An exclusive interview with Anita Brand, owner and CEO of Anita Brand Cosmetics

The US and European beauty and personal care markets are going to hit new heights in 2025. We all know the top players in the beauty industry. However, in recent years new entries appeared in the market, ready to claim their own market share.

Anita Brand Cosmetics is such an example. Starting from the Greek market, it is steadily expanding to other countries. It is worth reading the interview of Anita Brand, owner and CEO of Anita Brand Cosmetics, for CEOWORLD magazine.

Q: When did you start the Anita Brand business? How did your background in modeling influence your approach to building the brand and communicating it to consumers? 

Anita Brand: Anita Brand Cosmetics was born in 2018 out of a deep passion for beauty and years of firsthand experience.

My background in modeling gave me a deep understanding of makeup, lighting, and how products perform under pressure whether it’s on set or in real life.

That experience transitioned naturally into a career as a celebrity makeup artist, where I worked in TV,  for magazines under the umbrella of Conde Nast, and commercials. Over the years, I learned what works, what doesn’t, and most importantly what women actually want from their products.

I created Anita Brand Cosmetics with a clear vision in mind: to create beauty products that are both effective and empowering and i wanted it to reflect everything I had learned: performance, simplicity, and enhancing natural beauty.

My experience also helped me develop an eye for aesthetics and branding, which became a huge asset when building the visual and emotional identity of the brand. Being in front of the camera taught me how confidence can transform a person, and I wanted to bottle that confidence into every product we offer.

Q: Which were your first products, and which is your best-selling product so far?  

Anita Brand: Our first launch was a line of Cream2Matte lipsticks in four universally flattering shades, each paired with a perfectly matching lip liner. It was important for me to start with lips because they can transform a look instantly and our formula was something I had always wanted in my own kit: creamy, long-lasting, and matte without being drying.

As for our best-selling products to date, the EYE LOVE LASHES MASCARA and our CREAMY LUX LIPSTICKS WITH HYALURONIC ACID have truly become a fan favorite.

Q: The Anita Brand has gained significant popularity over time. What do you attribute this success to?  

Anita Brand: I believe our success comes down to authenticity and connection. The brand is a direct extension of who I am, every product is something I would (and do) use daily on myself and my clients. We also focus on quality over quantity, and that resonates with people.

We never rush a launch, we prioritize perfecting the formulas and truly listening to our customers feedback. Our community has been incredibly supportive from day one, and I think people connect with the fact that this brand isn’t about covering up, but rather enhancing who you already are. Also, our team is made up of passionate, driven individuals who share the same mission.

Q: What makes a brand stand out in today’s beauty world?  

Anita Brand: In today’s beauty world, you need more than just a good product, you need purpose. Consumers are looking for brands they can trust, that speak to them and represent something meaningful. A strong aesthetic and story are essential, but it’s the consistent delivery of quality and the emotional connection that really makes a brand stand out. People want to feel like they’re part of something, not just buying another item off a shelf.

Q: What’s next for your brand?  

Anita Brand: We’re currently working on expanding our product line to include more skincare-driven makeup and possibly even a few pure skincare items. We’re also exploring international markets, which is incredibly exciting. But above all, we’re focused on staying close to our community and continuing to create products that deliver results and feel amazing to use.

But no matter how we grow, the heart of the brand will always stay the same: delivering products that work, feel luxurious, and help people feel their best.

Q: Do you have any beauty advice for women CEOs to look glowy every day? 

Anita Brand: Definitely! Being a CEO can mean long days and constant decisions, therefore feeling and/or looking tired, but a few beauty habits can make a huge difference. First, hydrate, inside and out. Glowy skin starts with moisture. Then, stick to long lasting formulas.

A lipstick, mascara and a bit of blush will freshen up your overall look in seconds. And don’t skip brows, they frame your whole face and instantly lift your look. Lastly, take a few minutes just for you each morning. Even a small ritual with skincare or makeup can boost your confidence and set the tone for a powerful day.

When you feel centered and confident, it shows in every way.

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