← Skin Anarchy
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- [00:01]
Elise Hu
Hey I'm Elise Hu, host of the podcast Ted Talks Daily. For more than 20 years, Paylocity has been leading the way with cutting edge work solutions like On Demand Payment which offers employees access to wages prior to payday, flexible time tracking features which enable staff to clock in and out through their mobile device, and numerous other cutting edge solutions that simplify collaboration across hr, finance and it. Learn more about how Paylocity can help streamline work and enhance business outcomes for your organization@paylocity.com.
- [00:35]
Verizon Representative
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- [01:05]
Jane Marie
I have this nightmare that I never finished college or that someone's going to find out that I don't have the qualifications for this job and I'm like a total fraud. Hi, I'm Jane Marie, host of the Dream, and that's a clip from my appearance on Mind if We Talk, a new podcast from Better Help that demystifies what therapy is really about and is here to remind us all that whatever we're going through, we're never alone. I recently sat down with host and licensed therapist Jesu Jo to talk about Imposter Syndrome, where I shared a bit more about my experience with feeling inadequate or not worthy of my job, motherhood, being a girlfriend, and of course because this is therapy, we offer solutions. I'm sure a lot of you can relate to those kinds of feelings. I can't wait for you to hear it, to listen to the rest of our conversation and hear other guests explore struggles we all face in life. Listen and subscribe to Mind if We Talk wherever you get your podcasts.
- [02:02]
Alicia Linder
Hey guys, welcome back to Skin Anarchy. I'm really excited about the brand I'm introducing you guys to today because I have really fallen in love with all the options that they have for all sorts of skin types and it's a brand that's truly grounded on this concept of nature meets science where all of their formulations are something I think a lot of people who love Natural based beauty would love, but also all of my science geeks out there, you guys are gonna love it as well because it's all grounded in science and the products are incredibly efficacious. I've been really, really to them. So without me ranting too much, I want to introduce you guys to the co CEO of Anne Marie Broland Skincare, Alicia Linder. Welcome, Alicia. I'm so excited to chat with you today.
- [02:44]
Thank you so much for having me. I'm very much looking forward.
- [02:47]
Yeah, I'm really, really excited to dive in and learn more about the brand. But tell us about the history of the brand. Where did it start? You've been around for a while. And before skincare became a hype, you know, Absolutely.
- [02:59]
Definitely.
- [03:00]
Yeah, yeah.
- [03:01]
So my grandmother Anne Marie founded the brand over 66 years ago here, back in Germany. She started because she had very bad skin issues in her late 20s and she figured out that nothing would really work for her skin. And back then chemistry was a big thing and she got prescribed like really bad, like creams that wouldn't work on her skin, but her skin peeled off and she said, well, there must be something in nature that my skin knows already and that will work on my skin. And, and that's how she started Anne Marie Berlin. And she would always say like, her credo was always, if I can't eat it, I won't put it on my skin.
- [03:36]
Oh, wow. I love that. Yeah, I mean it makes sense. And I love that the brand is, it's incredibly efficacious. I mean, your product, I said that earlier and I, I really love it because it's not like screaming from the rooftops that we're only science. You know, it's a very approachable brand and I really appreciate that a lot about it. And I think a lot of legacy brands do struggle with that because staying relevant in this industry, very difficult. So how did you approach that? You know, you're the third generation leading the brand, so how did you approach that struggle?
- [04:06]
Well, there is always like each and every generation gave something particular to the brand. For example, my grandmother, she was very much fighting for the idea of naturalness. So we're natural skincare, meaning there is no silicones, no parabens, no harsh chemicals at all. So that's what she fought for, what made the brand relevant back then. Then she handed the business over to my dad and he would advocate very strongly for the effic. So each and every product we have is tested by a third party and really has proven efficacy and then my brother, me, took over five years ago. And so I'll focus very much on the heritage of the brand, of the origin of the brand. So we're from the Black Forest in Germany, which is a very clean and pristine area, and that's where we manufacture all of our products with our own deep spring water. And that's something that we would emphasize on next to all the other things that we inherited, of course, like being effective natural skin care. And then, of course, I mean, the Internet, that is something that we also added. And that's a. That's a huge thing in order to stay relevant, of course.
