Ruxandra Hurezeanu, a Romanian business woman came up with the idea of exploiting what seemed to her to be the cosmetics of the future – the dermocosmetics. She invested all her energy in this business and was not proven wrong, because her line of cosmetics, Ivatherm, is now flourishing.
After working for several years in France, in the pharmaceutical domain, Ruxandra wanted to come back to Romania and build up her own firm. She thought of taking advantage of a very precious, but really marginalized Romanian resource nowadays: the thermal waters. In 2005, she started Ivatherm; these dermocosmetics use thermal water from Baile Herculane (Romania), a water with multiple curing and anti-inflammatory properties.
Dermocosmetics produced by Ivatherm. Photo source: ivatherm.com
Ivatherm cosmetics are produced in France, a country known for the quality of its beauty products. Then, they are shipped to Romania, packaged and sold there. So, Ruxandra found the perfect solution to use the best of both countries she loves – France and Romania and built a fruitful business partnership between the two.
Dermocosmetics, are designed for sensitive skin, to sooth acne, irritations or psoriasis. They combine a cosmetic action with a dermatological action, very useful for trouble complexions, and those who are allergic to regular cosmetics found in supermarkets or beauty shops.
Ruxandra says that more and more customers want to buy safe products that do not cause allergies: allergen-free cosmetics. This is probably the reason why Ivatherm sold more than 200,000 dermocosmetics in 2012 and had an estimated growth of 20%, selling products of about 2 million Euros.
Now, Ruxandra Hurezanu’s brand, Ivatherm, can be found not only in Romania, but also in other European countries, and other continents as well – Asia, North America, Africa, etc. Even if is not so well-known as other brands of dermocosmetics, such as Avene, La Roche-Posay or Vichy, these products are of high quality and have affordable prices. Would you buy thermal water dermocosmetics?
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