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– Your body scrubs are quite unique. Can you tell us more about the ingredients you use?

– I’ve tried many body scrubs, and most tend to use ingredients like coffee. I wanted to create something different, so our collection features fruity scrubs like mango and coconut, and we’re soon launching an apple-scented one for winter.

What sets us apart is the use of natural exfoliants. For instance, our coconut scrub uses real coconut flakes for exfoliation. I haven’t seen anything quite like it on the market.

Our mango body scrub uses wood pulp, cellulose—not the plastic particles you often find in other products that peel your skin. This makes our scrubs not only great for your skin but also environmentally friendly. The trees used for the wood pulp are grown in North America and are renewable, so after they’re cut, they grow back again.

– Sustainability seems important to your brand. How do you incorporate it into your products and packaging?

– Sustainability is a huge part of our ethos. Our products are manufactured in France, where the factory follows an upcycled concept. This means many of the ingredients we use are byproducts, such as the coconut flakes in our scrub, which come from leftover coconut processing. Our packaging is also sustainable; the jars are reusable, and we’re always exploring new ways to reduce our environmental impact.

– What was your experience starting a beauty brand from scratch, especially with no background in the industry?

– Many people assume the beauty business is easy, but it's incredibly competitive. You have to find your niche, identify your target customers, and think long-term. It’s unlikely you’ll become a sensation in three to six months unless you’re already a well-known influencer. That’s why it’s important not to compare yourself to influencer-owned brands. Instead, focus on your own journey. Starting from scratch is tough, and there are so many challenges that people don’t really talk about.

– You have an education in business. Has this helped you carve your path?

– I studied business here in Germany and accounting in Moscow. While this education provides a solid foundation, it’s not highly specialized. You learn theory, but when it comes to your product, it may not always be applicable, as there are many specific details to consider.

– Can you share some of the specific challenges you’ve encountered while running your beauty business? 

– Two months ago, we began selling in Kazakhstan. When you're just starting out, you often have no idea how to transport your goods. For example, exporting outside the European Union comes with specific restrictions regarding the pallets you can use. There's a standard pallet designed to minimize the risk of transporting not only cosmetic products but also insects. It’s made from a special type of wood known as yellow pallet 285. 

You also need to prepare special documents, and customs may inspect your shipments, taking samples of what you want to export. As a business owner, there are many factors to consider.

– I'm aware that there are many standards regarding the quality and certification of beauty products. How do you ensure your products meet those standards?

– All our products are manufactured in a large factory in France that produces for brands like Chanel, which ensures excellent manufacturing practices. The raw materials used are GMP ISO 22716-certified, so I have complete confidence in the quality of our products.

– What role does budget play in starting a beauty business?

– The first thing you need to do is clarify your concept. Are you aiming for premium products or a more mass-market approach?

If you want to position your brand in the premium segment, you'll need to invest more. I highly recommend attending the Cosmoprof beauty exhibition in Bologna, which happens every year. It's a fantastic opportunity to explore available packaging options and raw materials to help you plan better.

Finding the right raw materials can take time; it took me six months because I often found options I didn’t like or faced minimum order quantities of 10,000 or more. Your budget will significantly influence your choices.

Packaging is another major consideration. Many designs start from €10,000, which can be restrictive. You might have a clear vision for your product, but you'll encounter limitations at every stage, and you’ll have to adapt unless you have a €1 million budget. Developing the design took me a year, as I worked with freelancers who didn’t fully grasp my vision. In the end, we printed the design 1,000 times before launching it.

– How can people navigate these challenges and make difficult decisions?

– It's crucial to test the market for two reasons. First, if you spend your entire budget on your first batch and something goes wrong, you won't be able to make sales from the product.

Second, you need to gauge how people will react to your new brand. Before launching my products, I created a sample batch for B2B customers. I sent sample kits to over 100 beauty salons and used their feedback to refine my target audience. I also visited many salons personally, as people tend to react differently when they know the story behind the brand. This personal connection is vital for new businesses.

I would say that starting a beauty brand requires a lot of effort and patience.

– Where can people find information and resources for starting a beauty brand?

– Of course, people who come from the industry have more understanding. I started from scratch and had to learn everything on my own. For those looking to start their own beauty business, I highly recommend attending the Cosmoprof beauty exhibition in Bologna. It’s where beauty professionals from around the world gather each year, offering a fantastic opportunity to network and get all your questions answered. The exhibition is massive, and even after three or four days, you might not see everything. It’s divided into different sections such as packaging, raw materials, distributors, and beauty shops. Focus on the areas that are most relevant to your needs, and don’t hesitate to talk to people – they’re open and always willing to communicate.

– What has your journey of running a beauty business as a mother been like so far?

– It’s been a mix of ups and downs. For instance, just last week, we had an event at Bvlgari in Prague where we presented our body scrubs to their clients – something I’m really proud of. However, there have also been many moments when I've questioned how to compete with large corporations and how to gain visibility among potential customers.

You really have to push yourself, because no one else will do it for you. I’m the owner, and while I have a team, it’s ultimately my responsibility to make decisions, shape our strategy, and choose the companies I want to collaborate with. For example, we started selling in Kazakhstan just two months ago.

– Would you call your business successful at this point of your journey?

– Looking back at where I started, I’m proud of what I’ve accomplished. However, when I look to the future, I see a million steps ahead of me to achieve my definition of success. I can see that things are definitely progressing, but I’m not solely result-oriented; I actually enjoy the entire process. For me, it’s important that there’s always room to grow.

Anastasia’s journey with Frühling94 shows that starting a beauty brand is a labor of love, full of ups and downs, but also immense rewards. Frühling94 is more than just a beauty brand – it's a jar of happiness that reminds us of who we are – beautiful women, both inside and out.