Latest / Skin Anarchy / KRISTINA RASMUSSEN and IMKE NORDEN, co-founders of THE HEART COMPANY

Transcript

KRISTINA RASMUSSEN and IMKE NORDEN, co-founders of THE HEART COMPANY · Skin Anarchy

• 0:01
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• 0:48
  SPEAKER_01: Hi guys, welcome to the show.
• 0:50
  SPEAKER_01: I am so excited about our guests today because I am a huge fan of fragrances that I, you know, when I try them, I keep them forever.
• 0:59
  SPEAKER_01: And I'm one of those people that doesn't have a lot of things I love in terms of scents and, you know, um having my own signature scent.
• 1:05
  SPEAKER_01: So when I find a brand that I really love in the fragrance world, I, you know, I'm I'm I'm so excited to introduce it to you guys.
• 1:12
  SPEAKER_01: So without further ado, I want to introduce you guys to the founders of an amazing brand called The Heart Company.
• 1:18
  SPEAKER_01: Um, Inca and Christina, welcome to the show, guys.
• 1:23
  SPEAKER_01: Thank you so much.
• 1:25
  SPEAKER_02: Thank you so much.
• 1:25
  SPEAKER_02: It's a it's a pleasure to be here.
• 1:27
  SPEAKER_02: And uh yeah, thank you for having us and congratulations on your podcast and uh on all of your success, Ecta.
• 1:34
  SPEAKER_02: It's like really uh inspiring and impressive.
• 1:37
  SPEAKER_02: And uh yeah, we're very honored to be to be uh on your podcast.
• 1:41
  SPEAKER_02: Thank you.
• 1:42
  SPEAKER_01: Oh, thank you, Christina.
• 1:43
  SPEAKER_01: That is such a lovely compliment, and I I really appreciate it.
• 1:46
  SPEAKER_01: I I'm very humbled by everyone that tunes in, and I I'm so humbled by brands and founders, such as you guys that you know want to come on.
• 1:53
  SPEAKER_01: So I really that's where I want to get started, actually.
• 1:55
  SPEAKER_01: Um, Inca, I I if you guys can get us started, either of you can start us off on how the brand really came to be in terms of the idea and why did you guys go into fragrance and you know all the details about the story?
• 2:07
  SPEAKER_02: Yeah, we're happy to happy to give you an introduction.
• 2:10
  SPEAKER_02: So, I mean, actually, um we we, you know, going into the beauty business and into into our brand for us as like also best girlfriends, actually began kind of with a with a simple desire.
• 2:23
  SPEAKER_02: We wanted to create a lovely beauty brand and a destination like that's dedicated to offering like selected uh a selection of like well-curated beauty products, actually that speak to your heart.
• 2:36
  SPEAKER_02: So um that was really something that we were um that was always on our mind, and we uh just we wanted to inspire women actually around the world to enjoy and also to feel joy and self-confidence in their daily DIY beauty routines.
• 2:53
  SPEAKER_02: And um, Imke and I both, you mean you know each other since many years, or actually already since school, so we are very close and we always, you know, we have the same core values, and we also always believe um kind of in the same things.
• 3:07
  SPEAKER_02: And in in our case, like building that brand, we we believed in day since day one in thoughtful design and reusable packaging, and actually it all started with a heart.
• 3:18
  SPEAKER_02: So the heart emblem in our logo kind of represents the femininity and emotionality of the brand, and um yeah, the heart may even be the most famous symbol in the world of the world, and uh so we often shared our experience about our daily beauty routines, and um so yeah, so actually everything was inspired by like bringing uh beauty beauty products to the world that are something more than just a beauty product.
• 3:46
  SPEAKER_02: We really wanted to give out a message with each and every product that was super important to both of us.
• 3:53
  SPEAKER_02: And yeah, coming to your question about the fragrance line, um actually the fragrance line, this vegan fragrance line for women was inspired by real life.
• 4:03
  SPEAKER_02: And we we see it as a new approach to perfume, and it's about yeah, as the names like the names say, it's about fun and good vibes and positivity, kindness and a daily inspiration and also freedom.
• 4:17
  SPEAKER_02: So, you know, the idea really came actually 12 months after the pandemic started.
• 4:24
  SPEAKER_02: So uh COVID kind of even was like in a in a positive way, like inspired us um for this product and for this uh fragrance launch because we thought of something we said we wanted to create a fragrance line within our beauty port beauty brand, beauty product portfolio that is uh something that women can use every day up on mood, and that that should be something that's uplifting.
• 4:53
  SPEAKER_02: And you know, when you need some positivity in in global times of uncertainty or kindness or love or happiness or good vibes or some me time, like a mindfulness meditation moment.
• 5:06
  SPEAKER_02: We wanted to offer, like from day one, the whole range of products actually that women can use up on mood.
• 5:14
  SPEAKER_02: So that's kind of the concept behind that feeling.
• 5:17
  SPEAKER_01: No, I see that.