- [05:13]
Right, of course. Now, I think that's really cool that you have roots in Germany, though, because I think a lot of times, whatever culture plays in or even geographical locations and, you know, natural phenomena that take place, like, for example, there are spring waters in upstate New York that people talk about their healing properties. And so I've heard about this with many areas of the world. It's very fascinating for me as a scientist, because I think there's a lot of science that is unexplained in some of these things.
- [05:38]
And so, of course, and when you think about, like, water is the substantial part in cosmetics, right? In skincare, and usually, like, tap water is being used, and that's been recycled couple of times. So, you know, it went through all of our bodies a couple of times. There is still substances from drugs, medicines from, you know, all different parts that can't be recycled or can't be taken out of the water. So the water that we're using is super clean Black Forest deep spring water. So that's a concept.
- [06:05]
So how do you guys approach, like, sustainability with all.
- [06:08]
Well, that's always been, like, in our DNA, even before it was cool, when people were still like, why would you do that? Why would you, I don't know, look after where the ingredients are sourced from? Why would you look into packaging that is sustainable, that it's glass containers or recycled packaging, whatever it is. So it's really been in us and in the brand for us. Like, all we had to do is just update it and let the world know about it. So this is really the sourcing of the ingredients we're looking very much for. European sourcing helped us during COVID big times, actually, when all the supply chains were in shock. We were the only brand that was still able to deliver to perfumeries in department stores. But that's aside, then we take, like, great care in checking if glass is the right thing for a product or if it's recycled plastic and all of the containers have to be recyclable. So that's a very important part. Obviously then we have our own energy that we get from the sun. So I mean, there is tons and tons and tons to talk about.
- [07:09]
Yeah, no, that's really, really cool. And I think that the brand really speak to a lot of people. I think, you know, the way it's evolved over the years, I think it, you guys really do have something here for most people that I see Right represented even in our audience. It's just a wonderful thing to have that because I think a lot of times brands that are bigger and they have a lot of offerings, it's very difficult to sustain. And that's why I asked you that question. I see it all the time in this industry where brands will expand their offerings and then all of a sudden something happens, whether it's Covid, you know, something like Covid or just the market fluctuating, you know, investors not wanting to invest like they used to and all of these things play in and then you start to wonder is why did they even create so many products? You know what I mean? It's like. Yeah.
- [07:53]
And I mean, looking at the business side of sustainability, that's a big thing for us too. So we only grow with the money that we earn ourselves. We do not have third party investors. So the company is owned by my parents, my siblings and me and the ide that I'll be handing the company over to my children or to the fourth generation. So we do not have like crazy investors that give crazy money and all of a sudden they're gone for what reason so ever. So that's a big part of sustainability is also very much on the economic side of things.
- [08:21]
Yeah, no, it's. It's really fascinating. I'm glad that it's like that though, for you guys. That's very cool and I think for just everyone listening because we have a lot of brand founders that tune in. I mean, my opinion about all of this is just you have to be very careful with people investing in your brand because I think sometimes people become. Not that that's a bad thing, that's great thing, you know, to get investment and stuff. But sometimes I've seen this happen to a lot of newer brand founders where like they get investment and then it's not your brand anymore. You know, like you're being forced to turn out products, you're being forced to turn out things that might not be something that's the best Option, you know what I mean? Your overall brand image. So yeah, it's very fascinating how you guys have really, you know, curated the way that you've presented. Now one thing I know you guys are coming, you're in Nordstrom right now, right? Or you have a partner.
- [09:08]
Yes, we are.
- [09:09]
How did that go about?
