Ed or’sNote
The Most Influen al Leaders in Beauty Industry 2024
Welcome to The Tycoon Magazine's special edi on, The Most Influen al Leaders in Beauty Industry 2024! In this highly an cipated issue, we shine a spotlight on the innovators and pioneers who are redefining the beauty landscape with their bold visions and groundbreaking work.
Leading this illustrious lineup is our cover star, Heiki Kanne, the visionary Founder and CEO of Aes Skincare. Kanne has taken the beauty world by storm with his commitment to sustainability, purity, and natural beauty. With a deep-rooted passion for harnessing the power of nature, Kanne has transformed Aes Skincare into a global phenomenon, offering a range of products that resonate with a new genera on of conscious consumers.
In our exclusive feature, Kanne shares his inspiring journey—from his Estonian roots to the crea on of a brand that embodies the perfect blend of tradi on and innova on. Under his leadership, Aes Skincare has become a leader in the clean beauty movement, offering products that not only deliver excep onal results but also respect the environment. Kanne's approach to skincare is holis c, focusing on the wellbeing of both people and the planet, and his vision for the future of beauty is nothing short of revolu onary.
This issue delves deep into the world of Aes Skincare, exploring how Kanne's leadership and passion for sustainability have shaped a brand that is at the forefront of eco-friendly luxury. We explore his dedica on to sourcing ethically, using natural
ingredients, and promo ng transparency in an industry o en cri cized for its lack of accountability. Kanne's leadership is a beacon of change, showing how beauty brands can thrive by aligning with the values of today's mindful consumers.
Beyond Kanne's remarkable story, this issue offers a comprehensive look at the current state of the beauty industry, highligh ng the trends, innova ons, and leaders who are making a las ng impact. We examine how sustainability, technology, and inclusivity are driving change and shaping the future of beauty in 2024 and beyond.
We hope you find inspira on in the stories of leadership and innova on featured in this edi on. The beauty industry is evolving rapidly, and the leaders at its helm are not just crea ng products—they're building movements, challenging norms, and se ng new standards for what beauty can and should be.
As always, thank you for being part of The Tycoon community. We look forward to hearing your thoughts and con nuing to bring you the stories of the most influen al leaders across industries.
Kevin Williams
Jean-Marc Delabre A Champion of Eco-Conscious Beauty
Susan Kim Tsui On a Mission To Deliver Clean, Effective Skincare For All Ages Ambassador for Sustainable Beauty Practices and Beauty Industry Disruptor
The Future of Beauty Key Trends Shaping the Industry in 2024
The Most Influential Leaders in Beauty Industry - 2024
Ambassador for Sustainable Beauty Practices and Beauty Industry Disruptor
HeikiKanne:AmbassadorforSustainable BeautyPracticesandBeautyIndustry Disruptor
HeikiKanneisavisionaryleaderinthebeautyindustryand thedrivingforcebehindAestiSkincareOÜ.Recognizedas oneofthemostinfluentialleadersinthebeautyindustry,he hastransformedskincarewithinnovativeproductsanda commitmenttosustainability,settingnewstandardsfor excellenceinthefield.TycoonMagazinehadagreat interviewwithHeiki,whosharedhisbusinessjourneyand whatmakesAestistandoutintheindustry
1.Canyouprovideaconciseoverviewofyour professionaljourneyandthegenesisofAesti?
IwasbornandraisedinTallinn,Estonia'scapital,whereI enjoyedacheerfulchildhoodfilledwithstudies,sports,and familyevents.Mymotherhasbeenapivotalfigureinmy journey;herhardwork,achievementsatworkandguiding mehavegreatlyinfluencedmypath.Plus,myeducationat TallinnEnglishCollegeopenedthedoortotheinternational worldandpreparedmeforlife'suncertainties.Itwasduring highschoolthatIfirstdevelopedaninterestin entrepreneurship,discoveringanaturalinclinationto combineideasandcreatenewvalue.
AsIentereduniversity,myinterestinentrepreneurship grew,thoughIwasunsureofthedirectiontotake.I attendedfouruniversities,studyingInternationalRelations andBusinesswhileexploringcoursesthatcaughtmy interest.Duringthistime,Ialsoexcelledintennis,teaching lessonsandorganizingcompetitions,inspiredbylegends likeRogerFedererandRafaelNadal.
Myfirstsignificantjobwasmanagingasportsequipment store,whereIbuiltateamtooptimizeoperations.Ilater workedasaprojectmanagerinarealestatecompany duringEstonia'spropertyboomfrom2005to2008,gaining valuableprojectmanagementskills.Ialsoparticipatedin variousentrepreneurshipseminars,broadeningmy knowledgeinareaslikefinancialanalysisandproduct development.
In2007,mysisterfacedhairloss,andthetreatmentsshe receivedinEstoniaweren'teffective.Shediscovereda Finnishmethodologythatsuccessfullyaddressedherscalp issues,primarilyusingpeatfordeepcleansing.This prompteddiscussionsinourfamilyaboutwhyEstonian peatwasn'tutilizedforskincare.