• 5:18
  SPEAKER_01: I can see that because honestly, Christina, for me, and I'll just you know use my example is with when it comes to sense, right?
• 5:24
  SPEAKER_01: I think as women, we have this incredible like relationship with the sense that we wear and that we put on ourselves, right?
• 5:30
  SPEAKER_01: And layer especially.
• 5:32
  SPEAKER_01: And for me, it's always been all about the layering.
• 5:34
  SPEAKER_01: And I think, you know, and so when I when I tried the scents, like for example, my favorite one, I was saying this before we started recording, um, for everyone listening, is the positivity scent.
• 5:44
  SPEAKER_01: And you know, it's it's so ironic that it's you know, it's called positivity because I remember when I had first tried it, it was like a terrible day.
• 5:52
  SPEAKER_01: I was having a terrible day.
• 5:53
  SPEAKER_01: And I remember I got the package and I um was opening the scents.
• 5:57
  SPEAKER_01: I love all of them, but the positivity one was just oh my gosh, like it was everything I looked for in a scent.
• 6:03
  SPEAKER_01: It was clean, and I'm you know, I really enjoy clean fragrances and like, you know, kind of citrus uh tones and stuff.
• 6:08
  SPEAKER_01: And it was just everything I wanted, and it made me think of like this this practice that I've actually been doing my whole life, which is layering of scents, you know.
• 6:17
  SPEAKER_01: And so for me, it was always like, you know, I like this, I like this, I want to mix everything.
• 6:21
  SPEAKER_01: So it's almost as if like it comes pre-made, you know, for a person like me.
• 6:26
  SPEAKER_02: That's nice to hear, but exactly our concept is also like you can really, you know, we are very proud by the way, that these um uh fragrances, we even as a startup had the had the um opportunity to work with one with the largest fragrance house in the world, uh Givaudin.
• 6:44
  SPEAKER_02: And we we are very grateful that uh this actually big world leader player uh in the perfume industry believed in the concept when we uh sent them the concept, like from day one, and exactly because of the same thing that you were saying, because they said it's global, it's something uplifting, it's something new, it's something light.
• 7:04
  SPEAKER_02: And uh the the amazing perfumers of Giveda really uh when they saw our briefing, I think you know they they really worked on the on the scent together with us in a in a in a you know it just it was just amazing.
• 7:17
  SPEAKER_02: And then, you know, all every each and every scent that came out was exactly like we wanted it to come out.
• 7:24
  SPEAKER_02: It's like so positivity really uplifts you, gives you like a positive like attitude, mindset, and it's exact it exactly smells the way it's supposed to uh smell.
• 7:37
  SPEAKER_02: So uh we are really happy.
• 7:39
  SPEAKER_02: Um that it's for example, the happiness really has the summery touch and with this uh citrus touch, and and the love is really like you know, brings love and the summer feeling, you know, it's like that feeling.
• 7:52
  SPEAKER_01: Like I don't know if anyone relates, but for me, summer evenings are my favorite, like they are the most relaxing time.
• 7:58
  SPEAKER_01: You know, that one hour, it's like the golden hour, but not really, it can be any time.
• 8:01
  SPEAKER_01: But there's that one hour in summer evenings where you just feel happy and relaxed.
• 8:06
  SPEAKER_01: And I don't know if that's just me, but that's what it reminds me of.
• 8:09
  SPEAKER_01: So it's really it's ironic that you said uh summer, because it's exactly what it smells like.
• 8:14
  SPEAKER_02: Yes, and you know, we even put on the packaging that it's like you know, happiness is the feeling of the warm sun caressing your skin, and it's like um it's like uh um like uh like a summer walk, you know, a joyful summer walk, and it's like inspire, like yeah, inspiration of summer.
• 8:31
  SPEAKER_02: And um, so this is exactly what what what came to our mind as well when we thought about that fragrance.
• 8:37
  SPEAKER_02: So we are super happy that the amazing perfumers of Given Dow really made um made these uh beautiful scents for us.
• 8:44
  SPEAKER_02: It's like really nice.
• 8:44
  SPEAKER_02: We're very happy about uh about the way the collection um came to light.
• 8:50
  SPEAKER_01: Right, and then that's really what it is, Christina.
• 8:52
  SPEAKER_01: And I Inka, I would love to hear from you as well because I know that with, you know, I'm by no means an expert with of perfumery or fragrances, but I do know a little bit, and that is, you know, the way a fragrance unfolds is everything.
• 9:03
  SPEAKER_01: And, you know, people say that, but it's like for me, what that means is as I go through my day, it should like the scent of it should not be like as strong as it started off.
• 9:13
  SPEAKER_01: You know, that's how I feel.
• 9:14
  SPEAKER_01: It should like linger on your skin.
• 9:16
  SPEAKER_01: It should be like really subtle and beautiful.
• 9:17
  SPEAKER_01: And I feel like that's where you guys have really captured me, you know, in terms of the senses, because you know, I strongly believe that the sight that sight is not our strongest sense, you know.
