Welcome to an exclusive insight into the visionary world of Demee Koch, the founder of DE MOI. In this illuminating interview for House of Coco magazine, we delve into Demee’s unique journey, exploring the intersection of beauty, ethics, and sustainability.
Discover the driving force behind DE MOI‘s commitment to transformative practices in the beauty industry and its broader impact on fostering a conscious and compassionate global community.
Join us as we unravel Demee Koch’s inspiring vision and gain a glimpse into her personal adventures, from the enchanting landscapes of Bali to the cultural richness of Japan.
Get ready to be captivated by a narrative that goes beyond beauty products, offering a profound perspective on how one entrepreneur is shaping the future of beauty with purpose and passion…
What inspired you to create DE MOI, and how did your personal values and experiences shape the mission of the brand?
My foray into the world of conscious beauty and the creation of DE MOI is deeply rooted in the tapestry of my personal values and transformative experiences. It is the synergy of these values and profound moments of inspiration that propels the mission and ethos of the brand.
Embedded within the fabric of DE MOI is a profound recognition of unmet needs and opportunities, driven by my keen observations. These observations have fueled a passionate commitment to offering conscientious and cruelty-free beauty alternatives that are multifunctional and truly deliver results efficiently, aligning intimately with my core values and ethical principles.
DE MOI emphasizes cruelty-free, socially relevant, and ecologically friendly products. Can you share specific initiatives or practices that DE MOI employs to ensure sustainability and ethical sourcing in its products?
DE MOI is unwavering in its commitment to sustainability and ethical sourcing, with specific initiatives and practices ingrained in its operations to ensure the utmost integrity in its products.
This involves stringent adherence to not testing products on animals at any stage of development, aligning with ethical standards and promoting compassion in the beauty industry. We prioritize transparency in our supply chain as much as possible, meticulously tracing the journey of each ingredient from its source to the final product.
We are dedicated to minimizing our environmental footprint through sustainable packaging initiatives. This includes the use of recycled materials, biodegradable options, and innovative packaging designs that reduce waste.
Through ongoing research and innovation, DE MOI also seeks to discover and implement new technologies and methods that further enhance the sustainability and ethical sourcing of our products.
By integrating these initiatives into its core practices, DE MOI not only sets a high standard for sustainability and ethical sourcing in the beauty industry but also strives to inspire positive change and encourage other businesses to adopt similar practices.
Your commitment to philanthropy is evident in your charity work, especially with single mothers. How does DE MOI actively contribute to empowering single mothers and fostering positive change in their lives?
The brand recognizes the unique challenges faced by single mothers and is dedicated to making a meaningful impact in many ways, such as providing financial support in various forms, such as scholarships for the education of children or assistance with essential expenses in remote areas in the Philippines.
DE MOI uses its platform to advocate for the rights and challenges faced not only by single mothers but by girls and women in general. By raising awareness and promoting understanding, the brand contributes to societal changes that foster a more supportive environment for women both inside and outside the workplace.
I am a patron of The Voice of the Free/Center of Hope, an organization dedicated to helping rescued survivors of human trafficking, and am part of the board of directors of Breaking Silence Movement, an organization based in Paris dedicated to eradicating gender-based violence. The aim is to make specialized knowledge readily accessible and to empower the powerless with wisdom, resources, and solutions, especially women.
DE MOI believes in the power of helping others and making a positive impact on society. Can you share a specific story or example that highlights the tangible impact DE MOI has had on individuals or communities?
DE MOI’s commitment to making a tangible difference in the lives of individuals, like sending children to school, showcases the brand’s ethos in action. By addressing the specific needs of scholars and fostering a supportive community, DE MOI is not only redefining traditional standards but also contributing to the broader goal of creating positive, lasting change in the educational communities it serves.
I would like to share the story of Reiner, a 14-year-old student living in a rural town in the Philippines who is determined to overcome financial barriers and achieve academic success. In a household where his mother serves as a dedicated housewife and his father diligently works as an office employee, the boy understands the value of hard work and determination. With a younger sibling just beginning his educational journey in kindergarten, the boy aims to set an inspiring example for his younger sibling, fostering a promising future for their family.
