Tell us a little bit about your background.
I was born into a family that has its roots in the world of beauty. My grandfather had a salon where he worked from 1950 until the late 1980s, involving and forming his two sons. My uncle followed the most practical and technical part, while my father was more involved in the study of the products and the commercial aspects. I spent my childhood learning to recognize the mastery and gestures of a professional that left a mark on people. The smells, the sound of scissors, and the talk and expressions of satisfied customers were the background of a childhood with people used to work with passion. I’ve been able to see the evolution of a world that has changed quickly, thanks to the introduction of chemistry that has allowed me to develop and improve many aspects of this work. However, I also saw the other side of the coin and the price of this innovation for the people who work daily with highly aggressive products.
Why did you decide to start your own company?
My professional activity did not start directly from the family business, but after a few years of entrepreneurship in different areas, I decided to take that background back; a background strictly connected with me and that I did not want to lose. I was not a hairdresser and I did not have specific training, apart from my memory, so I started from my scientific studies and from the subject that was the most passionate for me: the study of the products and their ingredients. I wanted to take advantage of all the utilities that technical and chemical innovation had brought but improve it further to benefit the professionals working directly in contact with these substances. I studied ingredient after ingredient, discovering the endless properties of some natural active ingredients and with the help of highly specialized laboratory technicians, I managed to produce a line of 10/12 products. Today our company counts about 200 references and we work every day to improve the performance of our products.
What makes your brand different from other beauty brands?
It was not my intent to only insert natural products on the market. I also wanted to make high-quality products studied to enhance the craftsmanship I had met in my grandparent’s salon which, still today, is impassioning me more than ever. My challenge, then, is not to saturate the market with standard products conformed to the demands of globalization, price, and positioning in online sales, but rather to reverse this trend by satisfying conscious demands that are focused on the value of the world of beauty, meant as a system of high-level creative professionality.
Describe your brand in three words.
ETHICAL, EVOLUTIONARY, VERSATILITY.
Without giving away too many of your secrets, what do you anticipate your growth to be next year and what is your direction for the future of the brand?
Our first goal in terms of time is the presentation of our new “BLACK LIGHTENING CREAM” that will take place at Cosmoprof [North America] 2021. Our second goal, in terms of a long-term perspective, concerns the implementation of the entire digital part: programmed to support and to increase the technical training and created to encourage continuous communication between trainers, technicians, and designers.
What is the best piece of advice someone gave you?
Never give up! This is a simple lesson, which you are taught as a child when you participate in your first sports competition, when you start feeling tired, when you see your companions overtaking you, and you decide to continue the same until the end.
That willpower we call perseverance is the greatest asset that an entrepreneur must never forget.
What advice would you give a budding entrepreneur?
The best advice I can give with my heart is exactly the same one that was given to me as a child: never lose heart and pursue your goal with tenacity, but what I would like to add is to face all business and life challenges with resilience. Always try to maintain a constructive attitude even in difficult moments, thus, developing as much as possible a capacity to reorganize one’s methods. Today, this attitude is the most important if you decide to ride the continuous economic and social changes.
What did your Cosmoprof North America experience mean to you?
Cosmoprof North America for us has always been a growth and comparison opportunity because we can compete with markets and professionals from different countries, gathered in a large dynamic and stimulating structure.
There are different ways of organizing work and different ways of relating to customers, but the thing Europeans have the most to learn from Cosmoprof North America is about Marketing, always one step ahead of us. This is why it is of vital importance to us!
Finally, what’s an interesting fact about you people would be surprised to hear?
I rarely go to the barbershop, except to meet our partners or to have my hair cut, not because I don’t like going to salons, but because I love to test products with my hands. I love to feel how a conditioner flows through my hair, how it smells, and how each of my products works on hair.
About Organethic Pure Care
Founder/CEO of Organethic Pure Care, Andrea Candian
As Founder/CEO of Organethic Pure Care, Andrea Candian created the haircare company in 2011 based on the foundation of precious plant extracts, going green, and true European Vegan OK Standards in all products. Organethic Pure Care was birthed from his vision and family roots. The family feeling still remains a core value in OPC: “my desire is to maintain a family and human identity, based on continuous relationships between people, partners, distributors, trainers, technicians, all of them oriented towards an unique vision with a view that is focused on man and nature with a view to respect, confrontation and ethical growth.”
Categorized in: Spotlights