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The True Face of Conscious Beauty : Beyond Buzzwords, Greenwashing & Screenwashing

Discover Demee Koch’s powerful new white paper lifting the curtain on the beauty industry and charting a path toward genuine change.

We live in a world drowning in beauty buzzwords: clean, green, conscious. And now... screenwashing where brands look ethical online but hide the truth behind the scenes.

Demee Koch, founder of DE MOI and pioneer of Conscious Beauty, has spent nearly 30 years inside this industry. From retail floors to boardrooms, from creating products to exposing hidden truths, she’s seen it all: the magic beauty can create and the damage it can do.

In this candid, data-rich white paper, Demee shares :

The shocking statistics about waste, mental health, and hidden industry practices

How buzzwords can mislead consumers and what questions we should all be asking

Why beauty doesn’t have to choose between results and ethics

The Four Pillars of Conscious Beauty: practical steps for brands, entrepreneurs, and consumers

Why Demee still believes beauty can change the world for real

How marketing often gets more investment than the actual product and what that means for trust

Our Story, Our Promise

This isn’t about blaming brands. It’s about asking better questions and making better choices.

Whether you’re a beauty lover, an entrepreneur, an investor, or simply someone who wants to make more conscious choices, this white paper will challenge, inspire, and equip you to see beauty differently.

“Beauty doesn’t need more noise. It needs more truth.”