• 9:27
  SPEAKER_01: Like I've always been a believer that smell and hearing and stuff, these are more strong in terms of uh creating memories for us than vision is.
• 9:36
  SPEAKER_01: And I like when I use perfumes, that's one of the things that I always remember is, you know, wherever I go, and whoever smells me is gonna remember that scent.
• 9:46
  SPEAKER_01: You know what I mean?
• 9:46
  SPEAKER_01: And that's really my goal.
• 9:47
  SPEAKER_01: And I I want you guys to look speak on that a little bit about, you know, really coming up with this uh like you know, the formula or I guess you could say the the perfect blend for each fragrance and how long that took and what was the process like in terms of finding these, like, you know, uh key scents and key notes to focus on.
• 10:07
  SPEAKER_03: Yes, you know, um every scent has like uh the top notes, the heart notes, and the bass notes.
• 10:14
  SPEAKER_03: So, you know, they they play together.
• 10:17
  SPEAKER_03: So the top notes, we try to always make it light, um, citrusy.
• 10:23
  SPEAKER_03: So this goes through the whole um range of our products, let's say um that we have like these light um, for example, Sicilian bergamot, Italian mandarin, orange blossom, you know, these kind of citrusy notes and in the top notes.
• 10:38
  SPEAKER_03: And then the hard notes, this is where it changes up, you know, in between the scents, you know, that's for example, for the me time, you know, we wanted to make it relaxing, we wanted to make it, you know, like a meditational moment um for each woman, you know, to take more time for herself, you know, which we kind of forget in the day-to-day.
• 10:58
  SPEAKER_03: Uh or it's it's uh it's let's say hard to find me time and um so to inspire women to to take more time for themselves and to meditate, to relax.
• 11:10
  SPEAKER_03: So there we put in the hard notes the province lavender, uh wild rose, coriander, you know, these kind of notes that you know relax you.
• 11:19
  SPEAKER_03: Um and then for the face notes, you know, we have basically mostly white mask, amber crystals, you know, these kind of uh woody notes, sandalwood, patchouli, rice milk.
• 11:32
  SPEAKER_03: Um so let's say the hard notes are the ones that are changing in the sense, you know, pretty pretty much the same.
• 11:42
  SPEAKER_03: And and the Crusy top notes, that's to make it light and fresh and airy, you know, positive.
• 11:48
  SPEAKER_03: So this is the inspiration behind it, let's say, from a scientific standpoint, uh in terms of fragrance uh formulations.
• 11:57
  SPEAKER_01: For me, Inca, because I I want to say also that you know, I really like that you mentioned the Me Time fragrance, because for me, uh you know, in terms of skincare and self-care, it's more about, you know, finding time, like you said, and it's more about making the ambiance of where you are in that moment like perfect to, you know, just really relax and take a moment.
• 12:18
  SPEAKER_01: So I really enjoyed that you said that because uh I know when I made my top picks list for 2021, I put a few products on there that were like, you know, for ambiance because nobody ever I never see like a nice curated list.
• 12:30
  SPEAKER_01: So I was like going through some of the products and the brands, and I um, you know, the reason I'm mentioning this is because the scents are so light that you could still use them as like, you know, for me, I always spray like my my room or wherever I'm meditating with the scent that calms me.
• 12:44
  SPEAKER_01: And it's like right before I meditate.
• 12:46
  SPEAKER_01: So you could do that very easily, you know, and that's what I really enjoy is that they're so versatile.
• 12:51
  SPEAKER_01: Like the way you guys have made these formulas are so, you know, you can spray it on yourself, you can spray it on your clothes, you can spray it in a room.
• 12:57
  SPEAKER_01: You know, the scent really comes out no matter where you're spraying it.
• 13:01
  SPEAKER_01: So I I really enjoy that.
• 13:03
  SPEAKER_02: Yeah, absolutely.
• 13:04
  SPEAKER_02: So that's really also the the idea, like, you know, spray uh even also the kindness scent.
• 13:09
  SPEAKER_02: It's like, you know, now you can spread kindness to yourself and others through fragrance.
• 13:13
  SPEAKER_02: I mean, if you use it, and it's not like this heavy kind of oriental, uh heavy um uh fragrance idea that you put on and you smell all day.
• 13:23
  SPEAKER_02: And it's like also, you know, it's I think it's also the idea like to use it maybe twice a day because you need some extra positivity during your day at the office as a mom, as a social worker, at the hospital, at the office, at wherever you are, at the store.
• 13:39
  SPEAKER_02: So, and you know, because we really want women to even use it twice a day because they need maybe like happiness, good vibes, kindness, and posity like twice a day.
• 13:50
  SPEAKER_02: So that's exactly um, you know, what what the concept is also all about.
• 13:56
  SPEAKER_01: No, and that makes sense, right?
