, Jung, meditation, neuroscience and many consciousness practices and blended this with her background in fashion, art and Ballet. Following further studies in Social Justice at Harvard University, Yasmine created the Free Free Method - a unique three-step method of guided meditation where we use the power of our breath to open our creativity, uplevel our imagination, and experience deep joy. By breathing out all our fears we free ourselves and connect to a deeper level of consciousness helping millions of people around the world - from authorities in some of the htop institutions such as the Department of Justice, to children, Harvard Students, the esteemed audience of SXSW, Davos,  to C-level executives in Fortune 500. 

Today, Free Free honours the legacy of Yasmine’s mother through its full ecosystem of change that includes foundation and an enterprise by empowering the harmony between the feminine and masculine within ourselves and our society to create impactful lasting change in lives and communities.