The Power of Collagen: Interview with Candice Veuillet and Maïlys Canova, Founders of Apnée
APNÉÉ*
APNÉÉ*
Meet Candice Veuillet and Maïlys Canova, the minds behind the collagen French brand Apnée. In this interview, we delve deep into their inspiring journey and their unwavering passion for collagen, the skincare elixir that has taken the beauty industry by storm. Discover how Candice and Maïlys embarked on a path of entrepreneurship, driven by a shared belief in the transformative power of collagen for radiant and healthy skin. Join us as we dissect their product development process, unyielding commitment to uncompromising quality, and the success of their cult favorite: Bain de Minuit. Furthermore, gain insights into emerging trends, the concept of beauty from within, and Apnée's vision for the future.
Your journey as founders of Apnée is inspiring. Could you share with us your backgrounds, how you first became interested in collagen and what motivated you to start Apnée?
Candice Veuillet: Like many entrepreneurs, I started with business school. I studied in Montreal where I specialized in corporate finance. I began my career in a transaction services consulting firm, but I always knew I'd venture out on my own someday! I quickly understood that I craved freedom, the ability to make choices, and to create. I love beauty, as subjective as it may be, whether it's visual, musical, intellectual, or emotional. I find pleasure in seeking it everywhere, almost like a conceptual enjoyment that guides my life. Passionate about beauty and nutrition, I was raised in a home where food was at the heart of health and supplementing during times of stress, insomnia, or fatigue was natural. When I discovered the impact of supplements on our skin, everything fell into place. I tested collagen for several months, which I discovered about 5 years ago, and the incredible effects it had on my skin, complexion, and hair convinced me: Apnée was born, alongside my wonderfully complementary co-founder Maïlys!
Maïlys Canova: For my part, I studied Business Law and started my career in a law firm advising on intellectual property. I quickly felt the need to introduce more creativity into my profession, or even to make it the centerpiece of my job. Creativity has always driven me. From my childhood paintings and poems to my small artisanal creation businesses during my law studies, I've always needed to "create" in the broadest sense. One day, Candice, whom I've known for about fifteen years, told me about collagen and the positive effects she experienced. Intrigued, I started to delve into the subject and noticed an incredible excitement for this active ingredient abroad and solid scientific studies supporting its benefits. This deeper approach to beauty immediately resonated with me. It completely aligned with my conception of "feeling beautiful": something that far exceeds the surface, an internal ritual to reveal beauty from within, so it radiates outward. A new opportunity to create presented itself: the chance to start from a blank page and let my creative spirit run wild. I jumped in headfirst!
Collagen has gained significant popularity in the skincare world. What sets Apnée's collagen products apart from others in the market, and how do they address the specific needs and concerns of your customers?
Candice Veuillet: When we created Apnée, collagen was hardly talked about in Europe! Today, it's one of the most famous active ingredients in the world, as Forbes pointed out, "Collagen is one of the hottest topics in the world of beauty and wellness at the moment."
But it's easy to get tricked in the market. Therefore, it's very important to choose your collagen wisely. For Maïlys and me, it was fundamental to create a product that was effective and good because consistency is key to obtaining visible and lasting results! When you choose your collagen, you need:
A minimum concentration of 5g per day!
Collagen should be of marine origin and in the form of peptides (or hydrolyzed)
Its molecular weight should be low for optimal absorption by our body
It should taste good ;)
It should be free of any traces of harmful substances (antibiotics, heavy metals, GMOs, etc.)
Bonus: it should be combined with other active ingredients for even more significant effects
At Apnée, we have met all these criteria in our formulas to offer the best collagen on the market.
Maïlys Canova: All our formulas contain 10g of hydrolyzed marine collagen with micro-molecular weight, which is the highest concentration possible to offer on the French market (except our Baiser Salé creamer, which contains 5g), for optimal effectiveness and assimilation. We have spent a great deal of time developing the taste of our formulas to offer a truly pleasurable ritual for our customers, thereby enhancing daily intake, which is the essential condition for effectiveness.