- [09:11]
Well, working on it. Yeah, well, you know, it is. We're also at Neiman Marcus and we're starting at Dillard's and it's tough as a brand that does not bring like the millions and millions of dollars of marketing budget to the table. You have to convince with other things. And that's in the end the success story from the German speaking world that really helped us opening doors. Since we're the biggest natural skincare brand in Germany, we are the number anti aging natural skincare brand in Germany. And you know, there are a couple of things where in Germany people would always tell us like this is not going to work out and this is not going to happen. You know, your family company, all the other are the multinationals. Your natural skincare, all the others are conventional. Your German brand, even in Germany, all the other brands are French and Japanese and American. Right. So they would never think that we could make it, but we did. We worked our way up there because we're very loyal customers. And, and that's the same story in the us. We're arriving there as nobodies. Right. So everyone's there like, so what is your track record here or there? And of course you got to build it up and you have to prove that you know how to do brand building. You have to prove that you know how distribution works, how pre sized luxury distribution works. That you must not be like in the mass market just for the quick fixes, you know, and that kind of stuff. You have to have a team that has a proven track record and yeah, you gotta be creative.
- [10:39]
Yeah, absolutely, absolutely. No, I mean that's wonderful that you said that because I think it's, I mean, and also congratulations to you, you know, because coming into another territory and starting in a new market, that can be very. Lots of challenges, I'm sure. So thank you. Yeah. I want to ask you though, how do you actually approach your product development process? I mean, where does it all start for you guys?
- [10:59]
So we have our own R and D department, that's 15 ladies. It's only ladies working there developing the product. And of course they come along with, hey, that and super cool new ingredient or they come along with stuff like, oh, look at that, we can manage to. To have vegan collagen. And so it's not from fishbone, but it's made from soy and wheat proteins. And so they come with creative ideas. When it comes to new ingredients, for example, then of course we have our sales team that would always be like, oh, these are the new trends in the cosmetic world or in the food industry. Food industry is a big source of inspiration for cosmetics. Then of course, we have our innovation process where marketing comes along. I have a, a ton of ideas, so I travel a lot throughout the world and of course I see a hundred and thousand of things that we could potentially do. Maybe packaging, maybe ingredients, maybe claims, maybe textures, you know, you name it. And so it's not a question of how do we find or how do we get the ideas, but how do we narrow it down to the blockbusters.
- [12:01]
Absolutely. No, that makes sense. I mean, it's interesting that you're discovering things as you go and you're applying them in the line. I mean, that's really neat because I think that's how consumers also. We also think like that. You know, for me, me, whenever I discover something, anything, whether it's beauty, skin care, wellness, whatever, it's always from this discovery process I realized, like, oh, wait, I just heard about this great herb. You know, I wonder if someone's making a supplement with this, those kind of things. So I think it's a very natural way to create products.
- [12:28]
Absolutely.
- [12:29]
Oftentimes I think it's a little forced with a lot of, A lot of times brands do this, and I see it all the time where it's like, they'll come out with a new product and it's like, that's such a forced launch because there's a trend going on or something, you know, like on TikTok or whatever.
- [12:42]
Absolutely. Yeah. And, you know, when you really love the industry, which I think both of us do, there is so much inspiration. There is so many cool brands, so many cool products, so many, you know, it's just a very fascinating industry. And as you say, like maybe food, supplement or whatever. It is so much inspiration.
- [13:01]
Yeah, so much inspiration. And I, you know, here's the thing. There's a difference between being inspired and like, a lot of times people dupe that. Dupe culture is what I've seen come out of. That's why I'm saying all of this is like, for anyone listening, I'm sure you guys have seen the brands that are just like, oh, well, this product worked for this brand. Let me make my own version of this, it's just like, that's not it. You know, that can't be it. Because what happens in that is you create a bunch of stuff that is not efficacious because it doesn't work for everybody's skin. And that's what I think. Your brand really stood out to me in that way because you have such unique products especially I'm a huge person. For example, I love night products, like the. Anything at night that I can put on my skin.
- [13:42]
The best.
- [13:43]
It's the best, you know, And I want to talk a little bit about one of them specifically. It's the Neptunio. Is that the brand new?
- [13:49]
Yes.