In2009,IbeganresearchingthepotentialofEstonianpeat forbeautyproducts,quicklyrealizingthatnoonehad exploreditscosmeticapplicationsindepth.Aftergathering researchandcollaboratingwiththeUniversityofTartuand TallinnUniversityofTechnology,welearnedhowpeat couldalleviatevariousconditions.Wedevelopedafiltering technologythatproducedpure,organic,andstablepeat, suitableforcosmeticuse.
By2014,wehadenoughmaterialandfeedbacktolaunch ourcompanyandbrand,AESTI.Thename,inspiredbythe RomanhistorianTacitus,representstheancientrootsof Estonians.Thatsameyear,wepartneredwithChemi-Pharm AStoproduceourfirstpeatshampoo,whichwontwo beautyawardsinEstonia.Todate,wehavedeveloped33 peat-basedbeautyproductsavailableinvariouscountries, includingEstonia,Finland,andIndia.
MyjourneyfromajoyfulchildhoodinTallinntoadiverse professionalcareerreflectsgrowth,learning,and inspiration.Theblendoffamilyvalues,variededucation, andprofessionalexperienceshascreatedanarrativerichin potential.IamexcitedtocontinuewritingthestoryofAesti andseewhatthefutureholds.
2.Whatweretheprimarychallengesencountered duringAesti'sinception,andhowweretheyovercome?
Intheearlyyears,Aestifacedchallengesduetolimited informationonpeat'susesandbenefits,requiringextensive testingtounderstanditseffectsonhumanskin.Each positiveresultfueledourdetermination,confirmingthatwe haddiscoveredanexcitingrawmaterialforthebeauty industry Thepeatinourproductsis10,000yearsold,and whilewefoundscatteredinsightsaboutitsproperties, comprehensiveresearchwaslacking.
Throughcontinuousresearchanddevelopment,werefined ourproductstomaximizepeat'sbenefits,establishingAesti asatrustednameinthebeautyindustry.Wetakepridein offeringnaturalsolutionsthatenhancebeautyandpromote skinhealth.Inadditiontoscientifichurdles,wehadto educateconsumersaboutpeat'suniqueadvantages,which involvedsignificantmarketingefforts.Thepositivefeedback fromourcustomersandthevisibleimprovementsintheir skinhealthmotivateustoexplorepeat'sfullpotential. Hence,ourvisionistoleadinsustainablebeauty, committingtoongoingresearchtounlockevenmore benefitsfromthisancientresource.
3.CouldyouelaborateonAesti'suniqueofferingsand howitdifferentiatesitselfwithinthecompetitivebeauty market?
Aestiisauniqueplayerinthebeauty industry,renownedforitsinnovativeuseof peat,anaturalresourcecultivatedover 10,000years.Weproudlyassertthat Estoniahastheworld'sfinestpeat,backed bytheWorldHealthOrganization's findingsonthecountry'scleanairquality. Thedecompositionofplantsovermillennia hascreatedarichandbioactive compositioninEstonianpeat.
Peatoffersexceptionaldeep-cleansing properties,effectivelyaddressingskin issueslikepsoriasis,dermatitis,eczema, andacne,unlikemanyproductsthatrely onamixofsyntheticcomponents. Currently,Aestioffers33products,withan equalnumberindevelopment,including facial,hair,bodycare,andspecialized treatments.Ourpeatfacemaskis particularlypopular,rejuvenatingand refreshingtheskinwithnoticeableresults.
Ourhaircareproductspromotescalp healthandaddressvariousscalp conditions,nourishinghairfromtheroots withmineralsandhumicacids.Peatstands outbyprovidingmultipleskinbenefitson itsown,includingcleansing,refreshing, andanti-agingeffects.
Aestihaswon10beautyawardsinEstonia from2015to2024,averagingoneperyear. Wereceivedaverygoodcreditrating(AA) fromCreditinfoin2022and2023andwere recognizedasaTRUSTWORTHY COMPANYbyÄripäevin2024.Our productsaremadewith96%to100% naturalcomponentsandareproducedusing 100%greenenergy.
4.WhatstrategicapproacheshaveyouimplementedtoensureAesti's continuedsuccessandmarketleadership?
Tosucceedinacompetitivemarket,Aestihasimplementedseveralkey strategies.Ourfocusisonpartneringwithdistributorseagertodifferentiate themselvesbyofferingouruniqueproductrangemadeentirelyfrompeat, whichhasexcellentskinbenefits.Thedarkcolorofourproductsaddstotheir marketdistinction.Wemaximizepeat'sbeneficialpropertieswhileensuringour productsareasnaturalaspossibleusingcurrenttechnologyandproduced throughsustainablepractices.
Weactivelyseekconsumeranddistributorfeedbacktoenhanceourproducts andfosterloyalty.Bylisteningtoourcustomers,wemeettheirexpectations andcatertodiversepreferences,focusingonnaturalingredientsandeffective properties.Effectivemarketingandsalesstrategiesareessentialforour success.Weidentifyandcollaboratewithdistributorswhoshareourvaluesand enthusiasmforourproducts.Buildingstrongrelationshipsensuresourproducts
arewell-representedandmarketed effectively
Educationaboutpeat'sbenefitsandour sustainabilityeffortsisakeypartofour strategy.Weusesocialmedia,ourwebsite, andin-storepromotionstoengagewith customersandprovidevaluablecontent, fosteringasenseofcommunityaroundour brand.Consistencyinbrandingisvitalfor astrongidentity Weensurethatall marketingmaterials,packaging,and communicationsreflectourbrandvalues. Storytellinghelpsconnectemotionally withcustomers,deepeningtheirloyalty.
