Demee Koch On Inclusivity In Beauty Now

July 2, 2020

Seeing 6 white faces and one brown one isn’t diversity. #BlackLivesMatter 

Don’t settle for an inclusivity ratio that leaves you wondering if you only squint your eyes really hard you’ll be able to see the diversity (attempt). Don’t settle for brands that think diversity means the same skin tone but different hair colours! Sounds about white?!

I started my career in the beauty industry over 2 decades ago. While I am truly aware of the fact that different skins have different needs – Be it from colour, shape or age (yes, diversity and inclusion means elderly people, too) – I absolutely would never understand how you could aim to only serve one privileged group of the world – full stop!

I am blessed with my work in creating grooming concepts (little mini-holidays whilst getting a neat and tidy appearance), and developing cosmetic products with active ingredients with my beauty brand. I truly find joy in making people look good. To touch lives, to make them happy. The gratification of seeing someone happy is the constant prize I get.

We all want to look good, and we want to make use of what’s available in the market, BUT without having to think we need to change our actual selves. The aim should be to fall in love with ourselves, creating self-love to be able to give love unconditionally. We’re all unique, and we need to celebrate that.

Why would you want a brand and their commercials make you feel like you’re not good enough? Anyone in the beauty industry loves to play with colours, so why would you trust a beauty brand that does not implement human colourism? Let’s be harsher on brands who have never contemplated any diversity. Diversity is the true beauty.

The current #BlackLivesMatter and #BlackTransLivesMatter movements brought brands internationally under continued scrutiny for their (bad) behaviours towards people of colour. Fashion and beauty companies that are making it hard to be a black employee is just one example. And there has always been plenty of insensitivity right there on the surface. BUT black lives are never off-brand!

My beautiful souls out there, let’s use your purchasing power! What makes me crazy and different is that I think everything is possible. And I believe we can lead a change by consciously choosing beauty brands that celebrate every aspect of beauty. Let’s dig deeper to find out who is being true and human, who is compassionate.

About Demee Koch


Demee Koch is a serial entrepreneur with a solid experience of 21 years in the health and beauty industry. With DE MOI BY DEMEE KOCH, she launched a Switzerland-based, purpose-driven business for cosmeceutical products. The social and ecologically friendly beauty brand develops high quality and results-driven cosmetic products with active ingredients, made with principles of honesty and fairness. Demee is an advocate for inclusivity and women empowerment and is hands-on involved in charity works. Next to timely events based charities, she supports the Lumad tribe in her home country the Philippines with their scholarship program for education and level up needs, as well as local female business entrepreneurship programs.

The development of honest and cruelty-free products is a given for Demee, who established her love for animals by conceptualizing a new approach towards preventive pet health care for the chain of small animal clinics Vet Station AG. Prior to moving to Switzerland, where the mum of two runs personal grooming concepts to support women’s beauty from all walks of life, she started her career in the beauty & luxury industry in Dubai. International networking and a strong sensitivity for trends are a natural part of Demee’s personality.

Since 2005, Demee shares her knowledge as a business consultant and became a trusted business advisor and director to successful global brands run by social entrepreneurs in fields of fintech, biotech, sports, fashion, and beauty. Amongst others, she is on the Board of Advisors for the no 1 boxing equipment SPARBAR. In 2019, Demee received the award as GLOBAL FWN100 2019 MOST INFLUENTIAL FILIPINA IN THE WORLD at the 16th Global Filipina Leadership Summit in Place Vendôme in Paris. She currently serves as a director of China ACE Organization, an organization of international companies and investors. Demee received her bachelor’s degree in Business Management at the University of the Philippines, and her MBA in International Marketing from the Swiss Business School in Zurich.