How did you become interested in beauty?
My journey into beauty began with a deep appreciation for intentional design—where simplicity meets sophistication. I noticed a growing disconnect between what products promised and what they delivered. That gap sparked a curiosity to create something better. For me, it was never just about skincare; it was about designing a meaningful, intelligent experience that actually worked.
How do you stay up-to-date with beauty trends?
We observe, but we don’t chase. Trends can be fun, but they’re often fleeting. What drives us is understanding the deeper shifts—how people’s values are evolving, how science is advancing, and how the definition of skin health is changing. That's where real innovation is born. We focus on the enduring qualities that truly elevate beauty, beyond the next buzz.
What’s the most important thing you've learned about leading a beauty brand?
Restraint is luxury. In today’s world, where excess and overwhelm are commonplace, doing less—but doing it brilliantly—holds tremendous power. It requires clarity, confidence, and a strong commitment to what truly matters. This lesson informs everything we do, from our formulations to our packaging, and shapes our philosophy of clean, elevated beauty.
How important is collaboration in your work?
Collaboration is essential to us. Some of our most impactful breakthroughs have come from collaborating with chemists, herbalists, even photographers—and customers who ask tough questions. Beauty isn’t created in a vacuum. We embrace diverse perspectives that challenge and elevate our work, fostering a shared sense of purpose and innovation.
How do you see the future of beauty?
The future of beauty will be intelligent, intentional, and personal. Consumers are moving away from flashy, short-lived trends and are seeking products they can trust—products that reflect integrity and authenticity. We believe beauty will be more about timeless, effective results and less about the next viral sensation. Transparency and true efficacy will be the cornerstone of beauty innovation.
What’s your brand’s design philosophy?
Our design philosophy is rooted in intelligent simplicity. Every product we create must earn its place—no filler, no fluff. Beauty should feel effortless and high-performing, grounded in honesty. That means every ingredient, texture, and bottle must serve a clear purpose, reflecting our commitment to quality, transparency, and a thoughtful approach to skincare.
What’s the most challenging aspect of being a beauty entrepreneur?
It’s balancing creativity with the practicalities of running a small business. As entrepreneurs, we have endless ideas and aspirations, but we must remain laser-focused on what serves both our customer and our brand. Each decision we make impacts not only our budget and timeline but also our core values. It’s a challenge, but it’s a constant reminder to stay grounded and purposeful.
How important is sustainability in your work?
Sustainability is fundamental, not a trend. We approach it with mindfulness at every level, from the ingredients we source to the way we formulate—eliminating wasteful steps—and even our minimalist packaging. We’re not perfect, but we believe that the most sustainable choice is one that’s made with care, offering products that work, so you need less, not more.
How do you balance creativity with wearability?
Balancing creativity with wearability is everything. A formula can be innovative, but if it doesn’t feel right on the skin or fit seamlessly into a real routine, it won’t be embraced. We design with practicality in mind—creating multifunctional, high-performance products that meet real needs, effortlessly fitting into people’s lives.
How do you stay inspired?
By paying close attention. I listen to what people actually want, what they need, what they’re reaching for, and what they wish existed. Nature is a huge source of inspiration—its resilience, efficiency, and inherent beauty. But above all, I stay inspired by the belief that better is always possible—smarter, cleaner, more elevated beauty that serves people and the planet.