• 13:57
  SPEAKER_01: Christina, because we're always like, I feel like this world is so focused on like, you know, just the naming of things and like you know, brand names and whatever.
• 14:06
  SPEAKER_01: And I really like I just love you guys's approach because it's so easy to get behind a a product, you know, that's like literally saying happiness.
• 14:14
  SPEAKER_01: Like, who would not get behind that?
• 14:17
  SPEAKER_01: Try it.
• 14:18
  SPEAKER_01: You want to try it when you see it.
• 14:19
  SPEAKER_01: And it's like when you try it, if you actually it elicits that mood, that's brilliant, you know.
• 14:24
  SPEAKER_01: That's that's really cool.
• 14:25
  SPEAKER_01: And I I think we need a lot more of that.
• 14:26
  SPEAKER_02: And I really think you guys should make candles like that's interesting that you're saying that because you know, this is exactly what we have on our uh as a next step, because uh um our fragrance house Given Dow produced the oils that was also in our briefing.
• 14:41
  SPEAKER_02: The the all our scents and oils, the fragrance, actual fragrance oils, are produced so in um in the way that we can also put them in candles.
• 14:50
  SPEAKER_02: So you will see in 2023 also uh the um an equivalent uh candle line of the horror company.
• 14:58
  SPEAKER_02: So uh that's also the the idea of our brands of our brand that uh all products like complement each other.
• 15:07
  SPEAKER_02: And um so um so you will you will see also like uh uh uh kindness and happiness and me time uh candle candleline in the future.
• 15:17
  SPEAKER_02: That's that's what it is.
• 15:18
  SPEAKER_02: Also, what we also um uh will also launch very soon is like our hand cream, it's already available in Europe, but it will also come to the United States very soon.
• 15:29
  SPEAKER_02: And uh, this is a vegan based on shea butter hand cream, and it also um will have the same scents, and it will be like happiness for your hands, for example.
• 15:42
  SPEAKER_02: So you can also um I love that.
• 15:46
  SPEAKER_02: So that's the idea of like uh um uh further uh product diversification of uh of our of our line and of the names um of our brand.
• 15:56
  SPEAKER_02: So so you know, so that this is the the start is the fragrance, and um yeah, it would be really nice to to spread even more love and kindness and positivity around in in more beauty products.
• 16:09
  SPEAKER_01: Absolutely, Christina.
• 16:10
  SPEAKER_01: I think that's a really great point.
• 16:11
  SPEAKER_01: And you know, for me, I even want to say this like I I'm a huge believer in putting like words and things that trigger you to think about, you know, certain things like good things around your home and your environment.
• 16:22
  SPEAKER_01: Like I'm a huge believer in that.
• 16:23
  SPEAKER_01: Like, I don't know if I said anything on my podcast, but I, you know, I remember when I first learned that Michael Jackson, he used to put like a sticky note on his mirror of like thriller will become the biggest album or something.
• 16:35
  SPEAKER_01: And he looked at that every single day, and that's exactly what happened, you know.
• 16:39
  SPEAKER_01: And so I think all of us need reminders in our environment.
• 16:42
  SPEAKER_01: Like, stay positive, stay happy, stay, you know, hey, me time, like every time you look at it, it reminds you take some time for yourself.
• 16:49
  SPEAKER_03: Take some time for yourself, exactly.
• 16:51
  SPEAKER_03: You know, it's amazing that you say this uh about Michael Jackson, because we have been, you know, inspired also by since a long time already, my mother introduced me to uh, you know, Louise Hay and to Hay House.
• 17:04
  SPEAKER_03: Um, you know, the positive affirmations that she pioneered, uh, you know, to think about like uh love your neighbor as thyself and as thyself, you know, women are always like you know, loving all their neighbors and family and kids, and you know, they are usually the caretakers of the family, and um but as thyself, you know, they forget about and um you know I'm no I'm no exception, so you know sometimes really this me time, I think it's very essential to take for yourself more time, you know, take care of your skincare, take care of you know, your your bedtime routine, your meditation.
• 17:45
  SPEAKER_03: So this we really want to inspire women to think about, you know, to take more time for themselves.
• 17:51
  SPEAKER_03: Especially with global pandemic and with the homeschooling and jobs and everything they do at the same time, you know.
• 17:58
  SPEAKER_03: It's it's been overwhelming, I think, and especially in the last year.
• 18:02
  SPEAKER_03: Yeah.
• 18:03
  SPEAKER_03: So we should all remember, you know, take time for yourself, relax some more time, and so I I agree with you.
• 18:12
  SPEAKER_01: I agree with you, Enka, and I think that that's that's what I mean is like you know, we don't have enough people or things in our environment reminding us.
• 18:18
  SPEAKER_01: And you know, I and I love that you like uh Hay House publications, by the way.
• 18:21
  SPEAKER_01: I'm a huge fan of uh Me too, of the podcast, and yes, I'm a huge fan.
• 18:27
  SPEAKER_01: Right, I'm you know, Esther Hicks, and I I just love Hay House in general, but I agree with you.
