Anti-aging is losing its caché in the beauty business as wellness takes a greater prominence. With this comes an influx of age-prevention and damage-prevention skin care, like complexion products with SPF, anti-pollution products, and any number of hydrating aqua-bomb type products. Coming to the skin care industry with something of an outsider approach, having been trained in aromatherapy and holistic treatments, Samardzic is an innovator in what could be a niche within this niche: therapeutic beauty.
Here, the beauty entrepreneur shares a profile of herself and the brand.
Name: Natasha Samardzic, Founder & CEO
Indie Beauty Company: Folium Medica
Launched: March 2013
Headquarters: Chicago, Illinois
Cash flow: Folium Medica reached our 5 year plan in 3 years.
Team work: 3 full-time employees and 4 part-time
Distribution: Folium Medica is sold globally through our ecommerce site foliummedica.com. Additionally to the US market through amazon.com, aha.com, joingoodbeing.com, etc.
Years in beauty: 8 in health / beauty
Years at Folium Medica: 4
Entrepreneurial experience: Folium Medica is my first company.
The business: Folium Medica features uniquely crafted products which address underserved beauty (e.g., breasts, sensitized skin, etc.) and health/wellbeing goals (e.g., strained muscles, tired legs, pollution detox, etc.). Our products primarily focus on achieving long term skin health which, in turn, delays premature ageing and promotes natural beauty.
The wow-factor: Our products deliver the vitality of the highest-quality, phytomedicinal ingredients and minerals directly to the skin. Our ingredients are bio-authentic, grown in their original environment – the Mediterranean, extending to the Balkans and the Middle East as bio-authenticity arises from specific biological processes responding to specific environmental conditions. Our primary focus is skin health and therapeutic treatments - restoring and maintaining homeostasis but also recognizing skin's role in transdermal healing modalities.
The customer: My target consumer is a conscious citizen with a high level of awareness when it comes to long term environmental impact on our health and wellbeing. She/he understands and appreciates the authenticity, vital energies and medicinal properties of herbs and minerals, as well as the empirical evidence of their effectiveness.
Milestone moment: Gaining recognition in the European market where awareness of holistic and natural treatments has a long history. We are also very proud of our Indy Beauty 2016 Best in Show Award.
Advice for fellow indie beauty entrepreneurs: Be authentic and rely on your knowledge!
Just one: Asked about her go-to product, Samardzic says it’s, Complexa face regeneration oil also referred to as natural ‘face lift’, inspired by the work and research of the late Dr. Tylor.