I shared this story with my children, and they also wanted to help. They thought that whatever they could give would ease the strain on Reiner’s family, ensuring that he could focus on his studies. Reiner’s story is not just about being a scholar; it’s a narrative of empowerment and positive change. Through DE MOI’s comprehensive support system, he transforms from a student facing challenges to a confident and empowered individual. The impact extended to his academic pursuits, allowing him to fully embrace the opportunities presented by his scholarship. This also taught my children empathy, generosity, appreciating what they have, and the importance of giving back to the community.
DE MOI mentions that both products and principles are always evolving. How does the brand adapt to changing societal needs, and can you provide an example of a significant evolution in DE MOI’s approach?
DE MOI’s commitment to evolving products and principles reflects a dynamic responsiveness to changing societal needs. The brand’s adaptability is evident in its keen awareness of shifts in consumer expectations, beauty standards, and ethical considerations. One notable example of DE MOI’s evolution is its transition towards sustainability, reflecting a broader societal demand for environmentally conscious practices in the beauty industry.
As societal awareness of environmental issues grew, DE MOI recognized the need to align its practices with sustainable principles. This led to a substantial evolution in the brand’s approach, incorporating eco-friendly initiatives into various aspects of its operations. DE MOI’s goal is to raise consumer awareness in the beauty industry because, without conscious and critical consumption, there can be no sustainable production.
DE MOI has always designed products to meet changing customer needs while lowering the industry’s environmental impact. We provide cruelty-free, socially relevant, and environmentally responsible products. We value natural ingredients, recyclable or sustainable packaging, and an emphasis on the entire manufacturing chain.
DE MOI recognizes the benefits of moving toward more sustainable models. But conscious consumption requires a rethinking and reintegration of market activity—a rediscovery of the role of different stakeholders and the reorientation of markets and free trade, with a focus on the good of society.
How do you strike a balance between running a successful business and fulfilling DE MOI’s social responsibility goals? Are there any challenges you’ve faced in maintaining this balance?
I have found that the projects implemented by socially responsible companies are typically based on voluntary actions, not expressly required by specific laws, and are considered very important by the relevant public. This emphasizes that companies whose work is directly connected to the environment, sustainable development and, consequently, the well-being and health of people are more likely to face ethical issues. Such businesses, even DE MOI, often confront moral dilemmas and difficult decisions regarding how to balance the pursuit of profit with responsibility towards the environment and human health.
As an advocate for conscious entrepreneurship, I believe we need to not only satisfy the requests of direct customers but also respond to the requests of all other stakeholders and maintain relationships based on trust. The responsibility of a company is no longer just economic but also becomes social. There are objectives to be pursued that go beyond company profitability but which, in the same way, create economic value.
One challenge lies in sourcing high-quality, ethical ingredients while maintaining cost-effectiveness. Striking the right balance ensures that we provide conscientious products without compromising the business’s financial viability.
Your family seems to play a significant role in your charitable efforts. How has involving your family influenced the vision and values of DE MOI?
Involving my family in charitable efforts has profoundly influenced the vision and values of the brand. Family is at the heart of DE MOI, and their involvement has shaped our commitment to social responsibility and ethical practices.
I was able to instill a deep sense of purpose in my children, emphasizing that the brand’s success is inseparable from its commitment to making a positive impact on the world. This integration of family values with business values forms the cornerstone of DE MOI’s identity as a socially responsible and ethically driven beauty brand.
The inclusion of my children in the company’s charitable endeavors is a forward-looking initiative. It not only influences the present but inspires future generations to view social responsibility as an integral part of their lives. This aligns with DE MOI’s commitment to creating a positive generational impact. My sons develop a heartfelt connection to the communities and individuals they are helping. DE MOI not only shapes their understanding of social responsibility but also ensures that the brand’s values are passed down through generations.
DE MOI is a Swiss company with a global outlook. How does the brand navigate cultural differences and ensure that its message resonates universally while still being locally impactful?
DE MOI places a high value on cultural sensitivity. We conduct thorough research to understand the diverse cultural nuances of the markets we operate in. This involves studying consumer behavior, beauty standards, and societal values to tailor our messaging appropriately.
Our brand imagery is carefully curated to be culturally inclusive. We feature a diverse range of models and representations to ensure that our visual language resonates with individuals from various cultural backgrounds, promoting inclusivity.
