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Evolu celebrates 21 years of natural beauty

Fuseworks Media
Fuseworks Media

In the highly competitive beauty industry, Kati Kasza and Paul Westlake, co-founders of award-winning New Zealand natural skincare brand Evolu, believe that it’s not just hard work, but balancing an ability to be nimble with staying true to the brand’s roots that are key ingredients to a successful business.

Evolu’s purpose is to facilitate naturally healthy, radiant skin, "something that is everyone’s right", says Kati Kasza.

Twenty-one years of operations is significant for owners and sole shareholders Kasza and Westlake, who’ve met the many challenges of business over two decades, managing growth, risk and adversity in a global industry that can be ruthless. On the topic of working as a husband-and-wife team, Kati says: "It’s been an absolute blast! We both left a corporate environment to found Evolu and making it a family business was an integral part of the plan. We always encourage anyone who works with us to be part of this family."

The twenty-one-years milestone has just gained added meaning with Evolu’s latest accolade. In Bauer Media’s prestigious ‘NZ Best in Beauty’ awards for 2018, Evolu won Best Natural Beauty Product for their coffee- powered body scrub. The win put them in good company. The award winners, decided by 250,000 online votes from the general public, included global brands such as Gucci, Estee Lauder, Kerastase, Clinique and Revlon.

The authenticity behind the brand is evident. Kasza’a upbringing influenced her interest in all things natural. She grew up with a love and fascination for plants, fostered and focussed by her Hungarian emigre parents: her father a winemaker, her mother a herbalist. Hearing her talk about natural skincare reveals her deep knowledge of botanicals and respect for the planet.

Kasza and Westlake are both well respected in the industry. Kasza makes a point of personally engaging with the trade and customers alike, actively sharing her knowledge and insights. Customers who call Evolu for advice will typically fi nd her available to answer their questions. The marketing side is the specialty of Kasza’s husband Paul, whose experience from twenty years in the advertising industry is put to good use. The couple have acquired deep knowledge and diverse skills across the beauty category, which allow them to collaborate successfully on the all-important tasks of promotion, product innovation and development, as well as the day-to-day running of the business.

Their experience has enabled Evolu’s founders to remain highly adaptable in an ever-changing market.

They point out that with new brands popping up more and more, the market segment is getting diluted and confusing for the end user - hence their focus on creating products that fi t with the brand’s authentic spirit. Kati traces ingredients to the source, emphasising that sharing this knowledge with the consumer is essential to reinforcing trust.

On this same theme, Kasza observes that consumers’ interest in things natural, and living a balanced lifestyle, is aligning more strongly than ever with her own. "I’ve been talking wellness and ethical practice for twenty-plus years, and it’s clear that people who use natural products care not just for themselves, but for the planet too". Evolu’s founder will soon be launching a new podcast, entitled "The Keys to Selfcare". It will be a series of interviews on diverse selfcare topics, with Kasza chatting to professionals in the world of health and wellness. The podcast will be available on i-Tunes from mid-June.

As part of Evolu’s 21st anniversary it’s fi tting they’ve just launched their most beautiful product yet, one that honours the brand’s roots and embodies its promise of results for the skin and delight for the senses.

Aptly named ‘Seeds of Love’, the new product is an expert combination of beauty oil and sublime natural fragrance that blends ‘superfl ora’ botanicals into a multi- tasking ‘dry’ oil for face, body and hair. Kasza is understandably confi dent that her latest innovation will be a category changer.

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