She's got Kylie Jenner on board as the brand ambassador for her Nip + Fab brand - with the star telling fans on Instagram the Dragon's Blood Serum plumps her skin and "is the perfect makeup base" - plus stars like Kim Kardashian, Ellie Goulding and Queen Rania of Jordan can't stop raving about Rodial. So POPSUGAR Middle East spoke to founder Maria Hatzistefanis about her Middle Eastern following, unconventional ingredients, and what inspires her to keep making products loved by celebrities.
Your brands contain some quirky ingredients like Viper Venom and Bee Sting. Are there any more surprises in line?
When I started the business it was all about those quirky and risky ingredients. As we grow the business, we are going to be using quirky and exciting ingredients but we're not looking for the shock factor anymore. It's more about classic and efficient ingredients, Pink Diamond is the latest launch.
Also our golden range has been very popular so we want to grow that as well. I don't know if we're going to come up with another crazy ingredient but we want exciting and effective ingredients going forward.
How do you come up with ideas for new products?
The first thing we do is identify what a customer needs to treat, is there a skincare issue we can tackle? A concern no one's addressing? This is always a starting point and then we research the raw materials. I travel a lot and go to trade shows and try to find innovative things to tackle those new skincare needs. We start on solving a problem, researching an ingredient and finding something exciting.
Who are your biggest celeb fans?
Rodial has been around for 15 years so we've had some great celebrities using our products. For example, Elle Macpherson is a big fan and Jennifer Lopez has been a fan of the Bee Venom moisturizer, she used it at the Grammy's last year.
Ellie Goulding always talks about it in interviews and model Jourdan Dunn. All sorts of celebrities from different skin tones and backgrounds, so we're very lucky like that.
What are some of the stars' favorite items?
Everyone has different favorites. Kim likes the contour cream, powders and mascaras, Ellie loves the Bee Venom and the Golden ranges, Jourdan Dunn loves the Super Acids range for pigmentation, Elle loves the Glamsticks which are our lipliners with color.
What's the difference between your Rodial and Nip+Fab brands?
😊Wednesday announcement @nipandfab: The secret is out! We are so happy to be with our amazing brand ambassador @kyliejenner today!!! How STUNNING is Kylie with our Glycolic Fix Night Pads Extreme 😘😘😘 #Nipandfab #Kyliejenner #Photoshoot #Nipandfabinla #repost @kardashianandjenneruniverse #skincare #beautyblogger #bbloggers #bbloggersau #kyliejenner #instabeauty #la #hudabeauty #picoftheday
The Nip + Fab customer is a lot younger…. late teens to early thirties and with N+P we are addressing taking care of the skin and preventing the first signs of aging lines taking you into your late 20s. Rodial is a lot more powerful so if we have a Dragon's Blood product in N+F and Rodial, the N+F formula will have a little bit of Dragon's Blood and the Rodial formula will have the maximum. The result will be boosted with hyaluronic acid and anti-ageing ingredients.
With Rodial there's a more sophisticated formula that addresses skin from early 30 to 40s and 50s. It's for a different audience a little bit more sophisticated, older and looking for the best in anti-aging.
How have people in the Middle East taken to the brand?
With our counters at Harvey Nichols in London, more than 50 per cent of our customers there are Middle Eastern and it's similar with Harrods. We've had people coming from Dubai to London to buy the products so now having the full range in the UAE is great because the customer is here and excited to buy locally. Also we get to grow the brand and have other people who don't necessarily travel to London, who can experience it. The feedback has been absolutely amazing, especially with the makeup launch.
What celebrities in Middle East would you love to see with your products?
We already have Queen Rania of Jordan, who is a big fan, we recently heard Huda Beauty is using some of our powders. I'm excited to see what's next and discover some of the Middle Eastern celebrities and see them using our products.