We work with marine collagen extracted in France and sourced from responsible fishing. No fish are killed to produce our collagen, it comes from remnants of the food industry. Besides being an ecological conviction, sustainable fishing allows us to offer collagen free from any significant traces of antibiotics, GMOs, or heavy metals. Our formulas contain at least 95% ingredients of natural origin. Our formulas are developed in a French laboratory, known for its expertise and guarantees in terms of hygiene and safety. Made in France is a quality guarantee. Let's not forget that this is a product that is ingested and should make consumers vigilant about the product's origin. Offering a product that respects our insides is paramount for Apnée.
In our formulas, each combination of active ingredients has been designed to work in synergy and thus provide maximum benefits to our customers. Indeed, it has been scientifically proven that collagen's action is potentiated by the presence of antioxidant active ingredients or vitamins, which can be found in each of the Apnée formulas.
To meet our customers' specific needs, we offer a range of collagen that addresses different skin issues and lifestyles. For example, L'Amour À La Plage is a formula that offers both the anti-aging benefits of collagen, but also a purifying effect for oily and/or acne-prone skin. Baiser Salé supports people who find it hard to stick to a routine or who have little time, by offering an ultra-simple ritual: a stick in their morning coffee. Baby Love supports new moms in their postpartum period, and Bain de Minuit is a universal formula for people seeking firmer, more elastic skin. We continue to expand our range to meet our customers' specific needs.
Could you walk us through the product development process at Apnée? How do you ensure the highest quality and efficacy in your collagen products?
Candice Veuillet: Product development is certainly one of my favorite parts, but you often need to arm yourself with patience before a product is launched.
From day one, we surrounded ourselves with professionals in the health and beauty field to create Apnée's formulas.
The excellence of French know-how in our laboratory allows us to source the cleanest ingredients on the market to enhance women's beauty.
Maïlys Canova: For each product, we have a long incubation period, which usually starts by proposing a solution to a need. Then, we consult our scientific experts to find the best possible synergy between collagen and complementary active ingredients to meet this need. This is usually followed by a lengthy process of adjusting the taste to find the most delicious combination versus a very high concentration of active ingredients!
Regarding quality and effectiveness, we work hand in hand with a finely selected laboratory that sources for us active ingredients in their most concentrated and cleanest form possible.
Moreover, as mentioned above, we have sourced a hydrolyzed marine collagen of very low molecular weight (2000DA), with clinically proven results, which we dose to the maximum (10g/dose).
Every brand has a standout product that customers rave about. What would you consider Apnée's cult product, and what makes it so special?
Candice Veuillet: Without a doubt, Bain de Minuit is the flagship product of our brand! A true anti-aging powerhouse, it combines collagen with potent actives like hyaluronic acid, and vitamins C & E, to maximize effects. The reviews from our customers on this product are amazing, and I haven't even mentioned its taste... pure delight, which is rare in marine collagen products!
Maïlys Canova: It's true that Bain de Minuit generates an incredible level of enthusiasm and satisfaction! Whether in terms of effects or taste, our customers are full of praise for this product, which has become a cult favorite at Apnée.
Are there any specific ingredients or formulations that you are particularly excited about and looking to incorporate into future Apnée products?
Maïlys Canova: Certainly, but we prefer to keep them under wraps for now! All we can say is that beyond simply offering products, Apnée provides its community with a practical guide to enhance their skin throughout the years. Indeed, we are based on the realization that 80% of aging signs are related to our lifestyle (UV exposure, diet, stress, sleep, etc.). We are developing products in line with the causes of premature aging around these factors.
In your experience, what role does collagen play in achieving healthy and radiant skin, and how can consumers maximize its benefits?
Candice Veuillet: Collagen is the most abundant protein in our body. Thanks to it, our skin is tight, firm, and elastic. However, as we age, our natural collagen production decreases, a phenomenon that accelerates with time. The really interesting part is that in addition to improving the skin's appearance, drinking collagen will boost your natural collagen production!
We have associated with each of our formulas active ingredients that act in synergy with collagen to maximize its benefits.
Finally, to be as effective as possible, any supplementation must be integrated into a healthy lifestyle (diet, exercise, sleep, etc.).
