The world is full of beauty brands, each competing with an array of products that promise to make customers more beautiful, or at least feel like it. But the satisfaction and thrill that comes with the feeling often drive people to a never-ending vortex of products, most of them ending in a web of anxiety and low self-esteem, whilst allowing themselves to become victims of the manipulations of unscrupulous ‘beauty brands’ and entrepreneurs.
Spurred by passion and a desire to correct mindsets and perceptions, Demee Koch has since embarked on a lifetime mission of helping people understand that beauty is, first and foremost, internal and is projected by confidence, not the misconceived objectification and iconic images propagated by beauty companies and the media. Using her brand DE MOI by Demee Koch, Demee has touched many lives with her conscious solutions, emphasizing the point that beauty is connected to mental health.
The Moment of Epiphany and Birth of DE MOI
Demee’s inherent drive and determination have always been a constant feature. She never forgets to mention how she wrote in her high school yearbook that she wanted to become an entrepreneur and philanthropist. Today, that little Filipina girl from Cebu has grown to become a dynamic woman, but she’s not just adding to the number; her disruptive approach is showing a healthy dimension in the health and beauty industry and helping people achieve true, lasting, and satisfying beauty.
Demee’s moment of epiphany came when she was running a grooming salon in Switzerland- after migrating from the Philippines to Dubai and then Switzerland in pursuit of knowledge and cultural enlightenment through an MBA at the Swiss Business School in Zurich. She had stepped in to fill in for a staff member who called in sick, and the customer was a cancer survivor who required eyelash extensions. The client cried when she saw the change in her looks after the extensions were installed.
That moment reinvigorated her passion to help clients like that find beauty solutions that were healthier, safer, and far more transformative than what the industry offered at the time. DE MOI was born in 2017 driven by Demee’s two major passions; creating conscious and innovative beauty products, and touching lives with well-thought-out causes.
A Cruelty-free Beauty Brand Offering Sustainable Solutions
The Swiss-based cosmeceutical company, DE MOI is the result of over two decades of industry experiences; talking to different customers about what they really want, watching the media tell people they are not beautiful, and hearing people complain about how products had fallen short. But more importantly, Demee understands the need to keep her products healthy and natural- something which strives to work on the skin naturally. She believes that natural ingredients, ethically sourced materials, and adequate care for the environment without compromising on quality is the only way to survive and thrive in the long run.
This is why her team is always on the go to find solutions that are the most effective and healthy, environmentally relevant, and safe formulas. She believes that along with providing customers with the right products that work, it’s also important to focus on preserving the environment by using biodegradable materials, recyclable packaging, and responsibly-sourced ingredients across the entire value chain.
