Minimalism and quality – KOOZMETIK natural cosmetics soon in French and Swiss markets

Dental drops, compact shampoos and fully natural repellents are just some of the products made by the local cosmetics brand simply called KOOZMETIK. Their products do not contain parabens, vaseline, petroleum jelly, artificial dyes and scents. Instead, they copiously use natural riches – almond oils, aloe vera, natural collagen, raspberry extract, wheat proteins, rosemary and lime ethereal oils, extracts of vanilla, coconut and melon and many other ingredients. Although KOOZMETIK products are not available on every corner, they've managed to take a piece of the market for themselves.

This organic cosmetics brand was conceptualized and initiated by two friends, economist Jovana Antic and architect Daniela Stankovic. After penetrating the Serbian market and exporting a shipment to Russia, they are ready to export their products to the markets of France and Switzerland as well.

– We are negotiating with a French company, which will distribute our products in the territories of France and Switzerland. We are currently preparing the documentation, which is a very demanding task, and I hope that we will already be present there in the second half of the year – Jovana Antic, co-owner of KOOZMETIK, says for eKapija.

KOOZMETIK currently offers around 20 hair, face, body and oral hygiene products. In addition to their export plans, they intend to expand the range of products in the coming period to include products for men, as well as luxury and intensive creams.

It all started with a gift...

(Jovana Antic and Daniela Stankovic, owners of KOOZMETIK) Jovana Antic has an MA in economics, acquired abroad, works in pharmaceutical industry marketing, and used to win gold medals at international chemistry competitions as a child. Daniela Stankovic is an architect and she used to live and work abroad for 15 years.

The story of KOOZMETIK started by chance when Jovana was gifted natural cosmetic from Greece, then unavailable in Serbia, by Daniela.

– We realized that there were no such products locally and that we would gladly buy them and we came to the idea to make something of our own that is of high quality and to establish a brand – says Daniela Stankovic.

Almost two year passed from the initial idea to having their first products in stores and our interviewees found the period very turbulent and interesting.

– We started exploring various mixtures and testing them, attending courses and seminars on natural cosmetics, so that we would learn the entire process and be able to follow it – says Jovana Antic.

As the technology had not been available in Serbia until then, the first KOOZMETIK technologists came from abroad. The initial mixtures were the result of work of experts from Greece and England. Jovana and Daniela gave the final shape to the products and the brand premiered at the “Touch of Paris” cosmetics exhibit in Belgrade in 2015, where many took notice of the company.

A lab in Dorcol

All KOOZMETIK products are maid in the company's premises near the Bajloni green market in Dorcol. They produce small series, which means that they're always able to offer fresh mixtures and to harmonize the production with the sales. In 2016, around 20,000 products were made there.

– The range of products is relatively small, but that's the point, that's what we've wanted to accomplish. We don't want to confuse our customers with a pile of products, but to be different and interesting – Daniela explains.

The company permanently employs 7 people in production and distribution, and they also temporarily hire people per need.

Raw materials from Italy, Holland, Greece...

eKapija's interviewees point out that their biggest problem is how to acquire raw materials, which need to be imported. The KOOZMETIK products are made from the best natural ingredients from all over the world, using special recipes and the highest production standards.

– The import procedures are demanding, complicated and expensive, but that's our only choice. We import from Greece, England, Holland, Italy... It's a shame, as I believe that good raw materials could be found in Serbia. For example, we import wax, even though it can be found here, because we need purified wax for cosmetics, which can't have any additional matters in it. We are waiting for someone to start producing it here, as we would like to use local raw materials – says Jovana Antic.

Another problem with importing raw materials is that KOOZMETIK can only buy small amounts, as the shelf life of their natural products is only a year or six months from the date of opening the product. This is also a problem when it comes to a wider distribution, which is why they've opted for a smaller number of locations they can run without problem.

The KOOZMETIK products can be found in Belgrade at the Usce shopping center, Supermarket, the Nikola Tesla Airport, Mercator Belgrade, Mercator Novi Sad, the Lilly stores and well supplied pharmacies.

– We've opted for busy locations, as this is a young brand, and we've divided our range of products so that, for example, dental drops can be found in pharmacies, whereas creams and serums can be found in more luxurious outlets – Jovana Antic explains.

The KOOZMETIK products can also be bought online and orders are often made in Japan, Germany, Russia, Belgium, France and the USA.

– Our idea is not to be present in outlets where cosmetics products are usually bought, as we believe that our products should not compete with industrial cosmetics that can be found everywhere and which are full of things that are bad for you. Our products are of higher quality and are healthier and our customers are therefore different. These are people who know how to recognize such values – Jovana Antic says for eKapija.

They are also planning new products, and they say that they are often guided by personal affinities and needs when decided what to market next.

– We do a lot of research and we think a lot about what might be interesting to us. That's how the sole cream came about, or the dental drops... – says Daniela Stankovic.

Some of the KOOZMETIK products are currently in the process of getting patent certificates thanks to their novel and unique composition.

Minimalism

They chose the name KOOZMETIK for their products inspired by quality, simplicity and nature, as they didn't want, as they say, to go for a “super fantastic strange name”, which, together with the brand's visual identity, is consistent with its minimalist concept.

– A product could be great, but packaged badly, with a label that peels off, which will make you lose customers. To us, the design has been important from the start and we've invested a lot in it, as it is the first thing that attracts the customer. The quality is tested later. We strive towards perfection in both quality and the look of the product – Daniela explains and adds that they also import the packaging, which adheres to the natural cosmetics standards.

– For example, most of our products come in a dark or brown glass packaging, so that the product would not spoil or change its color – Daniela says.

Finally, our interviewees reveal that their desire is for the KOOZMETIK brand to penetrate the global market in five years and to be sold in most EU countries.

S.S.

KOOZMETIK D.O.O. BEOGRAD-STARI GRAD

Ušće Shopping Center Beograd

Supermarket concept store Beograd

A.D. Aerodrom Nikola Tesla Beograd

Mercator-S d.o.o Beograd

Lilly Drogerie doo Beograd

KOOZMETIK

Touch of Paris cosmetics exhibit Belgrade

Touch of Paris 2015 cosmetics exhibit Belgrade

Usce shopping center

Supermarket concept store

Nikola Tesla Airport

Mercator

Lilly stores

Daniela Stankovic

Jovana Antic

dental drops

compact shampoo

almond oil

hazelnut oil

aloe vera

natural collagen

ethereal oils

Bajloni green market

wax

online purchase

sole cream

natural cosmetics

organic cosmetics

collagen

wheat proteins

rosemary

vanilla

melon

coconut

almond

hazelnut

cream

oral hygiene

luxury creams