Torewardourloyalcustomers,wehave loyaltyprogramsofferingdiscounts, exclusiveoffers,andearlyaccesstonew products.Thisrecognitionencourages repeatpurchasesandstrengthens relationships.
5.Pleasehighlightsomeofthekey milestonesandaccomplishments achievedbyAestiunderyour leadership.
Achievingourcurrentpositionisa significantmilestoneforus.Wehave grownfromnothingtobeing internationallyrecognized,withconsistent salesinforeignmarketsandnumerous internationalawardstoourname. However,weseethisasjustthebeginning andareexcitedaboutwhatthefuture holds.
Launchinganewproductinsucha competitivemarketrequiresimmensefaith andatouchofboldness.Itdemands persistence,learningfromourmistakes, andmaintainingmotivation.Astheworld changes,wemustbeanalyticaltoavoid wastingresourcesandfindcost-effective strategies.Remarkably,weachievedour firstprofitonlyinoureighthyearof operation.
Undermyleadership,Aestihasmade significantstrides.Wehaveintroduced innovativeproductsusingEstonianpeat, earningmultiplebeautyawardsfrom respectedlocalmagazineslikeAnne&
StiilandIluguru.Ourproductsarenowexportedtovarious countries,includingJapan,India,theUSA,theUK,and mostEUnationsthroughAmazon.
TheAestiteamcontinuestoinnovateandexpand,drivenby ourcommitmenttocreatinghigh-quality,naturalskincare productsthatbenefitbothourcustomersandthe environment.
6.HowhasAestiadaptedtotheevolvinglandscapeof consumerbehaviorandpreferencesinthebeauty industry?
Purchasinghabitsarechangingsignificantly,witharisein socialmediaandonlinesales.Videoproductlaunchesand influencermarketingarebecomingmorecommon,though theimpactofAIonthesetrendsremainsuncertain.Despite thisshift,manyconsumersstillprefertraditionalshopping, wantingtophysicallyinteractwithproductsbeforebuying. Aestirecognizestheimportanceofstandingoutonstore shelves.
AestihassuccessfullysoldproductsonAmazonforyears, with86%ofusersgiving4or5-starratings,attractingnew customers.InJapanandIndia,Aestiusesmoretraditional salesmethods,likesellingthroughbeautysalonswhere customerscanexperiencepeattreatments.Customerservice representativesactasproductadvisors,enhancing familiaritywiththeproducts.
Thereisalsoagrowingfocusonsustainability,with consumersseekingeco-friendlyproductsandtransparent ingredientlists.Aestihasadaptedbyensuringtheirproducts meetthesecriteria,buildingtrustandloyaltyamong customers.Thetrendtowardinformedconsumershasled Aestitoprovidedetailedinformationabouttheirproducts online,includingingredientlistsandusageinstructions.
Overall,eachcountryhasauniquesellingapproachshaped byculturalhabits.Bycollaboratingwithlocalpartners,Aesti aimstohelpcustomersbecomefamiliarwiththeirproducts. Stayingadaptabletothesetrendsallowsmycompanyto thriveinacompetitivemarket.
7.WhatareyourstrategicobjectivesforAesti'sfuture growthandexpansion?
Currently,weofferourproductsonlinethroughAmazonin theUSA,selectedEUcountries,theUK,andWalmart's onlinestoreintheUSA.Intraditionalretail,youcanfindour productsonshelvesinJapan,India,andespeciallyat RossmannstoresthroughoutPoland,whichhasbeena significantgrowthareaforus.
Ourparticipationinthe2024CosmoprofinBolognawas highlysuccessful,resultingin174contactsfrom53 countries.Inthenearfuture,weplantoenhanceourpresence inexistingmarketsbyprovidingamoretailoredproduct selectionforeachcountryandcollaboratingwiththecontacts wemadeatCosmoprof.
Ourlong-termgoalistoexpandourglobaldistribution network.Customerfeedbackhasbeenoverwhelmingly positive,andwebelievethatnaturalcosmeticswith effectivepropertiesareindemandworldwide.Weare dedicatedtomakingourproductsaccessibleeverywhere, ensuringthateveryonecanenjoyourhigh-qualityskincare solutions.
Wearealsocommittedtocontinuousinnovationand improvementinourproductlinetomeetthechanging needsofourcustomers.Byinvestinginresearchand development,weaimtostayattheforefrontofthenatural skincareindustry,exceedingcustomerexpectations.
Ifanyonereadingthisarticlebelievesourproductswould complementtheirportfolio,wewouldlovetodiscuss potentialcollaborationopportunities.Wearealwayseager toexplorenewpartnershipsthatalignwithourvisionand values.
