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For nearly three decades, Demee Koch has explored beauty from almost every angle—retail, education, distribution, manufacturing, product development, entrepreneurship, and consumer behavior across Europe, the Middle East, Asia, and North America.
An Iskolar ng Bayan (State Scholar) from the University of the Philippines, the country’s premier national university, she graduated with a degree in Business Management and was expected to pursue a more traditional path in business and leadership.
Instead, she found herself in Dubai, beginning her career as a Customer Service Executive in the beauty industry.
What started as an accident became a lifelong fascination.
For the first time, she witnessed how beauty could transform confidence, self-esteem, and the way people show up in the world.
The products interested her.
The people interested her even more.
Beauty, she realized, was never only about appearance.
It was about identity.
And identity influences how people think, behave, choose, and ultimately shape the world around them.
Learning the Industry from the Ground Up
Rather than specializing in one area, Demee chose to understand the entire beauty ecosystem.
Over nearly three decades, she worked across retail, education, distribution, brand development, product development, manufacturing, consulting, and entrepreneurship.
Her journey took her from Dubai to Switzerland and across Europe, the Middle East, Asia, and North America, where she learned from manufacturers, formulators, innovators, retailers, doctors, beauty professionals, and consumers.
These experiences gave her a rare perspective: a ground-level understanding of how beauty works—from concept to formulation, manufacturing, retail, consumer behavior, and brand building.
By the time DE MOI was created, it was not the vision of someone observing the industry from the outside.
It was the culmination of nearly three decades spent inside it.
A Different Way of Building Beauty
A Different Way of Building Beauty
Over the years, Demee watched countless trends come and go.
Natural.
Clean.
Green.
Sustainable.
The latest ingredient.
The latest beauty craze.
While many brought valuable ideas to the industry, she came to believe that labels alone were never enough.
The real question was not whether a product followed a trend.
The real question was whether it deserved to exist.
That belief became one of the foundations of DE MOI and the Conscious Beauty philosophy.
Before creating any product, DE MOI asks:
Is it needed?
Does it solve a real problem?
Does it make life better?
Does it deliver meaningful results?
Is it worth the customer’s hard-earned money?
Can it reduce unnecessary consumption rather than add to it?
The company does not rush products to market simply to be first.
It does not create products because a trend is popular.
And it does not believe innovation should come at the expense of purpose, quality, or common sense.
Only when the right questions are answered does a product move forward.
For DE MOI, beauty is not about creating more products.
It is about creating better products.
High-performance, multifunctional solutions designed with intelligence, intention, and restraint.
Products that save time.
Deliver real value.
Simplify routines.
Optimize resources.
And help consumers achieve more with less.
Because consumers are not buying social impact.
They are buying beauty products.
The product must perform first.
The impact follows.
Beauty as a Force for Good
Long before DE MOI existed, giving back was already part of Demee’s life.
As a young student, she often shared part of her allowance with people living on the streets. From her very first job, she made it a personal practice to give back.
The more she learned, the more she shared.
The more she grew, the more she contributed.
The more she earned, the more she gave.
Over time, this became one of the pillars of the Conscious Beauty philosophy.
Not because giving back is fashionable.
But because Demee believes success becomes more meaningful when it creates opportunities for others.
When customers choose DE MOI, they are first choosing products designed to perform, save time, provide value, and simplify their lives.
The positive impact is the result.
Because beauty should not only make people look better.
It should help make life better.
Beyond Beauty
While beauty remains her chosen industry, Demee’s work extends beyond it.
She is an entrepreneur, investor, advisor, author, and international speaker who contributes to conversations around leadership, entrepreneurship, innovation, conscious consumption, and social impact.
She has spoken and participated in discussions connected to international institutions, universities, private members’ clubs, leadership forums, and organizations including the World Trade Organization, the United Nations, and the House of Lords.
Even after nearly three decades in the industry, she continues to collaborate with formulators, manufacturers, scientists, innovators, entrepreneurs, and beauty experts around the world.
For her, experience is valuable—but curiosity remains essential.
The industry evolves.
Consumers evolve.
The world evolves.
And so must beauty.
This systems-thinking approach continues to shape both Demee’s work and the evolution of DE MOI.
