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Why did you decide to connect your life with the perfumery and cosmetics industry, where did your path begin?
My journey started with myself. From your own needs. During my first pregnancy, I had skin problems. Then I started creating products based on natural ingredients. Then girlfriends became interested in these products. After – girlfriends of girlfriends. Then individual orders began to appear. When there were quite a lot of individual orders and I already had a database of recipes based on certain requests, the idea arose to release a serial brand.
What were the initial investments in production – and what volumes are you showing now?
My husband and I had savings to buy real estate and land. These funds became the initial capital of the company. We took a risk and we succeeded! Today the company has its own production site. We occupy 2.5 thousand square meters. The company annually produces more than 150 tons of various cosmetic products. These are products for face, body and hair care.
We develop the recipes ourselves and produce them for our own brands and for customers’ brands.
Why did you choose the concept of naturalness? How much more difficult is it to produce such products, do you have many competitors?
Initially, it turned out that I developed the means for myself in a natural concept. These same studies formed the basis of mass production. Producing natural beauty products is definitely more difficult. The choice of ingredients was previously limited. At the moment, we are experiencing difficulties with access to some types of raw materials.
Regarding competitors: there are other companies that also work in the natural segment. But we were able to position ourselves from them with more in-depth product research. It is very rare when a company producing a natural product invests in additional research on the effectiveness of its own formulations. We do it! This is our uniqueness.
Where is the production located? What raw material do you use?
Our production is located in Kazan on the premises of the former laboratories of the Kazan plant of medical equipment. All these premises are equipped for our needs in accordance with modern requirements. When creating our SafSu beauty and home products, we only use ingredients that work. As a developer, I’m interested in what has been tested and proven to work. A large proportion of the ingredients are imported raw materials from the largest cosmetic manufacturers in Europe and Asia.
But recently, our new product based on Russian developments was launched – Siberian Botany leather spray. Siberian Botany is based on the strength and effectiveness of plants from Siberia, Baikal and Altai. Also, now we are starting to work more closely with Korean producers of raw materials.
Did you encounter supply and production problems due to the pandemic, sanctions?
During the pandemic, we had a sharp jump due to the explosive growth of marketplaces. In 2021, we did not experience problems with raw materials. This year, against the backdrop of low purchasing power, which may have been a consequence of the pandemic, there are a number of other problems: from the availability of raw materials to its logistics. This explains our reorientation to the Korean market of raw materials. We already have a positive experience with Korea over the past few years.
What products of your own brand do you personally use?
Our absolute hits are always present in my daily facial skin care: tonic “She is different”, multicomplex serum “She is different”, enzyme gel mask “She is different”.
Faced, like most, with a pandemic virus on myself, I have now actively taken up hair. Moreover, this year we launched the first Russian natural eco-friendly hair care brand, ETA ECOTRIATRIA, by order of trichologists.
30% of my care is always products that are not yet sold anywhere. These are products that are at the launch stage and at the stage of clinical research. And, of course, an indispensable assistant for my whole family for every day – Cream No. 3.
Based on your experience, do you believe in multifunctional products? Do you support the eco-friendly trend to minimize cosmetics?
I am a supporter of multifunctional tools. This is a very promising direction. The topic of the skin microbiome is also currently being actively discussed in cosmetic chemistry. New means are being introduced to maintain the microbiome.
If a couple of years ago there was a boom in multi-stage care that came from Asia, now among cosmetic chemists a lot of attention is paid to multi-functional products. And there is a perfectly logical explanation for this. A multi-stage care system, involving the use of a large number of products one after another, represents a large preservative load on the skin. And, in fact, we see a huge amount of irritation on the skin. Given the large amount of research on the skin microbiome, such multi-step care goes against the grain of research on the skin microbiome. By applying a large number of layers of different products, we apply several layers of preservatives to the skin, which weakens the protective functions of the skin and affects its microbiome. As the practice of our company shows, multifunctional products can be effective and simplify skin care in the modern rhythm of life.
A series of cosmetic products “She is different” is just the same as a typical example of multifunctional products with high product efficiency.
Tell us about your plans.
In development, we always have a lot of interesting tools. We follow innovations in cosmetic chemistry and implement them in our products. The company plans not only to launch new products, but also to launch new product lines, both under its own brands and private labels.
Abstracting from work, how do you like to spend your free time if you manage to find it?
If the opportunity arises, I spend time with my family first. I also have a small rose garden. Being able to take care of flowers helps me to relax, switch and be in silence. I also love to create things. This is also a vacation for me. For example, I myself sew masquerade costumes for children at their school events. Even a small collection has accumulated.
Source: Hellomagazine
Benjamin Smith is a fashion journalist and author at Gossipify, known for his coverage of the latest fashion trends and industry insights. He writes about clothing, shoes, accessories, and runway shows, providing in-depth analysis and unique perspectives. He’s respected for his ability to spot emerging designers and trends, and for providing practical fashion advice to readers.
