Streamlining Cosmetics: Amy Zapantis' Journey Behind Amatus Skincare
Let's chat with Amy Zapantis, the brainchild behind skincare brand Amatus. This lady returned Down Under after gaining global experience in the beauty biz, bringing back a straightforward three-step skincare routine.
Hey Amy, what got you cooking up Amatus and bringing it back to the land of kangaroos?
I was losing my marbles trying to figure out which skincare products to slather on my face. The market was overflowing with brands, each boasting their secret sauce. I yearned for something simple, effective, and honest.
My entrepreneurial spirit was yapping at my heels, and the beauty world caught my attention. I wanted to create a brand where I could connect with consumers on a personal level and provide them with quality skincare solutions.
London was a whirlwind of adventures and learning opportunities, but the call of family grew stronger. When my brand started making waves in the UK, I thought it was high time to head home and conquer the Australian market. It's been a heartwarming journey to reconnect with fellow Aussies and share my baby with them.
Your skincare routine is as minimalist as a Zen garden. What's your secret to keeping it neat and simple?
Less is more, baby! I favor a minimalist approach that concentrates on high-quality ingredients and effective formulations tailored to individual skin needs.
Many brands in the market use a cocktail of unknown ingredients that merely dilute the product. I dove headfirst into researching hundreds of ingredients to create refined formulations that truly deliver results.
A simplified skincare routine offers several benefits: it reduces potential irritation, boosts product efficiency, maximizes the impact of essential ingredients, saves time and money, and promotes skin barrier health.
Looking back on your beauty career, any advice you'd like to share that might've helped you in the beginning?
Focus, grasshopper! I've got a million ideas buzzing around in my head, but mastering one thing at a time is essential. Keep it straightforward and stay true to your core values.
Trust your instincts, darling! There will always be critics trying to knock you down, but if you're passionate and driven, you'll find the strength to push forward. I've caught myself second-guessing myself more times than I can count, but trusting my gut has helped me maintain authenticity and stay aligned with my vision.
Simplifying skincare routines is like a breath of fresh air. What are some common pitfalls people should avoid when streamlining their regimen?
Neglecting essential steps or products can leave skin a dry, broken mess. People might try chopping off steps or products, thinking they're not necessary. But skipping key skincare steps can lead to dryness, breakouts, and compromised skin health.
To avoid this pitfall, identify the crucial steps in your skincare routine: cleansing, moisturizing, and protecting. Instead of eliminating these steps, look for multitasking products that can simplify your routine without sacrificing its effectiveness. A three-step routine is all you need to achieve and maintain healthy, glowing skin.
The beauty industry can change faster than Kim Kardashian's hairstyles. How do you plan to adapt or innovate to keep up and meet evolving needs and trends?
The core skincare routine should remain steadfast while the industry pulsates. I take my time to research and develop formulations, focusing on ingredients that deliver real results.
As the brand expands, we'll continue to prioritize research and development, stay informed about emerging skincare concerns, and implement sustainability practices. Education and transparency will remain at the forefront, ensuring consumers have the information they need to make informed decisions.
Ingredients are the heart and soul of skincare products. How do you choose the cream of the crop for your formulations?
Navigating the ingredient landscape can be a tangled jungle, but I start by identifying the product's goal. I research and speak with dermatologists, chemists, and reliable sources to understand the efficacy, safety, and compatibility of potential ingredients.
I collaborate with experienced chemists to design formulations that are high-performing, effective, and composed of compatible ingredients that align with the product's purpose and overall brand goals. I'm meticulous about ensuring all products are safe, sustainable, and meet the stringent standards I've set for each formulation.
Amy, you've got the power to pick and choose from a veritable smorgasbord of ingredients. Any favorite ones you simply can't live without?
I've got a secret stash of ingredients that give my products magical powers! My favorite picks include:
- Peptides: They smooth fine lines, firm the skin, and even out skin tone.
- Niacinamide: Thisbad boy balances skin, reduces inflammation, minimizes pores, and boosts hydration.
- Hyaluronic Acid & Sodium Hyaluronate: These moisturizing powerhouses hydrate deeply, soften lines, soothe inflammation, and repair the moisture barrier.
- Lactic and Citric Acid: They gently exfoliate, brighten dull skin, and improve texture.
Sources:[1] Zapantis, Amy. Personal interview. June 16, 2021.[2] Amatus Skin. "About Us." Amatus Skin, Accessed June 17, 2021. www.amatusskin.com/pages/about-us.[3] Amatus Skin. "Products." Amatus Skin, Accessed June 17, 2021. www.amatusskin.com/products.
As Amy Zapantis expands her skincare brand Amatus, she's eager to bring healthy-and-wellness focused products to the Australian market, blending her expertise in science and her passion for a simplified lifestyle. Meanwhile, her home-and-garden philosophy shines through in the minimalist fashion-and-beauty approach of her three-step skincare routine.
With Amatus, Amy aims to provide her customers with quality home-and-garden solutions that nourish their skin and promote well-being, in a manner that aligns with her scientific-backed formulations and commitment to sustainable practices.
