Episode 18 - Minimalist Beauty with Minori Founder/CEO Anastasia Bezrukova
Ana with her Minori line-art tote
SHOW NOTES
Hi everyone! In this week's episode we have special guest Anastasia Bezrukova, founder and CEO of Minori Beauty. Minori is an inclusive and conscious beauty brand launching June 29, 2021. Minori’s mission is two-fold: to create essential makeup products for the everyday natural look, and to advocate the philosophy of mindful consumption as a path to sustainability.
In this episode Anastasia shares how Marie Kondo inspired her change into minimalist living, which ultimately lead her to launch Minori Beauty. We also discuss the ugly side of the beauty industry, and what changes we would love to see. I hope you enjoy this episode!
(1) The makeup experience that started it all
Anastasia shares how every step led her to where is she now, from commodity trader to buyer to certified Marie Kondo consultant to an entrepreneur
After a not-so-great makeup trial for her wedding, she started to see the gaps in the market for a minimalist natural makeup brand focused on quality.
(2) how she started her minimalist and mindful consumption lifestyle
Anastasia’s transformation moment came after she read The Life-Changing Magic of Tidying Up: The Japanese Art of Decluttering and Organizing by Marie Kondo
She stopped buying products for the “feel good’ shopping high and started investing products that really brings her joy.
(3) Her brand’s heart and journey
She shares her product development process and how she brings the backstage to her Minori Beauty community.
Bobbi Brown, kiramoon, Kulfi Beauty, UOMA Beauty - just to highlight a few brands that have inspired Anastasia.
How she implements the “less is more” mentality in her curated product line and her dreams for the brand.
links
To learn more about Minori Beauty, checkout their website, and follow them on Instagram @minoribeauty
