A lawyer who traded in her gown for a jar of minerals. Five years ago, she founded a company to meet the growing demand for natural, safe makeup. She created Annabelle Minerals – today one of the leading mineral cosmetics brands. We spoke with Ania Krawczyk, the founder of Annabelle Minerals, about the company's origins, its development, and future plans.
Ania, Annabelle Minerals was founded exactly five years ago. What were your thoughts when founding your company ?
I thought it would be a small passion of mine, pursued after hours spent at the law firm. I didn't imagine it would so quickly become my main occupation – very satisfying, but also full of challenges.
What were the beginnings like?
Initially, I did everything myself, then with the help of my indispensable parents. Working with a friendly laboratory, I developed cosmetic formulas. Annabelle Minerals offered foundations, blushes, and concealers. However, it was then that I had the idea to group Annabelle Minerals foundations into formulas designed for different skin types. No other brand on the Polish market had done this before. I chose jars that were best suited for the powder form of my cosmetics. I took care of the store's website – still very simple at the time. I remember that – focused on the products – I completely forgot about the name of my brand. It was created, along with the logo, in 15 minutes. I'll never forget the day the first jar sold. It was an incredible feeling that someone trusted me and decided to try my cosmetics. I packed the package and rushed to the post office to ship it as quickly as possible. She's still a customer to this day. ☺
When did you decide to devote yourself 100% to Annabelle Minerals?
I only left my job at the law firm when the brand was doing really well and generating a satisfactory income. I'm not a risk taker. I would never have left a full-time job without knowing I'd have enough money to pay the bills. I just didn't expect the transition from working "for someone else" to being self-employed would happen so quickly, just a year and a half after launching my company.
What does self-employment look like ?
Essentially, running your own business isn't a full-time job, but a 24/7 commitment. I spend significantly more than eight hours a day in front of the computer. Initially, my work was more operational: I handled inventory, promotion, packaging, and shipping. Now, my role is more strategic: I develop new products, manage my colleagues, and ensure the company's growth in every possible area.
After 5 years, is Annabelle Minerals the company you dreamed of ?
Oh, it's definitely better. Our brand is becoming more and more recognizable. It's starting to attract interest not only online, but also in the press and television. Our products are receiving very good reviews and awards. In 2016, these included Glamour magazine's Glammies and InStyle magazine's Best Beauty Buys. We're constantly working on new products, now not only in the field of makeup but also skincare. We're expanding into international markets. Last year, Annabelle Minerals launched in the Czech Republic and Slovakia. This year, we have even bolder plans; we're working on entering the Hungarian, German, British, Scandinavian, and Balkan markets. We're a close-knit, supportive team that truly believes in what we do. Such dynamic growth requires a lot of effort, but we're confident that Annabelle Minerals has a bright future ahead of us. ☺
What is the greatest strength of Annabelle Minerals?
The brand's greatest strength is its customers. From the beginning, I wanted Annabelle Minerals to offer high-quality cosmetics at affordable prices. My mission was to give as many women as possible access to healthy makeup, even at the cost of lower wages. And now I can confidently say that if it weren't for all the wonderful women who take a conscious approach to themselves and their bodies, Annabelle Minerals wouldn't exist. We're fortunate that our customers are deeply committed to the brand's existence and development. For a long time, they've been helping us create new products by reporting demand. We don't need market research to know what our customers will like, because they tell us themselves. That's incredibly valuable.
Does your legal education help you run your business?
Absolutely. Thanks to him, I went through the entire process of setting up a company relatively painlessly and quite efficiently. Running a business requires constant contact with government agencies, suppliers, and contractors. My legal education helps me greatly in this regard.
What are you passionate about?
My passion is cosmetics. I love educating myself on the subject and creating my own recipes. I experiment a lot; my bathroom is filled with bottles, jars, and containers of homemade potions. I'm a perfectionist, so I'll "mix" a cream or mix oils until I achieve the cosmetic I'm looking for. I also try to read a lot, go skiing, and travel around Asia.
Which Annabelle Minerals cosmetics do you like the most?
Basically, I have to like every product a brand introduces. I wouldn't allow myself to give my clients something I wasn't 100% happy with. Although, I admit, I have a few favorites that are a must-have in my makeup bag. These include the Golden Fair Illuminating Foundation and the Rose Blush. Lately, I've also been raving about our clay makeup primer. We worked on this product for over a year because we wanted to create a primer that would not only hold makeup in place but also nourish the skin. Fortunately, we succeeded, and we can confidently say that our natural product can easily compete with commercially available primers, which are usually based on silicones that don't allow the skin to breathe.
What advice do you have for women who would like to start their own business, like you?
The foundation is belief in your own product and determination. If we like and use what we create, we'll have a much greater chance that customers will too. It's always difficult at first – no one is born with the ability to run a business. There will undoubtedly be a few stumbles, some crises, and moments of doubt, but we mustn't give up. We must react quickly and adapt to changes in the market. We must listen to our customers and not be offended when someone gives us a negative opinion – it's always a good incentive to improve. Hard work and finding people who are as committed to the brand as we are may not guarantee success, but it certainly brings us closer to it.
Where do you see Annabelle Minerals in the next 5 years?
Hmmm, maybe on one of the planets in NASA's recently discovered Trappist-1 system? ☺ I'm joking, of course. I'd like my work on the brand to still bring me as much satisfaction in five years as it does now. I want more and more women to know they don't have to compromise and choose between makeup and healthy skin. To sum up: I'd love for Annabelle Minerals to launch globally and achieve the same success it has in Poland. Keep your fingers crossed for us!
