In Conversation with Anne Poelmans- Biotylab

WHY AND WHEN DID YOU START BIOTYLAB? 

Biotylab started 14 years ago, as the first organic beauty webshop in Belgium and The Netherlands. I took over the business in 2018, when the webshop was 10 years old. I had been a journalist and Stylist for ELLE Belgium for 11 years, so I understood the business and I was eager to have my own business. First thing I did was adding a showroom/shop to the webshop where people could come and experience the products, as well as receive personalised shopping advice. 

WHAT HAVE YOUR BIGGEST CHALLENGES BEEN?

Covid really shook up the world as we knew it. It was a very intense and challenging time, and it was important to keep going and never give up. The sun always shines again. 

WHY DID YOU CHOOSE IRENE FORTE SKINCARE?

I feel a strong connection to the brand because it has the best ingredients, combined with technology. I really believe in the formulas, and think that all big brands will eventually follow this ethos. Irene is also inspiring as a person, which adds glamour to the brand. The packaging is also very important for me, and Irene Forte Skincare has great packaging. Beauty products have to make us happy and give us confidence!

HOW DO YOU GO ABOUT CHOOSING YOUR BRANDS?

My starting point in choosing a new line is always the ingredients; are they good or not? And if they are, then I start analysing the brand itself and the packaging. I choose everything with my heart. If I like it, my clients will like it as well. 

WHAT ARE YOUR THREE TOP SKINCARE TIPS?

-Never use too much product;

-Avoid beauty products with a lot of alcohol (they dry out your skin);

-Try to protect your outer skin as much as possible- don’t scrub too much and use very delicate scrubs.

WHAT DOES THE FUTURE OF SKINCARE LOOK LIKE?

Combining natural ingredients with technology.

WHAT ADVICE WOULD YOU GIVE TO YOUR YOUNGER SELF?

Don't use agressive beauty products.  

 

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