Business is Blooming

Spotlight on Florens Cosmetics

by Agata Grimaldi

Beatrice Anzuinelli grew up in a small rural town in Italy. She spent her early years outdoors exploring and discovering the light, colours, and perfumes of the flora of her homeland. Her love and appreciation for botany and flowers, led her to enrol in chemistry at university. Flōrens, a small Italian artisan cosmetics company, was born from combining the rigour of scientific methodology Anzuinelli learnt in chemistry with her interests in dermocosmesis and herbal medicine. In Latin flōrens means blooming, flourishing and thriving. It is also the root of the Latin name for Florence (Flōrentia), a city synonymous with

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Renaissance art, as well as one of the main centres in Europe for the study of ethnobotany during the 16th century. The products rely on natural ingredients native to Tuscany with no testing on animals or the addition of synthetic components. We spoke with Beatrice Anzuinelli about her passion for botany, her journey as a young entrepreneur, and the challenges she has had to overcome.

Have you always been entrepre-

neurial? «Yes, I have. Both of my parents are entrepreneurs, they started their own business when I was just a kid. I grew up absorbing all the basics from them, in a very dynamic environment.»

What are the most common mistakes novice entrepreneurs make?

«I can only speak for myself. My mistake initially was to be scared of other people's judgement and to be held back by this thought. I soon realised that the creator needs to be seen and discovered by the public to gain the trust of the future clients.

Is there a female figure who inspired you? Or have you had a

mentor? «Aside from my parents as strong mentor figures, my Nonna inspired me to follow my dreams and pursue what makes me happy. She was the one who taught me the basics of how to create homemade cosmetics.

Where did you get your idea for the business? And when did you feel it was time to contact manufacturers to create the business?

«My passion for natural remedies stems from the teachings of my grandmother Ileana, born in her father's estate surrounded by gardens of colourful flowers. I learned then about their use in cosmetics in the early 1900s. I learned how to create scented bath water using rose petals, how to make a brew extracted from the heart of the chamomile flower, how to make a hair dye by boiling the shells of nuts. With these teachings in my heart and with a passion for botany, I attended the Faculty of Chemistry when I went to university. Studying dermocosmesis and herbal medicine, creating unguents and creams with my own hands in the university laboratories made me happy. I started researching online about the cosmetic and skincare market, believing that I could try to create a natural brand myself. I contacted the first laboratory after one year of research and getting familiar with the cosmetic field. It was the first one I contacted and I’m still working for them.

Becoming an entrepreneur involves a large number of skillsets. How did you prepare yourself to deal with all of the elements that

go into a new business? «My first rule is to never be afraid to fail. Sooner or later something will go wrong but that’s just a way to learn, it’s how entrepreneurship works! Never lose the hunger to learn. I adore creating new products and formulations, but I also had to learn how to create an invoice and keep track of a warehouse, and I had to learn it from scratch. It’s also important to get advice from experts and create relationships with people in the same sector, who speak the same language and can give you valuable points of view.»

Beatrice Anzuinelli and her Flōrens artisanal cosmetic products

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What was the most euphoric mo-

ment? «My happiest moment was when I presented my caviar-based cream, Preziosa. I had a nice meeting with a few selected spa owners in Singapore and that was a moment I treasure because I was very proud of my creation and I actually started working with a spa which placed its trust in me and my products. Another special moment was when I received the very first batch of completed products. To see the end result after all of the hard work in the planning and development was very exciting.»

What are the products you are

most proud of? «Behind every formulation and creation there is a story and a different feeling. Preziosa, the black caviar cream, was the most difficult to formulate. We had to add argan oil and shea butter to achieve the perfect smoothness and softness. But in the end, this is probably the most appreciated product for its effect, texture and scent. The other product is the Illuminating Serum, which was developed later after collecting direct feedback from our customers and community. It is popular because it is not a harsh whitening product but can remove dark liver spots without irritating the skin like other products do.»

What challenges have you experienced as a woman in business?

«During events and exhibitions, I have been mistaken for the event “hostess”, and clients would not assume that I was the actual creator. Most of the time those people would ask for the manager. The most difficult thing is that in a world which is seen as “feminine” like cosmetics and skincare, some people still stereotype the business owners as being male.»

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