Maïlys Canova: In terms of our skin, collagen represents 80% of our epidermis and dermis! Its role is to preserve the elasticity and structure of the skin, but also to maintain its level of hydration. But from the age of 25, our collagen levels begin to drop. This degradation occurs exponentially over the years.
It has been scientifically proven that ingesting collagen (in sufficient quantity and for a certain duration of treatment) allows:
the improvement of collagen synthesis by fibroblasts in the dermis,
the decrease in the fragmentation of the existing collagen network,
the reduction of wrinkles and fine lines,
the improvement of the degree of hydration and elasticity of the skin.
Collagen thus plays a fundamental role in maintaining a glowing and healthy skin!
To maximize its benefits, it is necessary to have an adapted lifestyle, especially by protecting oneself as much as possible from UV rays which are the number 1 factor of premature skin aging, by having a balanced diet and regular physical activity, and by ensuring to have a quality sleep and to reduce stress levels as much as possible! Of course, an external skincare routine adapted to your skin and facial massages are also highly recommended.
The concept of "beauty from within" is a central focus of Apnée. How do you educate and empower consumers to prioritize inner beauty and understand the impact of collagen on overall well-being?
Candice Veuillet: The beauty trend of inside/out is becoming more popular in France. At the launch of Apnée, there was little talk about nutricosmetics. Today, the concept of beauty from within is increasingly spoken about and more and more French women have acquired the concept, but it's certain that there's still a lot of educational work to be done!
We leverage our strong social media presence and online platforms to communicate about the benefits of collagen for the skin.
Maïlys Canova: When we created Apnée, we started with the observation that skin appearance is linked to many internal factors (diet, supplementation, stress, lack of sleep). It seemed essential to us not only to offer products, but also to educate our community about these factors, the importance of which is often underestimated. To do this, we start with scientific findings and data, which we "popularize" through good practices to adopt on a daily basis.
Apnée has a strong online presence. How do you leverage digital platforms and social media to connect with your audience and share the brand's story?
Maïlys Canova: Our strong online presence allows us to create a strong connection with our community, as we are accessible everywhere, all the time, to listen and respond to our customers' problems. Social networks are also a fantastic way to offer proximity and transparency to our audience by giving them access to the behind-the-scenes of Apnée, from the manufacturing process to the joys and challenges of entrepreneurship...
IN AND OUT BEAUTY*
IN AND OUT BEAUTY*
Apnée has achieved great success in being featured in prestigious department stores and concept stores in Paris. What do you believe contributed to this accomplishment, and how do you maintain these valuable partnerships?
Candice Veuillet: Indeed, we are very proud of the stores where our products are sold! Less than a year after the launch of Apnée, we were featured at Printemps Haussmann. Our partnership with Printemps, in fact, has been a resounding success. We have been TOP 2 in sales in the Beauty Food segment since we entered their stores. We continue to expand our presence in their provincial stores (Lille, Marseille, Deauville...). We also joined La Samaritaine shortly after.
For 2023, we have many partnerships in development with a fresh and different approach, I can't wait!
Maïlys Canova: At Apnée, we have put a lot of energy into making efficacy, innovation, and glamour go hand in hand. We are delighted that our efforts have caught the attention of these iconic retailers!
What emerging trends do you see in the collagen and beauty industry? How does Apnée stay ahead of these trends and continue to innovate?
Candice Veuillet: Dietary supplements are becoming ingrained in French habits. The emergence of numerous new players in this sector and the observed successes are proof that there is a real expectation for beauty from within in France. Asia is the cradle of nutricosmetics, notably Japan where physical appearance is an important social lever! For the past decade, the United States has taken over the dynamism of this market. We draw inspiration from these pioneers and closely follow the innovations. In addition, we work hand in hand with our laboratory, which is on top of scientific advances and responsible for R&D at Apnée.
Maïlys Canova: We're noticing a significant trend of making collagen a daily ingredient. We are very interested in the innovations that are happening abroad because some countries are significantly ahead of France when it comes to collagen! We are doing everything we can to make its consumption enjoyable and easy to take with you everywhere, every day.
Looking ahead, what is your vision for Apnée's future, and how do you envision the brand evolving and expanding in the coming years?