- [13:50]
Yeah. Tunio the system high performance overnight inverse cream. That is one of my favorite products. In your line. What went behind your night creams? What was the inspiration behind them? Because they're all wonderful. Actually, I've tried all of them.
- [14:02]
Thank you. I mean, the idea behind our night creams and we do have, for every skin type and for every age, we have the right series and the right products. But it would always come in a five step routine. You know, you can't shorten it down. Like if you want to have the full effect, you have to go through the five steps. So that is cleansing, that is toning day cream and, or night cream. And night cream plays a very essential role in the skincare routine. I don't have to explain you, but some listeners, because during the night the skin regenerates and it needs support for that. You know, it needs support in order to, to clean out the cells and get out all the rubbish that doesn't belong in there or the trash. And that's what we do have in our night creams. And in particular, what I love about the Natu Neo night cream, it's a very light texture. So when you apply it, it could be a day cream as well. Right. So you're not sticky, you're not shiny. It's very boyfriend approved. But then throughout the night, and that's the trick about the overnight inverse cream, it actually changes into something heavier. So when you wake up in the morning and you wash your face, you feel like, like, oh, oh, there was power behind that cream. Like I can still feel it. There's more to it. And very important to, to mention that is not the silicone that you would usually feel on night creams because we don't use any of it. So it's actually the cream itself going through a changing process throughout the night and through the body temperature being activated in order to Become a richer night cream.
- [15:27]
Oh, wow. That's really fascinating about the body temperature. Wow, that's really cool. I mean, I think that it's very fascinating when you think about how the skin does. I mean, you brought up temperature. That makes me also think about, you know, people formulate a lot of day products and they don't keep in mind that, yeah, you're going to be exposed to higher temperatures, sometimes colder temperatures. Skin care has to be adaptive to those environmental factors. Yeah, absolutely.
- [15:52]
And, you know, on TikTok, we've seen so many of these skincare trends, for example, and you see all these girls putting the skincare on their face directly, like in these dots. Oh, yeah, no, please put in your hands first. You need to warm it up a little in your hands. You have to rub it in your hands and then you have the scent of the product. It's being activated. The oils in it are, you know, in the right consistency, the right texture. That has to be. So these kind of things for skincare nerds like us.
- [16:22]
No, I mean, yeah, I love it, though. I love it because at the end of the day, I mean, this is what it is, though. The TikTok trend thing is just. It's getting out of control. And they put the creams and like the alternating one pink dot, one white. It's just like, it's wide, you know.
- [16:41]
To see this, like, don't do that to your skin, please.
- [16:44]
Yeah, don't do it. Yeah. I think it's a really important message, though, that you're sending, because I think in that way that we need a full routine. I think that's such a crucial thing. Oftentimes what I see happen, and I've done this, I'm guilty of this, too, is consumers love finding that one amazing product. But then we forget, where's our cleansing step? You know, where is the priming step with our essence or something before the moisturizer? Whether it's your serum, all of these steps kind of get lost because you find that one here product and you're like, this is it for me. But your skin, you have to have a system in place for how you manage it. So I'd love to discuss this with you is with time, obviously you've seen it, consumer demands have changed. Right. In terms of what they desire. I know right now science is the focus for many people. They want to learn more about why things work the way they work, especially with skin care. So how did that impact you guys as a brand and making sure you're staying true to Your customers.
- [17:37]
Yes, Very important point. That is something that came up for the brand very early because we always have had to fight the stereotype that natural skin care does not work. And Therefore, in the 1970s already, my dad said, I'm going to bring these people scientific proof that the products do work as good as conventional cosmetics and even better than conventional cosmetics or skincare. So we started very early in undergoing that process of having all the products not only tested, but actually proven. You know, it's two different things. The cosmetic industry is trying to not talk about it, but it's two different things if something is just tested or it's proven efficacy. And so therefore, we started early with that and that's how we kind of became that different natural skincare brand. Because natural skincare brands, they don't look into proven efficacy. They tell you that the product does not do any harm. But that was not enough for us. Right. So we don't put that one single flower in the cream and say, okay, that's going to do wonders. But we are putting a complex of ingredients, a complex of active ingredients that do the trick into the cream that will work on the skin. And then we let it, have it tested by a third party. So it came very naturally to us to have that scientific proof and that science aspect in it. It's just what people find fascinating, that it's actually working for natural skincare because that's a niche. Like there's no other brand that does it.