DE MOI aims to empower single mothers. How do you see empowered women, in turn, contributing to the betterment of society and creating a ripple effect of positive change?
When women are empowered, it tends to result in a multitude of benefits that extend beyond the individual level, creating a ripple effect that contributes to the betterment of society. They become advocates and leaders within their communities. They are more likely to address social issues, participate in community initiatives, and contribute to the development of local policies. This active engagement enhances the overall social fabric and promotes positive change.
Women should be able to challenge traditional gender norms and stereotypes. By doing so, they can contribute to shifting societal perceptions about women’s roles and capabilities, fostering opportunities not only for single mothers but for women in various fields.
Education is a powerful weapon in empowering women. It equips them with economic strength and the ability to make informed decisions. When women have financial independence, they can lead by example and inspire others. Let’s strive for a world where women can access economic opportunities without facing unnecessary obstacles.
I wrote “Becoming Miss Right,” The Holistic Journey to Fulfillment where I shared my personal story of self-discovery and that of the women I encountered in my decades of doing business and charity engagements. It is about empowerment and encouraging women to pursue their dreams and prioritize themselves.
Through “Becoming Miss Right” and self-care lessons, I aim to share wisdom and empower individuals to create change, to make specialized knowledge readily accessible and to empower the powerless with wisdom, resources, and solutions.
DE MOI focuses on creating beauty products that contribute to the betterment of the world. Can you share an example of an innovative product or approach that sets DE MOI apart in the beauty industry?
DE MOI places a strong emphasis on the ethical sourcing of ingredients. The brand ensures that all ingredients are responsibly and sustainably sourced, with a commitment to cruelty-free practices. Additionally, DE MOI maintains a high level of transparency about the sourcing process, allowing consumers to make informed choices aligned with their values.
The DE MOI® skincare range expertly combines state-of-the-art skincare technology exemplified by Swiss-formulated Alpha Arbutin – the world’s most advanced anti-aging ingredient – with the time-tested power of Philippine botanicals.
Everybody wants to look and feel good. But DE MOI wants you to not only look and feel good but also to make the world a better place to live in. DE MOI aims to be the catalyst in bringing positive change into the world by creating awareness on spending consciously on products that give back to society while making sure that these products do not harm animals and the environment.
Are there any collaborations or partnerships that DE MOI has engaged in to further its mission? How do these collaborations contribute to the brand’s overall objectives? What challenges have you faced in pursuing the mission of DE MOI, and what valuable lessons have you learned along the way?
DE MOI has actively pursued collaborations and partnerships to amplify its mission and contribute to the betterment of the world. These collaborations are strategic alliances with organizations, influencers, and entities that share DE MOI’s values.
I am a patron of The Voice of the Free/Center of Hope, an organisation dedicated to helping rescued survivors of human trafficking, and am part of the board of directors of Breaking Silence Movement, an organization based in Paris dedicated to eradicating gender-based violence. The aim is to make specialized knowledge readily accessible and to empower the powerless with wisdom, resources, and solutions.
Both organizations, through their respective missions, contribute to systemic change. The Voice of the Free/Center of Hope addresses the aftermath of human trafficking, working towards the rehabilitation and empowerment of survivors. Breaking Silence Movement tackles the root causes by striving to eliminate gender-based violence through education, awareness, and advocacy.
Coordinating efforts and fostering collaboration between various stakeholders, including government agencies, NGOs, and law enforcement, can be challenging due to different agendas and priorities, but my involvement in these organizations implies a multifaceted commitment to creating a more just and compassionate society. By supporting survivors and working towards the eradication of systemic issues, I can play a vital role in the collective effort to empower individuals, challenge harmful norms, and contribute to positive, lasting change.
How does DE MOI involve its customers in the journey towards conscious beauty and social responsibility? Are there specific initiatives that encourage customer participation?
DE MOI’s consistent sustainability effort is a conscious decision to ensure the brand’s continuity and stability over time. We believe that sustainability today is a much less “aesthetic” perspective than in the past and looks more like a concrete issue of “redesign.”
This is where the process of change begins, inspired by a balanced coexistence between economic objectives and respect for the environment, ambitions, and progress, and between development and social responsibility.
It is our ecological mission to contribute to the development of sustainable beauty. A mission that is not dictated by greenwashing or the desire to appease the conscience.
