Géraldine Au Naturel
I met Géraldine in 2020 during the Business Sustainability Management course with the CISL (Cambridge Institute for Sustainability Leadership). Géraldine is Belgian and has been living in Switzerland for many year. This is where she works and has launched her sustainable and inclusive beauty brand MaGéAu Naturel.
Where does the name MaGéAu Naturel originate from?
“I have two sisters, the eldest is called Marie, I am Géraldine and the youngest is Aude. As any parents with several kids, my Dad was mixing who was running around. As we look alike and have the same voice, he ended up screaming “MaGéAu”, not knowing who was there.”
Has the CISL course been influential in launching your brand?
“I started to develop the brand before doing the Cambridge certificate in Sustainability, yet the 400 words assignments have also helped to develop ideas before putting it into practice. I’ve also valued the exchanges and conversations with other students. Hearing other point of views is always a source of inspiration.”
Why creating your own cosmetic brand?
“I have been working in the beauty industry for the past 20 years and have always been vocal about the lack of diversity and interested in more sustainable formulas. Ten years ago I though about creating my own skincare brand. The market wasn’t yet meeting my expectations in term of sustainability. Then the pandemic hit and working from home gave me the time to look what eco-friendly solutions were available on the market.”
“The hand lotion, our star product is refillable and reusable”.
What are your key differentiators in a very saturated market?
“The values of the brand are clear, we are addressing all skin tones and all individuals. The brand differentiation lies in the hand lotion, our star product which is refillable and reusable. Whenever the product is about to be empty, the consumer reorders a refill online and send the empty one to the lab. I am paying for the return that is done with the parcel sent and a printed label. Both our products, the hand lotion and the lip balm are 100% natural and vegan, and Made in Europe to decrease the carbon footprint of the brand. They also have multiple function as the hand lotion can also be used as a feet lotion and the lip balm heal chapped nose.”
What is the reason behind using magnesium in the formula?
“First of all it offers a soft, genderless and neutral odour which answer the gender neutrality of the brand. Then Magnesium regenerates the cell and thus the skin, makes your skin glow up, protects your skin from external damage, helps to reduce acne and soothes skin allergies too.”
Images courtesy of MaGéAu Naturel. This article contains affiliate links.