8.Whatessentialqualitiesdoyoubelieveare indispensableforentrepreneursinthebeautyindustry, andwhatadvicewouldyouoffertoaspiring entrepreneursinthisfield?
After25yearsofplayingtennis,Ihavefoundthatthe principlesofsportsapplywelltoentrepreneurship:createa solidplan,workconsistently,adaptwhenneeded,and surroundyourselfwithsupportivepeople.Foraspiring beautyindustryentrepreneurs,focusondeveloping effective,beneficial,andeco-friendlyproducts.Understand yourcustomers'preferredchannelsforinformationand engagewiththemthere.
Stayinformedaboutthelatesttrendsbyattending conferences,participatinginworkshops,andnetworking withprofessionals.Buildingastrongbrandidentityand beingtransparentaboutingredientshelpsestablishtrustand loyaltywithcustomers.Lastly,prioritizefeedbackby regularlyseekinginputfromcustomerstorefineyour offeringsanddemonstrateyourcommitmenttomeeting theirneeds.
9.Couldyousharesomevaluablebeautyorwellness tipswithourreaders?
1.AestiPeatWaterMist:Keepaspraybottleofpeat waterinyourbag.Useitthroughoutthedaytorefreshyour skinandsetyourmakeup.Thisproductmakesmiracleson yourskin.Japaneseloveit.
2.PeatFaceMask:Applyrawpeattothefaceandleaveit onfor15-20minutes.Peatisanaturalhumectantand antibacterial,makingitperfectlymoisturizing,refreshing andrestoringthenaturalcomplexionofthefacialskinina 100%naturalway Thebestyoucanofferyourfacialarea onceortwiceaweek.
3.ScalpCare:Ahealthyscalpisthefoundationofhealthy hair.UseAestiDeepCleansingShampooonceortwicea weektoremovetheweek'sbuild-upfrompossibleair pollutionandothernon-naturalhaircareproductsto maintainaclean,balancedscalp.
4.DigitalDetoxBeforeBed:Giveyourmindabreakfrom screensatleastanhourbeforebedtime.Thishelpsimprove sleepquality,whichisessentialforoverallwellnessand radiantskin.
5.MindfulSkincareRoutine:Turnyourskincareroutine intoamindfulnesspractice.Asyouapplyeachproduct, takeamomenttobreathedeeplyandappreciatetheprocess. Thisnotonlybenefitsyourskinbutalsoreducesstress.
6.SocialConnections:Maketimetoconnectwithfriends andfamily.Strongsocialconnectionsareimportantfor emotionalwell-beingandcanprovidesupportduring challengingtimes.
10.Pleaseprovideaone-linequotethatbest encapsulatesyourapproachtobusinessandyourvision forAestiSkincare.
“Where there is a will, there is a way”.
Contact
Details:
HeikiKanne CEO
AestiSkincareOÜ heiki@aesti.ee
WhatsApp:HeikiKanne,+37256908556
LinkedIN:HeikiKanne
Jean-Marc Delabre
A Champion of Eco-Conscious Beauty
Jean-MarcDelabre,thevisionarybehind VégétalementProvence,isanamesynonymouswith natural,organicskincare.AnativeofProvence, France,Delabre'sdeep-rootedconnectiontotheregion's richbotanicalheritageinspiredhimtocreateaskincareline thattrulyembodiestheessenceoftheFrenchRiviera.
TheVisionaryBehindVégétalementProvence
DelabrebeganhiscareeratMarotteandthenmovedto Dessange,whereheworkedfrom1985to1989,layingthe foundationforwhatwouldbecomeanimpressivejourney inthebeautyindustry.Hisleadershipskillswerequickly recognized,andin1990,thevisionaryleadertookonthe roleofManagingDirectorforFranceatSebastian International,apositionhehelduntil2002.Duringthis time,DelabreplayedapivotalroleinshapingtheFrench beautymarket,mostnotablyin1994,whenhesuccessfully orchestratedthelaunchoftheOPIandGrahamWebb brandsinFrance,bothofwhichbecamewidelyacclaimed.
Hisinfluenceintheindustrygrewfurtherwhenhejoined themanagementcommitteeofWellaFrancebetween1999 and2002,contributingtothecompany'sstrategicdirection. In2003,Delabreexpandedhisentrepreneurialventuresby launchingthe“Commeàlamaison”conceptalongsidehis consultingfirm,JMD.JMDquicklybecamealeading playerinthebeautyindustry,servingastheexclusive consultantforWellaFrance'smerchandisingdevelopment.
In2004,DelabretookonanewchallengeastheManaging DirectorofHairClub,anetworkof110hairsalons,where heappliedhisleadershipandvisiontogrowthebusiness. Thisexperiencelaidthefoundationforhisnextmajor endeavor—foundingVégétalementProvencein2011,a botanicalcarebrandspecializinginhairandskin treatments.Underhisleadership,thebrandflourished, gainingrecognitionforitsinnovativeandeco-conscious approachtobeauty
By2021,theinfluentialleader'sexpertiseandvisionled himtotakeontheroleofPresidentatUBGInvest,a holdingcompanyunitingalloftheGroup'sdiverse
activities.Underhisleadership,VégétalementProvence solidifieditspositionasaleadingforceinthecosmetics sector,continuingtosetnewstandardsforbotanicalbeauty care.