— Demee Koch

Download the White Paper Now

DE MOI is a Swiss company that manufactures cruelty-free, socially relevant, and ecologically friendly products made with the moral principles of fairness and honesty. It has more than two decades of combined industry experience covering everything about a beauty brand—from the science of making products to branding and making customers happy. All-natural Face Serum expertly formulated with high concentrations: Alpha Arbutin (Swiss-Formulated) Hyaluronic Acid (2%) Vitamin B3, C and E Skin-Tastic Botanicals Participating in an affiliate program can yield substantial benefits with these key steps. Consistently create high-quality, engaging content to attract and retain your audience's trust. Lastly, monitor performance using analytics and adapt strategies to optimize conversions, ensuring a steady stream of commissions and maximizing the advantages of the affiliate program. We are a Swiss company that manufactures cruelty-free, socially relevant and ecologically friendly products made with the moral principles of fairness and honesty. It has more than two decades of combined industry experience covering everything about a beauty brand—from the science of making products to branding and making customers happy. Everybody wants to look and feel good. But DE MOI wants clients to not only look and feel good but also to make the world a better place to live in. DE MOI aims to be the catalyst in bringing positive change into the world by creating awareness on spending consciously on products that give back to the society while making sure that these products do not harm the animals and the environment. Demee Koch has always had the intense desire to help the underprivileged people. She has been doing charity work since 2001. When she became a mother, she continued to spread the love with the help of her boys, whom she gifted with the devotion to serve and the mind for charity. Koch brought her charity work to her hometown of Cebu and occasionally to Bali in Indonesia. She also helps other charity events and organizations. She does medical and dental missions with her family and makes donations to improve other people’s lives. DE MOI believes in investing in people with the aim of empowering these same people to pay it forward. One important sector in the society that we know would do handle power and beauty best are the single mothers. Single mothers have double the work with only one set of hands. DE MOI aims to be the single mother’s extra hands to end physical, emotional, mental and financial struggle. And these empowered women, will in turn become the extra hands of those in need. DE MOI has the notion that help could go a long way in healing a society, a nation and the world. DE MOI makes products with a heart. Every item manufactured by the brand is sure to have social relevance because of the moral ideologies that the brand possesses. Every product is crafted by a group of people who share Demee Koch’s values and passion complemented with science to make safe and eco-friendly products. DE MOI products and principles are always evolving to serve our customers better. DE MOI makes beauty products under the principle of contributing to the betterment of the world. We all want to look and feel good and a large part of that emanates from within us. DE MOI makes products that will help people look good and feel good about themselves — making them confident about spreading good vibes all around. DE MOI was born out of passion for spreading happiness and love. Founder Demee Koch believes in beauty inside and out. She found beauty from her hometown of Cebu in the Philippinest o her meanderings around the world, to the home she found in Zurich, Switzerland. But throughout her rich experiences, she discovered that beauty is magnified when it emanates from the inside and radiates on the outside. DE MOI makes products that brighten up your look and brighten up other people’s lives! In a world today everyone is busy with their hustle and bustle or hectic schedules, especially women who manage their households with parallel professionals some women pursue careers outside of the home they have no time for skin care and maintaining a natural glow for every moment in working life or homemaker as well as collegian so there is a one-time solution that works on all the problems that are Protect & Glow with our DE MOI CC Cream, it is one of best cc cream with multipurpose advantages it helps even out the skin tone by covering up pigmentation and dark spots, keep the skin hydrated in every moment. our DE MOI CC Cream built-in SPF covers the skin from harmful UV rays and prevents sunburn, premature aging, and skin damage by these rays. It's Not Like heavy foundations, DE MOI CC Cream is lightweight coverage that is good for skin health and also shows a natural, dewy finish, enhancing its radiance without looking like a clown or overly made up. Keep Open Your Eye To Protect & Glow with our DE MOI CC Cream, when we are getting too late to go somewhere or someplace then use our DE MOI CC Cream because it works fast and effectively, and it is amazing for everyday wear. Our protect and glow have numerous benefits in one drop for skincare with makeup at one time. It acts as a primer, foundation, and sometimes even as a moisturizer or sunscreen, accelerating a natural glossy radiant face look for all time and all purposes. I recommended Our Protect & Glow DE MOI CC Cream because it is MADE IN SWISS & 100% Effective Result You Can See in every application Swiss Precision & Zurich's Finest guaranteed to give you a radiant complexion with moisturization Reason To Love for Protect & Glow with our DE MOI CC Cream Even Tone Skin - it clears your skin and gives you a fair skin tone complexion removing dark patches and redness. SPF Protection - it has the power to protect you from UV harmful rays, sun rays, or any other harmful rays. Melasma Control - it works effectively on melasma treatment because it has skin-lighting properties. Sebum Control - it hydrates your skin and protects against sebum oily dusky skin. Anti Aging - it looks more youthful and treats your wrinkles and fine lines. Anti-Pollution - it has coverage property that helps your skin to protect against dust, pollution, pollutant air, or any other harmful factors. Anti-Acne - control breakouts, acne, and acne spots and also prevent hair breakouts. Illuminating Property - Bring out your skin's natural brightness for an enhanced youthful look. Minimizes Pore - Help out to control pore size. Pigmentation Control - working on pigmented skin and removing overall pigmentation on your skin. Camellia Sinensis: Protect against visible and invisible damage caused by pollution. EpilobiumFleischeri: working oiliness and acne-causing infection levels. LeontopodiumAlpinum (Helvetia Extract): Organic bioactive best for skin care, it is 100% natural formula for skin glow. Vitamin E: Have Antioxidant and moisturizing properties for improved skin tone. Rice Starch: Soothing and protective film-forming agent. Vita Tè: Anti-pollution extract from the white tea variety for detoxification and skin preservation. How to Apply On Skin - There are some steps to go through for application Firstly clean out your face with a gentle cleanser then take a little bit of time to dry out. After that you can apply a little bit of moisturizer on the overall skin, face, neck, ears, etc then apply a single or small amount of our Protect & Glow DE MOI CC Cream. Its color is white and it contains multiple minerals pearl beads crumble to a light earthy brown color, creating a healthy sun rouge effect. If you want a darker shade, apply a second coat after the first coat has dried. This will take approximately 30 seconds. To keep it effective, keep it out of direct sunlight and in a cool, dry location. With all due caution, Protect & Glow DE MOI CC Cream, which are great skin care product, should be used responsibly and carefully. For external use only. Avoid contact with eyes. In case of contact, rinse thoroughly with water. If irritation or rash occurs, discontinue use of the product. If symptoms do not go away, see a doctor. Keep out of reach of children. Key Results of Protect & Glow with our DE MOI CC Cream Get your natural simple look at one time of application. Give you fast results you can see the magic of each drop within 4-5 days. Get over flaky, dry, dull skin with the regeneration of skin cells. Make it over your skin to achieve a fresh-faced look. Enhancing your skin brightness and glow Minimizes skin aging factor. Increases skin quality and condition. Anyone can pamper the sensitive nature of skin. Unlocking the Secret to Longer, Thicker, and Healthier Hair with DE MOI Bio Hair Serum Are you tired of dealing with dull and weak hair? Look no further than DE MOI Bio Hair Serum Advance Formula, the final solution for gaining the hair of your dreams. Whether you want longer, thicker hair or just a healthier scalp for overall hair health, this Swiss-created serum will change your hair care routine. Unlock Your Hair's Potential Regular use of the DE MOI Bio Hair Serum Advance Formula can change your hair naturally, making it longer, thicker, and stronger over time. The refreshing and controlling effects of its natural extracts help to increase scalp health, preparing for delicious, shiny locks that show energy. How to Apply To experience the maximum benefits of the DE MOI Hair Serum Advance Formula, follow these simple steps: Application: For people likely to get hair loss, spray 1-2 times daily (morning and evening) or once daily on the affected areas of the hair. Massage: Gently massage the serum into the scalp for better liquid absorption. Make sure to wear gloves during the massage or wash your hands immediately after application to prevent any irritation. Long-Term Use: To achieve the best results in dealing with hair loss concerns, it is recommended to incorporate DE MOI Bio Hair Serum Advance Formula into your daily hair care, commonly done on a long-term basis.

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.