- [19:06]
Yeah, no, I mean, I think the word natural kind of implies that you haven't done any testing or anything. You know, that's what. For some reason, consumers love thinking that. But I think it should the opposite. You know, if something is coming from nature, there's a really very well grounded scientific reason for why it works. Nature doesn't just do things for the hell of it.
- [19:24]
There's a purpose.
- [19:27]
So, I mean, that's cool, though. I'm glad that you're bridging this gap, honestly, because we need more brands like this. Yeah, no, truly, great job with that because at the end of the day, consumers are confused. I mean, I'm sure you've seen it clean beauty is everywhere. You know, that's damp. It will not go away. And I'm not saying it should. It's just that I think it's misleading, you know, and I. I think when people say a product is clean, it implies just, I don't know, something different for everybody. You know, we all interpret it so differently. And I think when you say, because clean has become such a big thing. So many other things. So we're talking about, like, naturally derived ingredients. Right. And that gets looped up in there. And then people bring all the other categories in and they kind of merge it with the clean label, but it's just not true. It's very important to kind of distinguish between clean versus naturally based, you know, scientific, clinical, grade. Like, all of those things are important to discern.
- [20:20]
Yeah, absolutely. And just being clean doesn't do the trick, right? Just from leaving out things, that doesn't do the trick at all. You need to be clean and scientifically proven, so.
- [20:29]
Exactly.
- [20:30]
Most brands don't go down their way.
- [20:33]
Yeah, exactly. No, I agree. So in terms of some trends that you do, like, maybe you could share some with us that actually did impact the brand. Was there anything that you saw that you were like, oh, this is kind of like inspiration for our next product?
- [20:44]
Yeah, I love the iPad trend. We've had an iPad product. Our hyaluronic eye patches, they were just like underdogs. That was 2015, right? People were like, what is that? Why? Why would you put something in your face and leave it there? Doesn't it look funny? And then that eye patches trend came from Asia, and we're like, oh, we actually do have that product which is not based on silicon, but it's actually hydrogel from algae. And there was somewhere like, okay, see, we have that product here. And people are like, oh, oh, it's actually. You can make that from Germany, too. Okay, I didn't know that. And now this is one of our best selling products. It is an Internet sensation. Everyone knows that product from us. The hyaluronic eye patches are just, you know, they're.
- [21:27]
They're amazing. They're amazing. I've tried them.
- [21:31]
Verizon Representative
They're so good.
- [21:34]
Alicia Linder
It's like you reinvented the eye patch with these products.
- [21:37]
Yeah, it's really, really good. Yeah, it's. And it's a. It's a great product. I mean, you put it under your eyes for minutes and the day is yours. Right? So that's a very, very good example of how a trend happened that caught us by surprise, to be honest. We're like, oh, wait, we have the product. Can we. Can we make something of it? And, yeah, and it's a. It's a cool product. Very effective. It's very natural as well, since again, it's not a silicon patch. So when you put that patch into water, it actually dissolves because it's, again, made from algae and it still does. The Trick very much. And to every person I give that eye patch, people like, what on earth? I need more of that.
- [22:14]
Yeah, they're really good. No, I can attest to this. I tried the eye patches, and, you know, you don't think about eye patches, actually, because now, like you said, it's become a thing. Everybody's doing eye patches. Everyone has an eye patch. But not all eye patches are made the same guys. Like, let's keep that in mind, I mean, honestly, because I noticed an incredible difference when I tried it. I think that for me, I don't know, personally speaking, I don't have the problem of puffy under eyes. For me, it's more dark circles. So, like, I try to keep that area hydrated because one, I'm always using products for under eye, you know, whether that's makeup or adding on a cream for the day or whatever, because that's my concern. So I found these to be very nice, and they play nice with my other products. That was a huge thing for me because oftentimes the serum in the eye patches, it pills. When you put makeup on top, it becomes very hard to work with. So this was not the case with yours. I liked that very much about them.
