BUSINESS
the rest of the world. Growth was double digits every year. In 2009, I was also appointed CEO of Lancôme, during the crisis. Lancôme at that moment was a sleeping beauty, and I woke it by using the same recipe to make amazing products, hire amazing faces, make the brand even more sincere and inclusive. What was your driving force to succeed in such a competitive industry? Two things: strive for better and have patience. I was obsessed with being and doing better. Good was not enough, I was always working for great, for outstanding. And my second driving force is definitely patience. All the best things in my life took time. Did you learn anything about yourself in the process? I learnt that I was obsessed with finding ways to do things better. They used to tell me, Sue, you are like the Brazilian soccer players, we don’t know what it is exactly, but you are different, you have something that others don’t. I had a vision that was different. This is something I learned and nurtured at L’Oréal. And I also learned that I needed to bring more business skills into my personality, which was useful to navigate in the corporate world.
strengthen your body. Healthy is the new sexy. Is this how Orveda was born? The idea of skincare, and the concept I was aiming for was based on one thing: concentrated active ingredients that work with your skin, and not against it. In 2012, Lancôme became the #1 luxury brand in the world with double digit growth, and following that success, I decided it was time for a reinvention. Social media had just started back then, and I wanted to evolve with the times and do something completely different with my life. I figured there must be a way to help heal the skin without having to damage it. Beauty needs to be on the healthy side of things, and not the glamorous side of things. I strongly believe that skincare brands in 20 years will be all about health. That is how Orveda began.
In an era that did not yet accept the freedom of gender neutrality, you had the courage to be true to yourself and change your gender identity—all while in the spotlight. What inspired you to take such an important step? In the end, I believe that it is much better to just be yourself because it is simply less tiring than hiding it. I was inspired by all the new wave singers in London in the 80s who were already playing with gender fluidity, and decided that it didn’t matter who I was, as long as I was being the best version of myself. Scientifically, being true to who you are is the best energetic system when it comes to physics because of minimal loss of energy. This way I can concentrate my energy on ‘doing’ rather than ‘trying to be’. What do you think is the most important beauty advice? I think the main recipe to beauty is that time is your ally if you are kind to your skin and if you use the right products. Do not harm your skin, or your health, even if it’s to get quick results. Take the time to take care of yourself, and to reinforce and 81 NOV / DEC 2018
Orveda Glow Activator Healing Sap
What are you most proud of with your new skincare line? Generally speaking, luxury skincare products in this range, have active ingredients at about 2%. Our 18 products are completely vegan, and highly concentrated with active ingredients that range between 4% to 40%. Formulating this was a real challenge and it took me 3 years to achieve something I was very proud of. From the formulation, to the packaging, everything was created and re-created until it was at the highest standard of luxury and efficacy. I wanted to create a brand that was all about visible results. Products that would act on all dimensions of the skin: the texture, the tone, the glow, the transparency, hydration, wrinkles, fine lines. I wanted something so comprehensive that at the end of the day, our customers will always see a glowing, transformed, healthier skin. What is unique to the ingredients in Orveda’s line of products? I was inspired by ancient Ayurvedic principles when creating Orveda and decided to formulate the line using predominantly vegan and biofermented actives that are highly compatible with the skin. This includes naturally bio-fermented black tea, phytoplankton, prebiotics, enzymes and yeast extracts. Using the finest combination of concentrated, active, vegan ingredients, Orveda was designed to heal the skin, empower its renewal process, and works like no other product on the market on creating a youthful and glowing skin.