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It is what we choose, what we consume and what we contribute.
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Read the DE MOI White Paper
Explore the thinking behind Conscious Beauty, responsible consumption and beauty as a force for good.
The True Face of Conscious Beauty
This isn’t about trends, it’s a call for better.
In this white paper, Demee Koch challenges the industry’s empty buzzwords and marketing tricks. She shares her 30-year journey and the real cost of beauty, to our confidence, wallets, and planet.
A must-read for anyone who believes beauty should be honest, ethical, and human.
What if beauty wasn’t just skin-deep, but life-deep?
In this powerful white paper, Demee Koch redefines beauty as a daily act of care, protest, healing, and purpose. It’s not branding. It’s a quiet revolution.
Read this if you believe beauty can do more than sell, it can serve.
As the world races to extend life through science and technology, Demee Koch asks a deeper question: What are we really living for? This paper challenges the narrow view of longevity and calls for a more conscious approach, one that honors emotional wellness, dignity, and purpose alongside physical health.
Backed by nearly 30 years of industry experience and the heart of the Conscious Beauty movement, Demee shares why beauty isn't a luxury, it’s a daily act of care that keeps us grounded, resilient, and fully alive as we age.
If you believe living longer should feel good, not just last longer, this is for you.
This isn’t about dreaming bigger, it’s about building smarter.
In this white paper, Demee Koch speaks directly to founders about the blindspots that can quietly sink a brand, ego, shortcuts, and trend-chasing. Drawing from her journey with DE MOI, she shares why listening, humility, and excellence are the real markers of success.
A must-read for entrepreneurs who believe brands should be built with integrity, courage, and staying power.
This isn’t about chasing trends. It’s about building legacies.
In this white paper, Demee Koch draws from her experience with DE MOI, revealing why conscious choices, integrity, and responsibility are not obstacles but the true path to lasting success.
A must-read for entrepreneurs who believe businesses should grow with integrity, courage, and staying power.
Beauty and wellness talk a lot about funding, funnels, and followers. We talk less about who we build with, how safe we feel in our partnerships, and what kind of ripple our deals create in real lives.
This paper is a reminder:
Growth is not only strategy. It is people, trust, and the stories we create together.
That is where the Founder’s FEEL → FIT → FUTURE IMPACT™ lens comes in.
In this white paper, Demee Koch reflects on the growing disconnect between what the beauty industry produces and what consumers truly need.
Drawing on three decades of global experience, she explores consumer fatigue, sustainability pressures, trust erosion, and the need for alignment between purpose, performance, and responsibility.
A thought-provoking read for founders, investors, and industry leaders shaping the future of beauty.
In this flagship authority paper, Demee Koch examines the unseen systems that shape the global beauty industry.
From packaging waste and overproduction to capital cycles and compressed trend turnover, she explores how value chain decisions made upstream determine real impact downstream. The paper challenges the dominance of visibility-driven growth and calls for a shift from narrative to systems literacy. A strategic read for founders, investors, policymakers, and industry leaders who want to build beauty brands that can withstand scrutiny and earn long-term trust.
In this white paper, Demee Koch reframes beauty as biological design. Drawing on anthropology, neuroscience, and longevity research, she explores how ancient rituals supported regulation and what modern systems have been disrupted.
A concise read for founders and leaders rethinking beauty through coherence, healthspan, and long-term responsibility.
Nothing Is Free is a conscious beauty white paper by Demee Koch that explores the real cost behind one of the most accepted practices in the industry: “free” samples.
Through an honest lens, it breaks down how costs are redistributed across pricing, environmental systems, and consumer behavior. This is a shift from perception to reality. From volume to value. From passive consumption to intentional use.
The Inner Economy is a conscious beauty and systems-thinking white paper by Demee Koch that explores the hidden relationship between internal belief systems and external realities.
Through a grounded and interdisciplinary lens, it examines how identity, perception, and unconscious behavioral patterns shape consumption, leadership, business decisions, and collective systems.
The Accountability Economy is a white paper by Demee Koch that explores the next evolution of business, where trust is built not through performance, but through practice.
Examining the beauty industry as a reflection of broader market trends, it challenges the growing reliance on claims, positioning, and perception. Instead, it introduces a framework centered on accountability, transparency, and operational integrity.
This is a shift from storytelling to substantiation. From perfection to honesty. From promises to responsibility.
The Trust Economy is a Conscious Beauty research white paper by Demee Koch exploring why trust is becoming one of the most important assets in modern beauty and luxury.
As consumers face more products, more claims, and more content than ever, the paper examines the widening gap between being visible and being credible.
Drawing on industry research and peer reviewed literature, it introduces the Trust Architecture, a six-part framework based on competence, integrity, consistency, credible authority, values alignment, and restraint.
It also explores a more disciplined approach to value creation through the Smart Beauty Model, where genuine problem-solving, responsible use of resources, multifunctionality, honest disclosure, and meaningful contribution become part of how a brand operates rather than simply how it communicates.
From attention to credibility. From claims to evidence. From visibility to lasting trust.
The Intelligence of Beauty: Discernment, Longevity and the Ripple Effect is a Conscious Beauty white paper by Demee Koch exploring what happens when beauty moves from accumulation toward discernment.
Drawing on published scientific literature, market research, institutional sources, and Demee's observations as a founder working within the international beauty industry, the paper questions some of beauty's most familiar assumptions: that more steps mean better care, more novelty means more innovation, more expensive means more effective, or more consumption means more luxury.
The paper also introduces the Beauty Intelligence Framework, designed to help brands, professionals, investors, retailers, and consumers question not only what beauty products can do, but whether they genuinely deserve a place in people's lives.
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.
