Gisele Bündchen’s private life has kept its mystery, and she’s let her avatar, the übermodel, take all the flashbulbs. Some years ago, when she felt that her life was nothing more than “get up, take pictures, go to sleep, get up, take pictures,” she took off six months. She also logged on to Amazon.com and typed in SPIRITUAL BOOKS, which led to a passion for the writings of Miguel Ruiz, which taught her to rely on her own instinct: “The more you trust your intuition, the more empowered you become, the stronger you become, and the happier you become.”

Three years ago, when Gisele met Tom Brady, she moved up to Boston to be with him. It was a vocational as well as an emotional turning point.

“I’m a person who normally works 300 days a year, and here I am in Boston in this apartment and Tom’s playing, and what do I do here? On my Web site, a lot of girls were asking me questions about feeling awkward. I wanted to work with girls who were fourteen to sixteen.” She wanted to be heard and chose the Massachusetts Alliance of Portuguese Speakers—“They take care of girls from shelters, girls who have been abused. I came up with a nine-week program and went to talk to them about empowerment and self-esteem.”

It was a shock.

“I thought I was going to be able to save them, guide them. When I got there they were like, ‘Who are you?’ There were a lot of Latina and black girls. In Brazil, everyone is a mixture, and no one thinks about it. In America, maybe you have more problems with that. It took me a week or two just to get them to sit down with me and talk. I had my yoga teacher come up from New York to teach them yoga. I wanted to share something, but I ended up realizing that you cannot save anybody. I forced it, and it didn’t quite go through.”

Sejaa was born of that frustration, as a way for Bündchen to impart some of what she has learned, but by subliminal means.

“I wanted to teach girls to love themselves and take care of their bodies. What is the first thing you see every morning? Your face! What do you put every day on your face? Cream! I have made the simplest, purest cream—an everyday cream—but it comes with an affirmation.”