Crafting Tomorrow’s Clean Beauty, Today - A Conversation with Sandra Gasmi, Founder of Demain Beauty
*DEMAIN BEAUTY
*DEMAIN BEAUTY
In a beauty industry awash with claims of naturalness and clean ingredients, Demain Beauty emerges as a beacon of true innovation and holistic wellness. Founded by Sandra Gasmi, an entrepreneur with over two decades of expertise in cosmetics, the brand stands as a testament to the power of combining science with nature. Demain Beauty transcends the conventional, offering products that are not only 100% natural and organic but also scientifically proven to rebalance and heal challenging skin conditions such as acne, psoriasis, and eczema.
Sandra Gasmi's journey into the realm of clean beauty was sparked by a realization of the pervasive use of harmful ingredients in skincare products. Her response was to create Demain Beauty, a brand that encapsulates the essence of holistic care for the skin, health, and the planet. With a commitment to efficacy, sustainability, and the use of ultra-sensory ingredients, Demain Beauty distinguishes itself in a crowded market.
This interview delves into the philosophy that drives Demain Beauty, exploring Sandra Gasmi's unique blend of expertise, innovation, and passion for health and sustainability. Through her words, we gain insight into the brand's development process, its holistic approach to beauty, and the challenges of creating products that are clean, effective, and sensually delightful. Join us as we uncover the future of skincare through the visionary lens of Sandra Gasmi and Demain Beauty, a brand that truly believes in the power of tomorrow.
If you could describe the essence of Demain Beauty in one sentence, what would it be?
Demain is a holistic skincare brand with a mission to care for the skin, health, and the planet.
With your background in the beauty industry, what inspired you to establish Demain Beauty, and how has your expertise influenced the direction of the brand?
I founded Demain Beauty after discovering that most cosmetic products on the market contained ingredients harmful to health. I wanted to prove that it was possible to create 100% healthy products without sacrificing sensuality or effectiveness. With 25 years of experience in the cosmetics industry, I was able to develop the best formulas, holding them to the highest standards.
What sets Demain Beauty's products apart in a market that is increasingly crowded with skincare brands claiming natural and clean ingredients?
Demain Beauty's products are ultra-sensory and effective, while being 100% natural and organic. All of our formulas have been awarded by consumer juries. Today, we even have scientific proof that our products help rebalance damaged skin, including those suffering from conditions like acne, psoriasis, or eczema.
With a diverse range of products from skincare to supplements, can you walk us through the process of developing these formulations? What are the key considerations that guide you in this creative process?
My top priority is always to care for the overall health of the skin, the body, and the planet. I carefully select only healthy, effective ingredients and always opt for packaging that minimizes environmental impact. That's why I chose aluminum tubes for my creams—they are lightweight (lowering the carbon footprint), infinitely 100% recyclable, and prevent bacteria from contaminating the product during use. :-)
You've chosen some unique and natural ingredients for your formulations. How do you balance the natural aspect with ensuring the efficacy and performance of your products?
Today, it is entirely possible to combine nature, science, and efficacy. The power of probiotics is now well-established, and Demain Beauty is a pioneer in inside-out microbiome beauty. We are the first brand to integrate prebiotics and probiotics into all our food supplements and cosmetic formulas. I use the same star ingredients as the industry (hyaluronic acid, pro-collagen, etc.) but opt for 100% natural alternatives to synthetic ingredients when necessary. For instance, I use plant-based retinol instead of synthetic retinol, which has been scientifically proven to be just as effective, and it doesn’t photosensitize the skin—meaning it can be used in both morning and night routines! It is precisely this combination of 100% natural ingredients and probiotics that makes our products unique and incredibly effective.
Demain Beauty promotes a holistic approach to beauty and wellness. How do you see this philosophy shaping the future of the beauty industry?
For me, it’s clear that beauty starts from within and involves a healthy lifestyle and balanced diet, supplemented when necessary. Sometimes, nourishing your skin from the inside is more effective than treating it externally. This is the case with collagen, for example, which needs to be taken in large quantities to compensate for the natural decline in production starting at age 25. The results from oral intake are incomparable to those of topical treatments, which only address the skin’s surface. French women have embraced this concept, and our Age with Grace dietary supplement is flying off the shelves!
What are some of the biggest challenges you face in creating clean, organic, and effective beauty products?
The development time for my formulas is lengthy because I make no compromises on sensuality or efficacy. However, I would have the same high standards for conventional formulas. The real challenge lies in accepting not to launch a product until all alternatives meet my 100% criteria. This is particularly true for sunscreens, which cannot yet be fully clean for the face, body, and planet.
What advice would you give to consumers who are navigating the world of clean beauty and looking to make more informed choices?
Trust organic labels. An organically certified product is inherently clean. You can also download apps like INCI BEAUTY, CLEAN BEAUTY, and YUKA to help you make more informed choices.
How does Demain Beauty incorporate consumer feedback into its product development and branding strategies? Can you give an example of how consumer insights have shaped a recent product?
We highly value feedback from our customers, which fortunately is often very positive! For example, thanks to them, we discovered that one of our products had a miraculous effect on eczema. This prompted us to launch a scientific study to prove its efficacy and offer it to the 34% of the population suffering from this skin condition. Another example: our customers helped us realize that one of our products was multi-purpose. We are now planning to reproduce it in a new format and highlight all of its functionalities.
Demain Beauty has been recognized with various awards for its product quality and innovation. How has this recognition impacted your brand's growth and consumer trust?
In a store or at a fair, surrounded by competing products, customers feel reassured when they see that our products have received awards. When given the choice, they tend to gravitate toward our brand, knowing the products have been thoroughly tested and approved!
How do you view the role of collaborations and partnerships in expanding your brand's reach and innovation? Are there any upcoming projects or collaborations that you're particularly excited about that you can share with us?
I am just beginning to explore collaborations and will have more to share with you soon. However, I love the idea of partnering with experts or brands that share similar values.
Is Demain Beauty looking towards global market expansion?
Yes, consumers worldwide are seeking healthy, effective, and planet-friendly products! We are expanding in France and other countries by partnering with trusted collaborators with whom we aim to build long-term relationships.
Could you share your personal skincare routine and how it reflects the values of Demain Beauty?
I exclusively use my own products, and thanks to them, I have very healthy and beautiful skin!
In the morning, I take my two dietary supplements, Go for Detox and Go For Protection, which provide digestive comfort, radiance, immunity, and anti-radical protection. Then, I cleanse and exfoliate my skin with the Go for Glow cleansing gel, apply a few drops of the global anti-aging serum Happy Age, and finish with the Go for Protection day cream to keep my skin well-hydrated and protected from external aggressors.
As a fan of intermittent fasting, I take my collagen + hyaluronic acid powder, AGE WITH GRACE, in the afternoon, mixed with matcha or chai tea powder. Thanks to this, my nails are very strong, my hair is denser, and my skin is firmer and plumper (plus, it helps compensate for my protein deficiency).
In the evening, I cleanse my skin with the Time to Detox cleansing balm, follow with a few drops of the global anti-aging serum Happy Age, and finish by applying my "comfort" cream: the Time to Repair night cream, enriched with endorphins, for a restful night's sleep
What advice would you give to aspiring entrepreneurs who wish to enter the beauty and wellness industry?
Your brand must have meaning—both for you, because the journey will be long, and for your customers, to whom you must offer a sincere and unique proposition.