• 18:32
  SPEAKER_01: I think the more positivity you can see around you, whether it's through words, whether it's through fragrances, whatever it is, like you we need to keep spreading that.
• 18:40
  SPEAKER_01: And I and I really, really love, you know, I love the way you guys are approaching it.
• 18:44
  SPEAKER_01: It's it's very heads-on and it's very, you know, no BS, no fluff.
• 18:49
  SPEAKER_01: It's like if it says positivity on the bottle, like come on, guys.
• 18:52
  SPEAKER_01: You know, like that's a really cool concept.
• 18:54
  SPEAKER_02: It really works, you know.
• 18:55
  SPEAKER_02: Even you know, the the um uh the um uh employees of our fragrance house, you've gone sometimes.
• 19:00
  SPEAKER_02: They called, I said, you know what, Christina, we we we have we we use the positivity or the happiness today.
• 19:05
  SPEAKER_02: And I I I told Mkay, I said, see, they're even doing that.
• 19:09
  SPEAKER_02: I mean, they're so used to like producing fragrance oils and being in that industry for like years and decades, and you know, and and uh even you know, they like this, you know.
• 19:19
  SPEAKER_02: It's like of course, you know, there's so many like designer perfumes in the world, and you know, the the the perfume industry is like was as you said, like a lot of about like famous names, brands, designers, and um, so we wanted to uh bring something out that really speaks to the customer, that is like extreme value creation uh for the customer.
• 19:41
  SPEAKER_02: So it it's it's the customer thinks not about the about a designer name, or it's you know, things about the brand and what what the not the brand, the the um the name of the fragrance.
• 19:53
  SPEAKER_02: Like um the heart company is something coming from the heart, and it you know, you're using positivity in a bottle.
• 20:00
  SPEAKER_02: So um you're using it really for yourself and for your own mindset, and uh especially after a global pandemic that had impacted all our lives around the world is a global thing, as we all know.
• 20:13
  SPEAKER_02: So we really even or we saw also women like around the world, and um everybody was like, Oh, I need really more positivity, happiness, me time.
• 20:24
  SPEAKER_02: It's really it's um it's it's an international approach because it it really speaks to kind of every woman, especially in in the global times that we are living in right now.
• 20:35
  SPEAKER_01: Yeah, I completely agree with you.
• 20:36
  SPEAKER_01: I completely agree that it it definitely speaks.
• 20:39
  SPEAKER_01: And and the thing is, you know, it's not just like you know, a pandemic, but like look at what's happening in the world right now.
• 20:44
  SPEAKER_01: You know, we we're in the middle of potentially World War III beginning, you know.
• 20:48
  SPEAKER_01: Yes, it's um and and people need as many reminders of being positive and happy that they we can get.
• 20:55
  SPEAKER_01: I mean, there's no, and you know, I will say this, I want to actually bring this up.
• 20:59
  SPEAKER_01: I think it's very important in the world of perfumery.
• 21:01
  SPEAKER_01: And I hope someone's listening um that is like, you know what I mean, like in that world and really embedded in it, because when it comes to scents, we need to start in you know, incorporating them into just self-care routines and introducing, you know, just I guess youth to understanding what it means to have your own scent.
• 21:18
  SPEAKER_01: I think.
• 21:18
  SPEAKER_01: I mean, my mother did that, you know, when I was growing up.
• 21:21
  SPEAKER_01: And I remember going to college and I had my own thing, you know, it was my own fragrance.
• 21:26
  SPEAKER_01: Like I no one smelled like what I did.
• 21:28
  SPEAKER_01: And I really took pride in that.
• 21:30
  SPEAKER_01: You know, it was like my own signature like way of expressing myself so that, you know, whatever you leave behind is is good for the person that's there.
• 21:37
  SPEAKER_01: You know, it's like a happy moment for the person that also smells you, I guess you could say, you know.
• 21:42
  SPEAKER_02: Absolutely.
• 21:43
  SPEAKER_02: Yes, and part of human emotion, you know, as we all know.
• 21:46
  SPEAKER_02: And it's like uh, you know, then you know, whatever you can like spread like good vibes to yourself or to others, even kindness and also love is like the most powerful force on earth, right?
• 21:56
  SPEAKER_02: And we need it more than ever.
• 21:58
  SPEAKER_02: And uh we always say also our.
• 22:00
  SPEAKER_02: sense is like love is the language of the world.
• 22:02
  SPEAKER_02: So I mean it's it's very simple, but it's like also very, very, you know, it's an it's a when you see we strongly believe that when you when you you know have an international perspective of things and you approach it from that lens, you know what comes out you know at as the end product is also very is always very unique.
• 22:23
  SPEAKER_02: And uh we we see it as a very unique new approach to fragrance like spraying positivity in a button.
• 22:31
  SPEAKER_01: Absolutely I I really I I agree with you and I want to actually ask you because most of the time when I see brands come out with these kind of products right Christina it's it's more of like a uh a mist or like a you know and I don't like that I really like what you guys have done.
