In conversation with founder A/N/G Skincare Anouk Geurts

Anouk Geurts worked abroad for various luxury skincare brands for many years. She missed transparency in the industry: what exactly are you putting on your skin? This is where her entrepreneurial journey began. With A/N/G Skincare, she demonstrates that luxury and organic products go hand in hand without compromising on results. MASTERS spoke with the founder.

Anouk Geurts worked abroad for various luxurious skincare brands for many years. But Anouk lacked transparency, because what do you actually put on your skin? This is where her entrepreneurial journey began. With her A/N/G Skincare she now shows that luxury and organic products go hand in hand, without compromises in results. MASTERS talked to the Founder.

What was your very first part-time job?

“During my high school years I worked behind the bar. Night work was just less suitable for me. When I Business economics studied in Rotterdam, I actually got my very first 'real' job. In the student magazine they asked for promoters for the scent Dolce Vita. That's how I ended up working behind the Dior counter in the Bijenkorf. Then I immediately thought: 'This is more for me!'. ”

How did you end up in your current job? 

“I had two wishes: on the one hand I wanted to get into the sports world and on the other hand I wanted to get into skincare. The sport is more my father and the skincare my mother. My mother's name is the family business A/N/G Cosmetics also started. She was a beautician and then started importing brands to the Netherlands. I actually always said I would never take over her company. But after years of working for international brands, I saw opportunities and wanted to add more to the family business. Adding more is ultimately my own brand A/N/G Skincare become.

I just never wanted to just stick a label on a jar and launch yet another brand. I really wanted to create a different brand. Coincidentally, I came across the business premises next to the LINDA editorial office. And exactly at the time when I was thinking about a new, own product, they organized the LINDA Festival. I actually used the festival as a test. This turned out to be a success: the rest is history…”

And… How did your mother react to this?

“My mother is proud of the step I have taken to start my own brand. Of course, she had her concerns at first. There is a lot to deal with in the beginning. My mother is still very involved and often gives her advice.”

Who was your wheelbarrow?

“The family business may initially sound like a nice 'wheelbarrow', but it is quite tough. I really believe in connection. Ultimately, I believe that you have to do it yourself, but the connection with others certainly helps you. I have gathered several people around me who are more advanced than I am and can therefore give good advice.”

What makes the family business spicy?

“On the one hand, you continue something, but you have to be able to put your own spin on it, because everything continues to develop. My mother had good years with imports, but everything changes when a brand has been around for a long time. You have to make sure you know what your next step will be instead of thinking that you are done.”

“You have to make sure you know what your next step is going to be”

What is your greatest passion in your profession?

“I am extremely fascinated by skin. My passion is literally skincare. Cherishing your skin. In addition, I want people to be the innovation in skincare. I have made that my mission.”

What has been the biggest learning moment in your career?

“I think that the most intensive moments are also the moments that give you the most strength. An example is that when I had just started A/N/G Skincare, the first corona wave came. I had to deal with all kinds of delays. Then you have to keep it up. What I learned from this is that you have to remain very calm and look at what resources are available to maneuver through that difficult time. Giving up is not an option."

What advice would you give to your younger self? 

”I have a lot of advice for my younger self haha. I think I would say: rather choose yourself. I have also always set the bar very high for myself. In retrospect, I should have been a little more relaxed at times.”

Have you been a wheelbarrow for someone?

”For my three children. I want to ensure that they each receive the support they need to get where they want to go.”

Would you like them to take over one day? 

“No, I actually don't have that hope. In fact, I think the most important thing is that they develop where they want to. I want to teach them to see something of the world, instead of staying in the family circle.”

Curious about all A/N/G Skincare products? View the website here.