Ioana, the founder, studied 12 years of art and graphic design with a specialisation in film and animation at a prestigious UK university. From the age of 13 she’s been working together in her parents’s business, doing sales and marketing, until she wanted to start something on her own. Using money from scholarship and what she gathered from selling her paintings, she began to develop a cosmetics company. This brand has grown especially online through social media, now also reaching international clients giving her experience in content marketing.

Lately, Ioana has also been concerned about the organic growth of her personal image on Instagram, reaching an engagement which is far above average. She also saw the other side of social media, namely the problems that arose when an influencer wants to develop and work with brands. So she understands both the brand’s and influencer’s perspective.