With an ethos of less is more, Spanish beauty brand AYUNA believe the best beauty routine is achieved not when there is nothing more to add, but when there is nothing left to take away. Whilst working at a prestigious cosmetics firm, Isabel and Begoña combined their technical and professional expertise to create an evolutionary, scientific-botanical approach to cosmetics that favours simple beauty. The brand represents a pledge to pure, clean and safe cosmetics that are more sustainably sourced and climate conscious. In this edition of Meet The Leader, Isabel and Begoña reveal what it means to be a great leader, the meaning behind their motto “Less is Beauty” and the ways in which they plan to acknowledge and tackle inevitable sustainability challenges in the future.
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Hi Isabel & Begona! Can you tell us a bit more about how AYUNA came to fruition, as well as your vision for the brand?
The decision to create AYUNA was made in 2015 with the aim of offering the market ‘better’ cosmetic products. With a solid background in the cosmetic industry, our vision at that time focused on products free of toxins and environmentally friendly. We designed a beauty concept that merges natural, high technology and luxury, combining the luxury experience with the attributes of natural cosmetics into a single brand. AYUNA was introduced in January 2017 at IBE Los Angeles, receiving a warm reception from media, buyers and specialised curators in the Clean Beauty segment. The narrative of AYUNA unfolds like that of a disruptive brand, a company unafraid to explore less-travelled paths to achieve its goals. This philosophy and DNA form the essence of what we are today. However, to maintain this momentum, we must ensure that our values and culture, meticulously cultivated since our creation seven years ago, continue to permeate our day-to-day.
What three things do you think make a great leader?
A clear vision of the direction in which you are going, which serves at all times to align objectives and goals. The ability to inspire the work team towards excellence. The ability to make decisions, align with business ethics and strategy and take responsibility for results.
What three things would the people around you say make you great leaders?
As effective leaders, our deep understanding and expertise in the field stand out as the foremost key attributes, evident in the quality and innovation of our products. Secondly, our contagious passion for what we do, inspiring our entire team and clients alike. Lastly, our ability to effectively communicate our values and vision, creating a genuine connection with those around us. Integrity, creativity, human quality and passion are qualities that have led us to develop a pure, innovative and multisensory cosmetic line, supported by the experience and knowledge we possess. Our journey is marked by constant evolution, driven by passion, perseverance and the collective knowledge of all of our team.
What do you believe are the greatest sustainability related challenges for AYUNA?
AYUNA has had sustainability at the core of the company since its creation in 2017. In these years we have seen how technology has allowed us to make greater progress in all aspects, although packaging continues to be the workhorse presenting the most challenges. We need to continue pushing to move forward to achieve more sustainable solutions.
And how do you plan to overcome these challenges?
We have already shown what we are capable of with the creation of the minimalist FSC certified secondary packaging, our first 100% ceramic packaging, pushing solid formats, among many other projects. Packaging is part of our innovation strategy, in which we are constantly studying new solutions and formats to reduce material, incorporate more sustainable sources and more biodegradable, recyclable and reusable products.
As a business vouching to make positive change to both people and the planet, is there a specific aspect of AYUNA that you are most proud of?
As AYUNA progresses, it continues to redefine luxury. Our commitment to positive change for people and the planet is most prominently embodied in TERRA – the 100% recyclable and biodegradable ceramic container, handcrafted entirely in Spain and in which we take immense pride. This innovative packaging serves as AYUNA’s luxury catwalk, showcasing the brand’s latest creations each season and embodying the utmost purity, coherence and reverence for nature. As luxury evolves, so does our perspective – no longer distant and ostentatious but close, respectful and circular.
Can you tell us a little bit more about the meaning behind your motto ‘Less is Beauty’?
AYUNA was founded on the principle that the world doesn’t need more beauty products, it needs better ones. This beauty universe embraces the ‘Less is Beauty’ philosophy where the key is providing the skin only those elemental and basic ingredients for maximum performance. And so, AYUNA presents a discreet yet powerful range of formulas created consciously and backed by rigorous scientific principles, effective and safe without giving up the frills of luxury. A commitment to beauty based on simplicity, awareness and personal care. But the fundamental principle of AYUNA based on the ‘Less is Beauty’ philosophy not only guides our business direction, it also reflects in our lifestyle. Our principles are:
1. Professionalism and Commitment: The ‘Less is Beauty’ philosophy advocates for excellence in simplicity. In life and business, professionalism and commitment shine when focused on the essential, eliminating unnecessary noise
2. Overcoming Capacity: Personal and business growth often involves shedding the superfluous. By embracing the philosophy of simplification, we create space for constant improvement and growth
3. Human Quality: Beyond business decisions, the ‘Less is Beauty’ motto underscores the importance of forging authentic connections. Human quality best manifests when we focus on deep relationships, a great minority, rather than superficial interactions. This philosophy influences our daily actions and has a positive impact on those around us, wouldn’t you agree?
Do you have any goals for AYUNA in 2024, if so, what are they?
We want more. At AYUNA, we commit to continuous improvement, expanding our aspirations beyond the current state. In 2024, our next steps toward sustainability hinge on advancements in biotechnology to procure more efficient ingredients and processes with reduced environmental footprints, with the overarching goal of safeguarding soil and environmental resources. Concurrently, we will place a particular emphasis on elevating the sustainability of our packaging, addressing aspects from its inception to its biodegradability and recyclability, encompassing its entire lifecycle.
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