Demee Koch On The Conscious Beauty That Will Define 2021

February 2, 2021

Demee Koch by Ryan Arbilo

The start of the year 2021 pretty much feels like season 2 of 2020. The psychological impact of the constraints caused by the pandemic is enormous.

In our industry, how we respond to the current crisis is translated into what we call trends. In fashion and beauty, those trends are visual mirrors of the collective moods of societies. Working from home has decreased the relevancy of fashion in our lives – to give you an example, Milan just reported a fatal drop in the usage of dry cleaning services in times when even the design loving Italians are spending their times at home in sweatpants. Studies report that the focus is on beauty, since we are mostly showing only our faces in video calls and Zoom meetings.

Trends have also shown a decline in the usage of face filters and layers of make-up (“contouring“). This is driven by our longing for authentic human interaction, which calls for showing our raw beauty in return. Now is the time to dedicate to extended self-care, with a classical approach using natural ingredients. We allow our skin to breathe.

After all, self-care is about self-love – and this is what we need in times of stress. To shine, a holistic approach to beauty is needed which also entails physical and mental balance, and the commitment to do our part of good in this world.

Ethical consumerism in beauty flourishes now – consumers are looking for cruelty-free, vegan products from sustainable brands. There is a need for a 360° approach to beauty, which means that it is also important to take into consideration giving back to society.

Now we have the time to wisely use our purchasing power by researching about the brands and products we are using. We must remember prestigious brands promising luxury does not necessarily translate to a holistic approach in beauty.

What is luxury in beauty today? It is artisanal products using natural ingredients in a time of mass production. And this raises the question: How would you exercise your purchasing power?

As it transpires, consumer demand is about so much more than vanity. We want ethical and fairly sourced products that do not only provide a great value to ourselves, but the environment and everyone involved in the production process and society as a whole. We are entering a beautiful time of conscious beauty.

Wish you all the best for 2021 you beautiful souls.

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 social and ecologically friendly beauty brand that 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. Since 2005, Demee shares her knowledge in conscious entrepreneurship as a trusted business advisor and director with successful global brands in the fields of sports, fashion and beauty. 
In 2019, Demee received the award as GLOBAL FWN100 2019 MOST INFLUENTIAL FILIPINA IN THE WORLD at the 16th Global Filipina Leadership Summit in Paris.