Candice Veuillet: Apnée is first and foremost a short range of collagen drinks whose number one criterion is effectiveness. We have references that cover the different needs of women in regards to their skin (hydration, blemishes, glow..). Collagen is the guiding thread for the future development of Apnée, and we have no intention of straying from it. We are the only collagen specialist in France, and that's what makes us strong. Future innovations will be centered around galenics, which we have been working on for many months and are excited to unveil! Just a little more patience ;)
Maïlys Canova: Apnée aims to become THE undisputed reference for ingestible collagen.
What are the key challenges you have faced as entrepreneurs in the skincare industry, and how have you overcome them?
Candice Veuillet: Competition is tough in this sector. But Apnée has managed to stand out thanks to three things, in my opinion: the quality of its products (and therefore their effectiveness), its poetic brand image that is unforgettable, and its expertise in drinkable collagen and its formulations. Indeed, we don't want to lose our way and release supplements for all types of problems. We are the specialist in drinkable collagen.
Maïlys Canova: We see a lot of new players appear and ride the collagen trend. But if you look closely behind the label, it often turns out to be more of a marketing argument with an extremely low dosage and therefore little, if any, effectiveness. At Apnée, we have chosen to focus on effectiveness, backed by a heavy expertise, as we are committed to offering a product that has a real impact on the well-being of our consumers.
As founders of Apnée, what are your personal beauty and wellness routines? Do you have any favorite Apnée products that you incorporate into your daily routines?
Candice Veuillet: When it comes to taking care of my skin, I like to take my time. I start with a warm glass of water and a Baby Love Omega 3 capsule each morning. I exfoliate my skin and cleanse it. Then, I apply a serum and a moisturizer, and I never go out without a tinted cream with SPF.
In the afternoon, I serve myself a Bain de Minuit, I love its cocoa flavor and it helps me to hold off until my evening dinner!
In the evening, I remove my makeup and cleanse my skin, then I apply the sleeping night oil from Sunday Riley, a retinol serum that I love! I also use an eye contour and an anti-aging collagen treatment richer than my day cream. Finally, I try to sleep 8 hours per night.
Maïlys Canova: When I wake up, I take a warm lemon water with also 2 capsules of Baby Love Omega 3. I try to do some yoga movements to face my day with as little stress as possible. I cleanse my face with a cleansing foam and I hydrate with a cream adapted to my skin and the season. I apply a terracotta with high SPF. I always have a 50 SPF stick in my bag. During the day, I always have my Apnée Beauty Bottle with me to remind me to drink at least 1.5L per day. In the late morning, I add a stick of Baiser Salé to my chicory. It gives me an energy boost! In the evening, I always double cleanse (makeup removing balm and cleansing foam). Then I apply a hyaluronic acid peptide serum and a retinol oil which I apply with a gua sha to massage my face and relax before bed.
What advice would you give to individuals looking to incorporate collagen into their skincare routines for the first time?
Candice Veuillet: The key is to be consistent and adopt a healthy lifestyle to achieve optimal results! For the forgetful ones, Baiser Salé is a collagen creamer that mixes directly into your morning drink (coffee, tea, chicory) which ensures you never forget it as its delicious mocha-coconut flavor is quickly addictive!
Maïlys Canova: My best advice: Ritualize the intake of your collagen and tell yourself that it's a moment just for you, to do good for your health and your beauty!
Can you share any upcoming projects, launches, or developments that our readers can look forward to from Apnée in the near future?
Candice Veuillet: Okay, since it's coming out soon, I can tell you about it! A new product will enrich our collagen range before the summer. It's my little favorite, and I can't wait to incorporate it into my routine! They say you need 8 hours of sleep for beautiful skin and yet sleep is one of the century's ailments! 70% of French people report having sleep problems. So, we've created a delicious lemon verbena-flavored drink formula to consume before bed for an easy sleep and a restful night. It of course contains 10g of collagen as well as natural herbs.
Maïlys Canova: It seems that the new must-have herbal tea is collagen and it's signed by Apnée! And since good news never comes alone, it's time to announce that we will also be launching our bulk format cures very soon! They will complement our stick format formulas, to offer a 100% responsible alternative to our customers!