Interview: Biomazing founder Anna Baumgartner on her love of organic cosmetics and sustainability

Biomazing has been around for almost three years now and the journey continues. Biomazing founder Anna Baumgartner took the time to answer a few questions for the insider workshop "Born to be Green" in the USA. We found the interview so exciting that we translated it without further ado.

Born to be Green: Thank you for taking the time for this interview, dear Anna! We would like to know from you right at the beginning: What were your motivations for founding an organic cosmetics company?

Anna: That's a long story! I studied violin and law and got to know two completely different worlds. I could never quite decide in favour of one and then simply combined them: Doing something good and valuable and communicating in our fast-paced and exciting world.
My dream was to create a value-creating, positive value chain: Healthy seeds grow in healthy soil, thereby supporting the health of our earth. For Biomazing, the extraction of raw materials and production at fair wages is important, which is why we support small and local farmers. Sustainable transport routes from seed to end product ensure sustainable transport and CO2 reduction. In addition, our products are naturally free from animal testing and also support human health. Could there be anything better than making a positive difference in so many places?

Born to be Green: First of all, congratulations on your success, things are going rapidly uphill with Biomazing. What are you particularly proud of?

Anna: First of all, the fact that Biomazing still exists! (laughs)
At the very beginning, natural cosmetics were a niche, the topic was not trendy or even in, and the vast majority of our brands and products were completely unknown. Now, years later, everyone knows Soapwalla deodorant cream and Konjac sponges! Over the years, a tiny little niche has become a trend that is slowly moving into the mainstream. It's a great feeling to see that we can inspire so many people to live more consciously, look after themselves more healthily or perhaps even try their luck in the industry.

Born to be Green: Tell us about Biomazing! You've come a long way from zero to a company with several employees. What do you love about running your own company?

Anna: The best thing is that we can have such a positive impact! For our partners, for the projects we support and ultimately also for our customers. The many small positive "steps" add up and with Biomazing, together with our customers, we can really make a difference. It's wonderful to see that.

What I personally also enjoy is seeing how our employees blossom when they have found their role and what they enjoy doing. Finding out what you enjoy, having the space to work in it and then reaping the rewards is something enormously valuable for everyone and I think our customers and business partners also feel this passion for the cause.

Born to be Green: A secret source told me that you sleep 4 hours a night. What's your secret to looking so fresh and being so energised throughout the day?

Anna: Unfortunately, it's not something I always do by choice! When there's a lot to do and simply not enough time to sleep, I rely on the Mushroom Coffees from Four Sigma Foods and at least 20 minutes of yoga - this keeps my energy levels high and I don't get overtired even during strenuous periods. Anyone who knows me knows that I also swear by the Radiant Energy Elixir from Lotus Wei. Concealer, eyeliner and Tata Harper Lip & Cheek Tint, preferably in Very Popular and Very Naughty, provide a visual kick.

Born to be Green: What your customers are most interested in: Are you constantly trying out new products or do you have a fixed beauty routine? Which products can you not live without? 

Anna: Trying out new products is still something I love to do and therefore do all the time! But I also have my absolute must-haves, including the Harmonic Shampoo from Intelligent Nutrients, the serums from Tata Harper, the Soapwalla Deodorant Cream, the Silk Powder from Dr Hauschka, the No Hair Depilatory Cream and body oils from Lina Hanson and Safeas... the list could go on and on! (laughs)

Born to be Green: Building a business from nothing is certainly not always easy. Have you ever been on the verge of giving up everything and doing an office job?

Anna: Building something new is always exciting and motivating, but at the same time never easy. You lie awake many nights pondering, worrying, doing some quick maths or wondering whether you've made the right decision. As soon as you have responsibility for other people, everything becomes more serious. But these worries are blown away every morning when I sit down with my great team, these young, motivated and intelligent people, to make the world a little bit better again! I'm afraid I'll never be able to do a "normal" office job again - but I never wanted to anyway!

Born to be Green: A few weeks ago, the new EU shop was launched on biomazing.eu. Was that always your plan? How does the EU shop differ from the Swiss "original"? 

Anna: Since the launch, we have had a steady increase in demand from the EU, most recently a massive one. We never expected that. At some point, the demand was so great that we decided to take the plunge - the idea for the EU shop was born! The Biomazing quality of our product selection is of course the same everywhere. But local brands vary, and not all products are authorised everywhere. So while the basis is Biomazing everywhere, the range varies a little locally, which also makes it more exciting!

Born to be Green: What is your everyday life like? Tell us what your typical Biomazing day looks like?

Anna: I'm not a morning person at all, so my day starts after a big cup of strong coffee! Then I take care of emails and phone calls first, and try to keep the morning free just for that if possible. In the afternoon, I usually have meetings, which sometimes take place via Skype or FaceTime, as our business partners and the Biomazing team are spread across different countries. I'm regularly available for consultations in the Biomazing showroom in Winterthur, and things really get going there in the late afternoon, as our packers arrive and prepare the outgoing parcels that will be dispatched in the evening. If I don't have any appointments or events in the evening, I treat myself to a warm dinner and some rest, then I get back to work.

Born to be Green: What/ Who made you such a power woman?

Anna: I think you automatically have a lot of motivation and energy when you're doing what you're passionate about! But of course I rely on the invaluable support of the whole Biomazing team and the best family you can have.

Born to be Green: What distinguishes Dr Anna Baumgartner from the private Anna?

Anna: That's a funny question - I'm always the same! That's exactly the freedom I want to give my employees and also give myself - anyone who gets to know me gets to know me as I am and not otherwise. I'm a family man, and the Biomazing family is just as much a part of that as my close friends or my private family.

Born to be Green: When you say you are a family person, what about children? Does that fit into the plan of a business woman?

Anna: Of course! Incidentally, this was one of the big surprises for us in Switzerland: while the demand for organic cosmetics is rising and rising, this is not the case for care products for children, and the demand is nowhere near as high. We therefore want to increase our focus in this area too and raise awareness of the clear benefits of natural cosmetics for mum and baby.

 

Born to be Green: Thank you Anna for this exciting interview and all the best for you and Biomazing, what a great company!