DE MOI brings clean, safe, and environmentally friendly formulas to be more than a plus added to products, becoming a fundamental feature and part of the DNA of the brand. The commitment is clear: to make informed choices and reduce your beauty footprint.
What is your vision for DE MOI in the future, both in terms of business growth and the positive impact it can continue to make in the world?
DE MOI’s vision for the future revolves around achieving significant business growth while maintaining an unwavering commitment to making a positive impact in the world. By integrating ethical practices, sustainability, and social responsibility into every facet of its operations, DE MOI envisions not just success in the beauty industry but a transformative influence that extends beyond business, contributing to a more conscious and compassionate world.
The brand aspires to see a world where consumers are not only conscious of the products they use but also well-informed advocates for sustainable and ethical beauty practices. DE MOI continues to invest in educational initiatives that raise awareness about the environmental and social impact of beauty choices.
Our readers love to travel, what destination is at the top of your bucket list?
Embarking on a journey to Bali was more than just a getaway for me; it was a quest for the perfect blend of natural beauty, cultural richness, and a touch of spirituality. The allure of this Indonesian paradise had captured my imagination for years, and finally, I found myself on a plane bound for an adventure that promised to be transformative.
Bali gave me more than a vacation; it gifted me a deeper understanding of a place where nature, tradition, and spirituality dance in harmony. The island has become a part of my story, and its essence will forever linger in the chapters of my travel adventures.
Bali comes across as an island immersed in the practice of gratitude. I visited a place where being grateful is not only a feeling but a way of life. This trip around Bali turned into a celebration of the true kindness, gratitude, and admiration that characterise this fascinating place.
If there’s a place I would like to visit, it would be Japan. As a traveler with a heart drawn to the serenity of cultural landscapes, Japan has always been in my wanderlust dreams. Traveling across Japan will be more than a vacation; it will be an exploration of a culture where antiquated customs coexist with cutting-edge technology.
Ecuador also presents itself as a canvas of unmatched richness and untapped jewels for those looking for untold stories and unexplored experiences. This tiny but remarkable country holds the promise of adventure, cultural diversity, and breathtaking natural features just waiting to be discovered and shared with the world.
What’s your go-to quote when you are lacking motivation?
“Conviction comes confidence, from confidence comes courage, and from courage comes change.”
The more convinced and committed you are to a cause, the more confident you become in your abilities to contribute or make a difference. Conviction provides the foundation for the self-assurance needed to take on challenges. Change here refers to making a positive impact, challenging the status quo, or bringing about meaningful transformation in a particular area.
I love that this is also a call to action. It encourages individuals who have developed conviction, confidence, and courage to actively participate in being/creating the change they want to see.
What does self-care mean to you?
What does it mean to take care of yourself? Many consider self-care a selfish attitude and a sign of vanity. Some insist that self-care is optional and non-essential, easily done without because there are more important priorities and commitments.
How wrong and harmful is it for your present and, above all, your future lifestyle if there is no room to give yourself time to feel good and feel beautiful?
Self-care consists of loving and being kind to yourself. This requires a deep understanding of your needs and awareness of the weight your daily actions have. Self-care includes all those activities that make us feel good. However, this does not mean that whatever makes us feel good is positive; some behaviors are objectively harmful to the environment.
Where can people follow you and find out more?
They can follow me on my social media accounts:
As we conclude this inspiring conversation with Demee Koch, founder of DE MOI, we find ourselves not only enamored by her commitment to ethical beauty but also invigorated by the vision she holds for a more conscious world. Demee’s journey, from the transformative allure of Bali to the cultural landscapes of Japan, serves as a testament to the profound impact that intentional living and responsible choices can have on our lives and the planet.
In the realm of beauty, Demee Koch is not just creating products; she’s cultivating a movement—a movement towards sustainability, ethical practices, and a deeper connection with the world we inhabit. As we eagerly await the continued growth of DE MOI, it’s clear that the brand is poised not only to redefine beauty standards but to leave an indelible mark on the global beauty industry.
We extend our gratitude to Demee Koch for sharing her story, insights, and unwavering dedication to making a positive impact. Keep an eye on DE MOI as it continues to pave the way for a future where beauty is not just skin deep but resonates with the values of a conscious and compassionate world.