The Cosmetics Conspiracy: The Podcast

EP. 4

“At launch we consciously chose to leave Jani at home”

Watch episode 4 of The Cosmetics Conspiracy: The Podcast. How important is a famous face to make your brand succeed, and why did they initially choose not to put their famous founder in the spotlight? Dr. Barbara Geusens talks to Jens Fissers and Jani Kazaltzis, founders of the beauty brand IOAN, about their philosophy on developing new products, how they deal with problems as a starting beauty brand and how they divide the tasks in their entrepreneurship.

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"I wanted something that would make me look good immediately, without having to wear any real makeup"

The search for a specific product is the reason for many entrepreneurs to launch something on the market themselves. Both Nomige and IOAN were created in this way. In the case of Jani, he was looking for a product that gave an instant glow, without having to sit in the make-up chair for hours. After years of searching, and his meeting with partner Jens Fissers, who is also a Doctor of Pharmaceutical Sciences, they decided to create their own Golden Hour Serum.

How do you divide the roles within IOAN?

Jens: "I'm more scientific, and also a bit digital, because Jani is not that good with digital things"

Jani: "Now we're going to get it..."

Jens: "But Jani has a lot of great ideas and really helps me with storytelling, strategy and those things. And he can also do the bookkeeping, because I can't do that either."

Jani: "That's sweet, isn't it? And in terms of product testing, we also fit together very well, because I have a real elephant skin and Jens has very sensitive skin."