Your wishlist is currently empty — start exploring and add your favorite products!
Sorry, looks like we don't have enough of this product.
Your cart is currently empty.
DE MOI — OUR STORY
So many products. So many buzzwords. So many promises.
When every new product sounds like something you need, how do you decide what deserves a place in your routine?
What actually works? What do you really need? And who can you trust to stand behind the promise?
These are fair questions. They are also the questions that led to DE MOI.
After nearly three decades in the beauty industry, Demee Koch had experienced almost every side of it, from retail and distribution to education, product development, manufacturing and entrepreneurship.
She loved what beauty could do. How the right product could restore confidence. How a small ritual could change the way someone feels. How taking care of yourself could become an act of self-respect.
But she also saw another side of the industry: too much excess, increasingly complicated routines and marketing promises that could overshadow what a product actually delivered.
In a world already full of beauty brands, creating another needed a clear purpose.
For Demee, that purpose was to put her experience and convictions into practice: develop effective, multifunctional products that address real needs, simplify everyday care and deliver on their promises while considering the ripple effect of every decision behind them.
So she began asking better questions:
Does this product really need to exist?
Does it solve a real problem?
Does it deliver meaningful results?
Can it simplify someone’s routine?
And can beauty create a little more good beyond the mirror?
Those questions became DE MOI.
Today, DE MOI remains an independent, founder-led Swiss beauty brand. Demee and a small, deeply involved team take a hands-on role throughout the business—from developing products with specialist partners to answering customer concerns and managing orders and deliveries.
They take pride in what carries the DE MOI name. That means asking difficult questions, holding themselves and their partners to high standards, and walking away from opportunities that do not align with the brand’s values.
As DE MOI grows, the commitment is to keep its heart intact: care for the customer, accountability for its choices and a purpose that guides everyday action.
DE MOI creates high-performance, multifunctional beauty products designed with intelligence, intention and restraint.
We believe every product must earn its place in your routine. It should address a real need, deliver meaningful benefits and make caring for yourself simpler.
We are actively involved in product and formula development, working closely with specialist partners on ingredients, texture, performance and everyday use. Each decision begins with what the product will do for you.
Our Swiss foundation shapes how we work: precision, integrity, attention to detail and pride in quality. Our three hero products are Swiss-made and Swiss-formulated, with Swiss actives.
We also collaborate with partners selected for their specialist expertise and shared philosophy, guided by the same commitment to quality.
We carry out testing to substantiate our product claims and share published product test results. Customer testimonials offer a further perspective: the experiences of people using DE MOI in their own routines.
For us, Smart Beauty means purposeful formulas, evidence behind our claims and fewer unnecessary steps.
More purpose. Less excess.
Every product we create begins with the person using it, your skin, your time, your needs and your life.
We understand that choosing DE MOI means trusting us with your care and your hard-earned money. That trust deserves attention at every step.
When you contact us, you speak with a real person who listens and takes your concerns seriously. Behind product development, customer service, order preparation and logistics are people who care about the work they do.
We use technology to work efficiently, while keeping people involved and accountable throughout.
We are human. Sometimes we make mistakes. When we do, our responsibility is to listen, put things right and learn. We aim to become better as we grow.
That same care extends to the ingredients we choose, the resources we use, the packaging we develop, the partners we work with and the way we treat people.
These decisions have a ripple effect. They reach beyond a product and its daily use to our team, our partners, communities and the wider world.
For DE MOI, beauty with purpose means considering that impact—and carrying intention through into action.
Demee’s experience and convictions gave DE MOI its beginning.
Its philosophy belongs to everyone who believes beauty can be more thoughtful, more honest and more purposeful.
Beauty is more than appearance.
It is what we choose, what we consume and what we contribute.
You do not need a ten-step ritual.
You do not need to look like someone else.
You deserve products that work for you—and people who stand behind them.
Our mission is to help change beauty for good through exceptional products, responsible decisions and care that reaches beyond the mirror.
Beauty, with intention.
That is DE MOI.
Available at These Locations
