I have been involved in almost every aspect of the beauty industry, from manufacturing cosmetics, to store deployment sales, beauty-related PR, advertising, creating systems for deployment of beauty salon chains, management, beauty magazines and TV appearances.

However, the starting point was my hands-on work as an esthetician, directly touching customers’ skin and giving treatment. My long-term customers trust me and I continue to provide care for them.

Also, through my work as an editor at the medical society A4M (American Academy of Anti-Aging Medicine), which boasts the world's largest membership of physicians, I was able to study beauty and health mechanisms at the cellular level, and this changed my way of life.

From my opinions based on thorough hands-on knowledge of beauty salons, and of course solid evidence, I am committed to creating products and proposals with added ideas developed one stage further.
I spend around half the year visiting beauty around the world, choosing items that I have checked with my own eyes. My policy is to only offer products to customers that I am fully convinced of myself.