An interview with Ms. Felicity Cen, General Manager of GIRLINC
Many skincare brands are beginning to adopt the organic concept. However, in most cases, facing a product labelled with “natural & organic”, consumers don’t actually know how much percentage of natural ingredients are inside or whether there still are chemical components. At such moments, authoritative certification gives confidence to consumers. GIRLINC is a UK organic skincare brand that recently entered China, certified by ECOCERT, an international leading organic certification institute. Soon after its entrance, GIRLINC gained much success. The person leading the way is a very fashionable young lady – Felicity Cen.
With rich experience traveling in Europe and America, and six years’ school life in the UK has brought Felicity to the frontline of the international skincare and beauty industry. With a born enthusiasm and keen insight into fashion and beauty, she has gradually formed a unique perception to the industry. A master’s degree in MSc Accounting & Finance from Bath University further equips her in business operations and marketing development. With bold entrepreneurship, Felicity introduced GIRLINC to China aiming to promote the simple natural skincare concept in her motherland. SpaChina interviewed her.
Please introduce GIRLINC to us. As a finance graduate, why did you choose to found an organic skincare brand? Please share the brand story with our readers.
Originated from UK, GIRLINC is an organic cosmetic brand certified by the ECOCERT authority. Powered by its own R&D team, GIRLINC is collaborating with several organic plant farms, in an effort to effectively ensure the stability and quality of the botanic materials.
The year of my graduation was marked by a global financial crisis, and most people experienced gigantic economic and mental stress. It was at that time that the idea came to my mind of creating some organic products for stress alleviation. That’s why we use sandalwood as the main scent of GIRLINC, a scent that can relieve anxiety and make people calm.
What are the essential and most challenging parts of the process to create an organic product? What are GIRLINC’s solutions for overcoming them?
To create an organic brand, firstly, we need to define the brand’s target consumer and product function. Then the R&D team begins to work out formulations. Afterwards, we select raw materials accordingly before starting mass production in accordance with ECOCERT standards. The most challenging parts are the communication with the R&D team, the process of working out formulations, and the insistence on using ECOCERT standard raw material. GIRLINC has collaborated with top R&D teams and manufacturers from UK. The R&D team leader is a French expert with over 20 years’ experience in developing organic formulations.
What benefits can organic skincare products bring to the body and skin?
Cosmetic products certified by ECOCERT meet the following standard: the natural organic content of all ingredients of the product MUST be above 95% and the natural organic content of the botanical raw materials MUST be above 95% too. The best aspect of using organic product is to prevent chemical stimulation.
Are organic skincare products fit for all people?
Organic cosmetic products are suitable for everyone, because they are totally free from artificial coloring, GMO, and chemicals. Organic cosmetic products are especially good for people with sensitive skin.
What is the uniqueness of GIRLINC’s products? Who are the target group for GIRLINC?
In comparison with ordinary organic cosmetic products, GIRLINC’s edge is that it is certified by ECOCERT, which means high content of natural and organic materials.
The following are our star products and the key materials of each:
Body Scrub: Aloe barbadensis leaf extract has excellent lubricating and moisturizing effect. Its natural acidic pH value is close to that of human skin, creating superior affinity. Hand Cream: Shea butter anti-elastase can repair stretch mark and minor burns while cinnamic acid further protects the skin by filtering out ultraviolet rays. Body Oil: According to international researches, high content of Helianthus (sunflower) base oil can alleviate eczema. It’s a very valuable ingredient and is normally adopted by big international cosmetic brands. Body Lotion: Ylang Ylang is known as the “Crown of the East”. Its scent has been popular among the European elite and nobility since the old days. Foot Cream: Almond oil can increase oxygen-carrying capacity of cells, eliminate fatigue and carbonic acid accumulation, and ease pains and irritation.
Because all the products are certified by ECOCERT, they are suitable for everyone, including people with sensitive skin, pregnant women and babies.
What is the definition of “organic skincare product”? Could you give some tips for consumers who want to purchase real organic products?
Organic cosmetic products MUST be free from chemicals, artificial color and GMO. On one hand, the raw materials must come from organic natural plants. On the other hand, the process of manufacturing and packaging must be environment-friendly. My suggestion is: always buy certified products which can guarantee a high content of organic materials.
Could you share with us the development plans of GIRLINC for the next five years?
GIRLINC hopes to promote organic skincare concept in China by entering into 5-star hotel spas and high end beauty salons. It’s our vision to let more Chinese consumers experience high quality organic cosmetic products and offer best solutions for special groups such as people with sensitive skin, pregnant women and babies.