WhereNatureMeetsInnovation
VégétalementProvencewasfoundedin2011,duringatime whenenvironmentalawarenesswasfarlessprominentthan itistoday.Fromtheoutset,thebrandmadethebold decisiontoembracearesponsible,eco-consciousapproach, amovethatsetthemapartintheindustry.Itsexpertisein utilizingbotanicalingredientstocreatehigh-performance productsforprofessionalsacrossawiderangeof needs—spanninghair,skin,lifestyle,andprofessional care—helpedestablishthemasakeyplayerinthesector
Overtheyears,VégétalementProvencehasgonebeyond simplyofferingcareproductsandcollections.Ithascurated anentirecustomerjourneycenteredaroundtheunique interplayofbotany,alluringfragrances,andtechnical results,alldesignedtoprovideaholistic,transformative experience.Thiscommitmenttobothinnovationand sustainabilityhassolidifieditsreputationasaleaderin mergingnaturewithprofessionalcare,allowingthemto catertotheevolvingneedsofitsclientelewhilestayingtrue toitsenvironmentalvalues.
SustainableSolutionsforHealthyHairandSkin
Afteraccumulating30yearsofexperienceinthehair industry,DelabrewasdriventocreateVégétalement Provencefollowingasignificantworryingobservation: hairdressingranksasthesecondmostaffectedindustryby diseasesrelatedtoprofessionalexposure,suchasasthma andskinconditions.Thisconcerningreality,combinedwith adeepeningawarenessofecologicalandenvironmental issues,ledhimtocompletelyrethinkthetraditional approachesofthehairindustry
Hence,VégétalementProvencewasbornoutofthisdesire forchange,withtheaimofrevolutionizingtheindustryby settingnewstandardsforbothprofessionalsandconsumers. Thebrandwasdesignednotonlytoprioritizehealthand
People before the brand, the people who build the brand. “ “
well-being,butalsotoharnessthepowerof botanicalcarewhileensuringthehigh-level technicalperformancethatprofessionalsrequire. Byintegratingnaturalingredientswithadvanced, eco-friendlyformulas,VégétalementProvence seekstoprovideasustainablealternativeinthe beautysector,reshapinghowtheworldviewsand experienceshairandskincare.
Throughthisinnovativeapproach,thebrand offersauniquesolutionthatrespectsthe environment,improvestheworkingconditionsof professionals,anddeliversoutstandingresults, markingasignificantshiftintheindustry'sfuture.
BalancingMarketTrendsandCustomerNeeds
TheVégétalementProvenceteamclosely monitorsmarkettrendswhilemaintainingregular, directinteractionswiththeirclients.Thisdual approachensuresthattheirproductdevelopment alignsnotonlywiththeevolvingdemandsofthe marketbutalsowiththespecificneedsand preferencesoftheircustomerbase.
Anotableexampleofthissynergyoccurredin 2023,whenthebrandintroducedanewcollection ofsolid“nama”careproducts,craftedentirelyin France.Theseproducts,madefromvegetableoils, weredesignedtocatertothegrowingconsumer shifttowardsmoresustainable,eco-friendly beautysolutions.
Byprioritizingbothecologicalandtechnical standards,VégétalementProvencesuccessfully addressedtheincreasingdemandforproductsthat arenotonlyinnovativebutalsoenvironmentally consciousandhigh-performing.
VG'sBoutique:ANewChapterinNatural Beauty
TheevolutionofVégétalementProvence's conceptsalonsservesasaperfectembodimentof theVGphilosophyandthedistinctivecustomer experiencetheyprovide.Thesesalonsare designedtoofferanenvironmentwhere innovation,naturalbeauty,andcustomer satisfactioncometogetherseamlessly.SinceJune, thebrandhasreachedanexcitingnewmilestone bylaunchingitsfirst-everVGboutique,entirely dedicatedtoretail.
Thisboutiquerepresentsasignificant expansion,focusingsolelyonretail offeringsandprovidingcustomerswith aspacetofullyimmersethemselvesin VG'swiderangeofproducts.Thenew ventureemphasizestheircommitment togrowthwhilestayingtruetotheir corevaluesofdeliveringauniqueand exceptionalexperience.
FutureRoadmap
UndertheleadershipofDelabre, VégétalementProvence,sinceits inception,hasfocusedonservinghair andskinprofessionals.Buildingonthis expertise,itisnowexpandingitsreach toconnectdirectlywithconsumers. Thisshiftincludesdevelopingits collectionsforretail,withdedicated 100%retailboutiquesanditsnewly launchedwebsite,
www.vegetalement.com.
Delabre'sGuidetoEntrepreneurial Success
AccordingtoDelabre,startinga businessisnoeasyfeat.Itrequiresa uniqueblendofpassion,determination, andtheabilitytobouncebackfrom adversity Theentrepreneurialjourney isoftenfilledwithobstacles,butthose whopossessresilienceand perseverancecanovercomethemand achievetheirdreams.
Beauty/WellnessTip
AbeautyorwellnesstipbyDelabre, “Come and discover Végétalement Provence, a botanical care brand specialized in hair and skin.”