Because beauty does not exist in isolation.
It is connected to people, business, wellbeing, innovation, and the choices we make every day.
Her Mission
Today, DE MOI products are used across Europe, the Middle East, Asia, and North America, growing primarily through product performance, referrals, customer loyalty, and trust.
Yet the mission remains remarkably simple:
To create products that matter.
To build businesses that contribute.
To help people make better choices.
And to prove that beauty can be both high-performing and purposeful.
DE MOI, a Swiss beauty brand, embodies the essence of conscious beauty by crafting products that are cruelty-free, socially responsible, and environmentally sustainable. With over 20 years of combined expertise, DE MOI is dedicated to creating premium-quality beauty solutions that prioritize natural ingredients and ethical manufacturing practices. Its mission is clear: to help people look and feel their best while fostering a positive impact on the planet.
At its core, DE MOI is driven by the belief that beauty extends beyond aesthetics. The brand is committed to empowering customers to make choices that not only enhance their well-being but also contribute to a sustainable future. DE MOI’s product line features formulations devoid of harsh chemicals, ensuring gentle care for the skin while protecting the environment. By using recyclable packaging and sustainable materials, the brand underscores its dedication to reducing its ecological footprint.
Founded in 2018 by Demee Koch, DE MOI has rapidly gained recognition in the global beauty industry. Demee’s vision was to merge her passion for creating high-quality beauty products with her commitment to humanitarian initiatives. Her leadership and more than two decades of professional experience have been instrumental in establishing DE MOI as a trailblazer in ethical beauty.
One of the hallmarks of DE MOI is its focus on sustainability. The brand recognizes the growing demand for products made with natural ingredients and eco-conscious practices. This includes using recyclable packaging, reducing waste, and ensuring that every step of the production process aligns with environmentally friendly principles. DE MOI’s dedication to sustainability not only meets the expectations of modern consumers but also sets a standard for the industry.
DE MOI promotes the philosophy of "conscious beauty," emphasizing that beauty is not just about appearance but also about the power to effect positive change. Through its products, the brand inspires customers to make thoughtful decisions that benefit themselves, society, and the planet. DE MOI believes that true beauty lies in actions that uplift others and protect the environment.
The brand’s cruelty-free and vegan formulations reflect its commitment to ethical values. DE MOI’s products are never tested on animals, and the ingredients are meticulously sourced to ensure they meet the highest standards of quality and sustainability. This commitment resonates deeply with consumers who value transparency and integrity.
In addition to its product offerings, DE MOI actively engages in initiatives that raise awareness about conscious consumerism. By choosing DE MOI, customers are not only investing in effective beauty solutions but also supporting a brand that prioritizes social and environmental well-being.
DE MOI’s rapid growth and global success are a testament to its unwavering commitment to innovation and ethics. By redefining the beauty industry with its focus on conscious choices, the brand has become a beacon for those seeking products that align with their values. DE MOI invites everyone to join its journey toward a more beautiful and sustainable world.
Empower your beauty, embrace the planet, and choose DE MOI for a transformative experience that goes beyond skin-deep.
Our Commitment - The Conscious Beauty Movement
From Vanity to Self-Care
What does it mean to take care of yourself? A lot of people consider self-care as a selfish attitude and a sign of vanity. There are still those who insist that self-care is optional and non-essential that can be easily done without because there are more important priorities and commitments.
How wrong and harmful is it for your present and above all for your future lifestyle if there is no room to give yourself time to feel good and feel beautiful?
Self-care consists in loving and being kind to yourself. This requires a deep understanding of your needs and awareness of the weight your daily actions have. Self-care includes all those activities that make us feel good. But this does not mean that whatever makes us feel good is positive: there are behaviors that are objectively harmful to the environment.
DE MOI understands the heartfelt and current issue that has led to a real revolution: disrupting the world of beauty, converting to an ecological sense, and consistently taking measures to reduce our impact on the environment.
Join our journey that starts with your well-being and the environment. There might be unattainable ideals of beauty, but we are taking a completely new approach to beauty. Beauty is moving towards a sustainable future and normalizing social impact.
Koch, has also joined the Breaking Silence Movement a private, non-profit organization that fights gender-based violence as a board member.
