Beauty IQ

Welcome to Beauty IQ

Beauty IQ is our take on a much-needed new perspective on skin, skincare & beauty ideals. Beauty IQ focuses on skin health. We start with what the skin itself can do and how healthy skin creates the optimal conditions for it to express its natural beauty.

Through Beauty IQ, we invite you to gain a deeper understanding of your skin by acknowledging and respecting the Beauty IQ your body already possesses. With our approach, you learn to listen to your skin, understand its own abilities and collaborate with it. Because it is supporting the skin's natural processes that the skin becomes healthy and therefore beautiful.

With the Beauty IQ universe, we want to inspire us to start making smarter choices for our own sake, for the sake of our skin, our body, our mind and the planet.

Less is more

Beauty IQ is our response to an entire industry that has turned a blind eye to everything that the skin can do for itself. Most skincare routines we are exposed to, with multiple products and countless steps are not designed for the skin but for the bottom line. Complicated skincare routines may give the skin a quick-fix, but most of all they promote overconsumption through quantity rather than quality.

The skin does not benefit from getting the most, but from getting the right things. We should let the skin do what it does best and support it through fewer products with greater effect.

The skin can heal itself if we let it.

We move away from the stereotypical beauty ideal and focus on skin that is healthy with a natural glow, life and vitality. Not because the skin has been polished or manipulated to look that way, but because that is how the skin is – healthy from the inside out. Because what does the skin need and how do we make skincare work?

Unfortunately, our use of skincare products tends to take over the skin and we forget that it has its own self-maintaining, self-repairing and self-healing functions. The skin can do it itself, especially if we stop bombarding it with skin-stressing ingredients. Instead, we need to support the skin's natural processes through a collaboration with active skincare products with a a high concentration of high-quality active ingredients.

We believe that if you learn to listen to your skin, give it peace and add health-promoting skincare products, your skin will return to balance.

It's about maintaining a well-functioning microbiome and having well-hydrated skin with good collagen production and a strong skin barrier – that's beautiful skin.