• 22:44
  SPEAKER_01: You've made the real deal you know these are the true real perfume like you know really high-end perfumes and I want to ask you guys why you took this route versus like coming out with you know something I don't know I guess like a mist or a room spray what was the decision because I think I we both right and we both believe like very much also in in the quality uh of eau de parfum so we from day one we we both agreed that we don't also we also don't want to have like any you know body mist or spray or just that we wanted to have a real uh eau de parfum for us if it was very important you know have this um yes that stays on on your skin you know and it will not uh disappear after a couple of minutes so oh that's that's I love that and I'm really glad you guys did that because I'm not gonna I'm not a huge fan of body mists because it doesn't stick around like you said you know it doesn't really linger and so I love that I'm glad that you guys went in this direction I'm just curious because you know when it comes to uh perfumes you know the prices are so high that I I get so mad right with people because it's like I wish everyone could try this you know I wish everyone could try this perfume and you guys have done really well with the pricing so that's why I ask because you know you're you're very like the price of the perfumes is very understandable and it's it's a you know it I think it's very accessible is the right word for people that was also uh you know very important for us because um because we wanted to have an affordable luxury fragrance that that was always on our mind from day one.
• 24:20
  SPEAKER_02: We wanted to have an eau de parfum but we wanted to have it like in a nice elegant exquisite bottle that can be you know uh part of uh be part of every perfume collection so that people even can like um collect the bottles because they're all in these beautiful uh exquisite heart shapes and you know you you you know you don't throw away a bottle that says in heart shape positivity in a bottle you kind of keep it even yeah as an inspirational item in your bathroom and then I mean ideally you're with you you buy a new one of course but um so that was also very important um that we have an affordable price range why because we also very much want to speak to a younger uh um uh target uh group and our customers also are like Gen Y Gen Z consumers and uh they they really don't want to buy$100 uh perfumes it's simply too expensive for them but we wanted to still offer to them like an older perfume something uh you know that spreads also kindness love and positivity around them and you know with the packaging you know we already saw it now that they like to like do some TikTok videos with the hard bottles and uh you know spray good vibes around and so we wanted to make it um affordable but still elegant and still and uh with a real message and uh but but kind of an affordable luxury item.
• 25:44
  SPEAKER_01: Right.
• 25:45
  SPEAKER_01: No that makes sense and and that's exactly what you've created.
• 25:48
  SPEAKER_01: I'm so glad you've made it the price range and it's so accessible because it's the most beautiful quality and it's the real deal and it's accessible and everyone can get it.
• 25:56
  SPEAKER_01: And I'm so glad that Gen Z has been your target because I I'm not gonna lie I worry about our generations like what do they like what is their beauty preference you know what what are they leaning towards and yeah I I'm really happy to see that they're into like perfumes and they and they really value like a good scent you know that's very important to me as I think I the older I'm getting is to have like the generation that's upcoming.
• 26:19
  SPEAKER_02: Yes and what they what they do also they are very as we all know they're all digitally uh um uh savvy and they what they do is they they research fragrances online not only in stores i mean of course everybody likes to also go to stores and spray perfume this will also always stay but they also um uh like to research the fragrances online and for us it was like super important to give like all the information uh about the fragrances also on each packaging so we put like the ingredients on the packaging um we we wrote a little uh creative um nice um text on each packaging in English as well as in French in case we're also selling you know within Europe or Canada.
• 27:01
  SPEAKER_02: So uh we have it even in in two languages there and um so that they also know it's 100% vegan all our scents are also um certified with a vegan society in uh Birmingham UK which is also um really great because uh it's sometimes it's also not so easy to find a 100% vegan perfume on the market and you know the especially young Gen Z Gen Y consumers are really you know checking everything online before they actually buying the product and what when they go to the store they already made their uh decision so for us it was very important to give them all the information that we can about the product the sense and um even our brand story and the inspiration behind that perfume.
• 27:46
  SPEAKER_01: Yeah I'm glad you guys are are doing that in terms of transparency because I'm not gonna lie I I I saw some posts I I don't remember when it was like about the perfume industry right and and the impact it has in terms of um animal rights and I I don't know what it was.
• 28:04
  SPEAKER_02: I I I don't even want to reference it really because I don't remember what it said but it just makes me think you know because you were talking about the vegan aspect of it right Christina and I want to know um from your perspective what is the importance of that like you know buying fragrances and and supporting brands such as yourself that are really promoting like you know this vegan idea in the fragrance world yeah I mean people uh especially the young generation that for them it's super important that it's like really 100% vegan and that they can really be sure that there are zero uh animal products any ingredients is uh related to animals in in the product and uh together with uh Given Fragrance House and the the vegan society in uh Birmingham UK so everything was like registered and um you know really checked and you know we for us it was really important that we really have it like certified uh a certified vegan uh vegan product um because we yeah we just think it's it's like super important especially for the young uh um for our young target audience and uh so uh transparency as you said is like super important and um it's also one point of um extreme value creation to to uh to give them all the information and not just put like um you know because in in the parking industry we saw that also it's like a lot of sometimes just you know it's a it's a you know like a designer name or whatever famous name on a packaging and a French address in the back and that's all you know about that fragrance.