A DE MOI fund has been established to help all nonprofit organizations the company collaborates with. DE MOI contributes to the large and complex sustainability ecosystem by structuring strategies that help identify the brand's strengths and criticalities toward responsible consumerism. It follows a path of development and continuous improvement drawing strength from the flywheel of credibility, seriousness and reputation inherited and cultivated over the years of its existence by understanding the mechanisms of nature and reproducing them into effective products. The brand underscores its social impact and continuously evaluates the benefits of its products for its users, producers, and society as a whole.
DE MOI also creates synergies between conscious consumers and sustainable products in the beauty sector. This is all in the name of safeguarding the environment, preserving ethical work, employing vegan and organic ingredients and reducing the amount of plastic packaging waste. Parabens, triclosan, sulfates, and other toxic chemicals and fillers have been replaced with nourishing alternatives including Swiss-formulated Alpha Arbutin, Hyaluronic Acid (2%), powerful antioxidants, and time-tested skin-illuminating and anti-aging botanicals.
DE MOI takes pride in its investment to create a virtuous circle between economic growth and doing good for the planet, in being part of a community that realizes the liveability needs of collaborators and the population, bringing eco-sustainability to the forefront and enhancing the surrounding resources by spreading positive values and motivation to achieve green and clean beauty. A guarantee of continuity with a harmonious development plan of rediscovering our well-being, putting more emphasis and growing determination towards innovation, responsibility, and sustainability.The Woman with a Passion for Developing Beauty Products of Substance and Achieving a Lasting Social Change
Courage, risk tolerance, resilience, and handling ambiguities together with passion for developing beauty products of substance and championing important causes is what Demee Koch equipped herself within the past two decades. She used her ability to navigate ambiguities and complexities with experience and success and took risks to rule in the highly competitive beauty industry.
Demee wanted to change the beauty industry with the best intentions by educating people about how brilliance knows no bounds regarding race or gender.
Having worked in more roles, functions, companies, and industries she has always been motivated in achieving concrete results and creating a positive impact. In fact, this must come from collaborating with other people and taking on more responsibility, driven more by a sense of general benefit to the company and the community she built than to herself.
DE MOI was born out of a passion for spreading happiness and love. Demee believes in beauty inside and out. She found beauty in her hometown of Cebu in the Philippines, her meanderings around the world, to the home she found in Zurich, Switzerland. But throughout her rich experiences, outstanding women succeed even in male environments, and it shouldn’t require exceptionality.
Demee believes that women shouldn’t merely serve as ideals of perfection and beauty. They don’t have to be perfect and unachievable; rather, they should change the game by listening to others, developing their abilities, and promoting women’s beauty, leadership and empowerment.
As a sought-after speaker, guest author, and commentator on the subject of conscious beauty and entrepreneurship, she strongly advocates healthy beauty, inclusivity, empowerment, and social impact. Recognized and honoured with awards as one of the most influential Filipinas in the world by Global FWN and as Ambassador of Peace by Universal Peace Federation UK, an NGO with general consultative status with the Economic and Social Council of the United Nations, Demee uses her influence to give back.
As a sought-after speaker, guest author, and commentator on the subject of conscious beauty and entrepreneurship, she strongly advocates healthy beauty, inclusivity, empowerment, and social impact. Recognized and honored with awards as one of the most influential Filipinas in the world by Global FWN and as Ambassador of Peace by Universal Peace Federation UK, an NGO with general consultative status with the Economic and Social Council of the United Nations, Demee uses her influence to give back. She shares her expertise in business and conscious entrepreneurship as a Forbes Business Council influencer through her articles.
Demee is a Member of the Corporate Board of the revolutionary boxing brand SPARBAR. She is also a shareholder and corporate board member of Luxvivendi , a company celebrating the finest in luxury products, services, food, and luxury experiences.
She also supports various other charity organizations working to improve the lives of others like the Voice of the Free, a hybrid organization that combines social care, social entrepreneurship, and mobilizing social movements to achieve lasting social change. The Breaking Silence Movement, a private, non-profit organization that fights gender-based violence recently welcomed Demee as a board member. She also established the DE MOI fund to benefit all the nonprofit organizations DE Moi collaborates with, including BSM and Voice of the Free.
