20 INTERVIEW
can do social media posts. You can be on TikTok. You can be on Instagram. You might be able to get somewhere without the push of paid advertising, but it will be slower progress. I have seen this many times. Even with promotion, you must
be prepared to be patient. While some lucky people can see their brand take off after a couple of years, it can take five or even ten years to get significant recognition.
TP: What other advice would you give for aspiring beauty entrepreneurs? DA: Network. When I reach the end of my new product development process for a client, I often get asked if I know someone who can help with product design or packaging or whatever. In fact, that’s why I
have just set up Beauty Brand Hub, which will be launched officially at in-cosmetics Global. It’s an online platform that will connect different people and organisations from all the different areas of new product development. I feel that some people can feel
lost and have a hard time finding the right person. Beauty Brand Hub will help new brand owners just starting out on the next steps of their journey.
TP: You recently published a book, Beyond Beauty: How to Build Your Own Cosmetic Brand. What’s in it and who should read it? DA: It’s a step-by-step guide to starting a beauty brand using real-life examples from my experience in the cosmetic industry. I got the idea during Covid when, as I mentioned earlier, many people approached me with their ideas for making beauty products and starting a brand. They were basically asking the same questions, like how to protect their formulations, about intellectual property, which ingredients to use, about stability testing, and so on. I thought to myself, ‘Why cannot
people find this information online?’. But actually, it’s very hard to find all that kind of information in one place. So, I designed the book to be a complete guide to what it is involved and what you have to do. For example, people often forget
that stability testing is very important. Unfortunately, there are still places that are not doing those tests. I think it’s very important to educate people, and to give them the right information about what is actually necessary for
I see a bit of a move away from natural ingredients. I feel like people are starting to
focus more on texture and a nice skin feel Dominika Andrys, founder, Beauty Brand Formula
creating a beauty brand. The book has very positive
feedback. Many of my clients purchase the book and say it has helped them with the next step of their journey. It’s going amazingly well.
TP: It’s available on Amazon and through your website? DA: Yes, you can buy it on Amazon and at
www.beautybrandformula. com.
TP: In terms of the big picture and wider beauty trends, what is your crystal ball showing you? What do you see in the market that strikes you as interesting? DA: I see a bit of a move away from natural ingredients. The natural products and natural ingredients trend has been very strong for a long time. But I feel like people are starting to focus more on texture and a nice skin feel.
PERSONAL CARE MAGAZINE April 2026 Of course, people have always
wanted to have textures, ideally with natural products. But you can achieve so much more with some synthetic ingredients in a formulation. Unfortunately, there is a lot of
misinformation about synthetic ingredients. They are not necessarily bad, and there’s this attitude that natural is natural and synthetic is synthetic.
TP: Almost like good and bad, good versus evil. DA: Yes, black and white. Of course, there are some bad synthetic ingredients out there, but synthetic ingredients are not necessarily bad. There are plenty of ingredients, for
example, which are 50% natural and 50% synthetic, and they can provide a much better product texture. I think there’s kind of a shift happening. Other trends I see are peptides
and exosomes. There are still very popular, brands are promoting those ingredients more heavily. I also see a trend for very bright
and colourful products targeting Gen Z and younger generations. There’s also a trend for minimalistic packaging and designs.
TP: You are participating in a panel discussion at in-cosmetics Global on 15 April, ‘From Gut to Glow: Scientific and Strategic Advances in Nutricosmetics’. I’m seeing more and more about nutricosmetics. Why have they become so hot? DA: There’s a kind of supplements convergence between the health, fitness, wellbeing and beauty sectors. More and more people take more and more oral supplements, and cosmetic brands have got in on the act. The formats are similar to health
supplements, be they tablets or powder sachets for adding to water. For example, collagen gummies are very popular in New Zealand. In the coming years, we’ll
see more beauty brands in this space offering products claiming to improve your wellbeing and longevity.
TP: Do the gummies work? Has the industry overcome any lingering scepticism about the efficacy of beauty supplements? DA: Well, I have to say that I was taking some collagen gummies for a while last year, and I saw an improvement of my skin. The key is the concentration of
collagen in the gummies. From what I’ve read, around 2.5g (2,500mg) per day is typically needed to see visible improvements in skin elasticity and hydration. Supplements are no different
than traditional skin care products. Some will work and some will not work. Some may not work due to the concentration of a specific active ingredient used in the product. Some skin care products are
not effective, even if they contain several peptides, ceramides and other beautiful ingredients, because the concentration is too low to be efficacious. Similarly, some beauty
supplements will have a very low dosage of specific ingredients, and they will do practically nothing. My advice would be to educate yourself and check the label to see what a product actually contains. PCM
www.personalcaremagazine.com
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