AdviceToAspiringEntrepreneurs
Toaspiringentrepreneurs,Delabre givesadvice,“The first piece of advice is to develop a concept and live and breathe your project to make it viable. Embrace your failures and your successes. An entrepreneur must accept failure, ingratitude, and focus on their vision, evolving it with a team that believes in the project. Ensure that the leadership of the entrepreneur becomes the leadership of a collective.”
The Future of Beauty KeyTrendsShapingthe Industryin2024
Thebeautyindustryisundergoingatransformativeperiod,driven byshiftsintechnology,consumerexpectations,andgrowing awarenessofsustainabilityandinclusivity.In2024,beautyisno longerjustaboutappearance—it'saboutwell-being,self-expression,and ethicalresponsibility Themodernbeautylandscapeisdefinedbynew trendsthatreflectthesepriorities,andbrandsareadaptingtomeetthe demandsofanincreasinglyconsciousandtech-savvyconsumerbase.
1.SustainabilityattheCore
Sustainabilityhasbecomeacentralfocusinthebeautyindustry,drivenby consumerdemandforenvironmentallyresponsibleproducts.Gonearethe dayswhenpackagingandingredientsourcingwereafterthoughts.Today's beautyconsumersexpecteco-friendlypackaging,ethicalingredient sourcing,andcruelty-freeproductionmethods.
Manybrandsareinnovatingwithsustainablepackagingsolutions,suchas biodegradablematerials,refillablecontainers,andminimaluseofplastics. Waterconservationisalsogainingtraction,withwaterlessbeauty productsbecomingmorecommon,offeringconcentratedformulasthat reduceenvironmentalimpactduringproductionanduse.
Additionally,transparencyiskey.Consumersnowseekclarityonwhere ingredientscomefromandhowtheyaresourced,pushingbrandstoadopt ethicalpracticesanddisclosetheirsupplychainprocesses.Thisgrowing demandfortransparencyandenvironmentalstewardshipisredefiningthe beautyindustry'srelationshipwithitscustomers.
2.TheRiseofBeautyTechnology
Advancesintechnologyaretransformingthebeautyindustry,making personalizationmoreaccessiblethanever Withtheintegrationofartificial intelligence(AI)andaugmentedreality(AR),consumerscanenjoy tailoredbeautysolutionsandimmersiveshoppingexperiences. AI-poweredskincaretoolsareabletoanalyzeindividualskintypesand conditions,offeringpersonalizedrecommendationsforproductsthat addressspecificconcerns.Meanwhile,ARtechnologyallowsconsumers tovirtuallytryonmakeup,haircolors,andevenskincareeffectsinreal
time,withouthavingtostepfootina store.
Thislevelofcustomizationand convenienceisreshapinghow consumersinteractwithbeauty products,offeringthemanexperience thatfeelstailoredtotheiruniqueneeds andpreferences.Beautytechnologyis movingtheindustrytowardmore efficientandpersonalizedsolutions, meetingthedemandforprecisionin productrecommendations.
3.WellnessandBeauty:AHolistic Approach
Beautyandwellnesshavebecome intertwined,asconsumersincreasingly viewbeautyaspartofabroader, holisticlifestyle.Today'sbeauty productsoftenemphasizeoverallwellbeing,notjustaestheticenhancement. Thisshifttoward"inside-outbeauty" reflectsagrowingunderstandingthat physicalappearanceisconnectedto mentalandphysicalhealth.
Skincareproductsarenowinfused withwellness-focusedingredients, suchasadaptogens,antioxidants,and vitaminsthatpromisetosupportstress reliefandenhancethebody'snatural defenses.Beautysupplements, includingcollagenpowdersand vitaminsthatpromotehealthierskin, hair,andnails,arealsoontherise, reflectingadesireforproductsthat contributetowell-beingfromwithin. Thefocusonself-careisevidentin beautyritualsthatpromoterelaxation andmindfulness.Productsare designedtocreateasenseofcalmand well-being,makingbeautyroutinesnot justaboutappearancebutaboutfeeling goodandtakingcareofoneself holistically.
4.InclusivityRedefining
Beauty Standards
Thebeautyindustryisincreasingly focusedondiversityandinclusivity, breakingawayfromoutdatedbeauty
standardsthatoncecateredtoanarrow audience.Today,brandsaremakinga consciousefforttorepresentandcater toallskintones,bodytypes,genders, andages.
Inclusiveproductlineshaveexpanded dramatically,offeringawiderrangeof shadesforfoundationsandconcealers toaccommodatetheneedsofdiverse skintones.Additionally,brandsare developingskincareandhaircare productsthatspecificallyaddressthe needsofdifferentethnicitiesandhair textures,ensuringthateveryoneis representedinproductofferings. Inclusivityisnotlimitedtoproduct development—itextendstomarketing andrepresentation.Brandsare showcasingmodelsandinfluencers fromallwalksoflife,embracingthe diversityoftheirconsumerbase.This movementtowardauthentic representationisreshapingthe industry,makingbeautymore accessibleandinclusiveforall.