• 29:30
  SPEAKER_01: And I think there's a big shift also not only in the beauty industry there's also a big shift uh in the future already starting now uh also with people like buying fragrances uh more and more online that uh there's a definitely a need for more transparency about the products yeah I I agree with you and I and um thank you for answering that Christina I just you know I think it's it's interesting because when I think of fragrances you know we all talk about like Chanel right it's like the hallmark for fragrances I feel like in the the general social media community but I've never been a fan of those those strong scents you know what I mean like the musk and the and the really strong like over empowering you know fragrance.
• 30:11
  SPEAKER_01: So I I find this to be very very interesting in terms of like the movement towards more uh transparency overall in the fragrance world because I think that's one area of beauty that nobody really understands is like you know you might you might smell something on somebody and say I really like the way that smells but you don't really understand like what are the behind the scenes workings, right?
• 30:32
  SPEAKER_01: It's like we all understand that there's five you know 10 or 15 really great scents that are circulating in the world that everyone references.
• 30:38
  SPEAKER_01: But then to be able to really dive into that and understand the way that it's made and the way that things are done in terms of like you know the actual perfume house and um you know those are things that I think consumers are still wanting to understand.
• 30:50
  SPEAKER_01: And I'm really glad that you brought up that Gen Z like does their homework because I think that's what we all need to learn from them in that aspect.
• 30:56
  SPEAKER_02: Like I don't know why no one up to this point has asked tell me more about you know the perfumery business like how does it work you know it's it's it's a very closed business and it's very uh reserved in the past it's been always reserved to you know the big conglomerates or the big uh companies and they always kept it more secretive or it's been a very closed industry but this is changing you know and um yeah I agree with you it's uh it's a bit mystified it's still mysti it's still uh mystified I think also because of the complexity of the product I mean it's it's really as a as a startup founder I have to also say I mean it's not easy to launch a fragrance.
• 31:36
  SPEAKER_02: So I mean we we were very lucky to have the help of of the largest fragrance house in the world as we said Given and the amazing perfumers of that fragrance house plus um uh our creative agency who helped us you know because it's a very complex also like um a supply chain and you know it's it's not easy to launch a fragrance so I know or we know now and can I that why this is also you know uh just not just a startup idea where you can just easily launch a fragrance so it really takes uh takes time and it also takes a certain amount of um of of of uh of yeah financial um effort um plus the legal uh the legal stuff that has to be done and it's it's it's it's not easy to launch a fragrance.
• 32:21
  SPEAKER_02: So I mean we are super proud that we were able to do that even in the middle of a global pandemic and we did it even remote uh with all the uh testing and you know it's like really amazing because normally you know fragrance launches and and we always say in in in former times you know it's it's normal that it takes like three to sometimes even five years to uh to launch a fragrance you know with so many people involved and big big companies and we did it you know in in uh actually in almost 10 months you know we we had the idea like 12 months ago and we did it in 10 months because we were like really you know we we were so clear about our vision and we wanted to wanted to do and the perfumers did such an amazing job with with the concept and it was like we we actually we we liked it from the first moment.
• 33:07
  SPEAKER_01: I think most of them were exactly when they created the fragrances we were like yeah that's exactly what what we thought you know when when we when we had that vision um so but true but I think the truth is I mean iconic fragrances like you just mentioned Chanel they will probably of course always like stay and you know it's it's a it's a classic and it's also an amazing perfume uh you know that people like or it's a signature scent for maybe also older target groups maybe but um I I think there's a big opportunity for for uh young new Gen Z Gen Y concept like ours for example to also have a place in the beauty world as well as in the in the global perfume world because um there's also a disruption of course going on oh absolutely I think I think this is the best time to be doing that because you know we need to you know evolve with the the changing consumer and we need to be able to cater to their needs and there's no reason why you know Jen Gen Z or whoever is you know interested in in smelling good I mean let's be honest right we all want that scent that makes us feel like we're you know we're good we we smell good we feel good and that I don't see enough of that you know we have a lot of beauty products we have you know makeup products we have skincare but when it comes to like real true self-care this idea of you know incorporating like I said all the senses you know really focusing on quality products you don't need 15 different perfumes in your collection you just need like two or three that are truly your go-tos you know you can wear them no matter what you can uh recommend them to anybody you know those are the kind of things that I look for right in a in a normal in a in a usable perfume I mean I remember being in college and I remember uh when Dolce and Gabbana's uh light blue scent came out and every girl in college was wearing that and I was wearing that in like high school and I remember thinking I'm like oh wow they finally caught on to this idea of like clean scents you know crisp scents and it became a big you know it just became a thing because everyone was recommending it.
