Dr. Ebru Karpuzoglu, AveSeena

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In her Indie Beauty Profile, Dr. Ebru Karpuzoglu, founder of AveSeena, describes the multifaceted approach she takes to skin care and why her new brand just may be what today’s wellness consumer is looking for.

Indie brands often find new ways to approach personal care and cosmetics categories. Dr Karpuzoglu, endeavoring to do just that, has developed the AveSeena portfolio of skin care products around the needs of the skin immune system. Hers is a dermoimmuno brand that comprises a serum, a moisturizer, and a mask—products formulated with naturally derived ingredients to be better than simply natural, to be able to meet the “health-conscious beauty interests” of today’s consumer.

Here, the beauty entrepreneur shares a profile of herself and the brand.

Name: Dr. Ebru Karpuzoglu, Founder & CSO

Indie Beauty Company: AveSeena

Launched: 2017

Headquarters: Atlanta, Georgia

Cash flow: AveSeena is 100% self-funded and woman-owned. We have not received funding from business accelerators or crowd funding programs; however we have been encountering a strong interest from new investment opportunities.

And, [in terms of sales] we are extremely proud that our repeat/returning customer rate is at 60% and rising.

Indie how? To me an indie beauty brand is a small innovative company that brings a fresh positive outlook to the market. Indie brands are bold and are becoming the pioneers in the beauty industry in applying the most cutting-edge developments and concepts to their cosmetic or skincare products with an unwavering passion for quality, sustainability and needs of the community.

Teamwork: 1 full-time employee with 2-part time employees

Distribution: AveSeena is globally available via our website AveSeena.com. AveSeena has been growing impressively and we have been invited to be a part of Indie Beauty Platform on Amazon.com. In addition, we are available at select retailers like Heal Thyself Atlanta, Naturalmebeauty.com and Florabeautybar.com.

Years in beauty: 10+

Years at AveSeena: 2

Entrepreneurial experience: I have been behind the scenes of the beauty world for more than 10 years, 6 of which were working one on one with prominent cosmetic ingredient producers both as a scientist and a consultant. Although I was in the trenches before, this is my first company.

The business: Aveseena is the first immunologist-designed skin care brand to effectively and visibly combat the key signs of skin aging with the scientific understanding of inflammation, anti-aging, hormone disrupting chemicals and skin’s immune defense. Armed with our “Dermoimmuno beauty philosophy”, AveSeena bridges the gap in ultimate wellness zooming in on the delicate balance between the skin, skin’s microbiome, and skin’s immune wellbeing for healthier and cleaner beauty.

The wow-factor: AveSeena is the ultimate [in] wellness….Our products concentrate on skincare benefits that extend far beyond just the skin.

Our focus on perfection is at all levels from working closely with most cutting-edge specializations such as immunology, molecular biology, cosmetic science to place the latest scientific advances, our strict ingredient and H-Free policies favor plant-based raw materials, skin and immune friendly natural and organic ingredients to applying thorough testing procedures to adhere to the strictest cosmetic regulations for optimal safety for the ultimate worry free, cleaner, healthier beauty that delivers results.

The customer: AveSeena consumers are curious, they love to research and understand the ingredients. They have a great awareness of the ingredients inside the products and love transparency. They are the ones starting the natural and clean beauty revolution. They want the best for themselves and their loved ones with consistently great skincare results, as they have only concerns about the long-term consequences of potentially harmful additives such as endocrine disrupting chemicals on themselves, their families, and the environment, and also want the effective combination of luxury, science and nature with peace of mind.

Milestone moment: We recently have been honored at the Clean Beauty Awards with 2 products. We have had great media and influencer coverage and very grateful for their unbiased reviews from global beauty influencers like Beauty Professor, MakeupwithMona, Café Makeup, Pretty is my Profession, Beauty Lookbook, The Jaime Quinn, Rosy Lipstick, Beauty Moodboard, Silverkis, The Misty Mom and more…

Advice for fellow beauty entrepreneurs: Stop planning for months and months and just jump. Start doing it from somewhere, instead of thinking it and worrying on what ifs. And don't be too hard on yourself, do the best you can and let it go.

Just one: Asked about her go-to beauty product, Karpuzoglu says it’s AveSeena Ageless Perfection Cream, as it is designed to be a multitasker focusing on all the needs of the circadian rhythms in the skin for the skin’s immune wellness.

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Deanna Utroske, CosmeticsDesign.com Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.