Rumi Ilieva, founder, on the mission to create clean products that work
Rumi Cosmetics is a Bulgarian brand that impresses with both its goals and its ability to turn them into a reality: clean, effective cosmetics for ladies with high standards. We talk to Rumi Ilieva, whose limitless energy and ideas are behind Rumi Cosmetics.
How and why did you create Rumi Cosmetics?
Before I became a mother, I used different oils that I applied in a certain order each night. After I gave birth my needs changed and I started searching for simpler, and if possible more effective, products as lack of sleep was visible on my face.
I needed a simpler cosmetic ritual. When I failed to find on the market a single product that could give all that I wanted, I contacted an amazing Bulgarian laboratory that develops cosmetics for clients from all over the world. I wanted to find out whether all the oils that I used before could become a single product for use before going to bed. This was how we created RUMI's emblematic serum GLOW.
Its combination of oils was specifically selected to be rich in antioxidants, to absorb quickly and to fill fine lines, so that I would wake up in the morning fresh, with radiant skin. The feedback from the first couple of thousands of clients was phenomenal. Then clients themselves started to send me ideas and share what products they needed. This was how in 4 years we created over 30 products, we are currently making 25 of them.
You say that RUMI is clean cosmetics that work. How do you achieve this in practice?
We use precious and rare natural ingredients from all over the world. Because of this synergy our products provide visible results. We create the formulas in cooperation with 3 production laboratories in Bulgaria and a formulator from Canada. Each new product is tasted first in the labs and then by volunteers. We introduce it to the market only after it has received at least 70% approval. Sometimes this takes us 2 years, and sometimes just 3 months to achieve such a high level of satisfaction.
Which are your 3 most favourite products?
Definitely the MARU series. In the evening I apply the serum and in the morning the eye and the face cream (it is still a work in progress, as I am the most active tester of all). We created MARU specifically for the needs of mature skin, for women who want to be beautiful inside and out, who know what they want, how to achieve it and deserve the best.
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