5.Purpose-DrivenBrandsonthe Rise
Consumersareincreasinglyseeking outpurpose-drivenbeautybrandsthat alignwiththeirvalues.In2024,it'snot enoughforabeautyproducttodeliver results—itmustalsoreflecta commitmenttosocial,environmental, orethicalcauses.Whetherit's sustainability,cruelty-freepractices,or supportingmarginalizedcommunities, consumerswanttoknowthatthe brandstheysupportarecontributingto positivechange.
Purpose-drivenbeautybrandsare focusingonmorethanjustprofit—they areusingtheirplatformstoadvocate forimportantcauses,fromclimate actiontosocialjustice.Thisshift towardmeaningfulbrandingis resonatingwithyoungergenerations, particularlyMillennialsandGenZ, whoprioritizevalues-based consumption.
Thedemandforpurpose-drivenbeauty reflectsabroaderculturaltrend,where consumersexpectbusinessestoplaya roleinaddressingglobalchallenges. Beautybrandsthatcandemonstrate authenticityandagenuinecommitment topositivechangearemorelikelyto attractandretainloyalcustomers. Aswemovethrough2024,thebeauty industryisembracingamore thoughtfulandresponsibleapproach, withsustainability,technology, inclusivity,andpurposedrivingthe evolutionofthesector.Consumersare nolongerjustlookingforproductsthat work—theywantbrandsthatalign withtheirvalues,offerpersonalized solutions,andcontributetoabetter world.
Thefutureofbeautyisbeingshaped bytheseforces,andbrandsthat embracethesechangesaresettothrive inalandscapewhereethical responsibility,well-being,and innovationdefinesuccess.Asbeauty continuestoevolve,it'sclearthatit's notjustaboutlookinggood—it'sabout doinggood,feelinggood,andbeing partofalargermovementtoward positivechange.
SusanKimTsui
On a Mission To Deliver Clean, Effective Skincare For All Ages
Intheworldofbeauty,wheretrendscomeandgo,few brandsmanagetomakealastingimpact.Norie, foundedbyvisionarySusanKimTsui,isonesuch brand,seamlesslyblendingscienceandnaturetocreate innovativeskincaresolutions.Withadeeppassionfor probioticKoreaningredientsandacommitmenttoclean beauty,Susanistransforminghowweviewskincare, makingitaccessibleandeffectiveforeveryone.
AJourneyfromEmbassytoEntrepreneur
SusanbeganhercareerinKoreaandSingaporewiththe dreamofworkingatanembassy—agoalshesuccessfully achieved.Theinfluentialbeautyleaderworkedatthe CanadianEmbassy,promotingCanadianuniversitiesand MBAprograms.ThisroleledSusantoseniorpositionsat theAmericanChamberofCommerceandHewlett-Packard inSingapore.In2003,sheseizedtheopportunitytojoina smallteamlaunchingAmorePacific'sflagshipbrandinthe U.S.,movingtoNewYorkCityasthebrand'sfirst marketinghire.Underherguidance,thebrandexpanded intomajorretailerssuchasBergdorfGoodman,Neiman Marcus,HoltRenfrew,andSephora.Theirimpressive globalgrowthevenbecamethesubjectofaHarvard BusinessCasestudy
AftersevenandahalfyearsatAmorePacific,Susan pursuedanMBAbeforebecomingVPofMarketingatDr Jart+in2017.Atthetime,thebrandwasoneofthefastestgrowingskincarelinesintheworld,backedbyEstee LauderCo.Thebrandwaseventuallyfullyacquiredby ELC.SusanlaterjoinedSt.Tropez,partofthePZCussons portfolio,asVPofMarketingandCo-Headofthe Americas.Despiteherloveforthebrand,sheleftshortly aftertheCOVIDoutbreakin2020totakeabreakfrom corporatelifeandpursueherdreamoflaunchingherown brand.
“I'm proud of the pioneering work I did to globalize these brands, as well as my role in establishing K-beauty as a category in the U.S. This experience gave me the confidence that I could develop and scale my own brand—from
knowing how to partner with labs to developing quality formulations and collaborating with agencies and retailers,”saysSusan.
Norie:ANewEraofClean,EffectiveSkincareforAll
ThestoryofNorieisdeeplypersonal.Susan'spassionfor probioticKoreaningredientsledhertocreateabrand focusedonultra-clean,gentle,yethighlyeffectiveskincare forallages.Theinspirationcamefromherteenage daughter,Natalie,acompetitivefencerwhobegan experiencingbreakouts.Susanattributedthistotheconstant wearingofafencingmask,which,likemostsports equipment,trapssweat,dirt,andbacteria.Atthesametime, Susanherself,at50,wasalsodealingwithbreakouts triggeredbystress,travel,andhormonalchanges.Andso, Noriewasborn.
“Our hero ingredient, fermented white radish with Probiotic L. Kimchii, is a natural antimicrobial that inhibits the growth of C. acnes bacteria and reduces yeast and mold by 99.9%,”Susanproudlyasserts.“Our cleanser also contains 2% salicylic acid and upcycled apple fruit extract, a unique blend at the core of our 13 essential ingredients, which we believe is the cleanest and most effective formula on the market. We are proud that this is the first product of its kind ever launched!”