- [23:07]
So thank you. Thank you. And they're very, you know, easy to use as well, because they don't move. There are a lot of eye patches that slowly wander down your face. Right. They migrate. They don't do that. They stay. And, you know, it's as simple as that. You can. You can put them on in the car, you can put them on. I know when you're in the park, when you're between meetings, when you're in a meeting, they're transparent. You can actually not see them on camera. I've tried trillions of time, so that is very handy.
- [23:39]
No, I love them. I think it's. It's a really great product. All of your products are wonderful, though. I've. I haven't tried a single thing where I'm like, I don't like this. Yeah. Know, I think it shows. And it shows that you guys have really been around in this industry for a while. You've seen everything, you worked with, everything that you could, and you've created things that are meaningful. That's the bottom line. I think that's what consumers should look for. And I always say this. I sound kind of like I'm preaching to people, but I'm not. You know, for everyone listening, I'm just telling you guys, I feel like when you're going to spend Your money. You have to figure out what do I really need? And let's find the best quality product that's going to do that for me. So that's where I think what you've created and what your family has created here is so timeless and it's beautiful because the products, every single one hits hard. It's doing what it's supposed to do. It's whatever is being claimed is actually, you're gonna see those results. And so I really encourage our listeners to get behind these types of products because this is what's going to make your skin change, you know, at the end of the day, not the trends.
- [24:38]
You're the sweetest. Thank you. You know, we put our heart and soul into this. We really mean that. You know, this is not a cash cow thing. Whereas, like, oh, let's take trillions of dollars out of that. That's totally not what we're after. We're on a mission and I'm carrying on my grandma's legacy. So I'm over the moon to get your feedback. Thank you so much. It's so sweet of you.
- [24:56]
Of course. No, I do have a request though, for your R and D team. I would love to see you guys create more masks because I love masks. I'm like a huge masking person. So I think because every other product is so amazing, I'd love to see you guys bring more masks out for us because they're just. I mean, it's hard to make a good mask. I don't. No one believes me when I say this, but it's very difficult.
- [25:17]
It is. It is very difficult. And we're bringing them to the US we do have masks in, in Germany, like anti aging mask and hydro masks. And we're bringing them to the US bit by bit or step by step. And I'm sure you find a great mask that you'll fall in love with. I'll make sure you get them.
- [25:34]
Thank you. Thank you so much. And for everyone listening, I hope you guys will check out the brand. Make sure to check the show notes for all of the links and we'll link the actual website down there so you have to go check it out. But Alicia, thank you so much. This was lovely chatting with you.
- [25:47]
Thank you so much. Wonderful talking to you. And all the best. Thanks so much for your time, love.
- [25:52]
Thank you.
- [25:55]
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- [26:30]
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- [27:23]
Ericsson Representative
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- [27:32]
Alicia Linder
Hey guys, so I hope you love that episode. Please make sure to hit subscribe if you're tuning in to us on any podcast platform. We are available on so many different platforms, so wherever it is that you're tuning in, just go hit subscribe. You will be immediately notified when we publish new episodes. This way you're able to tune in to amazing insights from experts, brand founders, industry leaders, authors, all the wonderful people that we host. And that's very important for me because I love to hear from you guys and really understand what you love and what you want to hear more of. Also make sure to give us a follow on all of our social media outlets. We're available on Instagram, TikTok X, you name it, we're there. We also have a blog on Medium, so if you're a reader and you love Medium blogs, check us out on Medium. We publish some really great articles on there that do deeper dives than just what's available on the podcast and it's really a great place for all of you science geeks out there that want to learn a little bit more. We go above and beyond with our research and making sure we're bringing you information that you usually probably won't hear about in other outlets. So check us out, leave us a comment, leave us a review, and we'll be back next time with another episode. Thank you.