Sander and Mika started a cosmetics brand for men

Sander Schoenmakers and friend Mika Koenen had wanted their own company since they were children. What would you prefer: working for hours on end for your own company but not earning much? Or a 9-5 job with a good salary but where you have to work for a boss?

Sander and Mika opted for the first.

Text Franc Coenen Photo Johannes Timmermans

They’ve been building the cosmetics brand Rossberck for some four years now. ‘We noticed that creams were still seen as “not manly”. While men certainly benefit from caring for their body and mind. We decided to do something about this, which is how Rossberck started.’

‘We see friends elsewhere working and earning money, but we really enjoy coming to the office every day. And what’s nicer than building a business together with your best friend?’, added Sander. ‘I’d rather earn two grand in a company that belongs to me and my best friend than five grand in someone else’s company. The freedom and feeling you get if you build a brand from nothing is priceless.’

They were shocked to discover the ingredients in a shampoo or cream. Rossberck wants to do that differently. They focus on the self-aware man who is prepared to pay more for a good and fair product. ‘We go for quality. Good ingredients cost money’, stated Mika.

Sander graduated in Marketing Management in 2019. Mika passed his chemistry technology diploma last year. The two friends founded their company while they were still studying. In the early years, Mika had to do everything alongside his study. ‘The lecturers saw that we were seriously committed to the company.’ That accelerated the growth of the business. It was a conscious choice. Mika stated:

They’ve now launched the first five skincare products made from natural ingredients. They sell via an online store. ‘As a new brand you’d never stand out on the shop shelves between all those established brands.’ Moreover, they’re able to maintain direct contact with their customers (often via Facebook and Whatsapp). This means you can use feedback immediately. To accelerate growth, they now have an investor on board, who doesn’t only offer money but also experience and knowledge.

‘With an external investor, you have to let go of something, but now we can grow faster and do things more professionally. Because in ten years’ time, we want Rossberck to be a wellknown brand for the self-aware man throughout Europe.’