UnderSusan'sleadership,KimchiiCleanserachieved significantrecognitioninitsfirstyear,winning Cosmopolitan'sCleanBeautyAwardfor“BestTreatment Cleanser”andtheTODAYBeautyAwardfor“Most InnovativeCleanserforOilySkin.”Susan,whobelievedin theformula'suniquenessandeffectiveness,was overwhelmedbythisexternalvalidation.Theseawards reflectherdedicationandthetwo-plusyearsspent developingandtestingtheproduct.
AuthenticityasaCatalyst
Asawomanentrepreneur,Susanhasprioritizedan innovation-drivengrowthstrategyfromthestart, recognizingthattoday'scustomersseekauthenticityanda
Be bold, own your narrative, and chart your own unique path! “ “
uniqueperspectiveinthebrandstheysupport.Shebelieves trueinnovationrequiresthecouragetobeauthenticand createsomethingentirelynew.Whilecustomer-centricityis vitalforaddingvalue,Susannotesthatdisruptingthe marketoftenrequiresgoingbeyondtraditionalcustomer feedback,aligningwithSteveJobs'famousstatement:“It's not the customer's job to know what they want.”Although variousfactorsinfluencecustomerloyalty,Susanbelieves themostsignificantdriverissimplyhavingaproductthat works.Byfocusingonhigh-qualityproducts,sheis confidentthatcustomersatisfactionandloyaltywill naturallyfollow
MotivatedMinds,ConqueredChallenges
SusanbegandevelopingNoriein2021,duringtheheightof theCOVIDpandemic.Atthetime,thesupplychainfaced significantdisruptions,leadingtoincreasedcostsfor skincareingredientsandshipping.Whilesheinitiallyaimed tolaunchtwoproducts,shewasonlyabletointroduceone: theKimchiiCleanser Thispracticaldecisionultimately forcedhertofocusonasingleproduct,whichturnedoutto beablessingindisguise.Susanbelievesthatlaunchingwith astrongheroproductismorebeneficialthandebutingan entirecollection.Bystartingwithoneexceptionalitem, entrepreneurscantestthemarket,understandtheir customers,andgrowtheirbrandaccordingly.
Today,asthefounderofaself-fundedbrandledbyan AsianAmericanwoman,Susanfeelsmotivatedtoserveasa rolemodelforaspiringfemaleentrepreneursandforher teenagedaughter.Sheaimstoinspireotherstobelievethat withperseveranceandhardwork,theycanturntheirideas intoreality,nomatterhowsmall.Byincorporatingthe probioticstrainfromkimchi,sheandherlabdevelopeda skincareproductthatisnowhelpingcountlesspeople.
LeveragingAmazonforGrowth
Thebeautyandwellnessmarketisexperiencingadynamic transformation,creatingsignificantopportunitiesforindie brands,accordingtoSusan.Today'sconsumersaredrawnto cleaner,healthier,andmoredistinctiveproducts,often backedbygenuinestories.Theriseofsocialmediahas revolutionizedcontentdiscoveryandshopping.Susan believesthatplatformslikeAmazonanddirect-to-consumer (DTC)channelshavereducedentrybarriers,allowingsmall brandstoreachaudiencespreviouslyoutofreach. Currently,NorieisprioritizingAmazonforgrowthdueto itspositionastheleadingsearchanddiscoveryplatform.
LeveragingAmazoninthecompany'searlygo-to-market phaseprovidesasolidfoundationforfutureretailexpansion, makingitastrategiclaunchpadforlong-termsuccess.
FutureRoadmap
UnderSusan'sleadership,Norieplanstocontinue innovatingforindividualswithacne-proneskinwhile enhancingcustomerconnectionsandcommunitygrowth. Thebrandaimstoengagewithsmallerspecialtybeauty retailersinearly2025.Itslong-termgoalistoestablisha strongpresenceintheU.S.marketbeforeexpanding globally,withafocusonAsiaandEurope.
EssentialQualitiesforEveryFounder
Asafounderwhohasfacedbothchallengesandtriumphsin buildingherskincarebrand,Susanunderstandstheunique pressuresofentrepreneurship.Shebelievesresilienceand optimismareessentialtraitsforfounders,emphasizingthe importanceofbouncingbackfromrejectionbyretailers, investors,andcustomerswithouttakingitpersonally Insteadofbeingdiscouraged,foundersshouldremain committedtotheirgoalsandhavefaithinthemselvesand theirjourney.Intoday'smarket,brandscanquicklyshift fromobscuritytosuccess,makingadaptabilitycrucial.
TheSecrettoClearSkin
AccordingtoSusan,thesecrettoradiantskinoftenstarts fromwithin.Goodguthealthisessentialnotonlyforthe brainbutalsofortheskin,asthegut-skinconnectionshows. Probioticfoodslikeyogurt,kombucha,miso,andkimchi supportabalancedmicrobiomeandstrengthenimmunity. InspiredbytheclearskinofKoreandietsrichinfermented foods,sheincludedaprobioticstrainfromfermentedradish inhercleansertohelpbalancetheskin'smicrobiomeand reduceacne-causingbacteria.