• 35:11
  SPEAKER_01: So that's the idea is that I I for me especially on the podcast I want to always feature brands that you could easily pick up and say I highly recommend this product and that's exactly what I see when I see your line of perfumes because you know if I meet like a 17 year old she has no idea where to start with finding her scent I can I I like knowing that I can recommend you know well go check out the heart company and I really like their positivity scent you know go check and she'll do it and she'll really like it.
• 35:38
  SPEAKER_02: I like knowing that you know yeah that's that's really nice and we also think you know speaking about like um uh selling it like digitally and we we we launched it uh now in America on Amazon uh because Amazon gives us also this opportunity to have our brand store and to list the fragrance and to to you know uh write all the details about the fragrance ingredients and inspiration but also you know in the future it's also nice because we came up with this uh color concept it's this color uh pastel color concept so when you see them in real like in brick and mortar like standing next to each other is also great because it will like catch the eye of especially of the young consumer because first of all because of the color concept then because of the heart shaped bottle and then also because of course because of the names because like you're like you will just indefinitely like one right it's like either me time or good vibes or kindness positivity or love and uh we also very much believe in and um and the beauty of gifting so we also wanted to make our fragrance line like a beautiful gift so because the gifting um the idea of gifting is like so important also like you know for birthdays for mother's days for you know even bring it to your friend I don't know so the positivity when when some somebody has like I don't know an emotional crisis or something you wouldn't like bring a designer perfume or something to to lift them up maybe but we thought like you know the beauty of gifting a perfume that that it's like uplifting and inspiring in a heart shaped bottle could be like a really nice idea to to bring to somebody I also want to say you know for me when I was growing up I remember um when I used to read magazines my favorite part was the perfume ads like you know being able to like smell them able to like go into the something for a moment I mean it's a huge it's a very powerful uh you know product it's a very powerful product and it's a very powerful category of beauty.
• 37:35
  SPEAKER_01: So I really commend you guys for taking this on and doing it so well.
• 37:39
  SPEAKER_01: You've really kind of you know just hit the ball out of the park with this one.
• 37:42
  SPEAKER_01: I think it's you know it these are products and these are scents I can recommend to almost anyone I know.
• 37:47
  SPEAKER_01: I I love the way they look like you said Christina they're so beautiful and you know just I I love how simple the packaging is and it's the shape of a heart but it's a beautiful glass bottle it has the word on it that you know that describes the fragrance like positivity happiness um me too you know or me time sorry uh and you know it's it's a really really uh easy concept but it's a very quality based concept that's the most important thing I think that I love is that the quality has never it it's it's right there you know what you would want in a good perfume so I I think this is very unique and I really haven't seen any other brand do this so I just want to commend you guys you guys have done such a great job thank you thank you so much Ecta we really appreciate that you know for hearing it from you as a true beauty industry expert and it's like really so great and you know it it really touches our heart when we when we hear these uh these uh kind words from you as well thank you absolutely and everyone listening I have uh you know they've been so kind you know Christina Inka you guys have been so kind they've offered our listeners a 15% off code if you go onto Amazon to shop the fragrances and I'm gonna be linking all of those links in terms of where you can go exactly on Amazon but just so you guys know the claim code is 15 skincare AN.
• 39:01
  SPEAKER_01: So it's the beginning of anarchy but it's just the A N.
• 39:04
  SPEAKER_01: So again I'll spell it out 15 skincare AN.
• 39:08
  SPEAKER_01: So if you go onto the Amazon link that I'm going to be tagging um or even just go onto amazon.com and search for the heart company and you'll see the fragrances pop up um go to the store and use this you know code and check it out you know I I I really um believe that if you if you want to know what your Hallmark products are, you know, or what you want to find your favorite scent or your favorite go-to products, you have to go and and try things out that are truly you know recommended by word of mouth.
• 39:36
  SPEAKER_01: And that's what I that's the kind of feel I want for the podcast anyways is I want you guys to be able to trust everything we bring here and any of the codes we offer.
• 39:44
  SPEAKER_01: So again you know check that check out the company check out any of the fragrances I I promise you you know every single one of them is a home run.
• 39:51
  SPEAKER_01: So no matter which one you pick you will love it.
• 39:53
  SPEAKER_01: And you know Christina and Inca thank you so much for this opportunity and for coming onto the show.
• 39:58
  SPEAKER_01: It's been so lovely.
• 40:00
  SPEAKER_01: It's so lovely too yeah it's it's been such a pleasure for us too and you know Acta like thank you for your kindness and thank you for everyone listening and uh good luck for everything Acta it's like uh please keep on doing what you're doing it's it's such a great value thank you so much you guys are the best and everyone listening I will be back next time thank you guys thank you 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.
• 40:53
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• 41:01
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• 41:06
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• 41:16
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• 41:23
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• 41:28
  SPEAKER_01: Thank you