Evoluderm founder, Nathalie Aiach, is a passionate person who lives and breathes for her company and her brand. She embodies and describes it perfectly.

Can you tell us about Evoluderm?

For Gabriel, my husband, and I, Evoluderm is like one of our children, and we put our heart and soul into it. We have always worked in cosmetics and used to make them for other brands. When we decided to launch our own brand, we wanted first and foremost to create an attractive French brand that was high quality and accessible to everyone. A brand that we would be proud of. This is why we manufacture in France and don’t put any price constraint on the formulas or packaging when we start designing a new product. For my part, I like sourcing noble and natural ingredients, like shea, argan and precious oils. Our packaging needs to be colorful and beautiful so that our clients want to touch our products and are also proud to show them off in their bathroom. And finally, they need to be generous in form and format so that the whole family can enjoy them. I am very demanding with regards to the quality of our formulas and the aesthetic of the products, and I would never allow a product to go on sale that I wouldn’t use myself. 

What is your role in the company?

Since the beginning I have been in charge of product design. As I’m very curious, I spend my time observing the market, keeping an eye on the latest products as well as what’s happening in cosmetics on social media. I’ve got an eye for a trend. So, I can see what consumers are looking for and that gives me endless ideas, not just for the types of products needed but also for the visual design. At the beginning, Gabriel formulated the products and I designed the packaging. Nowadays, we’re more structured. We have an integrated research and development laboratory and design studio.

Have you left this mission to others?

Not at all! I get 20,000 ideas a minute, I couldn’t keep them to myself! Let’s say I can see things with a more detached eye, I’ve got a more global view. So, I work closely with the Marketing department. Every morning, I visit the lab, I test every formula sample, every fragrance sample, even the most unlikely! My bathroom is full of small vials and jars of products that are still in development... But in particular, I can’t avoid keeping a close eye on the visual design. There’s nothing I like more than being in the design studio. Sometimes I sit for hours next to one of the designers while we try out different ideas, look for a typeface, a color, an image.

How do you work?

Above all, I’m intuitive. I feel things and, as a result, I’ve always found it easy to put these into words. But I also know what I do and don’t want. And as I’m quite headstrong, when I don’t “feel” a creation I can have it reworked over and over again until I’m sure it matches my vision of Evoluderm and its future development. The fact that our brand is called “Evoluderm” is because it’s constantly evolving. It’s like me. I like action, I like progress and for things to be constantly on the move.

What are you influenced by?

In the case of the creation of the products themselves, the constant exchanges with clients and the sales team are very important. Listening to them gives you the clearest idea of the field, of what is expected and what is needed by today’s consumer. Travel is also a huge source of inspiration. It’s one of the things I love the most and it leaves me with memories of beautiful colors and beautiful meetings with people I never return unmoved from a trip away. I always bring back new ideas (products, ingredients, benefits, etc.).

What mark do you like to put on the products you create?

I like modernity and simplicity. It’s important to me that each of our ranges has its own universe, specific design and unique identity. We play with contrasts, white, bright or pastel colors, bring in a graphic element that will create a twist, like our Surgras range where we introduced fluorescent colors while positioning it in the world of parapharmacies. It’s this detail that can change everything, make all the difference. Sometimes, I stay there, I say nothing, I observe, and my teams, who know me well, understand there is something that we haven’t yet found and that I’m going to stay until we find it. I never get angry because conflict doesn’t solve anything. I stay there, as if to say “Don’t worry”, it’ll take time, but we‘ll get there.

Do you also manage the Evoluderm social networks?

I love that! Like many people, I’m permanently connected on my Smartphone and that enables me to see what is being said about the brand in real time. I’m always ecstatic when I discover an influencer’s publication or a new article about us. I’m always looking for new ideas for how the brand can be present, visible, vibrant. I get a lot of pleasure from that !

You like working in a positive atmosphere.

Our business is like our second home and the staff are like members of the family. We are still quite a small company. Each morning, I go by every office and say hello to everyone. I like smiling, I like working in a positive atmosphere. I laugh all the time because I’m lucky to love my work and who I work with. What’s more, I can’t imagine not working in a team. The opinion of those we work with is essential for moving forward. Because here, there aren’t bosses and employees. Everyone can make suggestions, make a contribution and move the brand forward. It’s essential that the feeling is shared by the people around me, that the people I work with are happy and that we have complete and reciprocal trust. This is what feeds my creativity and then I can pass on my desire to create to my teams. It seems that my energy and positive mood are communicative. So much the better!